Yes, digital communications platforms have made the days of in-person interactions seem like the Stone Age, but there's still a lot to be said for coming together and (gasp)
talking face-to-face. Professional networking, developing business relationships and educating yourself and your team on emerging trends are just a few benefits of congregating en
masse--all of which, of course, are outcomes of attending conferences.
And it's not as though the public relations industry is lacking for options; PRSA, IABC, IPR--all these organizations and many others host events that bring communications
professionals together to get an education (and a few hours of cutting loose at the open bar receptions).
However, the ability to plan a conference isn't limited to the behemoth professional organizations that have entire staffs dedicated to the task; rather, agencies and
corporations of any size are capable of hosting killer events for any number of reasons--establishing their executives as thought leaders, bringing clients together, educating
their staff and peers on new industry developments--and they can do it without the help of a full-time event planner.
"You don't need a lot of time and money to pull off a successful event," says Debra Lynn Ross, communications director of Consorta Hospital Network. It's just a matter of
getting organized--really, really organized.
Once you have the concept and theme for your conference/event, here are some things to consider before the invites go out:
*Participants' schedules: If you want to host a conference or seminar, you should already know who your target attendees will be. The next step, then, is to consider their
schedule and choose a date/s accordingly. If your target registrants will be coming from all over the country/world, or if they work inflexible/demanding hours, then weekends are
usually best. If it will be a local event, consider starting earlier in the week.
*Competition: Cheryl Clements, meeting coordinator of the New York State Association of Nurse Anesthetists' spring meeting, emphasizes the importance of looking at other
meetings or industry events that could conflict with yours. Hosting a conference, especially if it's for the first time, during another widely attended event will severely limit
the number of registrants you get.
*Budget: "Once you determine a time and attendee expectancy, you need to determine a budget," Clements says. "Do you have a set budget, or is it based loosely on previous
occasions? Is it tied to the number of sponsors and attendees? You need to answer these questions upfront, because that will determine every aspect of planning from that point
on."
*Location, location, location. Hotels are the usual suspect in terms of conference locations, but that doesn't help narrow your choices further. If your conference will draw a
lot of out-of-towners, it should be held in a place with access to public transportation, or where there is a lot to do within walking distance. Once you've identified a general
area, do an Internet search to see what comes up. Then, look at their event information to get an idea of fee structures and capacity. When you've narrowed it down to a handful
of choices, the fun really begins.
"Set aside a few full days to look at available spaces," Clements says. "Each place will have positives and negatives, so make a list of things you absolutely need, things you
would like to have and things that you could forgo. This list will help you determine which location you should ultimately commit to."
*Make a deal. Venues almost always have set contracts that must be signed to make the deal official, but there is usually room for negotiation. For example, if you expect a
lot of people to come in from out of town, you can buy blocks of rooms at a discount rate; then, you can try to catch a break on fees for the meeting space itself.
"If you're bringing in a lot of people to stay at the hotel, that's big business," Clements says. "It's easier to get a deal on meeting space because the hotel will want the
benefit of both incomes."
*Keep an eye on your numbers. When committing to conference space, most venues will want an estimate of the number of attendees, both in terms of those who will stay in rooms
overnight and those who will attend sessions. You must come within a certain percentage of this "goal," or you'll be penalized.
*Think about VIPs. You will have two groups of VIPs at any conference: speakers and sponsors. Both should be given special attention, especially at the earliest stages of
planning. Clements recommends finding out if the hotel will give you a penthouse in your block of rooms, which you should then reserve for the keynote speaker. This kind of VIP
treatment will be an added incentive for big names to commit early on.
Similar considerations should be made for sponsors, though their "real estate" needs can't be finalized until they've signed on the dotted line. Then, Clements says, it's all
about setting the stage--literally.
"Ask yourself how you want your exhibitors to interact with your participants," she says, advising planners to look out for conflicts of interest, and to always give the best
spaces to the sponsors who paid the most money and were the easiest to work with.
*Get creative. Sponsors are key to the success of an event/conference, but it's not always smooth sailing. Ross faced the challenge of attracting exhibitors in the food and
nutrition space to Consorta's annual conference, so her team launched a "Battle of the Hospital Chefs" competition prior to the event to generate interest. It was an unexpected
approach, but it ultimately got the job done.
"If you're looking at ways to find things, be creative," Ross says. "Identify your potential partners, and their marketing and media relations people. [If they believe in an
idea], they'll help push that message forward as well." PRN
[Editor's Note: For more on Consorta's "Battle of the Hospital Chefs" campaign, see PRN 05-12-08, "Top Chef: Marketing & PR--Plus a Few Hospital Chefs-- Join Forces to
Spice Up a Formerly Bland Event."
For additional tips and checklists for conference/event planning, visit http://www.prnewsonline.com.]
CONTACTS:
Cheryl Clements, 646.319.7323; Debra Lynn Ross, [email protected]