Public Relations, Organization & Management Of Events, Conferences & Protocol

Course Code: PR18

►Course Objective

 

  • Delegates will be able to schedule and plan an event
  • Delegates will be familiar with a range of events they are likely to engage in and the requirements for their successful delivery
  • Delegates will be able to identify the most appropriate venues and activities for their events
  • Delegates will be able to manage the media at their events with confidence
  • Delegates will be able to troubleshoot event plans to identify potential problem areas before they emerge

 

►Target Audience

 

  • 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 Board level with responsibility for the strategic use of events as part of the organisation’s PR and marketing strategy and their effective deployment

 

►Course Outline

 

DAY 1

The Role of Events in a Public Relations 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 Event available

DAY 2

Event Planning, the Theory and Practice  

  • Scheduling - the long term plan
  • Event Running Order - 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.

DAY 3

Stage Management, Dining and Entertainment, Health and Safety

  • “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

DAY 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 Filming On-Site
  • Photography at your Event
  • Involving your In-house Media

DAY 5

Invitations, VIPs and Bringing it all Together

  • Getting your Audience there
  • Invitation Process for Different Types of Event
  • 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 through the week
  • The design of financial models for forecasting and decision-making


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Date & Location

Date : 04 August 2024

Duration : 5 days

Place : Kuala Lumpur

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Date : 06 October 2024

Duration : 5 days

Place : London

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Date : 03 March 2024

Duration : days

Place : Manama

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