4. SPECIAL EVENTS AND CEREMONIES
Almost every communications plan involves some special events which will require special treatment.
This involves two sorts of events:
1. Things the organization does in the normal course of events which you can take advantage of. Some examples are: annual meetings, Opening of New Plant or Premises, Announcements of new product, service or model
2. Those special events you “create” to further your communication goals.
Some examples are: Providing an award or awards dinner, developing a special “day” or “week”, Special conferences, Sponsorship of athletic or cultural events
Some General Rules:
1. Make sure you know about all the events planned by your organization well in advance and assess their potential publicity value in terms of your communications objective.
2. Get people involved. Hold a meeting of all responsible people. Make sure everyone who might have an input is involved.
3. Delegate. Spread the workload. Give specific tasks and responsibilities to all members of the committee.
4. Give yourself time. With special events, you only get one kick at the can. Material that arrives a day after the event is worthless.
5. Follow up. Plan regularly scheduled meetings of your committee to ensure that all elements of communications are on schedule.
6. Follow through. Don’t let your guard down on the day of the event. It is the most important part.
7. It may be invaluable to do a “dry run” of the event a day or two in advance.
8. On the day of the event, make sure you show up early and double- check all essential elements.
9. Plan for disasters. As much as possible have contingency plans for last minute foul-ups such as: inclement weather, failure of VIP or speaker
to appear, change of date or venue.
10.Assess and evaluate. After the event prepare a detailed report. Be honest. This is how you will improve future performance and cut down on errors.
CHECKLIST FOR SPECIAL EVENTS AND CEREMONIES
The following checklist can be used for any type of ceremony or special event. Not all elements are applicable to all occasions. Special items may be added when necessary.
1. Where
- Size
- Weather Cover
- Access
- Parking
- Directional Signs
2. When
- Conflicts
- Media deadlines
- Relevance to Event
3. Who
- Host
- Master of Ceremonies
- Chairman
- Guests
4. Statements/Speeches
- Advance Tests
- Photos
- Speaking Text
5. Advertising
- Publicity
- Promotional Material
6. Invitations to:
- VIP (Minister, Senator, Gov.Authorities, Reg.Authorities, Religious Leaders)
- Media (national, regional, local, ethnic, community)
- Other departments
- Other governments
- Other companies
- Suppliers
- Customers
- Neighbouring people
CHECKLIST FOR SPECIAL EVENTS AND CEREMONIES (cont’d)
7. All Printed Material
- Translation
- Proofing
- Clearance
- Release Dates
8. Photos, videos/DVDs, projections, props, signs etc
9. Communications
- mikes
- pool sound outlets
- TV outlets
- Internet
10. Radio, DVD/Digital player
11. Flags
12. Head table size in relation to the number of officials
13. Podium, lectern, sound system, emblem or insignia
14. Simultaneous translation
15. Floor Manager
16. Telephones
17. Security
- guards
- insurance
- traffic
- fire regulations
18. Seating of officials and guests on stage
19. Protocol to be followed in the order presentation
20. Reception room where VIPs will be met before the ceremony
21. Transportation of VIPs from airport to hotel, to site and return
CHECKLIST FOR SPECIAL EVENTS AND CEREMONIES (cont’d)
22. Buses (if needed) to tour the area, or bring delegates
23. Air or train scheduling, reconfirmation, schedules
24. Flowers for officials or guests
25. Escorts and guides
26. Plaques, gifts, mementos
27. Rehearsals, if necessary
28. Final Briefing
29. Agenda
30. Songs, anthems, music
- legal
- requirements
- protocol
- recording or live
31. Coffee, lunch, bar, etc.
- number of people expected
- menu selection
- where
- when
32. Media Area
- Tables
- Security
- Computers/High Speed Internet
- Phones
33. Registration of News Media
34. Media Kits
- design
- printing
- material
- distribution
CHECKLIST FOR SPECIAL EVENTS AND CEREMONIES (cont’d)
35. Photographer
36. Additional Checks
37. Budget reviewing
38. Monitoring and Evaluation Report