A Checklist For Public Relation Professionals: Corporate Event Planning

event-photographers3In one of my earlier posts, I wrote about the different types of events. However, since this is a Public Relations blog, I am going to go into more deal about corporate events, which are more PR related and take many forms. Corporate events can be events like conferences, award shows, dinners, seminars and webinars. Public relation professionals step in to prepare for and promote the event.

In order to determine whether a corporate event was successful or not, the PR professionals should set goals to decide what they need and want to achieve in the end result. The set goals determine the people to contact, the channels to market the event and the media material created around the event.

A great place to start is to set up goals such as: signing up a certain amount of people to your trial, getting a certain amount of new clients, changing people’s minds about an industry product or topic, creating buzz surrounding your company and getting a certain amount of new followers on different social media platforms.

To boost the size and quality of attendees to a corporate event, I have created a checklist of event planning and promotion tips that I gathered through online research.

An important first step when planning a corporate event (and all events) is to identify your target audience. I repeat, always know your target audience! It is important to know who will be witnessing your event because the audience must be informed and interested in the event you are planning. It’s not just about filling seats. Having the wrong target audience can be worse than not having enough people show up. At corporate events, you are representing your company, so you want to make sure the process you go through when choosing your target audience is precise and chosen accordingly.

Next, you should ask yourself, “Why is my event worth attending?” If you can’t answer this question yourself, then you need to create a valuable message that you want your target audience to understand and engage in. Many of these people are investing money and time into the event, so make it worth their while. Think of the benefits, such as long-term, that your audience will gain from the event. You want them to walk away clearly knowing the message your event portrayed.

Develop a content material strategy. Create and plan specific content that you will public on online channels at least one month before the date of the event. Focus on channels that will easily reach your target audience, such as a blog or website, email, social media, news releases, cover letters and paid advertising.

The company or corporate website that you are planning the event for is important marketing material for the official advertising of the event. As a PR professional, think about what content mirrors the event, so people know that they have clicked the right link when entering the corporate website page. Also, consider adding customer testimonials from past events that touch on how the event when, what their experience was, what they thought about your product

To begin the process of notifying your target audience about the event, start with email. However, there are some things to consider when writing your email: design, the timing and the message. The emails should be clear and concise, get to the point, have a call to action, engage the reader and be personalized. The call to action is important because you want to persuade your target audience to come. If your call to action is weak, it can disrupt the amount of people who commit to attending your event.

Infographics are great way to attract your target audience in a creating and interesting way. They are used to convey information that may usually be less interesting to people in a bright, colorful and unique way that grabs people’s attention. Therefore, putting together an infographic that has a who, what, where, why and strong call to action can be highly beneficial to your event attendance outcome. These came post on your blog or company website, social media account, printed and spread around the office and town (to your targeted audience) and sent out to people.

Social media is probably the easiest way to spread news quick and easily. Are you into “hashtags?” These are great for connecting with people who have already created a discussion around things that may relate or pertain to your event. If they click a certain hashtag, they have the opportunity to see a post about your event and learn more about it. All social media platforms (Twitter, Facebook, Instagram and LinkedIn) are important when trying to spread the word and build your targeted audience.

If you wan to earn your event more media attention, then create multiple press releases. Press releases contain the most newsworthy information, such as notable speakers, exclusive information that previously shared, location and any changes that may have happened during the planning process of the event.

Paid advertising can also be helpful in gathering and creating your attendee list. Depending on your event’s budget, there are many different outlets to advertise on such as, radio, television, newspapers and magazines. When making ad placements, it is crucial to determine the cost per viewer and estimate cost per attendee to make the most cost-efficient media buys.

In conclusion, corporate events can help build brand awareness, generate leads and establish presenters and the company as thought leaders. The most important thing to remember when planning a corporate event is to identify an audience that will learn and benefit from your event and create compelling messages that conveys how your event will deliver value to your target audience.


Lee, N. (2014). The Corporate Event Planning Checklist for PR Professionals. Cyber Alert. 

Should Event Companies Sell Their Past or Present? (2014). Special Events. Retrieved from http://specialevents.com/corporate-events/should-event-companies-sell-their-past-or-present


Should Event Companies Sell Their Past or Present? (2014). Special Events. Retrieved from http://specialevents.com/corporate-events/should-event-companies-sell-their-past-or-present


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