23: Principles of Event Management

 

B A (JMC) (3-YDC), SEMESTER SYSTEM

SEMESTER –IV

SEC III: PUBLIC RELATIONS AND EVENT MANAGEMENT

Unit -2: EVENT MANAGEMENT

LESSON – 23: Principles of Event Management

Objectives: 

1.      Define various things involved in event management

2.      Understand basic principles of event management.

3.      Identify the key aspects of event management.

4.      Know about the skills required for Event Managers.

5.      Identify the role of PR in event management.

Introduction:

Principles of event management is a core concept in the event management industry.  These principles include processes from planning an event to coming up with a backup plan in case of any discrepancy in the event. The events as we know include everything from a small get-together at home to a magnanimous event as much as a fashion show or a pulsating musical festival. Events are always organized with a purpose. It is important to know the objective of the event. Whether it is to educate, entertain, or celebrate, defining clear objectives is the first step in event management. It is also important to understand the purpose of the event to plan anything around it.

Event management is a complex art, and its success depends on the meticulous application of various principles. Event management is a multifaceted field that requires the application of various principles and strategies. Behind the scenes, there is a team of dedicated event managers and planners working tirelessly to ensure that everything runs smoothly. Managing an event is a complex task.

In this lesson, let us explore the principles of event management, from the initial concept development to the post-event evaluations. From understanding the purpose, defining objectives and meticulous planning to on-site execution and post-event evaluation, every aspect plays a crucial role in the success of an event. By adhering to these principles and continuously striving for improvement and innovation, event managers can create memorable and impactful experiences for attendees and leave a positive image in the industry. 

Basic principles of Event Management:

Here are the 10 basic principles namely (1) Understanding the purpose of the event (2) Defining the concept and theme (3) Marketing and publicizing of the event (4) Logistics (5) Execution (6) Technology convergence (7) Crisis management (8) Adjustability and Adoptability (9) Legal adherence and (10) Evaluation. These principles are called the 10 commandments of event management. Let us deal with them in detail, together with components of each principle.

1.      Understanding the purpose of the event:

• Know the Audience: Understanding the audience is very important. Who are the attendees, and what are their expectations? Conducting thorough audience analysis helps in customising the event to meet their needs. The event experience should pulsate with the attendees, making it memorable and meaningful.
• Purpose and Concept Development: Every event plan has a definite purpose. The purpose of the event must translate into an idea or concept of the event. The event’s concept sets the tone and narrative. Brainstorming creative ideas and defining a compelling theme are critical. The concept should resonate with the audience and align with the event’s objectives. It provides the blueprint for all design and branding elements thereafter.
• Creating a Timeline Events have multiple moving parts, therefore creating a timeline is crucial to keep everything on track. Establishing milestones and setting deadlines for tasks ensures that no aspect is overlooked. The timeline acts as a visual representation of the event’s progress on a day today basis.
• Budgeting: No event can happen without money. Having the required funds is essential. It requires budgeting. Budgeting is setting the roadmap of an event. It involves allocating funds to various aspects of the event, such as venue, catering, entertainment, and marketing. A well-thought-out budget ensures that resources are utilized efficiently. Additionally, eventuality planning is essential to address unforeseen expenses. 

2.      Defining the Concept and Theme:  

• Visual Aesthetics: Visual aesthetics play a significant role in creating a memorable event. Designing logos, banners, and other branding materials that align with the theme helps in conveying a consistent message. The visual appeal of the venue, including decorations and lighting, should also reflect the chosen aesthetics.
• Venue Selection: The choice of venue can make or break an event. Factors such as location, size, and accessibility must align with the event’s objectives and audience. Logistics, including transportation and parking, should also be considered to enhance the attendee experience. Sometimes, attendee choose the venue and its location. Therefore, selecting a proper venue according to the size of the event and audiences is very crucial. If the venue doesn’t suit the size of the event, there may be issue with parking, traffic congestion and attendees walk-in in will also be a cumbersome.
• Technology amalgamation: In today’s digital age, technology plays a vital role in event management. Integrating audio-visual elements, interactive displays, and event management software enhances the attendee experience. Technology also aids in streamlining processes and communication. Jobs are made easier using technology.  Most of the physical jobs are managed through technology. Artificial Intelligence has already started occupying the space of Human Intelligence. 

3.       Marketing / Publicity:

• Social Media Engagement: Apart from traditional media, Social media platforms offer a dynamic space for event promotion and engagement. New age media can make an immediate influence. Creating event-specific content, live updates, and interactive campaigns can generate buzz and foster a sense of community among attendees.  A marketing strategy for an event is a must. A well-thought event marketing plan should state event goals, event budget, means of achieving them, and means of evaluation. Since an event has an online presence, it needs to be cultivated not only before, but also during and after the event. Reaching out and interacting with people talking about the event online tightens relations with audience and is a proof of respect and appreciation towards the consumer. It is utmost important to connect with audience. The longer it generates online buzz, the bigger publicity and interest it gains. In the long run, it makes an event even more successful as, for example, more sponsors decide to chip in, or more people learn about the event and decide to buy tickets. Marketing events on the Web and generating online buzz along with great organization will help conduct a successful event. Event marketing brings attendees, brings sponsors, brings speakers, strengthens brand reputation, increases revenue, fosters relationship with customers. It also provides exposure, generates connections, generates backlinks, increases social media reach. One must remember that social media wall drives customer engagement just to some extent. Nothing can engage humans better than other humans. Therefore, interaction with attendees is extremely important as it boosts their customer experience, they feel taken care of by the event organizer. Word of mouth has better impact and influence to attract more business. Apart from attendee, anyone who visit social media, will browse the social media channel of the event to like, dislike and pass comments. These are important for the customer and the event managers to continue in business. A social media wall is a real-time, aggregated stream of social media posts displayed on a large display. It works well for attendee engagement during the conference because people love sharing photos and updates during events as it gives a sense of validation. Business tend to overlook tracking metrics, particularly those connected to social media.
• Promotion: Effective Marketing is key to attracting attendees. It is utilizing various marketing tools, such as social media, email marketing, along with traditional media. Effective marketing is key to attracting attendees. Tailoring the promotional efforts to reach the target audience is important. The execution of event marketing strategy by event professionals should start long before the event.
• Registration: Managing event ticketing and registration efficiently is crucial for a seamless check-in process. Implementing a user-friendly ticketing system simplifies the process for attendees. It is also an opportunity to collect valuable data about the audience.

4.       Logistics:

• Vendor Management: Events often rely on various vendors and suppliers, from caterers to audio-visual equipment providers. Selecting the right vendors through negotiation and evaluation is essential. Timely deliveries and services are critical to avoid disruptions.
• Volunteer Coordination: Volunteers play a vital role in event execution. Recruiting and training volunteers, assigning them roles and responsibilities, and ensuring clear communication are key aspects of volunteer coordination. Their enthusiasm and dedication contribute to the event’s success.
• Security and Safety: Ensuring the safety and security of attendees is non-negotiable. Implementing security measures, both visible and discreet, creates a sense of well-being. Event planners must also be prepared to handle emergencies, with protocols in place for various scenarios. 

5.       On- ground execution:

• Event Coordination: The event coordinator’s role is pivotal. They oversee all aspects of the event, ensuring that everything runs smoothly. Handling unexpected issues and making quick decisions are part of the coordinator’s responsibilities. Their calm and organized approach is invaluable.
• Communication: Effective communication is critical during events. Maintaining clear channels of communication among team members and stakeholders is essential for a coordinated effort. Handling media and press interactions requires finesse and professionalism.
• Guest Experience:  The attendee experience is at the heart of event management. Ensuring guest comfort and satisfaction involves meticulous planning of amenities, facilities, and services. Managing VIP attendees adds an extra layer of attention to detail. 

6.         Technology convergence:

• Software: Event management software streamlines various aspects of event planning and execution. Choosing the right software solutions, from registration systems to Customer Relations Management tools, enhances efficiency and organization.
• Data:  Data-driven decision-making is becoming increasingly important in event management. Utilizing data analytics tools to track KPIs i.e. key performance indicators provides valuable insights into attendee behaviours and event success.  

7.      Crisis Management

• Preparedness: No event is immune to crises. Being prepared is the best defence. Developing a crisis management plan, complete with protocols and a crisis response team, ensures a swift and coordinated response to unexpected situations.  
• Communication: Effective communication during crises is vital. Maintaining transparency, keeping stakeholders informed, and addressing concerns promptly help in managing the situation and preserving trust. After a crisis, rebuilding trust and reputation is a delicate process. Communicating improvements and changes transparently and consistently is essential. Demonstrating a commitment to preventing similar issues in the future is key. 

8.       Adjustability and Adaptability:

• Handling Changes: Events are dynamic, and changes are inevitable. Event managers must adapt to unforeseen circumstances, whether it is weather-related challenges or logistical issues. The ability to make quick decisions and adjustments is a hallmark of successful event management. Plan B must be in hand to shift venue, transport things and making alternative arrangements are important.
• Addressing and Problem-Solving: Identifying and addressing issues on the fly is a skill, event managers must possess. Problem-solving requires creativity and resourcefulness, as well as the ability to remain composed under pressure. Keeping calm and composed is one of the important skills of the event manager. It will allow the event manager to think and act according to circumstance without panicking. 

9.       Legal Adherence:

• Permissions and License: Complying with legal requirements is essential to avoid potential disruptions or legal issues. Obtaining the necessary permits and licenses, whether for alcohol service or venue usage, is a fundamental step in event planning.
• Contracts:  Events involve numerous contracts and agreements with vendors, suppliers, and performers. Drafting and reviewing these contracts carefully ensures that legal obligations are met, and potential disputes are minimized. Whatever is used for the event must be within the purview of the contract and the law of the land. 

10.   Post-Event Evaluation

• Feedback Collection: Gathering feedback from attendees provides valuable insights. Surveys and evaluations help in understanding what worked well and where improvements are needed. Attendee feedback is a goldmine of information for future events. Feedback consolidation is also an important task. Feedback from attendees, vendors, and team members is a valuable resource for continuous improvement. Incorporating feedback into event planning and execution ensures that each event is better than the last. It also demonstrates a commitment to excellence.
• Financial Analysis: Assessing the event’s financial performance is crucial. Comparing actual expenses to budgeted costs helps in identifying areas of overspending or potential savings. A detailed financial analysis informs decision-making for future events. Though the budget is lavishly allocated, saving wherever necessary from the budget will earn more trust from the client.
• Documentation and Reporting: Creating a comprehensive event report is essential for record-keeping and analysis. Documenting the lessons learned, both positive and negative, ensures that mistakes are not repeated. It also serves as a valuable resource for future events. Being honest and transparent in this exercise will get appreciation from the client.

Other key areas:

Event websites/Hashtags: An event website or a landing page is probably one of the most, if not the most popular place a potential attendee can visit. It mostly works as a tool of gathering all social media content, posts and conversations in one place. However, there is more, a dedicated event hashtag becomes just another event marketing and management tool. The advantages of a hashtag are (1) It gathers all social media buzz about the event under one hashtag (2) It connects attendees, speakers and followers (3) It helps with customer engagement during the event (4) It helps with measuring event social media Key Performance Indicators and (5) It increases brand awareness. Once there is hashtag, it is good to consider setting up a social media wall also known as social stream.

Sustainable Practices: The event industry has a significant environmental footprint. Minimizing this impact through sustainable practices, such as reducing waste, conserving energy, and using eco-friendly materials, is a responsible choice. Sustainability also resonates with an environmentally conscious audience. 

Waste Management: Proper waste management is an ethical and practical consideration. Implementing effective waste disposal methods, encouraging recycling, and raising awareness about sustainability practices contribute to a cleaner and greener event.

Relationship Management: Host and supplier relationships are more than transactional. Nurturing partnerships based on trust and mutual benefit leads to smoother collaborations. Negotiating win-win agreements ensures that both parties thrive.

Quality Control: Maintaining quality control over products and services provided by vendors is essential. Addressing quality issues promptly and fairly, and resolving disputes professionally, ensures the event’s success and reputation.

New concepts: The event industry is constantly evolving. Staying updated with industry trends, emerging technologies, and innovative ideas is crucial for staying competitive. Event managers should be open to embracing new concepts and approaches. Creating memorable and unique event experiences sets an event apart from the competition. Innovative entertainment, interactive elements, and surprise elements can leave a lasting impression on attendees. 

Skills: Continuous learning is important to stay in the industry. Investing in the training and development of the team members is an investment in the future of events. Staying updated with industry advancements, technologies, and best practices keeps the team competitive and capable of delivering exceptional events. Managing an event is a complex and multi-faceted task. Therefore, constantly improving the skills is a must.

Difficulties: Event marketing is not different from other areas of life. Lot of things can go wrong. Some of the event organizers face certain difficulties. Specialised software is a must to overcome certain difficulties as it saves time and money. The position of event manager is pretty nerve-wracking and has been named most stressful job. To minimise strain, event planners and management companies use registration software and save not only time but also the money. With a solid piece of software at the disposal, one need not worry if invitations were sent, if the registration form works and so on. Managing an event is easier as many different aspects of the whole event planning process are at the hand’s reach, if a software is available.

PR in Event Management:

Event Management is one of the several verticals of Public Relations. In at least 90% of the principles of event management, there is active involvement of public relations professionals. PR plays a vital role in successful event management. By creating and maintaining relationships with key stakeholders, public relations can help ensure that an event runs smoothly and meets its objectives. To make the event successful, building good relationships with the public and generating positive image are important. This is where public relations can help event management.

The role of public relations in event management is also to create and maintain a positive image for the event. This includes promoting the event to the public, media relations, and working with sponsors. Event managers rely on public relations professionals to help them create a successful event. If an organisation is hosting an event, eventually PR people are involved first and other professionals next. When it comes to events, public relations play a vital role in ensuring that the event is successful. Public relations professionals work tirelessly behind the scenes to secure media coverage, build relationships with key influencers, and generate excitement for the event. Without public relations, events would be significantly less successful. PR professionals utilize their skills and expertise to ensure they publicize events effectively and generate positive buzz. They also work to mitigate any negative press that could occur before or during the event.

Public relations is not just for media relations to achieve press coverage. While media relations is a big part of public relations, there is so much more to it. Public relations is also about developing relationships with different audiences, managing crisis situations and promoting events. When it comes to event management, public relations can be extremely beneficial. A big part of event management is marketing and promoting the event to ensure that people know about it and will want to attend. This is where public relations comes in. As a result, a good public relations strategy can help to increase awareness of the event and generate interest. Public relations can also help to manage any crisis situations that might occur before or during the event. If something goes wrong, having a good relationship with the media can help to minimise any negative coverage. The role of public relations in event management is to increase awareness about the event, managing any potential problems and taking care of all the details.

In short, PR brings immense value to event management. It enhances event awareness, drives attendance, manages crises, nurtures relationships, and ensures meticulous coordination. Additionally, by incorporating public relations into event management strategies, organizers can maximize the event’s success, establish a positive brand reputation, and create memorable experiences for participants.

Summary:  

Events are always organized with a purpose. It is important to understand the purpose of the event to plan anything around it. Whether it is to educate, entertain, or celebrate, defining clear objectives is the first step in event management. What is the goal, is it a product launch, a charity fundraiser, or a wedding celebration?  It is because event management is a multifaceted field that requires the application of various principles and strategies. From defining objectives and meticulous planning to on-site execution and post-event evaluation, every aspect plays a crucial role in the success of an event. By adhering to these principles and continuously striving for improvement and innovation, event managers can create memorable and impactful experiences for attendees and leave a positive image in the industry.  While keeping the principles of event management in mind upholding ethical standards in all aspects of event management is also necessary. Avoiding conflicts of interest, making transparent decisions, and treating all stakeholders with fairness, building trust and credibility on the organizer’s reputation which is synonymous to the value an event offers. The event management industry thrives on knowledge sharing. Learning from peers and mentors, as well as sharing expertise with others, contributes to the growth of self and the industry as well. It also keeps event managers updated with the latest trends and best practices. While the first one is somewhat set in stone, as it’s built over time, takes years of experience and tons of expertise, the last two one gives a bit more room for adjustment.

Event organization and management are as important as event marketing or the reputation of the organizer. Taking a good care of event website, payment system or surveys help in making the most out of the event as they ensure about the value an event offers. In an interconnected world, events often attract diverse audiences. Understanding cultural norms and customs is crucial to avoid cultural missteps. Researching and adapting events to cater to different cultural backgrounds enhances inclusivity. Building connections with industry professionals, peers, and potential clients opens doors to opportunities and collaborations. Joining relevant associations and groups enhances visibility. Learning from past crises is crucial to strengthening preparedness for the future. Conducting a post-crisis analysis identifies weaknesses and areas for improvement. It also ensures that event managers are better equipped to handle similar challenges in the future.

The impact of an event extends beyond its duration. Assessing the long-term impact of events on attendees, the community, and the industry is essential. Creating a positive legacy and fostering a sense of nostalgia can lead to continued support and attendance. Events have the power to bring people together for a common cause. Supporting charitable causes and contributing to the community through events is a way to give back. It not only enhances the event’s reputation but also makes a positive societal impact. 

Frequently asked Questions (FAQs)

1. What are the important aspects of event management?
2. How planning helps in organising events smoothly?
3. What are the major concerns for any event?
4. How technology helps event management?
5. How to measure the success of event?

Model answers to FAQs.

1. Basic aspects of any event management are to first know the purpose of the event. It is important to know the concept, audience, the budget, venue, Date and time of event. Then comes the logistics, promotions, marketing, PR, registrations, ticketing, technology, logistics etc.  Conducting thorough audience analysis helps in customising the event to meet their needs. The event’s concept sets the tone and narrative.   A marketing strategy for an event is a must. A well-thought event marketing plan should state event goals, event budget, means of achieving them, and means of evaluation. Budgeting is setting the roadmap of an event. It involves allocating funds to various aspects of the event, such as venue, catering, entertainment, and marketing.
2. Planning helps keeping everything ready before the event. Unless the venue, list of audience, logistics, keeping Marketing and Promotions in pace, are kept ready the event may land in chaos. Event management is a multifaceted field that requires the application of various principles and strategies. From defining objectives and meticulous planning to on-site execution and post-event evaluation, every aspect plays a crucial role in the success of an event.
3. Every event needs a well-planned itinerary un advance before the commencement of the d day. Apart from the basic principles, Website constructions, seaming online registration, payment gateways, hashtags, using social media channels are all concerns for event. Keeping a plan B is very important. Minimising the impact of environmental foot prints is a major concern.  Need to have a machinery to quality check. Need to use eco-friendly material during event is important.
4. Using Technology in this digital era is unavoidable. It helps in reaching out to greater audiences, It gathers all social media buzz about the event under one hashtag. It connects attendees, speakers and followers. It helps with customer engagement during the event. It helps with measuring event social media KPI’s. It increases brand awareness. A social media wall is a real-time, aggregated stream of social media posts displayed on a large display. It’s works well for attendee engagement during the conference — people love sharing photos and updates during events as it gives a sense of validation.
5. Gathering feedback from attendees provides valuable insights. Surveys and evaluations help in understanding what worked well and where improvements are needed. Attendee feedback is a goldmine of information for future events.  Assessing the event’s financial performance is crucial. Comparing actual expenses to budgeted costs helps in identifying areas of overspending or potential savings. A detailed financial analysis informs decision-making for future events. Though the budget is lavishly allocated, saving wherever necessary from the budget will earn more trust from the client. When the client is happy its happy ending for the event.

Multiple Choice Questions (MCQs):

1. First thing to know before any event is __________

a.       Audience

b.      Budget

c.       Marketing plans

d.      Purpose

 

2. _______sets the tone and narrative of an event.

a.       Budget

b.      Technology

c.       Concept

d.      Logistics

 

3.  ________ becomes just another event marketing and management tool.

a.       Social media

b.      Hashtag

c.       Waste management

d.      Feedback

 

4. ________ aids in streamlining processes and communication.

a.       Environment

b.      Registration

c.       Technology

d.      Ticketing

 

5. Companies supporting charitable cause is called _________.

a.       CSR

b.      Fundraising

c.       Branding

d.      Planning

Key to MCQs: 1. (d) 2. (c) 3. (b)  4. (c)  5. (a)

Glossary:

Marketing strategy: It is a business’s general scheme for developing a customer base for the product or service that the business provides.

Branding: Process of creating the brand identity of a company. It delivers materials that support the brand like a logo, tagline visual design or tone of voice.

Sustainable Practices: The processes employed to maintain the qualities that are valued in the physical environment such as reducing waste, conserving energy, and using eco-friendly materials.

Financial Analysis: Process of assessing the viability, stability, and profitability of a business, sub business or project.

Visual Aesthetics: Sets or groups of artistic formal choices and aspects that appear visually stimulating and pleasing.

Hashtag: It is a metadata tag that is prefaced by the hash symbol #. On social media hashtags are used on microblogging and photo sharing services etc

Quality Control: A process through which a business seeks to ensure that product quality is maintained or improved.

Logistics: A part of supply chain management that deals with the efficient forward and reverse flow of goods, services and related information from the point of origin to the point of consumption according to the needs of customers.

KPIs: Key Performance Indicators are the critical quantifiable indicators to track progress toward a specific business objective and an intended result

Key words:

Timeline, Hashtag, Social media Wall, Word of mouth, Sustainable, Waste management, Consolidation, Media outreach, Quality control.

Y. BABJI

Academic Counsellor, Public Relations (since 1989)

AP Open University/Dr BR Ambedkar Open University

Editor, Public Relations Voice