Hope for the best; prepare for the worst.
It’s an age-old saying that applies to so many aspects of work and life, but perhaps there is no better fit than in the realm of event planning. Events have become a staple in the public relations arsenal, and when used effectively they can be an extremely valuable tool for driving awareness and visibility for a brand.
Events can create news hooks, provide strong media visuals and deliver opportunities for direct consumer engagement. Yet, large-scale events can also be a headache for PR professionals because of the multitude of factors beyond their control that can—and often do—go wrong.
The following are some tips for navigating the inherent challenges of planning for an event:
â–¶ Prepare for the Worst:
Preparation is everything when it comes to event planning. You not only need to have a laser-like focus on every detail of your event, you also need to plan for the unexpected. Ask any seasoned event planner and she will happily bombard you with war stories of unexpected hurdles she had to overcome —water main breaks, lightning strikes, road closures. The list goes on and on.
Take the time to anticipate the types of things that could go wrong, much like you would when planning for a PR crisis. What if the event materials get lost in transit? What if the teleprompter doesn’t work? What if the headsets fail? What if your guest speaker is late to the event?
By anticipating potential hurdles and creating solid backup plans, you will save yourself from significant frustration on event day.
â–¶ Choose Your Team Wisely:
Strong event planners are a treasured find because they possess a rare blend of obsessive attention to detail and the ability to be flexible and adaptable in the face of a rapidly changing event scenario. Those two skills are hard to come by in one person, so when you find someone capable of both, you’ve struck event-management gold.
It is equally important that the members of your event team have the ability to stay calm under pressure and think quickly on their feet during an event crisis. These skills will be essential on event day when issues arise that need immediate, creative solutions.
â–¶ Partner with the Right Vendors:
They are more critical than you think. The right vendors can make or break your event, so take the time to fully research and evaluate your partners.
In 2010, just days before a major consumer-facing client event in Times Square, I awoke to news of a terrorist’s car bombing attempt about one block from my event site. As Times Square shut down and the area was evacuated, my event security vendor came to the rescue.
Thanks to security officials’ deep connections to the NYPD, they were regularly briefed by law enforcement, arming them with the most accurate, up-to-the minute information on the crisis as it unfolded. This allowed me to make informed decisions about the upcoming event and put my client’s fears at ease.
â–¶ Manage Expectations:
For clients or internal executives that haven’t been involved in large-scale events, having an open, honest dialogue ahead of time is key. Prepare them for the types of potential challenges and last-minute hurdles that might crop up so they aren’t caught off guard if bumps in the road arise and plans need to shift. And, if you are fortunate enough to have an event that goes off without a hitch, your accomplishment will be even more impressive.
â–¶ Keep Calm and Carry On:
Unforeseen challenges and problems are par for the course on event day. The key to overcoming them and ensuring a successful event is to stay calm and keep a clear head. No matter how significant the challenge may be, maintaining a calm composure will help both you and your team think clearly and respond quickly to shifts in the plan.
â–¶ Hope for the Best:
Once all the preparation has been done and every last detail has been checked off the list, it’s time to take a step back, breathe deeply and hope for the best. Event day is always full of challenges and surprises, so prepare your team to expect the unexpected and focus on staying ahead of issues as they pop up. Staying nimble is the name of the game.
With the right preparation, you and your team will be able to tackle the many challenges thrown your way and execute a successful and memorable event that delivers great visibility for your brand.
[Editor’s Note: Find more Event PR articles at the PR News Subscriber Resource Center ]
CONTACT:
This article was written by Amy Russ, VP of brand marketing at Cone Communications. She can be reached at [email protected].