Event Management

Special Events Defined

Special events represent those circumstances in which organizations have to deviate from communication-driven public relations, advertising, and marketing efforts by meeting directly with clients. Some events may have a non-media-related purpose, though typically they are structured to fit within the framework of the organization's public relations plan. They facilitate direct communication with customers, often by bringing them to a business or institution, though they may occur at a designated third-party site.

An event can enhance organizational image by presenting a company as proficient and professional, thereby adding to its prestige. In so doing, they provide “ready to be consumed” media images and stories that can achieve third-party support for public relations efforts.

Many special events for nonprofit organizations are organized around a fundraising theme or purpose. They frequently are designed to provide people with a meaningful experience by which they enjoy participation or entertainment in exchange for a donation to a worthy cause or a political candidate.

Factors in Successful Special Events

To be successful in developing effective special events a number of factors should be considered. First, in order to generate media attention, an event should be newsworthy in its own right. Second, events work best when there is a meaningful link between an organization and the event, such as efforts by women's fitness apparel companies to fight breast cancer (health). Third, if there is to be a product link, it should be evident but not intrusive; more direct approaches tend to turn consumers off. Finally, the event itself should be well planned and executed in order to make the experience distinct and memorable.

How to Plan Special Events

When planning a special event, there are a number of important considerations to take into account. First and foremost, a special event needs to be a part of a larger public relations plan. It should follow traditional public relations techniques of research, planning and budgeting, implementation, and evaluation. Furthermore, an event must be promoted effectively to generate both media and public interest.

While standard public relations practices are necessary, special events do have a number of unique characteristics that require specific planning and focus. While attention to detail is necessary in all public relations activity, it is even more critical in event management; success depends on the mastery of numerous small details.

From start to finish, an event planner must keep in mind several important concerns. First, care must be taken in choosing the timing and location of the event. The event must not conflict with other major events. If the occasion is to be held outside, contingency plans regarding weather must be made. Additionally, thought must be given as it concerns signage, transportation, and reception, as well as necessary banners and other promotional materials that effectively represent the organization's image. There also is the problem of providing tickets; tickets provide event managers a means by which to gauge interest and to manage attendance; yet the distribution of tickets is never problem free.

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