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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