Shine Communications - How to Stage a Special Event

How to Stage a Special Event

Staging an event is good public relations for the work you or your organisation does. If it's done well you can gain media coverage, raise the profile of your organisation and increase awareness of your products or services.

Take a look at how to manage a special event which could be a community event, a news conference, concert, seminar, trade show, product launch, a film launch or even a party.

Here's a brief checklist of how to ensure your event runs smoothly

1.The Beginning
Paying attention to every detail creates a professional image for your organisation. Begin with the basics by developing your message points and branding, choosing the venue or site, date, time and spokesperson(s). Organise the legalities check council permits, contracts, letters of agreement and insurance. Determine the length of the event and any special needs, such as time sensitive or confidential announcements. Set budgets, organise sponsors, suppliers and venue facilities.

2.Entrances and Exits
Items to attend to in this category include: Attendee transport and parking arrangements, emergency exits, disabled access, location for unloading of equipment and equipment storage areas, ticketing, queuing, registration and name tags and event site map.

3.At the Event
Staging design and decoration. Power, audio visual, lighting, video or powerpoint presentation, speakers or entertainers needs. Marquees, tents or stalls. Toilets, and where they re located on the event site map. Waste bins and water. Signage including t-shirts or uniforms for staff. Administration area and information booth. Ambulance and first aid, security, crowd control and lost children area. Contingency plan for wet weather and crisis management plan. Event manual for all personnel and run sheets for technicians.

4.Production
Once you decide on the type of event, the elements have to be prepared. Booking entertainment and accommodation. Food and catering, kitchen and bar facilities, hospitality or rehearsal area, hair and make up, media area, alcohol and beverages and any licenses needed. Table settings or seating arrangements. Money collection and float. Event tool kit consider things like blue tac for posters, blank name tags, first aid kit, torch and gaffa tape.

5.Communication and Promotion
Publicity and promotion for your event needs to be implemented. Decide which methods from media releases to e-mail you'll use to invite and attract the audience you want for the event. Organise photographic images, video footage and soundbites for press usage on television, radio, the Internet and in print. Have a photographer and/or video producer at your event. Letterhead and invitations printed, newsletters issued or mailbox drops. Flyers, posters and programs,merchandise and souvenirs. Ensure you have contact numbers in your event manual of organisers, staff, entertainers. Walkie talkies for instant communication or mobile phones. Have research and evaluation strategies in place. Letters issued to confirm details and thank you notes at the end. Information lines and website addresses.

6.The End
Consider an end time on your invitation or flyer so people know when to leave. Pack up equipment and organise staff to bump out . Have a clean up plan in place. Collection of equipment and lockup. Have a debrief to know what worked and what didn't for next time. Analyse research and assess budgets.

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Written by business educator Sue Currie, the director of Shine Communications and author of Apprentice to Business Ace – your inside-out guide to personal branding. Sign up for free monthly tips on personal and professional PR at http:www.shinecomms.com.au and learn more about how you can achieve media recognition, enhance your image and shine.