Event management is the management of the organization of events. Event management and its development in Russia

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

Event management is a set of activities carried out to create mass and corporate events. At the same time, the former are called upon to provide powerful support to advertising companies, while the latter are aimed at strengthening the spirit within corporations.

Event-management is also known under another name - "event management". Its main task is to organize a large-scale event from an ordinary event, which will be remembered for a long time after its completion.

A bit of history

If we consider this concept in translation from English, then this is an event, an event. It is known from primary sources that the first entertainment events appeared at the beginning of the 19th century. At that time, the sale of tickets for various competitions in professional sports began. At the same time, the Olympic Games, for example, in Ancient Greece, or various competitions in Ancient Rome can also be classified as entertainment.

Cult event manager Joe Goldblatt proves that the profession of organizing various entertainment events dates back to the 20thcentury (1955 - the opening of Disneyland). This outstanding person can be trusted, since he is the founder of the International Community of Event Management. He also developed the world's first training courses and a professional certification program in this area.

Current state of event management

As you know, modern society has two main characteristics - mass production and consumption. It was they who influenced the ever-increasing need for event marketing.

As you know, modern society has two main characteristics - mass production and consumption. It was they who influenced the ever-increasing need for event marketing.

In Russia, event management did not take root right away. So, in the USSR, this type of service was provided by the state for a long time, and it was also responsible for organizing grandiose holidays (for example, the Olympics).

Professional event-companies in Russia began their activity only in the 90s of the 20th century. Due to the specifics of this field of activity, it turned out that most of the specialists were from show business. Therefore, some events were held in those years not in the name of bringing benefits, but for the usual show.

With the development of corporate culture, the demand continued to grow not only for event marketing, but also for event management professionals. Not only do they have to be creative, but they also have to be proficient in various tools and knowledge inareas of psychology. In modern agencies of this direction, there are qualified employees in the state who are able to organize any event. It can also be assumed that this industry of services will continue to develop.

Reason for such events

So how can an event start? The reasons that are the “prelude”, after which the organization of events is carried out, can be completely different. Depending on the nature and goals, it is necessary to highlight the following actions: seminars, competitions, refresher courses, meetings and meetings, as well as anniversaries. Events managed by event management include: fundraising (raising funds for specific purposes), congratulations, ceremonies, celebrations, sports competitions, concerts and musical performances, as well as mass celebrations. The main thing in this process is the correct use of each occasion and the organization of the holiday with maximum benefit.

It is known from experience that the organization of events, even the smallest in scale, may require significant costs and efforts (material and intellectual). Therefore, for high-quality training, a clear idea of the ultimate goals, objectives and desired public outcry is necessary. Only after receiving full answers to these questions, you can begin directly event management. However, certain key points should be considered during planning, which will be discussed below.

Budget

This termthe cost of future events is determined. For example, a well-organized corporate party costs up to 20 thousand conventional units. And another large-scale event (for example, a concert of an outstanding performer) is a completely different event management. This is a holiday of the highest level with additional organizational events: a press conference, press interviews and TV broadcasts. The cost of such large-scale events is often enormous.

Action plan

An equally important stage on which the organization of the event is based is the plan. Drawing up a specific list of issues that need to be resolved, and determining the timing will allow not only to organize a particular holiday correctly, but also to optimally draw up an estimate of the costs for it.

Personnel

Settlement of the personnel issue is simply necessary for the work on organizing events to be carried out correctly. So, at the initial stage, it is necessary to determine the number of artists, sound engineers, and lighting specialists working at a particular holiday. It is necessary to clearly understand how many people will be involved in the delivery of equipment, preparation of the area, as well as negotiating with contractors.

Attracting sponsors

Organization and holding of events are often carried out with sponsorship. However, sometimes a corporate holiday at the enterprise is held on its own. It all depends on the scale of a particular party.

Getting public attention

One of the most important tasks thatto solve event management is to obtain the necessary public outcry. Therefore, when planning an action, it is necessary to accurately imagine in what volumes and what kind of response to a particular event it is desirable to receive.

Outsourcing

In any case, this question is faced by a novice event manager or head of marketing. The organization of events of a wider scale is entrusted to professionals. Although such holidays may cost a business a little more, a dedicated agency will avoid most of the hassle by taking on the full burden of all work.

Specialists, acting in accordance with accepted rules, first develop a general concept. And only then, using their creative potential, they offer an idea that would maximally express the individuality and essence of the future event.

The next step is the selection of suitable equipment and premises. A rather important point in this process is the creation of a finished script. Specialists of such agencies will organize negotiations with contractors, search for professional sound engineers and presenters. Also, professionals will find ways to save on some little things, but at the same time they will not miss anything in the festive bustle.

The organization of events will be more efficient with the involvement of specialists from the relevant agency, especially in public relations. For example, communications agencies that have long-standing contacts with the media can achieve publicresonance much faster. To achieve goals, professionals use a variety of ways to disseminate information: direct-mail, outdoor advertising and conveying information to the target audience using special sources. Thus, modern large Russian companies are faced with the need to organize a holiday with the participation of professionals.

Comparison with Western practice

In the West, event management is a fairly new type of business, it can be given no more than twenty years. The attention of Russian entrepreneurs was drawn to this type of business only in the mid-90s. During this period, the domestic economy received a new development and various work began to be ennobled in a certain way. An event manager has become one of the most sought-after specialists in the communications market. The number of agencies that provide these types of services is constantly growing, and mass events are beginning to acquire a European orientation not only in Moscow, but also in large centers.

However, the organization of an event of any scale should take into account the peculiarities of the domestic mentality: if a feast - then until the morning. Such breadth of the Russian soul sometimes creates some difficulties, but this does not affect the result in any way.

It is also necessary to note the fact that this field of activity has broad prospects. At the same time, it is also premature to say that such a service market is fully formed. Often the presence of low prices at the expense of quality in firms with this type ofactivity is due to the lack of a culture of event management in various companies. So, many people remember that they need to celebrate the New Year or the anniversary of the company a few days before the event. But in fact, the corresponding costs should be included in the estimate for at least another six months of such a celebration.

Event management courses

Unfortunately, there are no educational institutions where such specialists would be trained. This profession is usually mastered by artists, psychologists, advertisers and teachers. In most cases, people without special education get the profession of "event manager". Courses are suitable only for those whose topics resonate with the basics of event management. Unfortunately, there are also very few of them today.

Often, event agencies train their own staff. For this, interns are hired. And already the best of them are enrolled in the state.

Candidate Requirements

It's safe to say that the job of a manager of this category is his way of life. That is why a person who has chosen this profession must have qualities that directly resonate with his professional activities.

Necessary personal qualities of an event manager:

- open and cheerful character, sociability, as well as a disposable appearance;

- creative and artistic ability;

- analytical and creative thinking;

- high performance and stress resistance;

-leadership qualities;

- organizational skills;

- readiness for self-improvement.

Based on the above list of qualities, we can conclude that couch potatoes and phlegmatic people should not apply to this area.

People in this profession should have artistic and creative talents. However, organizational skills also play an important role in this case. The manager must correctly prioritize and achieve the goal at any cost. He must also have the ability to work with a huge amount of information and the talent of persuasion.

Thus, it may seem that this event management is a very complicated thing. Where to study in this case is also not entirely clear. One thing is for sure - if a person has at least half of the qualities that are noted in this article, then he can already try to help organize an event, for example, at the enterprise where he works. And if he does it well and he likes to do it, then you can already offer your services to other companies.

Main directions of event management

Today, PR business professionals have singled out the following areas of event management: organization of internal corporate events aimed at strengthening the spirit of the enterprise; large-scale promotions.

However, in each individual case, specialists proceed from the tasks that they need to solve. An accurate statement of the goal will help you choose from a wide rangetools in the form that is suitable in a particular case. Consider an example.

For example, a pharmaceutical company ordered an event agency to celebrate its fifth anniversary. A celebration of this magnitude, first of all, helps to strengthen the corporate spirit. Therefore, the departure of the team to the country club was considered as the best option. Team competitions and sports relay races were chosen as a fairly suitable means of communication, and the highlight of the holiday was the provision of an opportunity for anyone to see the city from a balloon basket.