A lot of you have sent me e-mails and have talked to me in passing about what it takes to put on a public relations event. It’s something that a lot of people struggle with and do not know where to begin.
Once you put on an event incorrectly or without enough care that portrays your brand below the standards that you wish, it is hard to come back from that.
Whatever event you may put on no matter how big or small, it is a representation of your brand.
If you are a nonprofit and you are hosting an event for your board, and people show up with cold coffee and unclear directions, it sends a bad message to your board members. It shows a sense of entitlement and that you feel like you do not need to earn their trust and support or that you appreciate the support they are already given.
There are certain things that you can do to make a great impression at your event. First, always scope out your location and go ahead of time and plan the space out thoughtfully. Know where people are going to enter. Know how to design the space so that people have the best experience. Know if the microphones work. If you have food, make sure big or small it is done well and with care.
If you have a small budget, take that small budget and execute with what you have extremely well.
Also, communicate the goal of your event clearly when people are there. Then design a way to get people’s contact information so that you can recommunicate what you communicated at the event. Have a follow up plan.
Have a plan for your communication throughout the event, for your presentation, for people’s experience from when they walk into the door to when they leave, and a plan for follow up.
Would you be proud for people to walk away with something you gave the and go tell someone else that they received it from you and your brand? Would you be proud of what people said when they talked about what they learned from your event? How they were inspired? Educated? Taken care of? Your attendees will become ambassadors. It is not an experience of just an event. It is an experience of your brand. Your event is an extension of your brand.
Pay attention to every detail, because that communicates your care and thoughtfulness. Control every single detail and every part of the experience. That will guarantee your success before anything else. Your thoughtfulness in your message, presentation, experience, and what people walk away with will shine through as long as you put the work in and show you care.
Now go create a killer event and let us know about how you crushed it!
David L. Joyner and the Joyner Media & Strategies Team