A Guide to Corporate Event PR Planning

Live events in the corporate world are common.

They bring businesses and people together and help promote a variety of corporate-related initiatives including product launches, new service offerings and much more.

Planning and executing these events are by no means an easy feat.

They require meticulous planning and a lot of hard work to make them a success.

In this article, we will dive into more detail about corporate event PR planning and what it takes to create a successful one.

What is Corporate Event Planning?

Corporate event planning involves the organisation and management of various events for businesses or organisations. 

These events can range from: 

• Conferences. 
• Seminars. 
• Product launches. 
• Team-building activities.
• Trade shows. 
• Shareholder meetings. 
• And more. 

The goal of corporate event planning is to create meaningful and impactful experiences that align with your company’s objectives.

That’s why you must set some goals before carrying out a corporate event. 

If you know your goals then you’ll know the objectives you want to achieve. Some common goals include:

• Brand awareness.
• Fostering employee engagement. 
• Networking with clients.

Different Types of Corporate Events

Corporate events can vary widely in their purpose, format, and scale. Here are some different types:

Conferences and Seminars 

This is probably one of the most popular corporate events that take place.

The UKCAMS report shows that, in 2022, there were an estimated 1.02 million conferences and meetings in the UK.

These are educational or professional gatherings where industry experts share insights, discuss trends, and network with peers.

They are a great way to meet new people face-to-face which can be a more effective way to interact with others when compared to remote style conferences. 

However thanks to the pandemic, remote conferences have made a rise in popularity over the past few years. 

Trade Shows and Exhibitions 

Trade shows and exhibitions are great places to showcase new products and services.

Industry leaders will set up interactive booths so that people from the same industry can get a feel for new launches that are available on the market. 

Trade shows offer opportunities for brand visibility, thought leadership, and competitive positioning, contributing to overall business growth and market presence. 

Through strategic planning, effective booth design, and engaging presentations, trade shows and exhibitions can significantly enhance your company’s reputation as well as expand your network.

This is what helps drive tangible results in terms of sales and partnerships.

Team-Building Activities

Team-building activities are exceptional corporate events.

 They help foster collaboration and boost team morale among employees. 

These activities provide a platform for team members to bond, communicate, and problem-solve in a non-work environment, breaking down barriers and building trust. 

By engaging in shared experiences and challenges, employees develop a deeper understanding of each other. 

It will allow them to identify strengths, weaknesses, and working styles, leading to improved communication and collaboration back in the workplace. 

Studies have shown that team building exercises contribute positively to the workforce.  

Corporate Retreats

Corporate retreats offer a unique opportunity for teams to step away from their daily routines and immerse themselves in focused, uninterrupted collaboration and strategic planning. 

These retreats provide a change of scenery and a break from the usual office environment, allowing participants to gain fresh perspectives, brainstorm new ideas, and strengthen relationships with colleagues.

Similar to team building, corporate retreats offer workshops, and discussions in a relaxed setting so employees can deepen their bonds and enhance their communication skills

How to Plan a Successful Corporate Event

Planning a successful corporate event involves several key steps and considerations. Here’s a general outline to guide you through the process:

1. Define the Purpose and Objectives 

Clearly outline the goals and objectives of the event. 

Determine what you hope to achieve, whether it’s launching a new product, generating leads, or celebrating achievements.

Knowing your goals will dictate the direction you go in and will be your guide throughout the planning process.

Don’t skip over creating goals as this can lead to very different outcomes that you initially wanted to achieve.

2. Set a Budget

Budgets are important as you want to ensure your event doesn’t end up costing more than you first anticipated.

Establish a realistic budget that covers all aspects of the event, including venue rental, catering, audiovisual equipment, decorations, marketing, and staffing.

When going through your budget also set some extra cash aside so you have some breathing room.

Budgets can tend to go over, so it’s sensible to have extra in the bank to account for this.

3. Create a Timeline 

Develop a detailed timeline that outlines all the tasks and deadlines leading up to the event, from initial planning stages to post-event evaluations.

Doing so will give you the best possible chance to have vital components there when you need them.

Similar to budgeting it’s best to give yourself extra time. There will be timelines that you set in the beginning that will not be adhered to. 

Having that extra time to play with could prove pivotal. 

4. Choose a Suitable Venue 

Select a venue that aligns with the size, theme, and objectives of your event. Consider factors such as: 

• Location.
• Capacity. 
• Amenities
• Accessibility for attendees.

Remember, your event will have a significant impact on your attendee’s overall experience at your event. So selecting the right venue is vital. 

5. Develop a Marketing Plan

People need to know your corporate event exists.

Promote the event to your target audience through various channels. 

Some ways you can do this are email campaigns, social media, press releases, and partnerships with relevant organisations or influencer marketing.

Marketing is a huge part of making your corporate event a success. 

At Gala PR we’ve developed many innovative marketing strategies that have helped PR strategies work for live events both corporate and non-corporate. 

6. Plan the Program and Activities

Your corporate event will be filled with activities throughout the day that your attendees will be involved with.

It’s important that you ensure no activities clash and that the event can run smoothly from start to finish. 

Make sure your program includes engaging activities, keynote speakers, workshops, entertainment, and networking opportunities. 

Also, ensure that your schedule allows for appropriate breaks and time for interaction.

7. Manage Registration and Attendee Communication

Set up an efficient registration process for your attendees, whether it’s through online registration platforms, RSVPs, or on-site check-ins. 

Keep participants informed about event details, updates, and any necessary instructions leading up to the event.

8. Execute the Event Smoothly

On the day of the event, oversee all aspects of the event to ensure everything runs smoothly according to plan. 

Delegate responsibilities to a team of staff or volunteers, and be prepared to address any unexpected challenges that may arise.

Challenges are common in the events industry, it’s how you react to them that really matters.

How to Measure the Success of Your Corporate Event

Here are some key metrics and methods to consider:

Attendance and Engagement

Measure the number of attendees who registered for the event and compare it to the actual turnout. 

Assess their engagement during the event by tracking participation in activities, sessions attended, questions asked, and networking interactions.

Events are all about engagement so measuring the engagement in any way you can should tell you if the event was a success or not.

Feedback Surveys

Distribute post-event surveys to attendees to gather feedback on their overall experience and satisfaction with various aspects of the event.

On the feedback surveys, you can get attendees to suggest improvements going forward.

This will only enhance the experience of your future attendees and give you the best possible chance of having future successful events. 

ROI (Return on Investment)

Evaluate the financial impact of the event by comparing the total expenses incurred with the value generated. 

Calculate ROI by measuring factors such as leads generated, sales closed, partnerships formed, and cost per attendee.

Finances don’t always paint the full picture when it comes to measuring success but it is an important aspect.

Some events may have the sole purpose of getting a certain ROI. If that is the case then you should be able to measure this quite comfortably. 

Event ROI Formula:

(Total Sales Revenue – Total Cost of the Event) ÷ Total Cost of Event] X 100 = Event ROI

Social Media Metrics

The greater attention you can garner on social media the higher chance of success your event has.

Monitor social media activity related to your event, including mentions, shares, likes, comments, and hashtags used. 

Analyse engagement metrics to gauge the level of buzz and visibility generated before, during, and after the event.

Quality of Leads Generated

The amount of leads is important but not as important as their quality.

This is why you need to assess the quality and relevance of leads generated during the event by tracking conversions, follow-up interactions, and eventual outcomes.

The more quality leads that you get the better. 

It would be ideal to have a set number of quality leads.

If you hit this number or exceed it then you can deem the event a success. 

Corporate Event Management with GALA PR

Effective corporate PR planning is not just a strategic necessity but a critical component of your company’s success in today’s business landscape. 

At GALA PR we meticulously craft messaging, leverage media channels, and prioritise transparency and authenticity when it comes to PR strategies.  

We can proactively shape your public image, build trust with stakeholders, and mitigate potential crises. 
If you would like us to be your next corporate event planner and are interested in our PR services then please contact us.