The Public Relations Society of America's 2006 International Conference may be in the rearview mirror, but it still resonates as a lesson in the importance of approaching a
multi-day conference with a strategy. The combination of sessions that overlap and the hundreds of practitioners gathering to share ideas offers both ample opportunity to come
away with binders of good information and ample risk of being overwhelmed and, consequently, unproductive.
The following tips can help organize the chaos and maximize the ROI of conference admission/travel costs.
* Read the program before you board the plane: Many conferences like PRSA's begin a day or two early for board meetings, educational sessions and invitation-only forums.
Failing to study the program ahead of time may lead to a premature departure, as most "regular" attendees don't need to attend the pre-sessions (and, in many cases, can't).
Furthermore, looking at the agenda prior to making travel arrangements might make you realize that the first and/or last days' sessions don't offer any new value for your
business; if that's the case, you've just saved the cost of two additional nights at a hotel. Plus, with sessions that overlap or run at the same time, it is essential to identify
early on which are most important to your focus area; returning with irrelevant information won't go far in justifying the cost, especially when your manager is processing your
expense report.
* Take advantage of networking sessions, fireside chats, impromptu debates and open bar nights: It's often tempting to retreat to your hotel room - or give your undivided
attention to your Blackberry - during breaks, but these scheduled breathers are often the best opportunities to uncover valuable information. What are other executives thinking?
What are the hot-button issues? What challenges do they face? What happened in the session you missed earlier that morning? People are more apt to speak freely during "informal"
meetings - especially if a cocktail is involved.
* Set aside time for e-mailing, Blackberry-ing, and returning phone calls; observe the boundaries religiously: 95 out of 100 communications executives suffer from hard-to-
treat technology addictions, and these addictions can get in the way of personal relationships, professional development and, yes, conference appreciation. Not only is it impolite
to hide the Blackberry under the table and type away; it also interferes with actually hearing what is being said. If you suffer from "crackberry" addiction, take preemptive steps
to moderate your consumption. Identify specific windows of time in which is it acceptable to indulge. During all other times, keep it out of sight - even if that means locking it
in your room.
* Make new friends: Try to talk to three, five, ten, etc., new people each day. It's easy to fall back on the familiar and socialize with attendees you already know
(especially if they are from your own organization). Staying in your comfort zone drastically increases the likelihood that you won't make new business contacts.
* It's more than a nametag: How often does a request for a business card send you on a hopeless search into the depths of your briefcase? Instead, use the plastic casing
around your nametag to your advantage; it's a great place to store business cards for easy access.
* Love your conference coordinator: No matter how big a conference might be or what it covers, each has a core group of coordinators who operate behind the scenes and know the
down-to-the-minute schedule. Identify these people early on, as they are valuable resources who can connect you with speakers, facilitate one-on-one meetings and provide material
from a session you might have missed.
* At the end of the day, less can be more: Trying to be all things to all people - or, in this case, trying to attend every single event at the expense of your health/sleep
schedule - isn't worth it, as few people get to take "mental health days" following a conference. Conference proceedings are usually available online, so you can get session notes
and follow up with presenters if you'd like more information.
* Bring a bigger suitcase: You may be the most efficient packer the public relations industry has ever seen, but that was before you got piles of research, sponsor materials,
notes and giveaways at the conference. Rather than throwing away potentially valuable information, plan ahead by leaving extra space in your suitcase for the return trip.
Alternatively, find a shipping service near the conference site and mail the extra materials to yourself.