If the dotcom craze of the past few years was a Saturday night beer-bash, then it's now Sunday morning and we're all nursing serious hangovers. That's not to say that the
shakeout means the end of high-profile, glitzy PR-parties, says David Adler, CEO of BizBash.com. His Web site is a free resource for event planners, which include lots of PR
folks.
"With the belt-tightening that's going on, [event planners] will have to prove their return on investment a little more," he concedes. Which explains some of his year-ahead
predictions: shorter guest lists, more cocktail parties with dancing instead of formal sit-down dinners, and an increased reliance on technology to plan efficiently and hold down
costs. (Hmmm...funny how that plays in with his business model.)
Adler also posits that creativity is the best way to make events resonate in the minds of attendees long after their buzzes have worn off. For example, a party for his client
Nerve.com featured a "human guestbook." People signed two scantily clad models (one male, one female) instead of a regular guestbook. We're sorry we missed that party. (David
Adler, 866/249-2274)