Business, Management
Event management is the management of the organization of events. Event management and its development in Russia
Event management is a set of events that are 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 sent to strengthen the spirit within corporations.
Event-management is known under another name - "event". Its main task is to organize from a regular event a large-scale event that will be remembered for a long time after its end.
A bit of history
If we consider this concept in translation from English, then this event, an event. From the sources it is known that the first entertainment events appeared in the beginning of the 19th century. At that time the sale of tickets for various competitions in professional sports began. In this case, and the Olympic Games, for example, in ancient Greece, or various competitions in ancient Rome can also be attributed to entertainment.
The cult event manager Joe Goldblatt has proved that the profession of the organizer of various entertainment events dates back to the 20th century (1955 - the opening of "Disneyland"). This outstanding person can be trusted, since it is he who 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 field.
Current state of event management
As you know, modern society has two main characteristics - mass production and consumption. They also had an impact on the ever-increasing need for event-marketing.
As you know, modern society has two main characteristics - mass production and consumption. They also had an impact on the ever-increasing need for event-marketing.
In Russia, event management has not taken root right away. So, in the USSR this kind of services was provided for a long time by the state, it also carried the responsibility for organizing grandiose celebrations (for example, the Olympics).
Professional event-companies in Russia began their activities only in the 90s of the 20th century. In connection with 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 tick.
With the development of corporate culture, the demand continued not only for event marketing, but also for event management professionals. They not only have to be creative, but they must also have different tools and knowledge in the field of psychology. In modern agencies of this focus in the state there are skilled workers who are able to organize any event. It can also be assumed that this branch of the provided services will continue to develop.
Reason for such events
So, where does the event start? Reasons, which are a "prelude" after which the organization of events are carried out, can be completely different. Depending on the nature and objectives, it is necessary to allocate the following actions: seminars, competitions, refresher courses, meetings and meetings, as well as anniversaries. The events that are involved in event management include: fundraiser (raising funds for certain purposes), congratulations, ceremonies, celebrations, sports competitions, concerts and musical performances, as well as mass festivities. The main thing in this process is the correct use of each occasion and organization of the holiday with the maximum benefit.
It is known from experience that the organization of events, even the smallest in scope, may require significant costs and efforts (material and intellectual). Therefore, for qualitative preparation, a clear presentation of the ultimate goals, objectives and the desired public resonance is necessary. Only after receiving full answers to these questions can we start directly event management. However, when planning, certain key positions should be considered, which will be discussed later.
Budget
This term determines the cost of future activities. 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 top-level holiday with additional organizational arrangements: a press conference, press interviews and TV shows. The cost of such large-scale events often reaches enormous proportions.
Action plan
No less 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 time frame will not only allow the right organization of a particular holiday, but also optimize the cost estimate for it.
Staff
The settlement of the personnel issue is simply necessary so that the work on the organization of events is carried out correctly. So, at the initial stage it is necessary to determine the number of actors working on this or that holiday, sound engineers, light specialists. 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.
Attraction of sponsors
The organization and conduct of events are often carried out with sponsorship. However, sometimes a corporate holiday is held by the company on its own. It all depends on the scale of this or that party.
Attraction of attention from the public
One of the most important tasks that event management tries to solve is getting the necessary public resonance. Therefore, when planning a stock, it is necessary to accurately represent the extent and nature of the response to an event it is desirable to obtain.
Involvement of third-party organizations
In this case, in any case, faced with a beginning event manager or marketing manager. Organization of events of a broader scale is entrusted to professionals. Despite the fact that such holidays can cost a company a little more expensive, a special agency will avoid most of the hassle, assuming a full load of all works.
Specialists, acting in accordance with the adopted rules, first develop a general concept. And only then, using the creative potential, they offer an idea that would express the individuality and essence of the future event as much as possible.
The next stage is the selection of suitable equipment and premises. An important point in this process is the creation of a ready-made scenario. Specialists of such agencies will organize negotiations with contractors, search for professional sound engineers and modellers. Also, professionals will find ways to save on some little things, but nothing will be missed in the festive turmoil.
It will be more efficient to organize events with the involvement of specialists of the relevant agency, especially when dealing with the public. For example, communication agencies, which have established long-standing contacts with the media, can achieve public resonance much faster. Professionals use various methods of information dissemination to reach their goals: direct mail, outdoor advertising and information delivery to target audiences through 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-1990s. During this period, the domestic economy received a new development and began to ennoble in a certain way different work. Event manager became one of the most popular 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 major centers.
However, the organization of an event of any scale should take into account the peculiarities of the domestic mentality: if the feast is until the morning. This breadth of the Russian soul sometimes creates some difficulties, but this does not affect the outcome in any way.
It should also be noted that this field of activity has broad prospects. At the same time, it is too early to say that such a service market is fully formed. Often, the presence of low prices to the detriment of quality in firms with this type of activity is due to the lack of event management culture in various companies. So, many people remember that it is necessary to celebrate the New Year or the anniversary of the company a few days before the event. And in fact, the corresponding expenses should be spelled out 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 are trained. This profession is usually mastered by artists, psychologists, advertisers and educators. In most cases, people without special education receive the profession of "event-manager". The courses are suitable only for those with a theme that echoes with the basics of event management. Unfortunately, there are very few of them for today.
Often event-agencies themselves are engaged in training their employees. For this purpose trainees are hired. And the best of them are enlisted in the state.
Nominated requirements for candidates
It's safe to say that the job of a manager of this category is his way of life. That is why the person who chose this profession should have qualities that directly correspond with his professional activities.
- open and cheerful character, sociability, and also having an appearance;
- creative and artistic abilities;
- analytical and creative thinking;
- high working capacity and stress resistance;
- leadership qualities ;
- organizational skills;
- readiness for self-improvement.
Based on the above list of qualities, we can conclude that the homebody and phlegmatic are better in this area not apply.
People of this profession must have artistic and creative talents. However, organizational skills are also important in this case. The manager must correctly prioritize and achieve the goal at all costs. Also, he must have the ability to work with a huge amount of information and talent of persuasion.
Thus, it may seem that this event management is very difficult thing. Where to learn while doing this, is also not entirely clear. One thing is certain - if a person has at least half of those qualities that are noted in this article, he can already try to help organize the event, for example, at the enterprise where he works. And if it works well for him and he likes to do it, then you can already offer your services to other companies.
Main directions of event management
Today professionals of PR-business are allocated such areas of event management: the organization of internal corporate events, which are aimed at strengthening the spirit in the enterprise; Large-scale large-scale shares.
For example, a pharmaceutical company event-agency was ordered to celebrate the fifth anniversary of its anniversary. Such a scale, first of all, helps to strengthen the corporate spirit. Therefore, as an optimal option was considered the departure of the team in the country club. As a sufficiently suitable means of communication, team contests and sports relay races were chosen , and the highlight of the holiday was the provision of opportunities for anyone who wants to see the city from the balloon basket.
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