Protocol & Event Management (Certified Event Specialist)

DAY 1

The role of events in a Public Relations or Marketing strategy

• An overview of Public Relations and how events fit in

• Events and the PR Transfer Process

• Strengths and weaknesses of events as a form of communication

• The Six Point PR Plan and its application to event management

• Assessing your needs

• The importance of clarity of purpose

• The importance of the audience

• Choosing the event to fit the objective

• Budget - staff, time, materials money

• Evaluating the event success

• A review of the different types of the event available

DAY 2

Event planning, the theory, and practice

• Scheduling - the long term plan

• Event running order - timing of an event

• Budget control

• Managing suppliers

• Venue considerations

• Suitability for an event - support for the message

• Size - capacity

• Type

• Access

• Accommodation

• Layout for different events - Seating etc

DAY 3

Stage Management, Dining, and Entertainment. Health and safety

• “Stage management” of the event

• Ensuring the event is on message and on-brand

• Welcome desk - set up and management

• Sets and staging

• Corporate identity on display

• Food can be part of the message

• Different types of dining for different events and practical implications

• Dining protocol - formal dinner, informal eating

• Choosing catering suppliers - in a house with venue or external

• Entertainment and music at your event

• Managing entertainers at events

• Staying safe - Risk assessment and events

• Addressing risk areas at events

DAY 4

Managing the Media at your Events

• Keeping your objectives in mind

• Is it a media event - what’s in it for them?

• Generating news through an event

• Inviting the media - invitations and press releases

• The press office - Staffing, setting up and running it

• The press pack and gifts

• Conducting interviews and briefing interviewees

• Managing to film on site

• Photography at your event

• Involving your in-house media

DAY 5

Invitations, VIPs and bringing it all together

• Getting your audience there

• Invitation process for different types of event

• Invitation protocols

• The importance of RSVP

• Working with VIPs

• Invitations

• Meet and greet

• Hosting and farewell

• Follow up

• Building an event management team

• Event planning exercise involving all elements discussed through the week