27: Event Planning and Flow

 

 B A (JMC) (3-YDC), SEMESTER SYSTEM

SEMESTER –IV

SEC III: PUBLIC RELATIONS AND EVENT MANAGEMENT

Unit -2: EVENT MANAGEMENT

LESSON - 27: Event Planning and Flow

 Objectives:

1. Know about event planning
2. Understand the event flow
3. Study the important steps for planning
4. Know the best practices of event planning
5. Identify the skills required for event planning

Introduction

An event is a planned and organized occurrence, such as a meeting or conference, a party or celebration, a concert or festival, a sports game or tournament, a trade show or exhibition, a webinar or online workshop, a networking reception or mixer, a charity fundraiser show, a cultural or artistic performance. Events can be in-person or virtual, and they often have a specific purpose, such as education or training, entertainment or enjoyment, networking or connection building, awareness, celebration or commemoration. These events bring people together to share experiences, exchange ideas, or achieve a common goal. For organising an event, there must be a proper planning and its agenda shall flow smoothly.

In our previous lessons, we already discussed about Events; size and types of events; principles of event management; concept and designing of events; analysis of the concept and the logistics of concept. In this lesson we will be learning about event planning and the things that are required for a smoother conduct of an event. In addition, we will be knowing as to what role the PR can play in event planning and for free flow of event agenda.

Event Planning:

Event planning is the process of putting on and managing a variety of events, from something as small as a meeting to as big as a convention and everything in between. While planning an event, we need to take into account every aspect of that event. From estimating budget, creating timelines to schedule the event, reserving the site and any panel or speakers involved, getting necessary permits, food, transportation and more. If the event has a theme, we need to develop that into a design which will be a template for all relevant communications for the event. The event plan is essentially the one-stop shop to manage all of the moving parts involved in the event. In some cases, it may prove beneficial to share portions of the event plan with certain vendors to ensure both goals and expectations are in alignment. 

An event is planned based on these considerations:

1. Determining the objective: Determine what the client or sponsoring organization hopes to achieve with the event.
2. Establishing a budget: A budget should include true estimates of key elements of the event. Provide an outline of the budget in the event plan. Include travel and accommodation costs for the site scouting team, speakers, presenters, and special guests from out of town.
3. Team: A successful event plan requires a concerted team effort. Among event project team it is required to identify an event manager or event chair as well as chairpersons for sub-committees. Sub-committees may include venue selection, speakers, entertainment, sponsors, volunteer management, and marketing etc 
4. Setting a date. If it is a reoccurring event, the date may already be established. If this is a new event, there are a few things to consider before finalizing the date. Allow enough time to prepare. Larger events may require four to six months, perhaps even longer, to execute an event plan. Obviously, the selection of the lead time is dependent on the size, nature, and timing of the event. Be mindful of national and religious holidays, check availability of key participants such as honoured or VIP guests, speakers, presenters, entertainment, etc.
5. Creating a plan. The event plan must encompass all aspects of the event, including venue, logistics, catering, presenters, key note speakers, entertainment activities, marketing efforts, registration, logistics, sponsorship or partnership management and volunteer management.

Best practices:

There are certain best practices in event planning. They are –

1. Event timeline: First, establish a timeline for event. This timeline should include pre-event planning, event execution and post-event activities.
2. Budget: Estimate event costs and create a budget. Available budget will influence many event management decisions such as venue, the marketing and advertising methods, etc.
3. Venue: The event has to take place somewhere, and that involves logistics management, food and beverages as well as the decor.
4. Marketing: Once selected a venue, need to start drawing people to it through a marketing program that can include a website, social campaign, email and print work.
5. Advertising: Hand in glove with marketing is advertising. That can include Radio, TV, Newspaper and Magazine advertisements.
6. Volunteers: A big event needs a big crew of people to get it off the ground and run smoothly. That means enlisting volunteers, writing contracts, defining their roles, setting up meetings and determining schedules.
7. Speakers: It is a must to have a keynote speaker or a group of speakers to attract an audience. This involves contracts, curators to select the talent, a program, bios and rehearsals.
8. Sponsors: All of this costs money, and a big event’s budget is supplied by its sponsors. This again involves contracts, marketing and logistics.
9. Production: The production involves creating contracts as we work on creating an audio-visual recording of the proceedings, as well as a sound and video broadcast during the event.
10. Stage: The event takes place at a specific venue and on that venue is a stage on which the event proper will be presented. That usually incorporates a projector, screen, microphones, internet connection, batteries, cables and more, especially power backup.
11. Attendees: Not to forget about the people attending the event. They are the purpose of any event. Need communications to inform them of event information, payment processes to collect fees, emails to stay in touch, directions, badges and access points.
12. Event Planner: An event planner organizes, coordinates and executes the event. They are in charge of coming up with the idea, overseeing the setup and breakdown of the event. They will select the venue, create the budget and ensure everything is taken care of. What sets them apart is they design the strategy for the event to the smallest detail.
13. Event Producer: The event producer fleshes out the strategic plan of the event planner. They are the ones who takes the idea and turns it into a living event. They will take charge of the technical aspects of the event, such as audio/visual, stage design, etc. They work with the event planner to schedule the event, but the event producer uses their skills and expertise in producing events to deliver the event that will impress both attendees and the client.
14. Templates: Having an event planning template is a great way to make sure not missing any important pieces of the larger event. It will help to organize tasks and resources, costs and more.
15. Tools: A template is fine but limited. One has to manually update everything and it is not very collaborative. Event planning tools, such as Gantt charts, Kanban boards, Task lists and Calendars, help plan and implement the event plan. They also allow us to track the work to make sure it is following the plan, which leads to a more successful event.
16. Stakeholders: Having an updated list of stakeholders on hand is always good. While reports can keep stakeholders informed, they might want to have access to the project. Share the calendar view with the stakeholders, which allows them to see start & end dates for all the tasks as well as milestones. This manages their expectations, track event labour costs with timesheets & real-time dashboards. The timesheets make invoicing easy for all the events. They can be submitted and approved with a keystroke.
17. Plan B: As important as the plan is, there can be issues with it. There might be Acts of God, such as weather, which negatively impact the event. Whatever the cause is, one needs a backup. That is why developing a Plan B is so critical to the success of the event.
18. Software: There is a lot to coordinate and plan, which is why there is a need for project management software that has the right features for event management. It provides a common portal, where one can track costs and tasks with automated alerts. It also offers both a communication and a collaborative platform that reduces the need for unnecessary emails. Software collects all the files in one place and makes team reporting simpler.

Event flowchart:

The event planning flowchart provides a structured and organized approach to planning an event. By following the steps outlined in the flowchart, businesses can ensure that their event is designed to meet the needs and preferences of the target audience, is well-organized, and runs smoothly.

The flowchart helps to standardize the process of event planning, ensuring that each step is completed before moving on to the next. This can help to ensure that the event planning process is consistent and efficient.

Moreover, the flowchart helps to identify potential issues or bottlenecks in the event planning process. By analyzing the flowchart, businesses can identify areas where the process can be improved, such as by eliminating redundant steps or simplifying the process. This can help to streamline the event planning process and ensure that it is as efficient as possible.

Another benefit of following an event planning flowchart is that it helps to improve communication between the planning team members and all those involved in the event planning process. By having a visual representation of the process, team members can better understand the roles and responsibilities of each team member and how they fit into the overall process. This can help to improve collaboration and ensure that everyone is working toward a common goal.

By following a well-designed flowchart, businesses can also improve the quality of their event planning. Each step of the flowchart is designed to ensure that the event is planned in a way that is organized, efficient, and meets the needs and preferences of the target audience. This can help to ensure that the event is of high quality and meets the needs of the business or organization. Finally, following an event planning flowchart can help to reduce the amount of time and resources required for event planning. By identifying potential issues and streamlining the planning process, businesses can reduce costs and ensure that the event is planned within the specified timeframe. This can help to improve the overall efficiency of the event planning process and ensure that the event is executed on time and within budget.

Creating a flowchart for a process can bring many benefits to a business or organization. One of the key benefits is that it provides a clear and organized visual representation of the process, which can help to ensure that each step is completed in the correct order and no steps are missed. By following a well-designed flowchart, businesses can ensure that the process is consistent and efficient, which can save time, reduce costs, and improve the overall quality of the final product or event.

Another benefit of creating a flowchart is that it helps to identify potential bottlenecks or issues in the process. By analyzing the flowchart, businesses can identify areas where the process can be improved, such as by eliminating redundant steps or simplifying the process. This can help to streamline the process and ensure that it is as efficient as possible. Additionally, by identifying potential issues early on, businesses can take steps to address them before they become bigger problems, which can save time and resources in the long run. Overall, creating a flowchart is an effective way to improve the accuracy and efficiency of a process, which can have a positive impact on the success of a business or organization.

Model flow chart

Here is a basic model of a flow chart for organising an event. It generally contains things like:

1. Conceptualization: Defining event purpose and objectives, identifying target audience and determining event format whether in-person, virtual or hybrid.
2. Planning: Deciding event date and timeline, choosing event venue and layout, planning event program and agenda and arranging logistics i.e. catering, audio-visual etc
3. Registration and Promotion: Creating a registration process and constructing a website or blog, developing promotional materials like flyers, social media etc and launching registration and promotion campaign.
4. Speaker and Sponsor Management: Identifying and confirming speakers and sponsors, coordinating speaker logistics and requirements, managing sponsor expectations and deliverables.
5. Execution: Setting up event venue and infrastructure, managing event registration and check-in, coordinating event programme and schedule and also handling any unexpected issues and crisis.

This is a basic model and can be customized to fit specific event needs and requirements. Let us also look at the skills required by an event planner.

An event planner must have some skills to outshine in the industry of event management.

1.    Organizational Skills: Event planners are highly organized people. So topping the list of ‘must-have’ qualities is a keen eye for detail and sharp organization. Planners keep client timelines on schedule, budgets in check, and details running like a well-oiled machine from the starting stages to the post-event checklist. Planners should be able to recall even the smallest of details, meeting deadlines, schedule deliveries and setups, and be on time with everything, all with a smile.

2.    Networking Savvy: All the best planners are savvy networkers. The events industry is heavily people-driven and relationship-based. So, one will need a great network of diverse event professionals, such as caterers, photographers, DJs, bands, lighting, audio-visuals, decor and beyond. 

3.    Resilience and Adaptability: If there is one thing that is guaranteed in the world of events, it is the fact that things will go wrong. It is Murphy’s Law! This is where having the skill of resilience and adaptability will come in handy. This skill encapsulates the “go with the flow” attitude need to overcome challenges at an event. The best event planners have a cool, calm, and collected demeanour in front of clients and behind the scenes. They have the ability to think quick on their feet to fix whatever curveball has been thrown.

4.    Basic Understanding of Events: As a planner, the job is to be the glue that brings the team together for a winning event. However, this does not mean that they are the best person to handle each piece of the event, but have the best understanding of what is happening. For example, an event planner should be well versed in how to make a Floorplan, what an RFP i.e. Request For Proposal is, how long lunch or dinner service will take, how many people can fit in a room and how to work with catering staff etc. Event professionals should also be knowledgeable about the basic needs of Bands and DJs i.e. Disc Jockeys, audio-video companies, rentals, florists and decor. It is equally important to understand what a reasonable or an unreasonable request is. Knowing these basics will help build better relationships with the suppliers and help to create great event experiences for everyone involved.

5.    Ungoverned Creativity: Clients will look for cutting-edge ideas. A planner must be prepared to brainstorm incredible, creative ideas. While every client may not be ready to test the event design waters, they will see a counsellor in a planner on elements of design they do feel comfortable with. Creativity comes from all kinds of places.

Checklist:

Using a checklist for event planning can be done in conjunction with project planning tools. The more safeguards, the better. Also, there are few things more satisfying than crossing something off the list. There is a lot to manage when planning an event, so it is important to have a list of everything one need to include in the event management plan.

The checklist includes goals and objectives; reason for the event, target audience, cost associated with ticketing, venue of event, event schedule, event budget, tools and templates to be used, availing sponsor contributions, deciding ticket price, fixing date and time of event, setting a backup date in case issues arise, arranging infrastructure like Wi-Fi, washrooms, near shopping kiosks and eateries, hiring a caterer, checking for security and surveillance, availing permits, licenses or insurance, fixing speakers and creating a pitch for speakers, securing event signage and communication plans for attendees, creating a website or blog and social media accounts, marketing & advertising exercises, adding the event to online calendars, sending reminders to all parties a month or two before the event, finalizing the last steps, making correspondence with all concerned and signing of contracts etc

Post-event Review:

An Event does not end with organising it. A post event assessment is important. Unfortunately, there are always going to be variables out of control that will affect the event planning process, such as the weather, delivery delays, technical difficulties and other potential mix-ups. As stated earlier, it is not possible to change the date of the event, so it is better be as prepared as far as possible for any risks or issues that may pop up on the day of the event. A post-event review or a post-mortem as they are often called, is very valuable. By looking back at the past event and seeing what worked and what did not work, one can better plan next event. There are always lessons to be learned and applying them to the next project will avoid previous mistakes and increase the chances of a better outcome.

Role of Public Relations:

PR can play a crucial role in planning the event and ensuring its flawless conduct by - 

1. Building buzz and generating interest: Creating hype around the event through media releases, social media, and other channels.
2. Messaging: Crafting key messages, press releases, and media alerts to ensure consistent communication.
3. Coordinating media coverage: Arranging interviews, press conferences, and media appearances for event speakers or organizers.
4. Developing event branding: Creating visual identity, logos, and marketing materials to promote the event.
5. Crisis communications: Preparing for and managing any unexpected issues or crises that may arise during the event.
6. Speaker and sponsor management: Coordinating with speakers, sponsors, and partners to ensure their needs are met.
7. Promotion: Leveraging social media, email marketing, and other channels to promote the event.
8. Media relations: Building relationships with media representatives to secure coverage.
9. Logistics support: Assisting with event planning, registration, and on-site coordination.
10. Evaluation: Measuring event success, gathering feedback, and sharing results with stakeholders.

By handling these tasks, PR professionals help ensure a well-organized, successful, and memorable event that achieves its objectives and leaves a positive impression on attendees, sponsors, and the wider audience.

Summary:

Event planning is that it brings dreams into reality. At the outset, the event’s purpose and scope lay the groundwork for the entire planning process.  This initial event planning stage involves ideation sessions to clarify objectives, identify target audiences, and outline the event’s overarching goals. Whether it is a corporate conference, wedding celebration, or community gathering, defining these fundamental aspects shapes the subsequent stages of event planning. Event planning is the process of putting on and managing a variety of events, from something as small as a meeting to as big as a convention and everything in between. While planning an event, it requires taking into account every aspect of that event. From estimating budget, creating timelines to scheduling the event, reserving the site and any panel or speakers involved, getting necessary permits, food, transportation and more. If the event has a theme, we need to develop that into a design which will be a template for all relevant communications for the event. The event plan is essentially the one-stop shop to manage all of the moving parts involved in the event. In some cases, it may prove beneficial to share portions of the event plan with certain vendors to ensure that goals and expectations are in alignment. Event flow is the activities that are planned for the event. From receiving the delegates to set activities until the event closes.  A minute to minute programme is created keeping in mind all that is going to happen on stage and off stage. Specialised skills of understanding the purpose of the event, networking savvy, maintaining calm, ability to quick fix an eventuality. Organisational qualities like, being creative, decision making, managing a team, stakeholders and audiences are important for an event planner.  Need to obtain all required permits, licences and permissions for the event. Must ensure compliance with local regulations and laws related to events.  With the roadmap in place, attention turns to marketing and promotion. Crafting a strategic marketing plan involves leveraging various channels to build anticipation and engage the target audience. Compelling content, social media campaigns, and effective ticketing systems play a vital role in creating buzz and ensuring maximum attendance. The checklist helps standardising the process of event planning, ensuring that each step is completed before moving on to the next. This can help to ensure that the event planning process is consistent and efficient. A flowchart helps to identify potential issues or bottlenecks in the event planning process. By analyzing the flowchart, businesses can identify areas where the process can be improved, such as by eliminating redundant steps or simplifying the process. PR has a certain role to play in streamlining the event planning process and ensure that it is organised as efficient as possible.

Frequently asked Questions (FAQs):

1. What is an event planner?
2. What tasks does an event planner handle?
3. What skills should an event planner have?
4. What are the 5 P's of event planning?
5. How important is to use tools for event planning?

Model Answers to FAQs:

1. Event planners are the builders. Event planners are coordinators, organizers, moderators, and professional negotiators. They are tasked with taking a client’s idea, a concept, and designing an event that represents it. From event conception and stage design to technical programming and day-of event coordination, event planners manage the event planning process from start to finish. Planners work with vendors, suppliers, and venues to coordinate food service, event staffing, negotiate pricing, and so much more. They create an event’s layout, establish the theme, and may even design marketing campaigns.
2. Event planning is a job that requires wearing many hats. It requires designers, delegators, and task managers. As an event planner’s career grows, they are able to delegate more responsibility to coordinators and event staff, but not at first. Event design is one of the most crucial parts of the planning process. Planners create a vision for an event, a blueprint, which includes important visual details. In the design phase, event planners create a preview of what the event will look like by outlining the theme, layout, scenery, scheme, and other technical elements such as lighting or sound. As the process continues, planners work hard to create their design.
3. Event planning is a challenging and driven profession that will involve a genuine knack for organizing events. Some of the skills that event planners possess are - ability to communicate, ability to organize, knack for networking, understanding of events, problem-solving abilities, client-centric approach, ability to negotiate and arrive at an affordable budget, multitasking, leadership, creativity, tech-savvy, drive to get things done on time, go-getter attitude etc. 
4. This is called 5P formula of planning and the 5Ps of planning are Plan, Partner, Place, Practice & Permission. (1) Plan - Plan an event suiting the budget, (2) Partner- identify sponsors and investors, logistic assistants, (3) Place – Identifying a venue for the event based on the purpose of the event, audiences and budget.  With the team is important. (4) Practice – Rehearse the event that is being planned. Running through the flow of event. (5) Permission – To seek permission from government and other authorities.
5. Having an event planning template is a great way to make sure for not missing any important pieces of the larger event. It will help to organize tasks and resources, costs and more. Some of the event planning tools are Grantt charts, Kanban boards, Task lists and Calendars. This helps plan and implement the event plan. They also allow planners to track the work to make sure that it is following the plan, which leads to a more successful event.

Multiple Choice questions: MCQs

1. An event planner is responsible for __________

a)  Creativity

b) Ideas

c)  On-ground work

d) Teams

 

2. Scouting means __________

a)  Booking

b) Investing

c)  Registering

d) Looking out

 

3.  Client looks for ____________

a)  Big budget

b) Unplanned event plan

c)  Ungoverned creativity

d) Logistics

 

4. Best event planner must be __________

a)  Aggressive

b) Calm and Thinker

c)  A Runner

d) A Florist

 

5.When things go wrong, planner must have ________

a)   Resilience & Adaptability

b)  Logical thinking and creativity

c)   Mindful and entertainer

d)  Team player

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

Glossary:

Event Planner: An event planner is a professional who organizes all aspects of an event to ensure it runs smoothly and meets the client's goals. They may work on a variety of events, including weddings, conferences, festivals, concerts, galas, product launches, charity fundraisers, seminars, and award ceremonies.

Scouting Team: A keen eye is required for event planners who want to remain competitive. Pro planners are constantly on the lookout for exciting new event venues, vendor options, potential suppliers, and other resources. They know their market inside and out—every special event venue, every caterer, and every entertainer. They visit new attractions, try new restaurants, and scout new locations to accommodate a variety of future events.

Flow Chart: A flowchart is a type of diagram that represents a workflow or process. A flowchart can also be defined as a diagrammatic representation of an algorithm, a step-by-step approach to solving a task. The flowchart shows the steps as boxes of various kinds, and their order by connecting the boxes with arrows.

Gantt Chart: A Gantt chart is defined as a graphical representation of activity against time; it helps project professionals monitor progress. Gantt charts are essentially task scheduling tools: project management timelines and tasks are converted into horizontal bars (also called Gantt bars) to form a bar chart.

Kanban Board: It is an agile project management tool designed to help visualize work, limit work-in-progress, and maximize efficiency (or flow). It can help both agile and DevOps teams establish order in their daily work.

Task Sheet: A task sheet is a printable checklist of the requirements of a program that should be done in a specific time frame depending on the needs of all the stakeholders of a project or a business process.

Task List: A task list, also known as a to-do list, is a list of tasks that need to be completed within a specific time frame. Task lists can be used for personal or team tasks, and can help with planning, tracking, and organizing work. They can also help break down large goals into smaller, more manageable tasks.

Event Calendar: An event calendar is a design pattern that allows the user to select a date. The dates are not presented as a traditional list that a user scrolls through, or as input fields where the user enters numbers, but rather as a visual representation of a monthly calendar.

Budgeting: Many businesses, as well as individuals, plan events on a tight budget. Planners are tasked with creating and following a strict planning budget that adheres to their client’s guidelines. Meeting a budget often requires creativity and resourcefulness on behalf of the planner, so adaptability and critical thinking skills are a must.

Murphy's law: It is an adage or epigram that is typically stated as: "Anything that can go wrong will go wrong." In some formulations, it is extended to "Anything that can go wrong will go wrong, and at the worst possible time."

Key words: Event, Planning, Event flow Chart, Check List, Budget, Target Audience, Media, Promotion, Logistics, Public Relations

 

Y. BABJI

Editor, Public Relations Voice

Academic Counsellor, Public Relations (since 1989)

AP Open University/Dr BR Ambedkar Open University