Hostess with the mostess: how to host great corporate events

By Victoria Fairclough

The world, or London at least, is back. Like never before people are out and about enjoying seeing people in real life, connecting and having fun. Lockdowns and quarantines a distant memory, the world of events, conferences and corporate entertaining is back with a vengeance.

While it’s important to remember they’ve very different disciplines, PR now and again overlaps with events management. Event management is not a career for those faint of heart – it’s tough, stressful and all encompassing. Late nights and early mornings are de rigueur. PR folk tend to get pulled into this world when an event for journalists is required. Best case scenario is that a brilliant, slick and smart events team leads the charge. But sometimes your friendly neighbourhood PR person takes the reins.

So, what does a good event look like, if you want to wow journalists and other business stakeholders?

1. Plan, plan, plan

Events are a lot of work – not only because they take a lot of work on the day but often they take weeks, if not months of planning. From the guest list to goals, venue to speakers every element of the event should be well thought-through including contingency Plan B options (for example rain versus sunny weather). No stone should be left unturned.

2. Compelling

In our brave new world of in-person events, there are two main reasons people attend events, the first is compelling content. What will they learn, how will the event help them personally or in their career, and what value does it have for them? Ultimately, as an event organiser you need to be very clear on ‘what’s in it’ for the attendees. Sometimes, if you’re super clever an event can be steeped in mystery, a big exclusive unveil, but this tends to only work if you’re already a well-known person or brand. For most mortals, any event needs to offer compelling, informative and exclusive content that is a draw to attendees. Serving tepid drinks and impossible-to-eat canapés usually isn’t enough…

3. Glamour

The second reason people often attend events is to eat, drink and be merry in a venue or location they wouldn’t otherwise get to visit. Exclusive, expensive or ‘hot new’ venues are a must to give your event a certain sparkle or je ne sais quoi. There’s an ever-increasing trend of holding events at offices – which has zero sparkle. Unless it’s Google or for an actual meeting, the likelihood of someone being interested in visiting your office for an event is pretty slim. And like hosting the Christmas party in the office, it screams 'cheap'. Which may work if ‘cost of living crisis’ is your theme. It is ultimately a balance between the tone of your event and how attractive you want it to be, which of course, is something that should be considered in the planning stage.

4. Extras

The other elements that create an appealing event include good networking opportunities. If people feel they’re going to both learn something new and meet interesting new people at a great venue, you’re onto a winner. How much you publicise who will attend is dependent on your existing reputation and if you feel it would tip attendance in your favour. Great food and drink are also important – and often the most neglected part. From my extensive experience, if people are well fed and watered they’ll always have a good time.

So, when virtual events and webinars have worked so well over the last few years, why should you host in-person events?

In-person events are ultimately more enjoyable. They give attendees a chance to connect face-to-face which is always easier, as is building good working relationships with people old or new. Arguably, you get increased interaction, attention and results having people together in one place. Over the last few months, everyone I’ve met at real life events have celebrated the fact we’re back out networking, meeting and drinking without the spectre of Covid hanging over us.

If you haven’t already, now is the time to get out and about or even host your own event.

Victoria Fairclough is a PR Consultant at Fair Communications. For more information visit: faircommunications.co.uk

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Still fascinated with how well ChatGPT operates as a copywriter, I asked it to write a 200-word article about what makes a good corporate event with five bullet points. The results are an excellent 101 Events for those wanting to understand the basics. See below.

What makes a good corporate event?

A successful corporate event is a crucial component for building a positive image for a company. It provides an opportunity for employees to network and build relationships, as well as showcase the company’s products or services to potential clients and customers. Here are five key elements that can contribute to a successful corporate event:

Purpose: The event should have a clear purpose, such as a product launch or networking opportunity. This helps to ensure that the event is relevant and of interest to attendees.

Planning: The event should be well-planned, with adequate time for preparation and attention to detail. This includes securing a suitable venue, arranging catering and beverages, and ensuring the necessary technology and equipment are in place.

Engagement: The event should be engaging and interactive, with opportunities for attendees to participate and network. This could include activities, games or interactive displays, or simply encouraging attendees to mingle and meet one another.

Branding: The event should be consistent with the company's branding, including the use of the company's logos, colours, and themes. This helps to reinforce the company’s image and increase brand recognition.

Follow-up: The event should not simply end at the conclusion of the event itself. A follow-up is important, such as sending a thank you email to attendees or holding a post-event debrief to determine areas for improvement for future events.

In conclusion, a good corporate event requires careful planning and attention to detail to ensure that it is purposeful, engaging, and consistent with the company's branding. By incorporating these five elements, companies can create a successful and memorable event that benefits both attendees and the company itself.