Transcript CREATING, MANAGING, AND RUNNING EVENTS BY AKIN …

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On a daily basis, we are a part of an event either
consciously organised or otherwise. Some events
occur naturally; some by accident and some
deliberate.
For the purpose of this workshop, we would be
concerned with those aspects of event
management that, according to public relations
practice, “are deliberate, planned and sustained
to build goodwill and mutual understanding
between a person (the organiser) and its publics
(individuals, groups, organisations, government,
community, etc).
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Event is described as a happening usually very
important, while Technique is simply put as
“method of doing something expertly; method of
artistic expression in music, painting etc.
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In planning to manage an event, it must be borne in mind
that event planning is like performing a high-wire act
without a safety net. Once your event starts, there are no
second chances. It is all done in one take, and there are no
dress rehearsals. You cannot predict how your guests and
suppliers will interact and react when you bring them
together, but you can organise, plan and be prepared for
the unexpected.
According to Judy Allen, an event planner expert, having a
good planning helps event planners and their clients
produce outstanding events that meet and exceed both
client and guest expectations, by going beyond the details
of the event itself.
Special events such as schools sports competition,
graduation ceremonies, founders’ day, fund raising galas,
conferences, and prize/award ceremonies are complicated,
fraught with thousands of details, and have to come off
without a hitch.
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The planning process therefore includes:
 How to choose the best venue.
 Preparing and managing the budget.
 Scheduling.
 Co-ordinating food and beverages.
 Selecting décor.
 Themes.
 Media.
 Staffing (Committees).
 Security and transportation.
 Use of efficient new technologies.
 Designing messages, invitation cards/envelopes
 Making up of protocol list.
 Technical matters — Public address system, Generator, Music
box, etc.
 Others.
The above listed issues are not exclusive of other items that
could be needed in organising a successful event. Events vary
in nature; hence a state event may have to accommodate
other important materials / resources.
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The above listed issues are not exclusive of
other items that could be needed in
organising a successful event. Events vary in
nature; hence a state event may have to
accommodate other important materials /
resources.
Like that ‘blank sheet of paper’, having the
desire to plan and organise a successful event
is one thing. Making it happen is another.
Here are three necessities that underpin every
successful event. It must be a forum:
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To be educated - events offer a chance to
learn the latest developments in their field;
To network with their peers - people like to
mingle, share ideas and experiences and test
ideas with their peers, face to face;
To be entertained - delegates, like all of us,
work hard. A well organised, well run event
allows them the opportunity to enjoy
themselves, in likeminded company.
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For smooth event implementation, and for
business success, it is essential that planners
know how to manage their own time as well
as they manage an event.
Time Management for Event Planners helps to
successfully manage their workload, and do
what matters most, when it matters most:
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Analyse and prioritise tasks.
 Structure your workload and your day for
maximum performance.
 Identify red-flag activities that hinder
productivity.
 Reduce stress-producing time crunches.
 Identify when extra help is needed, as well as
how to delegate, outsource, and even partner
with suppliers in crunch periods.
 Work with rather than against deadlines.
 Save time using technology.
 Manage multiple projects, even in different
locations.
 Balance your personal and professional life.
Whether you are an event planner, a hospitality
professional, in public relations or other related
fields, good time management will help you get
time on your side.
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In event management, you need the support of all —
the management, your colleagues and your
subordinates to succeed in organising a successful
event. At every stage/level of project implementation,
ensure you get the co-operation of the appropriate
personnel. This will lessen your burden and ensure
attainment of your goal or organisational goal.
Learn to share credit for accomplishments, ideas and
contributions.
Help other employees find their greatness. Every
employee in your organisation has talents, skills and
experience. If you can help fellow employees harness
their best abilities, you benefit the organisation
immeasurably. The growth of individual employees
benefits the whole. Compliment, recognise, praise,
and notice contributions.
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Budgeting creates strong views amongst management as
to its real value and usefulness. Some management see
budgeting as a key discipline without which financial
confusion would result. Others see budgeting as out of
date — quite unsuitable to the rapidly changing business
world of the 21st century when so much business value
comes from so-called “intangible” activities of the
knowledge age.
Arrangements are within your own organisation. Do they
add value, or act more as a tool of constraint and
repression? Please also recognise that there is no “one
solution fits all” answer to budgeting in the 21st century.
Each organisation needs a solution best aligned to its
specific requirements and aligned carefully to the other
management tools that it uses. Budgeting does not exist in
a vacuum, and throughout the programme, I will be aiming
to highlight the alignment between budgeting and closely
associated financial disciplines.
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When you are budgeting for an event, don’t
forget that there are a lot more costs than
just the fee for the speaker/performance.
Often, event planners just think about the
main cost, but not all of the little ones that
can sneak up on you. This worksheet can also
be used when you are estimating costs for
funding events, e.g. Awards Nite. Most of
these items would most likely fall within the
entertainment line item. Parts of this
workshop won’t apply to every event, but use
the parts that are helpful.
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Type of Cost
Amount
Venue
Fee for
performer/speaker
Lodging
Transportation
Meals for performer/speaker
Catering for event
Sound Collection /
PAS
Copies for flyers
Decorations
Ushers
Photographs / Video
Media Coverage
First Aid
Others
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In assessing how successful the event has been, you may have to check the
following to know whether the corporate goal of executing the project
has been achieved. They include among others:
 Is the venue adequate and conducive for the invited guests / dignitaries?
 Are the VIPs seated according to their status and importance to the
event?
 Is there quality attendance when compared with distributed invitation
cards?
 Were guests well catered for in terms of distribution of food and drinks?
 The media attention before, during and after the event.
 The photographs — Did they capture memorable scenes and
personalities?
 Volume of sales enquiries — Has it increased?
 The stakeholders — Were they overjoyed with the execution of the
event?
 Has the event changed the perception and image of the organisation in
the eyes of the people?
 The host community — Has there been a more friendly disposition?
 What have we learnt from organising the event?
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Events management of today deserves a
thorough understanding of the needs, taste,
and expectation of the clients, communities,
government and international business
concerns. An expert planner must be able to
introduce a new thing. He must be able to
create an environment where people would
be thrilled
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