Characteristics of PR Event Management

What is Event Management?

We all know that every event starts with a reason – a party, a launch, a team-building, a wedding... Then you have a rough idea of what the event should look like, how many guests should attend, and what atmosphere you want them to leave the party with. And at that moment, it’s time to reach out to someone with experience who is really good at it. Someone who can extract all the necessary information about why you’re hosting the event and what it should look like, who can predict all potential crisis scenarios (many of which they’ve already encountered) and have solutions for them. You need someone with a network of suppliers who can handle any crisis and offer competitive prices that won’t ruin the event or your budget. Perfect organisational skills and crisis management are their superpowers, especially on the day of the event.

But what is PR Event Management?

After several years of experience in organising events for large companies such as Phillip Morris, T-Mobile, and ČEZ, I became the lead producer at a PR agency. And I must say, it’s a slightly different discipline.

Why?

Often, the event is approved only 14 days before its realisation.

The event usually doesn't take place in a traditional event venue but in unconventional locations, such as on the street, in an apartment, or on a tram... Essentially in an unexpected environment that aligns with the theme of the press conference. You must deal with permits and approvals, often within tight deadlines.

The number of guests is usually very flexible. It depends on many factors – the location, availability, concurrent events, or even natural disasters. In this, I’ve been lucky to have great colleagues who, thanks to their long-standing relationships with the media, were able to ensure sufficient media attendance.

The budget is smaller, which is common in PR.

Event coverage must be available live, directly from the event, within hours. And if you’re lucky, some of it can be sent out the next morning.

What is needed for a successful PR event?

Experience.

Proven suppliers for technical support, catering, print production, and locations who can handle any unexpected situation.

A team of PR specialists with an up-to-date media list and personal relationships with journalists.

Nerves of steel.

Crisis management as part of your DNA.

All of this is sometimes handled by an experienced office manager, and sometimes even by the company’s CEO. But if you want to focus fully on your work, where your true added value lies, and be sure that your press conference, launch, round table, or informal meeting with journalists will go perfectly, I recommend reaching out to professionals in the field.

Mariana 

Managing Partner & Head of Event Management