Protocol & Event Management

Course Overview:

All different branches of planning go into event management, including various types of sourcing, designing, regulation checks, and on-site management Face to face communication prospects created by events provide business people with the most powerful opportunities. Most importantly, events create a sense of fun and vibrancy, resulting in a strong sense of community connectivity, pride and a sense of place. Even well-run events reflect well on any business building its reputation and standing. This course provides a complete grounding in all the basics of event management allowing attendees to effectively organize their events and closely manage contractors organizing events for them.

Course Objectives:

At the end of this course the participants will be able to:

• Schedule and plan an event
• Learn how to be familiar with a range of events they are likely to engage in and the requirements for their successful delivery
• Identify the most appropriate venues and activities for their events
• Manage the media at their events with confidence
• Troubleshoot event plans to identify potential problem areas before they emerge
• Understand what events can do for your PR and marketing strategy
• Get practical hints and tips on venue choice, stage management and different types of dining 
• Learn how to look after guests and protocol for VIPs

Course Coverage:

Topic 1: The Role of Events in a PR or Marketing Strategy:

• An overview of Public Relations and how events fit in
• Events and the PR Transfer Process
• Strengths and weaknesses of events as a form of communication
• The Six Point PR Plan and its Application to event management
• Assessing your needs
• The importance of clarity of purpose
• The importance of the audience
• Choosing the event to fit the objective
• Budget - staff, time, materials money
• Evaluating the event success
• A review of the different types of events available

Topic 2: Event Planning, The Theory, and Practice:

• Scheduling - the long-term plan
• Event running order - the timing of an event
• Budget control
• Managing suppliers
• Venue considerations
• Suitability for event - support for the message
• Size - capacity
• Type
• Access
• Accommodation
• Layout for different events - Seating etc.

Topic 3: Stage Management, Dining, and Entertainment:

• “Stage management” of the event
• Ensuring the event is on message and on-brand
• Welcome desk - set up and management
• Sets and staging
• Corporate identity on display
• Food can be part of the message
• Different types of dining for different events and practical implications
• Dining protocol - formal dinner, informal eating
• Choosing catering suppliers - in house with venue or external
• Entertainment and music at your event
• Managing entertainers at events
• Staying safe - Risk assessment and events
• Addressing risk areas at events

Topic 4: Managing the Media at Your Events:

• Keeping your objectives in mind
• Is it a media event - what’s in it for them?
• Generating news through an event
• Inviting the media - invitations and press releases
• The press office - Staffing, setting up and running it
• The press pack and gifts
• Conducting interviews and briefing interviewees
• Managing to film on site
• Photography at your event
• Involving your in-house media

Topic 5: Invitations, VIPs, and Bringing It All Together:

• Getting your audience there
• Invitation process for different types of events
• Invitation protocols
• The importance of RSVP
• Working with VIPs
• Invitations
• Meet and greet
• Hosting and farewell
• Follow up
• Building an event management team
• Event planning exercise involving all elements discussed throughout the week

Targeted Participants:

• Middle and Senior Managers tasked with the direct delivery of events or oversight of specialist sub-contractors
• Senior Operational Managers with responsibility for managing teams whose role includes event management
• Senior Managers up to the Board Level with responsibility for the strategic use of events as part of the organization’s PR and marketing strategy and their effective deployment
• PR Professionals
• Marketing Professionals
• Individuals who want to get new experiences to improve their profile