Course Details

Focused Immersion Seminars (multi day), Event management

Strategic event management seminar (4 days)



Course venue

ISOC London
13 Grosvenor Place | Floor 3

Course dates

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GBP 1,980

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  • A four-day communication seminar on the professional management of strategic events

    Course outline

    Take control of high-profile events for strategic reputational impact

    This course covers event management from strategy and creative concept to execution, including director-level responsibilities.

    You will learn to design meticulously planned events and execute them smoothly, including troubleshooting unexpected problems, handling media, facilitating proceedings and handling VIPs

    Who should attend

    This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

    This course is recommended for professionals from all kinds of organisations who need to organise  and direct smooth and professional events to achieve positive publicity, with both practical and management perspectives.


    This course covers the following modules:

    • Practical event management
    • Press conference management
    • Directing strategic events
    • Protocol, etiquette and hosting


    The topics covered by each module are detailed below.

    About this course

    What to expect

    Strategic Event Management is an ISOC Focused Immersion Seminar. This extended training format focuses intensively on a single set of competencies for five days. It is designed to develop practical and enduring expertise in one particular specialty.

    You will not have to sit through long lectures or presentations – this course uses active learning to help you internalise the topic and apply it in the real world.

    Training format

    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 stimulating learning activities like workshops, discussions, case studies and role-play exercises.

    Learning outcomes

    After this course you will be able to:

    • Create a rigorous event strategy using a 10-pillar framework
    • Plan and prepare all aspects of event logistics and practicalities
    • Manage the delivery of an event on the day
    • Direct the execution of major events in a top-level supervisory role
    • Prepare and host VIP visits and formal occasions

    Day 1: Practical event management

    This module covers the strategy, design, planning and delivery of smooth and professional events, from the essentials of preparation to the realities of delivery and troubleshooting under pressure.

    • Creating a strategic event concept
    • The PR events toolbox: 25 types of PR event
    • Media and non-media events
    • Key components of event design
    • Building a programme of content
    • Event planning and preparation
    • Mapping out a timeline and critical path
    • Organising back-office systems
    • Making it shine on the day: practical event execution
    • Managing the online space

    Day 2: Press conference management

    This module covers best-practice techniques for preparing and managing successful press conferences, from concept to execution.

    • Press conference planning and strategic preparation
    • Understanding the role and purpose of press conferences
    • Briefing and preparing spokespeople
    • Press conference execution
    • Advance media relations and securing attendance
    • Preparing media resources: press kits
    • Hosting a press conference: introductions, transitions, closing etc.
    • Fielding questions
    • Troubleshooting and handling difficult situations
    • Debriefing and evaluation

    Day 3: Directing strategic events

    This module covers event management from the perspective of senior PR professionals tasked with overseeing a major event.

    • Event strategy: role in business strategy and communication strategy
    • Ensuring events add value and deliver return on investment (ROI)
    • Drafting an event strategy: a 10-pillar framework
    • Planning and risk assessment
    • Defining an event’s brand identity
    • Securing VIP speakers and attendees
    • Project management for strategic events
    • On the day: directing high profile events
    • Managing event teams
    • Event troubleshooting and crisis management

    Day 4: Protocol, etiquette and hosting

    This module covers the full range of conventions, rules, customs and expectations that professional communicators must master in order to interact professionally with VIPs and in high-level business.

    • Understanding protocol: conventions of official interaction, collective, personal and written
    • Understanding etiquette: conventions in social behaviour and expected behaviour patterns
    • Flawless professional and personal conduct
    • Universal expectations for personal behaviour
    • Personal etiquette for formal occasions and encounters
    • Preparing and hosting VIP visits and occasions
    • Protocol planning, liaison and logistics
    • Practical hosting skills
    • Risk assessment and contingency planning

    Course format


    This course is heavy on reality and light on theory. Your trainer will introduce the concepts clearly, then focus on real-world skills that connect the big picture to your job. Courses are updated regularly and trainers are active in the industry so your knowledge will be fresh and relevant.


    Training consists of concise briefings on best practice, backed up by interactive learning activities like workshops, role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively through long lectures.


    This course is interesting, intellectually stimulating and delivered in a relaxed and professional style.


    All Pinnacle trainers are hands-on communication professionals with at least 15 years of experience. We don’t employ academic teachers – we insist on good-humoured enthusiasts who will inspire your creativity.


    This course is delivered in an executive boardroom format, not classroom-style, and in a small group no larger than eight people. You will get personal attention for the issues that matter to you. It’s also a great chance to network and share experience.

    Quality assurance

    About ISOC

    We have headquarters in London and a training centre in Dubai. We train communicators at all levels, from press officers to prime ministers. ISOC is owned and managed by Pinnacle International, the world’s largest specialist communications and PR training company. As well as public courses, we provide private and customised programmes including media interview training, presentation training, and multi-year multi-competency postgraduate programmes.

    Accredited by Edexcel

    Edexcel is the world’s largest provider of accredited qualifications and one of the UK’s largest examination boards. It is owned by Pearson, the world’s largest education company. Edexcel awards two million qualifications every year around the world and has 5,500 education partners in 110 countries.

    ISOC is an accredited Edexcel Centre (#90817). Edexcel has audited ISOC’s systems for the design, delivery and management of training and inspects us regularly to assure quality control of all aspects of training and assessment.

    The British Accreditation Council

    ISOC is also accredited by the British Accreditation Council, a UK Government-mandated training standards body. The BAC conducts annual quality assurance inspections and audits.

User reviews 5 users commented so far Add your review

Mariam AlMazam says:
Instructors have valuable experience and examples; Kelly Freeman in particular is very well experienced and have good examples on the topic discussed.
The overall impression of this seminar was good!
Mariam rated the course
Hesham says:
- As usual, ISOC London provided the best trainers.
- The seminar was filled with a lot of useful techniques and ideas which will help to improve your work.
- This location is fantastic!
Hesham rated the course
Virginia says:
All of the trainers - Elsbeth, Kelly and Jenni - were outstanding, dealing with my specific needs and presenting the material and advice clearly.
Virginia rated the course
Afrah says:
The course and trainers were outstanding. Thank you Isoc... See you next year!
Afrah rated the course
Amna Rashed says:
The trainers covered everything. They were really helpful and gave us a chance to ask any question and discuss any topics we wanted.
Amna rated the course
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