Overview

This five-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.

  • Day 1-2: Protocol, etiquette and hosting
  • Day 3: Practical event management
  • Day 4: Press conference management
  • Day 5: Advanced event management

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 1-2: Protocol management

Core concepts
  • Differences between protocol, etiquette and hosting
  • Social etiquette vs business and diplomatic etiquette
  • Understanding international differences
Communication skills
  • Introductions – the art of making conversation
  • Meeting, greeting and receiving
  • Email etiquette
  • Business correspondence
Cultural awareness
  • Culture, protocol and cross-cultural sensitivities
  • Communicating with different cultures
  • Gift giving and receiving
Dining etiquette and attire
  • Dining etiquette for different occasions
  • Entertaining – including reception lines, dinners and parties
Preparing and hosting VIP visits and occasions
  • Hosting senior dignitaries
  • Hosting royalty, politicians and diplomats
  • Bilateral and multi-lateral events
  • Orders of precedence
  • Ranking orders
Protocol and etiquette for VIPs
  • Where to find the information required
  • Greeting and assisting VIPs
  • Security
  • Seating plans and arrangements
  • Royal and diplomatic protocol
  • Forms of address
  • Invitations and RSVPs
Protocol logistics
  • Place cards
  • Flags and anthems

Day 3: 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 4: 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 5: 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
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