by Michael B. Perini, ABC

perini & associates

Hosting a special event is a great public relations activity.

However, be warned:  planning a special event is not for the weak or timid of heart. Obtaining success is possible, but only after exploring these key first steps:

1. Have you answered this question truthfully? Why do you want to organize the event?   Are you looking to enhance your company’s image or promote your organization’s membership, products, services or to promote a social cause?  You really need to have a clear objective.  Without it, in my view, you are just wasting time and resources.

2. What are you going to do at the event? I mean, it sounds simple, but I have seen organizations waffle back and forth. You need to have a focus of activities  —  a menu — to draw interest and to keep it throughout.  Unveiling a statue or laying a wreathe or cutting a ribbon, etc.  These activities catch your audience and the media’s attention.

3.  Do you have a plan? Not just one in your head, but a written strategy or blueprint.  Writing down the what, when, why and how will help focus those involved in executing the event and will serve as a marker for future activities.

4.  Have you created a budget? The objective here is to provide a financial roadmap.  The budget should be specific and include revenue opportunities as well as expenses like printing, permits, speakers, food, insurance, etc.

5.  What form of evaluation will you use? The tendency among event organizers is to fold up the chairs and call it a day at the end of the last activity.  In my view, there is one more critical step.  Take time to evalute right after the event while details are fresh.  A questionnaire, either electronic or printed might suffice.  Use of social media tools should also be considered.

Finally, it is important to celebrate your success and to thank all who have contributed.

I will have more to post about special event planning in the future.  We would like to hear your comments about special event planning.

We at perini & associates have assisted in planning and leading many special events.  Call on us to guide you to a new level.