Organizing Effective Special Events

Whether you plan a special event to recognize a person or group's achievements or to attract media coverage, it is important that you carefully plan it. While a PR firm, such as Pirages Communications, can help you to direct the event, if you have the team to do it yourself, you can consider that, too. Based on my 20+ years of experience in arranging special events, consider these elements: 1) Time: You need sufficient advance time to bring all of the elements together. 2) Invitation List: Who should be invited? Employees, their families, the media, shareholders, vendors, prospective clients? 3) Location: Choose one carefully that is conveniently located for most attendees. 4) Invitation: Send them a mailed invitation if possible which is much more professional than via email. Give yourself minimum of three weeks before the event that the invitees receive it. If possible give them 4-5 weeks or more advance notice. 5) Seating: Have some seating, especially for the elderly or handicapped that may wish to sit. 6) Sound system: Don't count on everyone being able to hear the speakers at normal speaking volumes. Have a sound system available even if it's just used as a backup if needed. It's better for the audience to hear you loud and clear rather than not at all. 7) Media Materials: If there's any chance that media may attend or were invited, designate one or more persons who can greet them and assist them with their needs. Make a press kit or other materials for their use, and if possible, arrange for them to interview key contacts that can help them with their stories. 8) Photographer: If the special event is one that you want to have photos of for an annual report, brochure or other possible needs, it's better to pay for a professional photographer's time instead of worrying about having an amateur take some shots. When hiring the photographer, be sure that the contract stipulates that you own the resulting shots, not the photographer. Otherwise, you could pay hefty fees in the future trying to use the shots as needed. 9) Food and refreshments: If the event runs more than 15 minutes or so, its best to have refreshments on hand. If it runs over 30 minutes or more, you may want to have snacks or light appetizers or a meal, depending on the time of day and the occasion. 10) Speakers: Think about having a rehearsal with the speakers, especially if this will be a lengthy (45 minute plus) event. It's always better to err on the side of caution rather than take a chance at not being prepared. Each speaker should have the outline of when their talk fits into the overall event, as well as bullet points on what they should say. Of course, speakers should have the bullet points no less than two days before the event so that they can prepare their comments as needed. 11) Recording: Consider making a digital tape or other video recording of the event or select highlights of the event that can be played on the organization's website and/or provided to the media for their possible use. If you are unsure if the media will want such a tape, ask them in advance and see what format they prefer. Typically, TV stations and networks prefer to shoot their own footage, but some may consider the tape that you provide. Good luck with your event? Thank you to Chicago PR firm, Pirages Communications (www.piragescom.com) for its services in providing this Blog.