Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Hrvoje Markešić, Event Director, Komunikacijski laboratorij
Event management is one of the most stressful parts of public relations business. This is a job that requires a high level of concentration, the ability to multitask and focus on details that make a difference between a good and a superior event. Because of the complexity of this job, it is important to ease the process for the client as much as possible – from the initial planning stages to do the final realization.
All begins with a good brief
Every partnership between a client and an agency in the process of organizing an event requires a certain number of activities on both sides, and all starts with a good brief and pre-defined objectives to be achieved. If the client is the one that initiates the process of organization of the event, they should be clear on what they want to achieve, which aims the event should achieve and they should convey their idea to the agency as concretely as possible. A good brief enables the agency understanding of its task to the fullest. So, it’s very simple – the better the client’s brief, the better the idea that the agency will deliver.
Characteristics of a quality event organizer
In the planning phase of the project, it is important that the event organizer shows the client all their expertise and professionalism in carrying out the agreed work. This is a priority whether it is a new or regular client. Once built, the client’s confidence in the agency must not be tarnished in any way. From the very beginning of the project, the client must feel absolutely sure that the agency, or project manager, will carry out the job responsibly, professionally, thoroughly and accurately. The agency must consider how to integrate the event in the appropriate communication channels and tools, and thus provide added value alongside what was agreed. This step is more a sign that the agency is thinking proactively, and did not want to just do the job, but also give an extra note that will highlight the event above the others.
How to ease the client?
There’s a variety of tools used in the process of event organization aimed at delivering quality service and facilitating the process:
- Regular meetings and reporting on the progress of the project. It is important to always be ready with a “plan B” and have a different option if a supplier fails to deliver what was agreed, or a client changes their opinion.
- Detailed time schedule by which a client can follow all the stages of the project, and what has been done and what isn’t. The schedule contains the items which are the responsibility of the client, so they would be timely informed in which stages they will have to get involved in the project more concretely.
- A detailed budget of the entire event.
- Compiling a list of items that the client needs to confirm in certain time frames so the whole process would proceed seamlessly.
- Delivery of visuals so the client would have an insight in what the final product will look like.
- Briefing of key stakeholders in the project. It is desirable that the client is present at such meetings in order to avoid missing out on some key information that need to be communicated.
- Report on project costs.
- Final report after the event which shows if the goal had been achieved.
Both-way responsibility
While the agency carries the main task and responsibility to deliver a top-notch event, client is responsible to provide the agency with accurate and timely information. Essential things that the client needs to approve are:
- Approval of the creative idea / concept, budget and event script.
- Participation in the creation of the list of invitees.
- Briefing with the event moderator, photographers, film crew.
- Regular meetings with the agency.
Partnership and feedback as key to success
By taking this approach, the agency, together with the client, will organize an event that will achieve a good result and the pre-defined objectives. Partner relationship between a client and an agency is the formula for success, and after completion of the project we must not forget the feedback. Just as the quality brief is an ideal start, so the quality feedback is an ideal conclusion to every cooperation, at least when the concrete project is concerned. It is desirable if the client would specifically explain what they were satisfied with, and what not, in order to help the agency better understand their needs, and in the next collaboration provide even better implementation of a project. Through feedback agency learns, progresses and grows, and the client gains even better cooperation during the organization of the next event that will be talked about for years to come.