This series shares guidance on how to transition back to in-person events. What organizations can do to begin planning in-person event, health and safety issues to consider and how to determine when is the right time to gather people in person again. Part 1 recommends actions to take now to determine how to move forward. In Part 2 we’re talking about one of the most vital aspects of any event – communication.
Whether your event is virtual, in-person or hybrid, it is vital to have a communication strategy in place for participants, staff, vendor partners, sponsors and other stakeholders. Communication is always important when providing information or guidance about the program, experience, transportation or any aspect of your event. It is particularly important when creating something new or incorporating a new feature for the first time.
How a Communications Strategy Helps
Having a robust communication strategy informs your participants, staff and partners what to expect at the live event. Live events will be different from what attendees have experienced in the past. Temperature checks may be required. Registration check in may be done online. Meals may be take-out style instead of a sit down dinner.
Communicating these changes upfront helps manage expectations about the experience, sessions, networking and other activities. This information can alleviate concerns about health and safety, which may increase registration because participants feel comfortable about attending.
Being transparent about what protocols have been put in place and what to expect when they arrive, help participants know how to prepare so they can have a seamless, enjoyable experience when they arrive on site. This type of communication builds trust that you’re being proactive and making the safety of your guests and partners a priority. Providing updates leading up to, and during the event, manages expectations and keeps your participants engaged throughout the process.
What to Include in Your Communications Plan
There are a few key elements that should be included in your communications:
Duty of Care Statement – This is a new document outlining your organization’s commitment to health and safety for everyone attending your event. The document can be short – clearly outlining safety measures that will be in place such as a mask policy, sanitizing measures, social distancing regulations and food & beverage management. It can also include a code of conduct for participants. This document should be updated regularly and everyone who will be in attendance should be regularly notified of any updates.
Website Communications – In addition to the Duty of Care statement, health and safety information, and a list of FAQ’s, should be posted on your event and/or registration website. Frequently asked questions may include: How will registration check-in be handled? How will session rooms be adapted to accommodate social distancing? What food safety measures will be in place and how will meals be handled? How will participants be notified of any updates during the event?
On-site Communications – Signage should be clear and visible throughout the venue from registration/check-in to elevators, to meeting and guest rooms, and other key locations. The signs should remind participants of policies such as wearing a mask or social distancing requirements. There should also be clear directionals guiding attendees to meeting rooms, meal locations, and instructing where participants can and cannot congregate.
This will be a new experience for everyone, so it’s helpful to have multiple reminders in each location.
Do you need help with your event strategy? We’d love to help! Schedule a time for us to meet. Whether we give you some quick tips, or you need more in-depth help, you’ll walk away with valuable ideas.