Prepare and direct high-impact events
A one-day intermediate course covering PR events from a strategic management perspective
This course covers event management from the perspective of senior PR professionals tasked with overseeing a major event. It focuses on high-level strategy: ensuring that events deliver ROI, serve business goals and harmonise with brand values. You will also learn pragmatic director-level skills such as managing event teams and hosting panels.
Course format
This course proceeds smartly from a morning of top-level strategy and planning into an afternoon of hand-on event practice. A highlight of this course is always the series of simulation and role-play workshops in which learners enjoy putting their newly learned skills into practice in realistic situations.
This course comprises four modules each covering a set of key concepts and skills. Within each module, best practice and key concepts are covered off in a concise briefing, followed by a range of stimulating learning activities like team workshops, group discussions, topical case studies and role-play exercises.
Modules:
1) Event strategy
2) Project management for major events
3) On the day: directing high-profile events
4) On the day: hosting and facilitating
Learning outcomes
After this course you will be able to:
- Create a rigorous event strategy using a 10-pillar framework
- Ensure that your events serve strategic communication objectives
- Track and justify an event’s return on investment
- Project manage major events
- Direct the execution of major events in a top-level supervisory role
- Host, chair and moderate high-profile event segments
Who should attend
This is an intermediate-level course designed for learners with existing knowledge and several years of experience in PR, marketing or communication. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.
This course is aimed at communication and PR managers and directors who are responsible for the strategic planning and oversight of an event, rather than delivery and execution. If you want to learn about the hands-on practicalities of event management, you might consider a different course: Practical Event Management.
Qualification credit
This course provides Advanced Professional Qualification credit, independently accredited by Edexcel. For details, download the course brochure.
Feedback
It was really interesting and will be very helpful to me in my job
- Elisa Lewis, The Arts Council Of Wales
It was very practical and interactive. Workshops were very useful
- Susanne News, Mack Brooks Exhibitions
The trainer was excellent, very clear and willing to stop and listen to everyone’s ideas.
- Rebecca Smith, Zoological Society of London (ZSL)
Very good to go through practical examples
- Nina Delangle, Tomkins PLC