writing for event planning
DESCRIPTION
For many years, Kelley Teahen has taught courses in writing for public relations, and always includes a section on "writing for event planning". Sure, the brochure you produced may be displayed, and you might also write a speech, but the event planning itself requires good writing skills, too. This short seminar is an introduction in good writing to event planners, as well as basic event planning intro to people working in communications.TRANSCRIPT
![Page 1: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/1.jpg)
Writing for Event PlanningAnd why it matters you do it well
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 2: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/2.jpg)
Before the writing comes planningGood writing helps create great events because:• Makes the event credible when
information is correct and clear• Helps you organize• Persuades people to attend and
participate
But first, the planning part …
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 3: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/3.jpg)
First things first: Why, oh why?Establish why the event is being held. • Celebration?• Information session?• Fundraiser?• Public forum to air questions, grievances?• Tour of a new facility?• Community open house?• Exclusive thank-you dinner for donors?
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 4: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/4.jpg)
Next, establish the other Ws• Who should be there?
• What will happen?
• Where will it take place?
• When?
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 5: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/5.jpg)
About “who”Start with your wish list and then check against:• Who will want to be there?• Who needs to be there?• Who, realistically, will be there?• How many people need to be
accommodated?
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 6: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/6.jpg)
About where• What space(s) will work best for the
event? • What are the cost and other
pluses/minuses of each site considered?• If no ideal space available, how do you
adapt the event to suit available space?• If preferred location is outdoors, what is
your fallback for inclement weather?
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 7: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/7.jpg)
More on where…Consider the following criteria:• Capacity (how many people do you
expect?)• Length of event• Set-up: seating or no? Exits and
entrances? Accessibility? Parking? Coatcheck? Food / kitchen / servery? Bar / licensing? Sound system? Stage?
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 8: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/8.jpg)
And finally, when?Tips for establishing what date works best for an event:• Check against other already-scheduled
events• Check for public and religious holidays• For any “must attend” guests, check their
availability first• Account for set-up and clean-up time
bracketing the actual event hours
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 9: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/9.jpg)
Setting your timetableYour first piece of work, once the date is set, is building a “workback” from the event date• List all the jobs that need doing• Figure out what needs to happen when• Pay special attention to what jobs need to
be done first before another job can proceed– e.g. need guest list before issuing invitations
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 10: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/10.jpg)
The event itineraryThink of it as a workback on steroids: an hour-by-hour (and sometimes minute-by-minute) map of what happens on the day(s) of the event• Notes who is responsible for various tasks
through the day• This is an internal planning document
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 11: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/11.jpg)
A public event itineraryNotes what is happening when, such as:• Tour times• Cocktail hour• When dinner is served• Some elements not timed in the public
itinerary: for instance, listing speakers at a dinner
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 12: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/12.jpg)
Establishing the event “feel”Who is this party for? What are the clues?
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 13: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/13.jpg)
Party vs party
K E L L E Y T E A H E N C O M M U N I C A T I O N S
And how is this different?
![Page 14: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/14.jpg)
Not every event is a partyWhat planning is needed here?
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 15: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/15.jpg)
Expressing the feel, or theme• Drives the look of all event materials, from
fonts used to poster design• How is the room lit?• What décor, if any?
When the event is set up, someone should be able to tell, at a glance, who is the intended audience
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 16: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/16.jpg)
To theme or not to themeIf a theme emerges, great, but not necessary. Maybe icon or motif is enough• Fifth anniversary of a children’s play
centre: five colourful balloons as motif• Green Umbrella Award ceremony: begs for
use of green umbrellas• Decide early on colours and motifs, but
don’t go crazy trying to match everything
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 17: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/17.jpg)
Let the writing begin: Invitations• Formal (printed, individually addressed):
should be sent at least six to eight weeks in advance
• In case of fundraising events where people are paying to attend, invitations (actually donation solicitations) should go out earlier
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 18: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/18.jpg)
Invitations, page 2Be very clear in letting people know the costs, if any, to attend the event.• If food is free but people are expected to
pay for drinks, let them know in advance so they are not embarrassed when assuming they can grab a glass of wine off the bar
• List parking charges: people may not have two toonies to put in the automated parking gate unless you warn them in advance
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 19: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/19.jpg)
Formal invitation event wording• Emily Post is your best friend: consider
adding one of these book volumes to your library
• Not everyone may know the conventions for formal event wording, but you want to impress those who do
• Also good source for proper titles when addressing invitations
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 20: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/20.jpg)
What about informal invites?Whatever you can imagine or create:• e-mail, facebook, online• fun printing• Inventive (puzzle, custom-wrapped non-
perishable food) but make sure you have room to include all needed info
Useful for events with shorter lead times and/or with less formality
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 21: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/21.jpg)
Open invitationsFor open houses or community information sessions: no individual invitations issued• Key leaders may get personal calls to make
sure they and their groups know about the event and the invitation to “spead the word”
• People are invited through publicity such as ads, flyers, PSAs, newspaper articles, online event listings, online promotions (e.g., open facebook event)
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 22: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/22.jpg)
Vital information for invitesGo back to the 5Ws, but in a different order:• What is the event?• When is the event? (date and time)
Where is the event?• Who will be there? (Who is it for? Who
may be presenting or honoured?)• Why is the event happening? Persuade
me: Why should I go?
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 23: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/23.jpg)
Invitations requiring responses• Use “RSVP or “Respond please” but not
RSVP please – that translates to “respond if you please please”
• Provide a “respond by” date and how to respond, whether mailed card, phone, email, online form
• Getting a “yes” to a facebook event invitation is not a real response. Take with grain of salt
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 24: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/24.jpg)
Writing basics to remember• Correct spelling and information matters: a
typo in an email address or street address confuses or misdirects people; misspelled proper names can insult your supposed special guest. Proofread your work!
• Follow a consistent style for all materials for things such as date and time; recommend following Canadian Press:– Thursday, June 5, 2014, 7 p.m. to 9 p.m.
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 25: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/25.jpg)
Most common errors to avoid• Soundalike words (homophones): its and
it’s; complimentary and complementary. Spell check does NOT catch these. You need a competent, human proofreader
• Plurals and apostrophes: A plural does not use an apostrophe; an apostrophe signals a contraction or possessive
• “Needless” quotation marks
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 26: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/26.jpg)
Posters, ads, flyers, online promo• Work with graphic designer to create a look
that “sells” your event: normally it should be consistent with organization’s branding
• Making sure the basic information is present: date, time, location, admission fees (if any)
• Other information to include: directions, transit routes, parking, dress, anything to bring along
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 27: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/27.jpg)
Directional signageScout your venue: is existing permanent signage good? • If not, augment with eye-catching, simple
temporary signage• Put at “decision points”: an intersection or other
spot where people choose which way to go• “Progressive disclosure”: Don’t list room
number at street corner. Information goes from basic to detailed, the closer you get
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 28: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/28.jpg)
Check-in table: You need one if…• You are collecting tickets or crossing
names off attendance list• You are selling tickets at entry of event
– Money float? – Credit card machinery, interac, iPad hookup?
• There are nametags and/or seating charts
• Information packages or other handouts
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 29: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/29.jpg)
Displays• These are not decorations, but ways of
conveying information, from simple table of brochures to a projected, looped video
• Determine what you can do yourself and what requires outside professionals: for instance a video tribute to an award winner, if your organization does not have a video producer on staff
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 30: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/30.jpg)
Décor: aka, event quicksand
Yes, decorations are fun. They can also be a time-suck, expensive and send the wrong message. Determine:• What is needed?• What is nice-to-have?
What is your budget?• What is consistent with the event’s mission
and your organization’s values?
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 31: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/31.jpg)
Decorate to suit your audience• Do donors to a charity helping poor
children want to see vases of expensive roses on every table?
• Will $1-million-plus donors to a major institution take kindly to “keeping their fork” between courses at a fancy dinner?
• Should there be forests of candles at an event attended by dozens of young children?
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 32: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/32.jpg)
How to do more with less• Purchasing versus renting: if you hold
events frequently, amortized purchases may be best but investigate rentals to compare
• Seek donations: For a non-profit event, a florist might provide arrangements for no or low cost for sponsor acknowledgement and business card displays
• Borrow, beg and be inventive
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 33: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/33.jpg)
What does “consistent” mean?• An environmental-awareness organization
would need to use decoration items that are considered “green” (e.g., potted plants that can be later put in a garden rather than cut flowers)
• An event run by a Canadian union should have Canadian-made products in décor, not “made in China” trinkets
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 34: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/34.jpg)
Why is writing important, again?• No. 1: Credibility. It looks (and is)
unprofessional to have errors in material• It’s confusing: if you have a wrong or
misspelled address, physical or online, you may lose your audience
• Good writing attracts your audience: you clearly and compellingly tell them why they should attend
K E L L E Y T E A H E N C O M M U N I C A T I O N S
![Page 35: Writing for event planning](https://reader035.vdocument.in/reader035/viewer/2022062514/557d533ed8b42a9c148b5309/html5/thumbnails/35.jpg)
Happy event planning!
K E L L E Y T E A H E N C O M M U N I C A T I O N S
RSVP: Kelley Teahen, [email protected]; Twitter: @kteahen