Effective Communication is the Key to Successful Events

Conference Plenary Session

For an event to be successful it depends on effective communication every step of the way. From the initial development of the event concept throughout the planning stages to the event execution.

Great communication underpins everything. Lack of communication can be one of the greatest risks to the success of your event. With so many components and stakeholders involved in any event, giving everyone the information they need is critical. However the key to sharing information is to know what’s relevant to the individual.

Poor communication can be a simple as:

  • a lack of clarity when defining roles and responsibilities
  • failing to keep everyone updated with changes
  • allowing key personnel to keep information in their head rather than documenting it
  • failing to discuss prices and potential cost implications with suppliers

Effective communication will ensure:

  • there is a clear project plan
  • late requests, changes and additions are not missed
  • hidden costs are not an issue
  • informed decisions can be made in a timely manner

Providing relevant information to attendees, suppliers, sponsors, speakers, entertainers and staff is vital. Your event manager must possess excellent communication skills so that all the pieces come together to create the best possible outcome.

Effective communication is essential when marketing your event to potential attendees.  To achieve a positive outcome you need an event manager who really listens to you and not only understands what your objectives are, but how to best interpret them. Take a holistic approach when looking for an event partner, find one who can not only manage your event but market it too. One who understands the need to communicate the right messages to potential audiences at the right time in order to convince them to register for your event.

Involving speakers who deliver insightful and memorable presentations will ensure the correct messages are communicated to the audience and desired outcomes are achieved.

If you are choosing an event manager be wary of those who uses industry jargon, acronyms or slang terms, which are specific to the event industry. It could be that they are trying to impress you with their expertise, but this behaviour really shows that they can’t relate to you. Regardless of their motives, you need an event manager who communicates in a language you can relate to. They should be relevant, approachable and non-threatening to your intelligence.

At Wise Connections we believe that communication is key; it enables us to develop great relationships with our clients, perform efficiently as a team and most importantly ensures we can work with our clients to achieve their goals.

By Sue Ryman-Kiernan GAICD AMM