MANAGING EVENTS IN THE CORPORATE WORLD

 Microsoft Encarta college dictionary :

 Culture is shared beliefs and values of a group
 People with shared beliefs and practices
 Shared attitudes
 Deal and Kennedy:
 A cohesion of values,myths,heroes and symbols
that has come to mean a great deal to the people
who work there
 Visa :it’s everywhere you want to be
 Malaysian Airline :MH (Malaysian hospitality)
 Coca-cola : it’s the real thing
 Panasonic : Ideas for life
 Corporate Culture and Events
Reaffirming and legitimating the corporate culture

Corporate culture
Corporate Events

Successful events works with the cultural constraints and opportunities

 Understanding how the event fits within the corporate
culture will enable to be successful when planning
event.
 It will save hours of works
 Event was the appropriate vehicle to meet the
objectives
 1st step was to design a plan encompassing the state of
the business, how the company operates and hot
buttons of the committee members
 Events were used as one of the mean of
communicating corporate message.
 The internal or external event planner can
generate additional event projects by
suggesting opportunities for management to
create events that provide impact and draw
attention to a particular behavior or value
 The role and scope or events vary, ranging
from a simple individual event to multiple
events under the umbrella of a unifying
theme
 Before starting the project management
process, event manager must determine role
and scope of the event
 A corporate event may have one or more
purposes
 The primary reasons corporation hold events
are to educate, provide recognition, offer
incentives ,improve public relations, mark an
important milestone or launch a new
product.
 The purpose or goals must be clearly stated
and included in the proposal for the event
 It must be clear and measurable statement of
purpose
 The goals should be evaluated continually
during each of the event’s planning stages to
determine whether the original purpose has
altered in any way
 The theme and the clear, measurable
objectives are the guide for planning a
successful event
 In the end, it is easy to measure success if
there is a process to ensure that the plan has
been followed
 TA influences the event’s role and affects
both the event’s goals and how the elements
of the corporate culture-values, heroes, and
rituals will be positioned in the event
 EM can obtain info about the corporate
culture as well as useful factual info about
production and logistics by studying client
records pertaining to past events
 Truly understanding the organization’s
position will determine its attitude towards
the event and how the event is likely to be
received
 Its easy to come up with a great event in
good times, its challenging to create a
successful event in bad times
 The event was viewed as something
employees had to attend in order to be seen
 Dealing with union employees is not easy
 Politics is by no means limited to the government
 Event corporation has its politics, every event is political
 Care must be taken to ensure that event management
does not fall into the typical corporate political traps
 Identify the real decision makers is the key success
 Some client will want to use the event to
improve their position with upper
management
 They may try to use event planner as a
scapegoat for any failure on their part
 Objective fact finding and following the
corporate event project management
process are the best ways to avoid political
entanglements and career ending mistakes
 The event manager must determine his or
her role in the event project management
process
 The title, level and role differ from one
company to another
 The event planning function may be assigned
to a professional corporate planner, who
often resides in marketing, corporate
communications or HR
 It may be assigned to an already overburden
program manager or sales executive who
may ,in turn hire a professional planner or
delegate event planning to an administrative
assistant.
 Some people in this position, lack of
experience often underestimate the effort
required to produce a successful event –esp.
multielement event
 CEM is really a ringmaster, a juggler, a
magician, a wizard, and strategist all in one.
 Event management function follow the same
project management process used by the
other operating departments and measured
by the same metrics.
 “You are your project”- create your own role
and celebrate your successes.
THANK YOU