Event and PR Management: Trends and Strategies for the Next Decade

Introduction:

The purpose of the Event and PR Management: Trends and Strategies for the Next Decade is to equip attendees with the skills to effectively organize and plan successful events, emphasizing the critical importance of a well-executed event to an organization’s success. Conversely, mismanaged events can negatively impact a firm’s key objectives, diverting attention and resources toward managing these pitfalls.

This course will provide insights into best practices for organizing, executing, and evaluating post-event reviews. It covers a variety of events, including those in creative fields such as the arts industry, entertainment, trade fairs, as well as related activities within marketing, advertising, public relations, and the sports industry.

Objectives:

Upon completion of this Event and PR Management: Trends and Strategies for the Next Decade, participants should be able to:

• Confidently undertake event scheduling while incorporating effective PR management strategies.
• Acquire knowledge of different types of events they may organize and understand relevant PR management techniques for effective execution.
• Identify the most suitable venues and activities using various PR management tools to enhance their events.
• Effectively manage media relations during their events with confidence.

Training Methodology:

• Seminars by Experts
• Case Study Analysis
• Interactive Workshops
• Group Brainstorming Sessions
• Hands-On Event Planning Exercises
• Media Simulation Management
• Peer Review and Feedback
• Strategic Planning Sessions
• Trend Analysis Discussions

Course Outline:

Unit 1: The Role of Events within a Public Relations or Marketing Strategy

• Overview of Public Relations: What are Events?
• Events & Principles of Transfer in PR Communication
• When to Use an Event
• Six-Point PR Plan & Event Management
• Understanding Needs and Mastering Artful Management Techniques for Events and PR Processes

Unit 2: Event Planning – Theory versus Practice

• Scheduling: Long-Term Program Planning and Requirements for a PR Workshop
• Timing an Event and Order Running
• Budget Control
• Managing Suppliers
• Venue Considerations: Suitability, Capacity, Type, Access, Accommodation, and Layouts for Different Events

Unit 3: Stage Management, Dining, and Entertainment

• Health and Safety
• Stage Management of Events
• Ensuring On-Brand Messages at Events
• Welcome Desk Setup & Management
• Sets and Staging
• Corporate Identity and Branding
• Dining Protocol: Formal Dinners vs. Informal Eating
• Choosing Caterers: External or In-House with the Venue
• Entertainment and Music in Your Event
• Risk Assessment and Addressing Risk Areas at Events

Unit 4: Managing the Media at Your Events

• Keeping Objectives in Mind: Is it a Media Event?
• Generating News through an Event
• Inviting the Media: Invitations and Press Releases
• Press Office Setup and Management
• Press Packs and Gifts
• Conducting Interviews and Briefing Interviewees
• Event Photography
• Involving In-House Media

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

• Getting Your Audience There: Invitation Process for Different Types of Events
• Invitation Protocols
• Working with VIPs
• Meet and Greet
• Follow-Up
• Building an Event Management Team