Saloni is an events planner for a well known hotel chain. She's been tasked with organising a conference for a high profile multinational client. She knows that effective communication is vital to the success of the event, so she needs to clearly define what strategies are required to keep her client, her team, and the attendees fully informed before, during and after the event.

Saloni first priority is to organise a meeting to brief her team. This can either be done face to face or via virtual teams on apps such as Microsoft Teams, Zoom and Webex. During the meeting, the team will be able to see one another's body language and nonverbal cues and allow information to be effectively exchanged to support a shared understanding.

Next, Saloni must ensure that all communication ties into the marketing plan. This will be influenced by deadlines for such things as the conference running order, selling tickets, and booking keynote speakers. The team have a variety of communication tools available to them. However, the tools need to be used appropriately depending on the task at hand. One of the essential tools is the hotel's official website. The site will be able to prominently display the conference details to maximum effect. This will help catch the eye of visitors to the site and allow interested parties to find up-to-date information all in one place.

Email marketing can also be used to build a strong campaign. It can communicate headline items, venue changes or highlights special workshop sessions, all while increasing search engine optimisation to the official website. Another advantage is that there will be a permanent record for auditing purposes. Emails must be carefully worded as sometimes meaning can be misinterpreted, leading to misunderstandings. Saloni and the team are well versed in the effectiveness of social media, especially when targeting the younger demographic. From the streaming services of Twitter and public promotion on Facebook to the sneak peeks and use of hashtags on Instagram, this is a great way to reach a wide ranging audience. The team also have access to a dedicated event app. This is used as an all-in-one management tool for such things as push notifications, group chats, logistics, and attendee retention after the event.

With the wealth of tools available and after meticulous planning, the big day goes off without a hitch. In fact, it's been so successful the client wants to meet to discuss further events. Kudos to Saloni and her team.

Communication | PMAPMIC-BL |

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