Why Events Still Matter

• Reputation: Positive perception means business. And actions speak louder than words—they build reputation, which is best substantiated through deeds, rather than advertising and PR. That means that event professionals should see themselves as a link in a chain of responsibility that unites supplier, agency, and client. Our decisions, actions, and assumptions have an impact—positive or negative—on those who commission our work and those who work for us. Downwards, this demands clearly defined, explicit briefings from client to agency, agency to staff, and staff to suppliers. Upwards, it means that we have to consider our work for every client through an appropriate “reputation filter” to determine what an event will say about the client. Events are live and personal demonstrations of a clients’ reputations and ethical and cultural stances. They contribute heavily to creating positive perceptions and provide a forum in which all stakeholders can align to ensure that a company’s message and its culture are experienced by its customers, its employees, and its partners. When you pitch for a project, the question to ask is, “How will what we are proposing add value and thereby enhance the client’s reputation?” It’s often said that an event professional’s job is to make clients look good. Every event that’s delivered—whether for internal or external audiences—is a visible expression of your client’s and your reputation.

For more information about the International Special Events Society (ISES) Minneapolis-St. Paul Chapter, visit its Web site. For more information about Imagination Group, visit its Web site.