Event Planning 101: Just the Basics
In public relations, there are a number of different ways to reach your stakeholders. My personal favorite is through events. There’s nothing more fun for me than being on-site, talking to people and offering them something to do that benefits them and the client. It’s also satisfying to see all the work you put in finally be carried out. It doesn’t stop after the event, either. It’s another opportunity to gain some earned media and create owned media!
I know it sounds amazing, but in the words of Rocky Balboa, event planning “ain’t all sunshine and rainbows.” There is a lot of work that goes into pulling it off. The specifics vary depending on what the event is, so I’m here to layout just the basics.
Start ASAP
First and foremost, if you’re going to coordinate an event you should start as soon as you can. Brainstorming for an event can be a long process right off the bat. Once you have an idea for an event, the process can take months. You might think that you can turn things around pretty quickly, but when you’re working with production companies, agencies or other vendors, you’re on their time.
The negotiations can be seemingly infinite and life happens to everyone. For example, imagine you’re planning an event and communicating with a vendor. The person that you’ve been talking with gets sick or goes on vacation for a week. That’s one whole week of lost time. Once you’re able to pick back up where you left off, negotiating a contract can take another handful of weeks. This semester alone I’ve been going back and forth with an agency, a performers team and our own legal department to negotiate a contract. Some things really can’t be done at the last minute.
The Beauty is in the Details
When it comes to planning an event, no matter the size, the smallest details are just as important as the largest ones. It can be somewhat daunting when you’re working on it because there is a lot to keep track of. Always check in with yourself or your team to make sure all bases are covered. Having these conversations frequently is a great way to avoid missing something. Do we need to make seating arrangements? If so, who will sit with who and at what table? What do the caterer’s labels look like? Do they list the ingredients for those who might have allergies?
My best advice is to just write everything down. I used to be so mad with myself after finishing a conversation and then a few hours later wondering what that little tidbit of information was that I could’ve used. I always have sticky notes, my laptop or my phone on me at all times just in case I need to take a note.
Roll With The Punches
You can put together the most thoroughly planned event in history, but everything might not always go as planned. An event is a dynamic situation and you need to be flexible and prepared enough to deal with that. Don’t let this intimidate you because you just have to roll with the punches. This could be something that happens before the event or during the event. Don’t let it stress you out too much; being comfortable with this possibility will make it easier to handle the situation.
Like I said, these are the basics and look different in practice. I’ve been working in the event side of things for years and I still can’t get enough of it. That’s part of the fun! It’s a unique tactic in that your event is one of a kind. Now let your creative side run wild with your best event!
About Evan:
Evan Clark is a senior at Grand Valley State University studying advertising and public relations with an emphasis in public relations. He is the Director of Headliners for Grand Valley’s Campus Activities Board, the Public Relations Chair for Sigma Pi, an Account Executive with GrandPR and works for Event Services. After graduation, Evan wants to pursue a career in event planning and experiential marketing. His favorite pastime, you ask? He loves watching movies with friends, laughing at Twitter and trying new foods.