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MODULE I : INTRODUCTION TO EVENTS

Defining Events and Event Management


1.
Event. - An event can be described as a public assembly for the purpose of
celebration, education, marketing or reunion. Events can be classified on the basis of
their size, type and context.

Types:Corporate Events Events like Y2B, HR Summit and etc.


Education and career events Events like education and career fair,
workshop, seminar, debate, contest, competition etc.
Social Events Events like balkalakaar, Impact week, Discovering hope,
Udaan and etc.

2.
Event Management. - Event management is the application of project
management to the creation and development of large scale events such as
festivals, conferences, ceremonies, formal parties, concerts, or conventions. It
involves studying the brand, identifying the target audience, devising the event
concept, planning the logistics and coordinating the technical aspects before actually
launching the event.The process of planning and co-ordinating the event is usually
referred to as event planning and can include budgeting, scheduling, site selection,
acquiring necessary permits, coordinating transportation and parking, arranging for
speakers or entertainers, arranging decor, event security, catering and emergency
plans. The events industry now includes events of all sizes from the Olympics down
to business breakfast meetings. Many industries, charitable organizations, and
interest groups hold events in order to market themselves, build business
relationships, raise money or celebrate achievement.
Scope and Importance of Events
Types and Sizes of Events
Corporate Events

Conferences

Corporate Celebrations

Glamour Events

Celebrity Appearance

Fashion Shows

Music Concerts and entertainment shows

Brand Events

Promotion and management of Brands

Televised Events

Events specially created for television channels

Sports Events

Focused around a sporting event

Concept Events (Theme Based Events)

Concept conceived by Event Management Company

Hybrid Events

Mixture of two or more of the above

Others

Talent Banks

High Profile Weddings, Dance Parties

Size of Events
Relationship between-Events, Advertising, and PR
Advertising involves paying for space in publications or airtime, then using that
opportunity to deliver a message directly to consumers. Public relations covers a
wide range of tactics, usually involving providing information to independent media
sources in the hope of gaining favorable coverage. While both techniques have
similarities, there are several key differences.
Similarities
Public relations and advertising are similar in concept: both are designed to raise
awareness of a company or product in a positive manner. Another similarity is that in
both cases the company will often target its message toward a particular audience.
This could be people living in a particular location; people of a particular age, gender
or social background; or people with particular interests or hobbies.
Differences

Cost - Advertising has a fixed cost, usually based on a combination of the


audience that will be exposed to the advertisement or commercial, and the
demographics of the audience. An advertising medium perceived to have an
audience with more disposable income will often be more expensive to use on
a per-audience member basis. Public relations does not have fixed costs,
meaning the company cannot guarantee that paying a certain amount will
achieve a specific result. However, it is also possible that a company could
wind up getting coverage that would have cost far more in advertising than it
spent in public relations costs.
Control - Advertising gives the company almost complete control of the
message, subject only to any regulations or policies that restrict the content of
commercials and ads. Public relations gives much more limited control and
attempts to get publicity can even backfire if they lead to negative coverage.
Credibility - Public relations-based publicity is usually more credible with an
audience as it comes via independent media. Advertising often appears less
credible because viewers, readers and listeners are aware if comes from an
unbiased source.
Brand Vs. Product - Public relations involves a mix of promoting specific
products, services and events, and promoting the overall brand of an
organization, which is an ongoing task. Individual advertisements are
sometimes based on a brand but are more often based on a specific
promotional message such as a price cut or the launch of a new product.

Proactive Vs. Reactive - Public relations contains a mixture of proactive


publicity, meaning the company sets out to promote a message, and reactive
publicity, meaning it reacts to events such as a scandal, or gives a view to a
journalist writing a story that doesn't stem from the company's own publicity.
Advertising occasionally involves reacting to events, such as a product recall,
but is more commonly a proactive tool.
The relationship between advertising and event management is the fact that
event management can be used as a tool for advertising. Event management refers
to the process in which events are formally planned and organized on behalf of a
client. It may be handled by companies that specialize in organizing and managing
such events, or it may be handled by the public relations section of big corporations.
Event management may be private or corporate, and the motivations behind the
event may also be different. A private event may be organized to promote an
individual, such as a politician, a musician or any important personality. If the private
individual is a politician, the event could be a fundraiser, a meet and greet, or a
political rally. This shows how advertising and event management can work together.
The events are forms of advertisement for the politician. They help the politician
raise his or her profile, while also serving the more practical purpose of conveying
the political ideology of the politician.
A musician might use an event to promote his or her latest work. The event
management may be handled by an independent event management company or by
the public relations department of a record company. The purpose of the event is to
advertise the musician and to generate publicity for his or her work. This works the
same for writers who hold book signings; the event is a form of advertisement for
both the writer and his or her book.
Big organizations also explore the relationship between advertising and event
management for how it can work to their advantage. Organizations can hold
promotional events aimed at advertising their products and further enhancing the
corporate profile of the organization. For example, a car dealership might host a car
show in which it invites the general public to come and view the latest offerings. This
event also serves as an advertisement for the car dealership.
Organizations may come together and hire an event management company to
organize a trade fair. The trade fair will serve as both an advertisement platform, a
means of making new contacts, and a means of increasing the customer base.
Event management can come into play when a private individual or an organization
wants to hold a press conference. If it is an organization, the press conference could
be to introduce a new product, which is a form of advertisement. If the event is for a
private individual like an athlete, it could be used to promote the signing of an
endorsement deal.
PR is reputation management, not events management
PR is reputation management. As a PR pro you look after your clients reputation and
focus on establishing communication channels between them and their key
stakeholders.

Events Management on the other hand is in its nature a project management that
aims to create great events, festivals, music gigs and conferences. You employ all
your creativity and imagination to put on amazing events that everybody will want to
go to and that everybody will remember forever. Yes, there is a need for marketing
and PR, but it is not the essential aspect of the job.
Lets have a look at some of the similarities and differences.
Similarities

Project management both professions require accurate project management


skills. You have to plan ahead in a great detail, undertake a wide research,
create SMART objectives, schedules and deadlines and also think of ongoing
measurement and post evaluation.
Creativity there is a need for a creative edge. For your events and PR
campaigns to be successful, you have to think out-of-the-box.
Stakeholder management there are different stakeholders for a PR
professional and Event Manager yet they all have to be looked after and kept
satisfied.
Client relations the client is the person who pays your wages so you have to
keep them in the loop as often as possible.
Trade relations monitoring the progress of the industry and your competitors
is a key to success. You dont want to miss out on the latest technology
developments and new campaigns/events ideas. Your goal is to be seen as a
key player and therefore, you also look after your companys reputation.
Responsibility there is a huge responsibility that comes with both of these
professions. Any little mistake in PR can echo back with enormous
consequences. Any gap in project management can result in people getting
upset or even in more serious consequences such as injuries and death.
In-house & External Consultancy PR and Events can be run from within the
compan, in-house. But there are also external consultancies that plan and
execute events and campaigns on behalf of a client or work in partnership
with the in-house team.

Differences

PR campaigns are about ongoing engagement with the target audience over
a period of time. There is a need for tactical thinking and planning so all the
aspects of the campaign are in synergy. Events Managers do all the hard
work ahead of an event and when the show is over it is over. Their hard work
is hidden and will get questioned only if something goes wrong.
PR acts below the line. The audience doesnt know that the particular story
they are reading in the papers is a result of Public Relations activity. Event
goers know that somebody had to organise all of this for them.
Studying PR doesnt make you qualified to work in Events Management and
vice versa. For this reason, I decided to study a joint degree of Public
Relations and Events Management at university. Both professions are
interlinked. The PR practitioner has to know how to plan an event or a PR
stunt and an Events Manager has to know how to PR the event so it gets
coverage in the media.

Personally, I wanted to keep my options as open as possible in terms of my


final career choice. I thought I could work as an Event Manager or as a PR
pro one day. Additionally, the more skills you have the more money you can
earn one day.
And here I am now, a recent graduate with a degree in Events Management
and Public Relations, ready to start my professional life. I have chosen to
pursue a career in PR and started working as an Account Executive in a PR
consultancy.

5 Cs of an Event

Concept- See it in your head before it happens! Imagine it! Visualize it!.
conceptualizing an event, it is important to determine the following:

In

The WHY of the event. Is it to inform and/or educate the community about a cause,
or to raise funds, or is it an award ceremony, a funeral rite for a departed loved one
or even a wedding? Whatever it is the event is to achieve must be stated very clearly
from the onset.
The WHO of the event i.e. the major stakeholders of the event. This also dictates the
type of event to conduct and helps with the necessary information to bring together
the creative elements of the event.
The WHEN of the event.
The WHERE of the event, and
The WHAT of the event. This must match the needs, wants, desires and
expectations of the audience, and must synergize with the why, who, when and
where of the event

Define the scope of event

Identify Stakeholders

Select Event Management Team

Organization chart

Prepare Event Overview Statement

Coordination This is the planning phase of every event. The activities in this
phase include developing a theme, budgeting, establishing timelines, selecting and
reserving event venues, planning the food, selecting speakers, arranging for
equipment and facilities, coordinating transportation, contingency planning and so
on. It is taking note of and giving attention to every detail that makes up the event.

Develop a methodology

Scheduling

Outsourcing & supplier coordination

Detailed Planning

Ticketing

Team management

Control Having defined the scope of your event, it is highly important to put control
measures in place. Event control compares event progress to the actual plan,
measures resources with scheduled work and adjusts what needs to be done to
avoid scope creep and to ensure that event is delivered on time and within budget.
Event control also deals with conflict resolutions as well as supplier and vendor
relationship management.

Event Budget Control

Conflict Resolution

Supplier & Vendor relationships

Event Status reviews

Taking corrective measures

Culmination This is the highest point of every event, the coordination of the event
day itself where the result of all the previous planning is seen. The activities in event
culmination include event team management, supplier/vendor coordination, crowd
control, security, frontline management, backend management and communication.
All of these define the event experience for the attendees, whether or not the event
is a memorable one.

Attendance Management

Security

Frontline Management

Backend Management

Team coordination

Communications Planning

Close-out After events are completed and the client has approved the outcome,
some post event activities are equally necessary to highlight the event process.

These include review and evaluation, reporting, quality improvement, reward and
recognition to team members, and formal termination of contractors where
applicable.

Review & evaluation

Final report

Quality improvement

Handover of project/event file

MODULE II: KEY ELEMENTS OF EVENTS


Departments in an event Management company - The work involved in
planning, organizing and conducting a major event can be sufficiently great to
require the recruitment of a large team of people. Members of the team may be
involved on a full-time, part-time, contractor, casual and voluntary basis. At the
head of the team is the Event Director whose job it is to keep everyone working
together for a considerable period of time.

1) Event Manager/Event Planner - He has following responsibilities:


1. He is responsible for planning and producing the whole event.
2. He is responsible for procurement management and resource management.
3. He formulates, prepares and implement risk management plan (risks related to
event planning and production).
2) Event Coordinator - He is responsible for coordinating with all event
professionals and ensures that business operations are efficient and effective.
3) Information Manager - He has following responsibilities:
1. He manages the information acquired through different sources.
2. He is responsible for the documentation of all business operations carried out preevent, at-event and post-event.
3. He maintains database of service providers, delegates, guests, organizers,
sponsors, partners, clients, target audience, media people and various govt.
departments officials.
4. He formulates, prepares and implements the risk management plan. (risks related
to information management like loss of data)

4) Logistic Manager - He has following responsibilities:


1. Responsible for custom clearances and other clearances.
2. Responsible for warehousing of cargo

3. Cargo Insurance
4. He is expected to move goods and merchandise from one destination to the other
in the most efficient manner.
5. He is responsible for procurement management and resource management.
6. He formulates, prepares and implements the risk management plan. (risks related
to logistic management like cargo theft etc.)
5) Security Manager - He has following responsibilities:
1. He is responsible for formulating, preparing and implementing the security plan
and strategies. i.e. how to protect delegates, guests, service providers, organizers,
sponsors, partners, clients, target audience, goods and merchandise etc.
2. He does procurement management and resource management.
3. He formulates, prepares and implements the risk management plan. (risks related
to security like stampede, brawl etc)
6) Infrastructure Manager - He has following responsibilities:
1. He does procurement management and resource management.
2. He is responsible for setting up and dismantling the infrastructure for the whole
event like:
a. Construction of boundary walls, entrance and exit gates, driveways, walkways and
parking lots
b. Construction of AC/Non AC hangers/ halls, seating arrangement, stage design/ set
up.
c. Construction of green rooms, staff rooms, storage rooms, power rooms, toilets,
sewage systems, stalls, counters, booths and kiosks.
d. He is responsible for setting up electricity, water and phone connections.
e. He is responsible for conservancy (i.e. cleanliness).
3. He formulates, prepares and implements the risk management plan. (risks related
to infrastructure management like sudden shortage of workers, materials, power
failure etc)

Designing of an Event
What does event planning involve? Here is a high-level overview are some of the
basic steps youll need to follow when developing an event. We can't identify all of

the details youll need to think about (since much of it will depend on the type of
event you are holding), but we hope the following provides a starting point for your
event planning.
Ten Steps to Get You Started With Event Planning
1.
Develop Event Goal and Objectives - The very first step is to establish a
tangible goal and objectives. (e.g., why are you organizing this event and what do
you hope to achieve?)
2.
Organize a Team - Any event takes a concerted team effort to handle all of the
details. Consider identifying one key Event Manager or Event Chair as well as
individual Chairpersons for subcommittees, such as:
Venue management;
Speakers;
Entertainment;
Publicity;
Sponsors;
Volunteer management
3.
Set a Date - The date might already be pre-set for a reoccurring event, but if
this is a new event, be sure to consider the following before firming up your date:
Give yourself enough time! Ideally, you should have 4-6 months to plan (depending
on the nature of your event)
Be aware of statutory and religious holidays
Avoid school holiday time periods (e.g., winter, spring and summer holidays)
Check dates with key participants e.g., speakers, presenters, VIP guests, etc.
4.
Brand Your Event - If you want your event to stand out, you need to choose a
timely and compelling theme that sets you apart from your competition. This means
that you need to come up with a dynamic overall theme and you need to take great
care with the actual name since it can be a key attention-getter, especially in online
media.

Brainstorm names: When you are brainstorming the event name, think about:
How is your event different from other events in your sector?
What are you hoping to convey through this event?
Create a Tagline: Once youve come up with a name, also try to craft a tagline
a short, memorable branding slogan that describes the event.
Design a Logo: The final step will be having a logo created to represent your
event. A logo can be an effective branding tool offering immediate
recognition of your event in all of your publicity and promo items (e.g., Tshirts,
water bottles, bags, etc.)

5.
Create a Master Plan: - This plan should encompass all aspects of the event,
including:

Venue, logistics & catering management (contracts, permits, insurance, etc.)


Speakers/presenters (identifying, confirming, logistics & management)
Activities/entertainment
Publicity/promotion (online & off-line, e.g.,: web page & online promotion;
events calendars; printed programs; media relations; signage; social media,
etc.)
Registration (online sign-up, payment and tracking; on-site sign-in, etc.)
Sponsor/partner management
Volunteer management

6.
Determine Administrative Processes - In other words, how are you going to
keep track of your planning, registration, budget, guest and speakers lists, etc.?
7.
Identify and Establish Partnerships & Sponsors - Are there organizations that
you could partner with or call on for sponsorships to defray the costs and increase
potential participation? When you involve other people or groups in your event, they
have a stake in helping spread the word and making the event a success. You might
want to consider:

Seeking corporate sponsors to fund a portion of the event. This can range
from national organizations that might want to sponsor a dinner, offer a door
prize or a key silent auction item, to local businesses that might be able to
provide goods or services, such as flowers for the tables, gift bag items, etc.
Partnering with community organizations who might be able to offer a venue
and/or assistance with organizing or staffing an event

8.
Create a Publicity Plan - Even with the most amazing speaker or entertainment
line-up, you need publicity to get people in the door. Event promotion starts with the
initial notice or page on your website, note in your newsletter or email to save the
date, and then builds to include online and off-line publicity, media relations and ongoing outreach to encourage registration. And no plan is complete without the postevent thank-yous, sponsor acknowledgements and articles about the events key
messages or fundraising success.
9.
Establish a Budget - Your budget should incorporate estimates for all of the key
items identified on your Event Master Plan. Dont forget to include any travel or
accommodation costs for speakers, presenters, etc.
10.
Determine Evaluation Process - How will you determine if your event is a
success? Do you measure success by the number of registrants or attendees or is it
dependent on you breaking even or raising a target amount in donations?
When you set your initial event goals and objectives, you should also consider how
you will evaluate the event to determine your success. If you are using a
membership management software package, such as Wild Apricots, you can easily
track registration numbers and fees. But, if your event involves tracking, for example,
a silent auction, then youll need to put some processes in place to identify goods
offered in kind and funds raised at the event.

Event logistics

When planning your event consider the following important logistical items:

Schedules, agendas, scripts and other information needed by speakers as well as


participants

Guest accommodations, including travel, hotel, car rental, downtime while here, and
any guests who need special accommodations

Need for registration table, stage, podium, flowers, and flags

Coat racks/hangers for guests during wintery months

Seating Charts, linens, place cards

Audio-visual equipment that might be needed by keynote or other speakers

United States and Virginia State flags

Gifts for speakers/attendees

Reserved parking for speakers, special guests, and participants

Photographer

Signage for your event

Thank-you notes to be sent to those who contributed

Event Planning Logistics


Event Set-up
Specific room set up
Tables
Size and quantity
Linens
Chairs
Trash cans
Special lighting and/or sound equipment
Signage
Stage or dance floor
Technical needs
Curtains

Golf carts for transportation


Food & Beverages
Food will be provided
Catering
Dining Express
Outside Caterer
Purchased Externally
Homemade
Food provided at no cost to attendees
Transportation
Vans and/or buses
Transportation minivans
Academic field trips
Personal Vehicle
Safety
Event attendees include non-RIT community members
Non-RIT attendees need designated parking
Minors *Protecting minors on campus
Money will be collected at the event *Cash handling protocol
Event includes activities that could impose risk of injury to participants/spectators
*Waivers & rules
Third party vendors will be present at the event *Contracts/insurance
How to manage event logistics
1. Spare no detail - Everything from turning on the music to tipping the food delivery
staff should be accounted for in the timeline. The point of this detail is to ensure that
during the high-stress of event day, nothing slips through the cracks. Consider
everything that could go wrong with part of an event and account for it in this
document. Could a speaker's microphone fail to work? Carve time out of the
schedule to test the microphone.
2. Plan in advance - It is critical that you put thought into the Event Logistics Timeline
on the front end of your process. If you wait until later to put this document together,
it becomes and overwhelming chore and you will likely miss details. Rather, draft and
update the document as you work through every step of the event planning process.
You can always edit the document down as the event approaches. And it's much
easier to edit-out details last-minute than to add-in details last-minute.
3. Involve the entire staff - The document also serves as a task list helps you and the
event staff get on the same page literally, if you all print it out. Don't leave your
staff guessing about what they should be doing or give them the opportunity to
assume that someone else is doing the job. Call-out a staff members and assign
them a specific task to make it abundantly clear to each of them what they have to

do, where they have to do it and when they have to do it. Where possible, assign
staff members to tasks that are similar in specialty or in location. You may want to
have the same staff member checking all the microphones. But if your venue is
large, with multiple breakout sessions, that may not be possible. You may want to
assign tasks to a staff member based on location instead. Be sure to listen to your
staff once they have reviewed the document just in case you have asked them to do
the impossible, such as be in two places at once.
4. Make it portable - It may go without saying, but you will most likely not be at your
desktop and logged into your organization's computer network the day of the event.
Make your Event Logistics Timeline portable. Ideally you and your staff might carry
tablets or smart phones with copies of the document on them. If you use a document
sharing tool, such as DropBox or Google Docs you may even be able to make
changes to the document as you need to. That is an ideal scenario. It is wise to also
print-out and distribute hard copies of the document to your staff. There is a good
chance someone will misplace the document or the version they have is no longer
up to date. Establish a pick up location where staff can go to get additional or
updated copies of the document.
5. Track as you go - Treat your Event Logistics Timeline as not only a schedule, but
also as a checklist and mark off each successfully completed item. This will help you
document items that were either not completed on time or not completed at all. In
turn, after the event, you can use this to determine what went wrong -- or who did
something wrong -- so you can fix it before your next event.
Event Production- Theme, Dcor, Stage set-up, Lighting, Sound, Camera

MODULE III: PLANNING EVENTS


Event Research Importance

Market Research in Event Planning


Market Research

Before organizing an event, find out whether there is a market (i.e. audience) for your
intended event or not. For e.g. you want to organize a fashion show in Oman. If people there
have little or no interest in fashion shows, then it is not a good idea to organize such event
there. The event will fail for sure.
Market Analysis

If there is a market for your intended event,


then do market analysis. Market Analysis
means finding information about your target
audience. Find out who are your target
audience i.e. there age group, sex,
qualification, profession, knowledge level,
income, status, likings, disliking, personality,
customs, traditions, religion, lifestyle etc.
Knowing your target audience's customs, traditions and religion is very important so that we
dont hurt there customs and religion unknowingly through our event. For e.g. if you organize
a Hindu wedding and serve beef there, then u will be in mortal danger as cow is considered as
a sacred animal in Hindu religion. Similarly serving pork in a Muslim function can bring
havoc. Find out where majority of your target audience live so that you can direct your
marketing efforts towards them.
There is no point in advertising across US if your target audience belongs only to New Jersey.
In this way you can cut down your advertising and marketing cost tremendously. Find out
what are the desires and expectations of target audience from your intended event. Find out
when (i.e. date and time) and where (i.e. venue) they want the intended event to take place
.For this you will have to do survey. All this information will help you in developing a better
event plan.

Competitors' Analysis

It means finding information about your competitors. Find out who are your competitors .i.e.
their age, sex, qualifications, knowledge level, experience in organizing events, turnover,
market value, PR (media and corporate contacts) and market share.
Find out how they promote and execute there events. What they do in there events? Why
people come to there events? For this you will have to attend each and every event organized
by your competitors and then create an event report. The event report will contain things like

- seating and light arrangements

- promotional materials used

- blueprint of the whole venue

- program and food menu

- contact details of sponsors, partners, clients (for whom the event is


organized)

- service providers like DJs, Anchors, Make up artist, Performers,


photographers, videographers, decorator, florist etc.

Find out as much information as possible about events organized by your competitors.

Event proposal
Develop a good proposal to help clients know your organizational abilities. Whether
it's a million-dollar wedding or a low-budget event at your college dorm, it all starts
with a proposal that describes the event. If you're an event planner -- either
professionally or as a volunteer gig -- you need to be able to sell your skills to the
client by way of a well-written, well-researched event proposal. Even if you've done
this a hundred times before, the first step is having a conversation with the client to
find out what he hopes to accomplish at the event.
The Client's Wishes - First off, you need to know what the client wants. During your
initial meeting, take notes about the logistics such as the time, date, and desired
locations. On top of that, listen to her ideas for the theme, catering, color scheme
and other aesthetic elements of the event. Don't write a proposal that reads like a
form letter; you want it to speak directly to the client and her needs. Keep in mind
that she may be looking at several event planners and is likely to pick the one that
best understands her needs.
Summarize the Needs - As you develop a formal proposal, begin with a brief
introduction of you and your company. Give the client an idea of who you are and
how long you've been in business. Follow that with a section titled "event
description," which serves as a summary of the client's needs and also summarizes
the client's goal for the event. Basically, this is where you rehash what the client told
you about the event, showing that you understand what he's looking for. The notes

you took during your meeting will come in handy here as you describe the date, time,
proposed venue, theme, entertainment options and look the client has described to
you.
Services Rendered - Following that, your client will likely want to know what services
you plan to render during the event. If the event is large and has multiple functions,
such as a conference or a wedding that includes many events, it might be
appropriate to create headings such as "Cocktail Party" or "Luncheon," and then
describe the duties you will perform for that portion of the event, such as setting up
tables, ordering and serving food, or hiring staff. If it's a smaller event, such as a
baby shower or groom's dinner, for example, you might simply create a single bulletpoint list of the duties you plan to carry out, and the vendors and locations you plan
to use. If you have photos of similar events you've done in the past, add them to this
section of the proposal to help the client see what you can do.
Cost Sheet - Naturally, your clients will be looking at your proposal in hopes of
seeing one thing: how much this is all going to cost. After you've described the event
-- using language that helps the client really see, smell and taste the flavors of the
event -- create a section titled "Cost Summary" or "Proposed Costs." Provide a
detailed cost summary, listing the prices for each item and their purpose. For
example, a client might not know that a Sterno is a small heater used to keep food
warm. At the bottom of the sheet, tally up the total costs and write the total proposed
event cost. It may also be beneficial to provide some perceived discount, such as a
discount for early bookings or a package discount for multiple events booked at the
same time. Finally, thank the client for the opportunity and provide your full contact
information so the client can contact you again.
Pitching Process - Pitching can be referred to as the physical act of presenting the
conceptual ideas of the bid to the client, in person, and the stage at which the
competitive contract to run the events is won or lost. It is a competitive process that
is the chance for the EMC to verbally and visually pitch their ideas to the client. The
term pitch is commonly used by industry professionals (especially those working
with corporate clients) and is regarded as a key part in persuading the client to offer
the contract for the event. However literature on events makes little or no reference
to the term, tending instead to refer to the process as the presentation, as an oral bid
or simply regards the competitive process as culminating only in a written proposal.
Therefore what tends to be studied is the framework or blueprint that establishes
why an event is being considered, what the event idea is, how that can be
conceptualised, and subsequently how it can be planned and organised. However
what is often missing from these studies is the key stage of the process, the
acquisition of the right to manage the event and, perhaps more importantly, how this
is achieved. This knowledge on the pitch, both in terms of strategies used in
pitching and the creative elements of the actual pitch, are relatively speaking under
explored areas. This is despite the suggestion that in terms of winning a bid,
creativity is regarded as one of the most important aspects.
Event Scheduling - Event scheduling is the activity of finding a suitable time for an
event such as meeting, conference, trip, etc. It is an important part of event planning
that is usually carried out at its beginning stage. In general, event scheduling must
take into account what impact particular dates of the event could have on the
success of the event. When organizing a scientific conference, for example,
organizers might take into account the knowledge in which periods classes are held

at universities, since it is expected that many potential participants are university


professors. They should also try to check that no other similar conferences are held
at the same time, because overlapping would make a problem for those participants
who are interested in attending all conferences. When it is well known who is
expected to attend the event (e.g. in the case of a project meeting), organizers
usually try to synchronize the time of the event with planned schedules of all
participants. This is a difficult task when there are many participants or when the
participants are located at distant places. In such cases, the organizers should first
define a set of suggested dates and address a query about suitable dates to
potential participants. After response is obtained from all participants, the event time
suitable for most of participants is selected. This procedure can be alleviated by
internet tools.
Crisis Management - What do earthquakes and the Olympics have in common? They are
both examples of potential disasters. If an earthquake occurs in a populated area it will be a
disastrous event for residents and businesses alike. The Olympics is an event that has a
similar potential to become a disaster due to the large concentration of people and the
increased risk of terrorist threats and other disasters. Both of these are events, one a seismic
event while the other is a sporting event. Here we will discuss the issue of managing these
events in terms of the key emergency management concepts of:

Mitigation

Preparedness

Response

Recovery

During a disaster or crisis you need a sound event management program that facilitates rapid
communication, impact assessment, and rumor control. Your investment in planning will
help you manage even the largest, long-term incident. So what should go into a good
crisis plan?
A clear chain of communication - Developing an effective crisis management plan is
essential to ensuring everyone from delegates and speakers to venue support staff
know exactly what to do in an emergency and are fully briefed on alternative
arrangements or evacuation procedures. Whether it is a small workshop or a large
annual conference, even the smallest disruption can impact the day and if not dealt
with properly, can quickly escalate. Rumours can quickly spread amongst delegates
that an event may be cancelled when the start has only been delayed, so you need a
clear and confident process of delivering critical information right up to the moment
everyone arrives.
Time-critical responses - A time-critical plan covering responses from the first hour
onwards ensures delegates and sponsors are kept in the loop with clear, concise
reports. Whether its a faulty fire alarm or a bomb threat, frequent and clear
communication will be appreciated and protects reputations. Social media can easily
be leveraged to help with this.

Media response package - Communicating your plan to the media and keeping them
updated is also critical. If you have invited journalists or photographers to the event,
keep them informed. Do not treat them like second-class citizens just because they
havent paid to be there. Keep them in the loop as much as anyone else and be
helpful. This will help in deflecting any negative focus away from the event.
Event insurance - Proper insurance cover can mitigate some of the risk but
reputations are not so easily recovered and are far more precious, and harder to
mend. According to Hiscox some 45% of event organisers do not carry specific
insurance although 40% have been forced to cancel events. Usually venues expect
a public liability limit of indemnity of a minimum of 2m in any one occurrence, so
make sure your insurance covers all of your needs.
Contingency plans and simulation - Stopping a small setback from becoming more
serious is a critical component of crisis planning. Every time an event experiences
difficulties, if a delegate is taken sick or a fire alarm disrupts the day etc. event
planners need to add to their individual contingency plans and venue inspection
checklists. Crisis simulation can range from running through likely and dramatic
scenarios to actually training client employees before the event on how to handle
everything from a heart attack to a gun threat.
Case Study

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