Looking for strategic special event counsel that’s a good fit for your company? Here are some tips to guide you through the process of selecting a firm that’s right for you.
Depending on the nature of your special corporate event, you may or may not need outside strategic and creative counsel. Many large companies have internal departments that are experienced in planning and implementing large corporate events. Routine meetings such sales conferences, training classes, departmental meetings, shareholder meetings, technical sessions, trade shows, etc., usually don’t require strategic public relations counsel.
Special events are a different animal. The launch of a new product, introduction of a new service line, a community open house for a new regional hospital, the celebration of a merger and other major company initiatives require comprehensive strategic planning. Why? Because special events involve multiple stakeholder groups and a variety of activities that must be tightly coordinated. Additionally, special events normally call for promotion and media relations.
From ordinary to EXTRAORDINARY
We’ve all been there. The invitation arrives, it looks interesting. We reply “yes.” We’re excited and looking forward to attending. Then, we get there. Valet parking is backed up, the check-in line is long, the bars are packed. Not a good start. Things proceed to deteriorate. You can’t hear the speakers and worse, the speeches are long and drawn out. What started as a promising event turns out to be a disaster. Not going there again!
A Hospital System Merger
After months of working to merge two hospital systems to create a large regional healthcare network, system executives wanted to host a special event for the medical staff and their spouses. The goal was two-fold: celebrate the new-created entity and bolster physician retention and recruitment - a goal that would require strategic planning.
The goal was two-fold: celebrate the new-created entity and bolster physician retention and recruitment.
A New Corporate Campus Inauguration
One of the world’s largest oilfield services companies relocated operations to a central corporate campus. While an exciting event, it also had been a complicated process. The company wanted to recognize and thank employees for their help during the transition, as well as to unveil the newly-consolidated campus.
Special events are minefields when it comes to corporate protocol. Who sits where on the stage? In what order do executives speak? Who introduces whom? All of these sensitive issues and more must be addressed.
Given the time and expense of strategic special events, getting the most bang for your buck is a top priority. It requires a keen focus on what you can do to make the experience stand out from routine business activities and engage your guests.
Following these tactics can make your special event one that leaves a lasting impression.
Regardless of what industry - energy, healthcare, architecture, banking, petrochemical, professional services, etc., a special event can be a great way to connect with your clients and prospects – if done strategically. Special events deliver numerous benefits and some business milestones are best-suited for special events.