In a recent blog post, I outlined tips to prepare for in-person client events. These tips included aligning expectations and planning logistics in advance, reviewing health and safety guidelines, packing accordingly, and establishing a channel for real-time communication.
These tips came in handy while on-site at Acumatica Summit in Las Vegas. I also learned additional lessons at the event, which will be useful in the future. My four tips below focus on takeaways and learnings for supporting in-person client events.
Be Proactive
My biggest takeaway from supporting Acumatica Summit in person is to be proactive. Look for what needs to be done and do it. If you’re not sure what to do or directions are vague, take the initiative to find answers and add value. Remember: The client is paying for your time, and you are an extension of their on-site team. Regularly ask yourself if what you’re doing is adding value and consider additional ways you can maximize your contribution.
Here are a few ideas to help you be proactive if you’re unsure where to start:
- Introduce yourself: With work being largely remote the past three years, there may be several people you’ve only met virtually. If you see a familiar face, go out of your way to make the connection and build relationships.
- Confirm upcoming meetings: Send reminders to participants and ensure meeting rooms are available. If a reporter or analyst is leaving the event soon, reach out to thank them for their time and participation and determine whether they have everything they need.
- Take notes: Write down what you learned during the keynote addresses, breakout sessions or other meetings while it’s fresh in your mind. These might be key company messages, questions from reporters or analysts, product updates or ideas for future PR campaigns.
- Think ahead: Brainstorm questions or action items you think might result from the event. Are there presentation materials reporters or analysts might ask to receive? If so, outline a recommended process for file sharing to your client.
Be Present, Attentive and Accessible
Stay present and be an active participant at the event. Take notes during meetings, track action items, thank participants for their time, and chime in with questions. Stay energized throughout the event by drinking plenty of water, fueling your body with healthy snacks and getting fresh air. Get as much rest as possible in the evenings if you’re supporting a multi-day event.
As previously mentioned, you are an extension of the client’s team while on-site, with a specific role and responsibilities. It’s essential to be accessible. Ask yourself: Do key stakeholders (my client, media and analysts) know how to contact me? While you don’t want to be glued to your phone and appear disengaged, keep your phone handy, regularly check for key stakeholders’ communications and strive to reply promptly.
Be Adaptable
Events are typically scheduled from morning to evening to maximize attendees’ time and ensure they have ample opportunity to connect with peers, learn about the latest industry trends and engage with sponsors and exhibitors. Since these events are carefully planned and structured, it can be tricky to find time for executives, customers, partners and other stakeholders to meet with media and analysts.
It’s also crucial to adapt to the many ways scheduled meetings might evolve. For example, if a session runs long or a stakeholder gets caught up networking with someone in the hallway, they might be late to or miss a scheduled appointment. If possible, work quickly and efficiently to reschedule the meeting. Stay calm, be gracious in your communication and remember that schedules can shift on a dime.
Be Organized
Ensure you have all the information you need at your fingertips. Helpful information might include:
- Meeting schedules for key stakeholders (e.g., media, analysts, executives, customers, etc.).
- Contact info for the client and other key stakeholders.
- A map of the event space.
- The event schedule.
- Room availability.
- Transportation information to and from the event space.
- Hotel concierge information.
When you first arrive on-site, orient yourself with the event space. Walk from end to end, identifying critical locations on the map. Doing so will not only help you find your way, but it will help you help others find their way.
By following these four tips, PR professionals can ensure they maximize value and support for in-person client events.