The organization of a event is a communication tool basic for a company, since it can be an important ally when it comes to achieving our objectives.
Steps to organize a successful event
– The goals: what do you want to achieve and what do you want to communicate with the event? What messages, images and values do you want to convey? Is it intended, for example, to increase sales, strengthen the brand, make a change of course for the company,…?
– He target audiences: to whom is the communication action directed? The target audience will be the guests who will participate in the event. Depending on the characteristics of this public (customers, suppliers, shareholders…), elements such as the place where the event will be held, the date, the type of event, the duration, etc. will be determined. Each target audience requires a specific type of event with characteristics adapted to their needs.
– He event type: there are character events official (promoted by public institutions) or of a not official; State, institutional, academic, cultural, business, commercial, social, family acts… I can be specified in: inaugurations, conferences, commemorations, awards ceremonies, anniversaries, receptions, tributes, concerts, exhibitions, etc. Depending on the event type to organize and who promotes itthe protocol rules to follow will be one or the other.
The protocol to follow in organizing an event
He protocol is he set of rules agreed by norm or by tradition that establish the way of acting in different human situations. It is a form of communication and systematization of the order of operation of relationships and acts. Its correct use makes known without words the position, prestige or respect of a person, company or institution.
There are different types protocol: business, religious, cultural, military, diplomatic… The business protocolwhich is the one that concerns us, has become a basic element in any organization, since taking care of the image and the values that are to be transmitted is essential to maximize the commercial potential of the company and to differentiate itself from the competition.
When organizing a event businesshe protocol to follow is defined in the following phases:
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Trial phase: in which the need to organize the event or not is assessed, in accordance with the goals and objectives set.
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Information phase: Once you have decided that the event is going ahead, it is time to investigate similar experiences and gather all the information that may be necessary to design the event.
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Collection phase: moment in which literally all the information and material necessary for the planning of the event is collected.
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Draft phase: writing a draft of the general program, without many details, which includes the cornogram, the sketch of the spaces, a first list of possible guests, the general context of the act… It is a very creative phase of design and innovation.
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Discussion or technical debate phase: It is time to discuss the draft blueprint with the organization and its collaborators. It is advisable to use computer media to illustrate the exhibition. It is a phase of discussion, questions, suggestions.
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Project and programming phase: drafting of the official program of the act that must include the schedule details of the event sketch (that allow the program to be interpreted and help to visualize what the spaces will be like, the planned movements, the routes, the protocol for the attendees…), the road book (in the event that there are displacements of one or more guests), the designs or graphics (invitations, posters, minutes, credentials, diplomas, etc.), the guest list, he budget and the annexes necessary.
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Organization phase: general planning of the entire event, putting into practice the official program prepared: preparation of the list of guests, letters of invitation, signposts; assembly and adaptation of spaces, preparation of sound and lighting material, screens and projectors, decorative elements; assembly of dining rooms, adequacy of hygienic services, cloakroom service; access to facilities, control of invitations, parking areas; gifts, diplomas, medals; script of interventions, preparation of necessary documents; information and attention services to the public, comprehensive security services for the event, etc.
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Box office phase: It is the control phase of the list of invitations and confirmation of attendance. It includes the preparation of the lists of guests, the sending of the invitations, the follow-up of the same, the control of the confirmations, the attention to the guests and the assignment of the seats.
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External and internal communication phase: Internal communication is the technical script or rundown that the people who have to ensure that everything goes well must have. It is the version of the program that includes the actions that the different organizers have to carry out at all times; It is delivered to technicians, assistants and collaborators. External communication is the program that is provided to the guests with the general script of the event.
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Trials phase: it is a very realistic test, a dress rehearsal of the event, which takes place the day before the scheduled date. Its objective is to verify that the assembly is correct, and also that all the people who will intervene in the act rehearse the actions that are their responsibility.
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Execution phase: it is the event itself, the actual moment in which it takes place. It is a phase in which a high level of general control of the situation must be maintained, exhaustively monitoring that everything is carried out according to schedule and resolving all incidents that may arise.
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Valuation phase: Once the event has passed, it is time to analyze what has been programmed and how it has been executed. It is important to study the mistakes and the successes, to take them into account in future events. will develop a report of conclusions with the technical assessment of each procedure.
These are the steps to follow when organizing a event. Following them is basic to avoid forgetfulness and have everything under control; No aspect can be left to improvisation if what you want is to successfully achieve the objectives set.
What is the next event you plan to organize?
Related course: Higher Course in Corporate Communication