Tips on running a successful corporate event

Written by Sheree De Bono on 25 August 2016

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For an event to be successful – it takes a superior level of organisational skills, creativity, an insistence on attention to detail and, where necessary, the capacity to take complete control, leaving clients free to gain the most benefit from an occasion.

Promedia has been managing events on behalf of its clients for more than 30 years, including many that have attracted national and international media exposure.

Today on the blog, we asked Promedia senior account manager Sheree De Bono to share some key tips on how to manage a well-staged, corporate event.
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Events are another avenue of communication for a business to deliver its key messages with an engaged audience, while raising its brand awareness and profile.

Whether it’s a product launch, media conference, seminar, workshop, major news announcement, publicity stunt or networking gig, events are a powerful way to harness publicity, increase awareness of a company, product or service and create credible media opportunities – provided they are handled strategically and with an elite attention to detail.

Here are some key elements to consider when planning an event;

*Allocate an event manager – this person needs to be highly qualified and accountable for every element of the event.
*Listen to your client and provide professional advice on the best approach to manage, co-ordinate and evaluate the event.
*Determine the budget for the event and stick to it.
*Identify the strategy behind the event. Develop key messages and delivery mechanisms.
*Determine who your key target market for the event will be. Ensure the event meets their requirements.
*Identify any special guests or dignitaries and ensure all relevant protocols are adhered to.
*Recognise media and publicity opportunities. Ensure the event is held at a relevant time for media to attend and cover it.
*Ensure (to best of your ability) that there are no major events or announcements due to appear on the chosen date and time of the event.
*Plan to plan! Go over the event in your mind from start to finish, walk the site, write down every element of it.
*Draft a comprehensive run sheet with exact timings.
*Ensure council permits, contracts, legalities, insurances are all in place.
*Organise any sponsors, suppliers and venue facilities.
*Manage all aspects of catering, audio and set up. Leave no stone unturned. Have a contingency plan for wet weather if the event is to be held outside.
*Set up media areas, special guest seating, determine best areas for photo opportunities.
*Ensure all speakers are well briefed. The event manager should review all speeches and ensure key messages flow in order of relevance and speakers.
* Ensure all personnel are well briefed and sent the run sheet and any briefing notes a few weeks prior to the event. You can never cross check enough.
*Ensure all media and/or special guests are greeted professionally and introduced to relevant dignitaries and staff.
*Produce professional media kits and co-ordinate media interviews. Ensure all photographers or camera staff have access to a range of photo opportunities.
*Take control. Communicate with your client regularly to let them know that everything is under control and provide them with updates.
*Once complete, evaluate the event. Follow up any media opportunities, respond to any enquiries and connect any relevant parties that requested further contact.