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: Media interview training
  • Day 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: Media interview training

This one-day module covers how to engage with the media in a variety of formats. Topics covered include:

  • Effective preparation for interviews
  • Key message delivery
  • Ability to take control of the interview agenda
  • Body language, such as appearing engaged
  • Voice – including tone, projection, variation and emphasis of key points
  • Confidence and clarity (ability to be understood and avoidance of jargon)
  • Ability to give strong quotes and sound-bites
  • Avoiding traps and pitfalls
  • Feeling confident and comfortable in a variety of media encounters and formats

Day 2: 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

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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