Hope for the best; prepare for the worst.

It’s an age-old saying that applies to so many aspects of work and life, but perhaps there is no better fit than in the realm of event planning. Events have become a staple in the PR arsenal, and when used effectively, they can be an extremely valuable tool for driving awareness and visibility for a brand. They can create news hooks, provide strong media visuals and deliver opportunities for direct consumer engagement. Yet, large-scale events can also be a headache for PR professionals because of the multitude of factors beyond our control that can – and often do – go wrong.

Below are some tips for navigating the inherent challenges:

Prepare for the Worst – It probably goes without saying that preparation is everything when it comes to event planning. You not only need to have a laser-like focus on every detail of your event; you also need to plan for the unexpected. Ask any seasoned event planner and she will happily bombard you with war stories of unexpected hurdles she had to overcome – water main breaks, lightning strikes, road closures. The list goes on and on. Take the time to anticipate the types of things that could go wrong – the “what ifs” of your event. What if the event materials get lost in transit? What if the teleprompter doesn’t work? What if the headsets fail? By anticipating potential hurdles and creating solid back up plans, you will save yourself from significant frustration on event day.

Choose Your Team Wisely – Strong event planners are a treasured find because they possess a rare blend of obsessive attention to detail and the ability to be flexible and adaptable in the face of a rapidly changing event scenario. Those two skills are hard to come by in one person, so when you find someone capable of both, you’ve struck event-management gold. It is equally important that the members of your event team have the ability to stay calm under pressure and think quickly on their feet. These skills will be essential on event day when issues arise that need immediate, creative solutions.

Partner with the Right Vendors – They are more critical than you think. The right vendors can make or break your event, so take the time to fully research and evaluate your partners. In 2010, just days before a major consumer-facing client event in Times Square, I awoke to news of a terrorist’s car bombing attempt about one block from my event site. As Times Square shut down and the area was evacuated, my event security vendor came to the rescue. Thanks to security officials' deep connections to the NYPD, they were regularly briefed by law enforcement, arming them with the most accurate, up-to-the minute information on the crisis as it unfolded. This allowed me to make informed decisions about the upcoming event and put my client’s fears at ease.

Manage Expectations – For clients or internal executives that haven’t been involved in large-scale events, having an open, honest dialogue ahead of time is key. Prepare them for the types of potential challenges and last-minute hurdles that might crop up so they aren’t caught off guard if bumps in the road arise and plans need to shift. And, if you are fortunate enough to have an event that goes off without a hitch, your accomplishment will be even more impressive.

Hope for the Best – Once all the preparation has been done and every last detail has been checked off the list, it’s time to take a step back, breathe deeply and hope for the best. Event day is always full of challenges and surprises, so prepare your team to expect the unexpected and focus on staying ahead of issues as they pop up. Staying nimble is the name of the game.

With the right preparation, you and your team will be able to tackle the many challenges thrown your way and execute a successful and memorable event that delivers great visibility for your brand.

--Amy Russ, Vice President

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January 5, 2012 10:32 AM Planning an event down to every detail can be very stressful. You definitely need to have a very thorough plan of attack as well as a thorough marketing plan in place. You need to think of every aspect of PR from broadcasting your event on every media outlet to using a wide range of business marketing products. Having the right event team in place is a must. Make sure that they are all onboard and excited about the event. Their excitement will be a natural way of marketing the event as well as an easier team to manage.

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