What Happened in Vegas… (a.k.a. The Triumphs and Tribulations of Throwing A Successful Client Event)

We just returned from SURFACES 2010 where we executed a major event for Pergo and its retail partners. The good news is the event was a huge success! It also was a reminder that when it comes to special events, inevitably something will not go as planned. With that in mind, I thought this would be an apropos time to share some special event survival tips I’ve learned through the years:

Tip #1: Good is in the Details

When it comes to events, success or failure is a direct result of the details. Before going into any event situation, it is crucial to make sure that every “i” is dotted and “t” crossed... that every “what if” has been answered and that your “A Game” has a Plan B – just in case. The better prepared you are for the worst, the more likely you are to deliver the best!

Tip#2: Expect the Unexpected

While proper planning is crucial to a successful event, equally important is the ability to think on your feet when something goes wrong – and something will always go wrong. In the case of the Pergo event, we encountered just a few small hiccups, like too-short hotel extension cords and reserved tickets that could only be picked up by the credit card holder (who was back in Chicago). The secret to success is maintaining composure and reacting quickly, quietly and calmly when thrown an unexpected curve ball.

Tip #3: Where There’s A VIP, There’s A Way

When it comes to VIPs, “no” is rarely an option. So, when asked by our client to find tickets to a sold out concert in Las Vegas for one of their VIPs, we were literally faced with the impossible. Undeterred, we hit the concierge desk, got on the phone, and successfully tracked down the sought after tickets. Good client service means not taking “no” for an answer, finding new avenues and going the extra mile to deliver the best possible results.

Tip #4: Don’t Skimp Where it Counts

At any type of special event, there is typically one key thing the guests are coming to see or experience. It could be the food, the venue, a guest speaker or performer. Whatever it may be, do not underestimate the importance of this focal point of your event and, by all means, don’t hold back when it comes to delivering quality. Case in point was our choice of Daniel Negreanu to headline the “Go All In with Pergo” event. While he was at the pricier end of our options, this four-time World Series of Poker Champion brought just the right mix of celebrity and charisma and proved the perfect personality to bring the room and our theme to life while treating Pergo’s guests to an evening they won’t soon forget.

Tip #5: All’s Well That Ends Well

At the end of the day – or the end of the event – success or failure will be written on the faces of your client and their guests. If the end result is positive, odds are no one will remember the little glitches that may have happened along the way. So, don’t get hung up on minor mishaps. Instead, learn from mistakes, celebrate successes, and pat yourself on the back for surviving yet another eventful experience!

And the Award Goes To...

The awards season is upon us, and it’s not just for those in Hollywood. The PR profession has a plethora of plaques and trophies to pursue, with many competitions calling for entries during the first quarter of the year.

I’ve been fortunate to win a few in my career (with apologies to Sally Field, “you like me, you must really like me”) and frequently judge the annual Publicity Club of Chicago (PCC) Golden Trumpets awards. So, in the spirit of sharing this experience, here are several ideas that can help an awards entry sparkle – and score points:

• Work “backward” when preparing the narrative. Most entries require copy that describes goals, research, tactics and results in that exact order. Logically, you figure, let’s start detailing goals and proceed from there. Instead, look first at the program’s outstanding results, and prepare your outline from the bottom up. Tactics and strategies then will effectively illustrate how the results were achieved, and goals will be in total synch with results.
  
• Present the goal or challenge dramatically. Award winners often are programs that overcome great obstacles. Position that with attention-grabbing copy. When PCC awarded us best program of the year for “Revive Wacker Drive,” we first posed the question: “How can you possibly make a disruptive road construction project appealing?”


• Highlight third-party testimonials. Don’t just toot your own horn. Sprinkle in program endorsements from media, customers and other target audiences the program influenced. For example, an entry we’re developing now will quote an editor asking our client, “How can we work with you to promote the future of manufacturing?”


• Write creatively. Copy need not be stilted or stuffy just because it’s an award entry. Tell your story with flair and passion. Judges will enjoy reading the entry – and pay even more attention to your work.
  

Good luck! I look forward to seeing you at the podium!

Four Tips for a Successful Internship

As a recent college graduate, I was thrilled to land an internship with LCWA in the fall, and even more excited to turn that internship into a full-time position last week! During my internship I worked on a wide variety of projects, all of which taught me a great deal about agency life. Below is some advice for others just starting out in the business.

• Stay organized. I was shocked by the amount of information flowing every day! I recommend designating a notebook for each client to keep information together. And it’s essential to keep a detailed to-do list with assignments organized by deadline, so that nothing slips through the cracks.
  
• Follow through is key. I was excited to start pitching and proud to land media hits for our clients - including a placement in the New York Times! One thing I learned is that pitching is just the start of a very long process. From setting up interviews and sending products for review, to monitoring for placements and ultimately sharing them with clients, you have to be on top of every step in order to be truly successful.
  
• Tailor your writing style. With an internship at a newspaper under my belt, I consider myself a great journalistic writer. But I learned that PR writing also should be tailored to the tone of individual clients, each of which has its own product vocabulary and level of formality.
  
• Ask for help. Internships are meant to be learning experiences - you’re not expected to know everything! Take advantage of having a professional mentor by asking for guidance or advice whenever needed.

My internship gave me great insight on media relations, writing and working with clients. I can’t wait to continue learning the ropes as an assistant account executive at LCWA!