External Relations

Setting clear objectives from the outset will help you to focus on determining the right event format and style to target the intended audience. As a result, this will help to achieve the desired outcomes. 

Ask yourself the following questions to determine the event objectives:  

• Why are you holding this event? 
• What are the outcomes you expect to achieve from the event?  
• What strategic objectives does the event meet? 

 For example, is the purpose of your event to: 

• Celebrate an achievement, milestone or anniversary? 
• Communicate a key message? 
• Raise the profile and reputation within a key market? 
• Launch of a new facility or service? 
• Drive student recruitment? 
• Network with peer groups? 
• Engage with general public? 

Set clear KPIs to measure success and refer back to these regularly throughout planning to ensure you have not moved off track. 

When planning your event, consider what you want to say to your target audience and what you want them to know or do as a result of the event. Is there a clear call to action? And if so, how will you enable your audience to engage with you and take this forward?

Try to keep messaging simple. Your audience should be able to 'see' and understand your key message. If it’s full of jargon or abstract, conceptual words, they won’t.

It is important when developing event themes, topics of discussion, engaging with speakers and developing marketing and promotional material to know your key message, or your purpose, can be confusing to your audience. 

Knowing who your event is for will help you choose the right format, tone, and style. It also guides which data will be used to promote the event and gather registrations.  Lastly, the selected target audience will determine which colleagues you coordinate the event with and which platforms you use.

Ask yourself the following questions to determine the target audience:  

• Who is this event aimed at? 
• What does the audience need to know? 
• What will hold their interest? 
• How many people are you hoping to attract to the event? Is it an intimate event for a select group or a large-scale event for your profession? 

When considering your target audience, try to put yourself in the audience's shoes. It can be tempting to try to convey all the great things about what you do, but remember to include opportunities for two-way communication, avoid being ‘on transmit’ and give your audience an opportunity to get the most out of their attendance. 

When compiling your guest list and planning your event communications, you should first decide whom you will contact and how. You will have to ensure that the data you identify has been sourced in compliance with GDPR. 

Do you have the necessary consent for communications to be sent in accordance with GDPR? You should seek advice from the Data Protection & Freedom of Information Office with regard to guidelines on how to ensure you gather and process your data legally. 

Privacy statement 

You should include your organisation's privacy statement in each communication you send. The best method is to either insert a hyperlink for digital comms or include a printed version with physical comms, such as letters, etc.  

The Privacy Statement may need to be updated to reference your event and highlight any specific data processing practices you will adopt for the purposes of the event. 

For more information on how to legally process your data, please visit the GDPR webpage.

Creating a budget early in your event planning helps you cover all expected costs. It also lets you plan your event in a way that fits within your available resources. As you set your budget, keep these points in mind:

When setting a budget, you must consider the following: 
 

• Has the budget source been identified, i.e. project code(s) for all costs? 
• Have you accounted for VAT? 
• Have you included a contingency, 5% of your total event budget is recommended.  

It is impossible to eliminate all potential risks at an event, but you can minimise them by conducting a risk assessment.

A risk assessment will allow you to identify potential risks associated with the entire event (both pre- and on-the-day), evaluate them, and put strategies in place to minimise them.

For example, risks that may be associated with an event are:

• As a result, low ticket sales/registrations do not cover the event's costs.
• Health and safety risks associated with outdoor and/or public challenge events.
• Security threat associated with a high-profile speaker, such as a political figure, i.e. public demonstration.

For each event, a Risk Assessment document needs to be completed and saved for future Auditing purposes. Please click here to view a blank Risk Assessment template. Please see a working example here, which showcases some of the general risks associated with various areas on campus.

For large or high-profile campus events, it is important to prepare for possible disruptions. Create a Standard Operating Procedure (SOP) document together with Campus Security. You can view the SOP here. This document includes the Alert Level Response prepared by the event lead. A working example is available here.