Course Details

Focused Immersion Seminars (multi day), Event management

Strategic Event Management Programme (4 days)



Course venue

ISOC London
13 Grosvenor Place | Floor 3

Course dates

Venue Location

GBP 2,195

per individual
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  • This four-day event management training course focuses on how to deliver corporate events that generate strategic reputational impact. It covers event management from strategy and creative concept to execution. You will learn practical and professional approaches that will help you to plan, execute, manage and supervise the smooth delivery of important events. Topics include troubleshooting unexpected problems, handling media, facilitating proceedings and managing VIPs.


    This course covers the following modules:

    • Day 1: Practical event management
    • Day 2: Press conference management
    • Day 3: Advanced event management
    • Day 4: Protocol, etiquette and hosting

    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.

    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

    Course outline

    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: Advanced Event Management

    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

User reviews 6 users commented so far Add your review

Crystal NG Chui-ting says:
The trainers were very experienced and knowledgeable. They shared different real-life scenarios with us which is very useful in demonstrating the theory.
Crystal rated the course
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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