10 things I learnt running my first PR event

Last September, our agency took on a new client which wanted to launch a product at an exhibition. When I learned I'd be leading both the account and event organisation, as excited as I was, my face most likely looked like the fainting emoji.  

Now that I've successfully navigated those waters, I'm excited to share my top 10 things I learned along the way.  

1. Master the "Who, What, and Why" 

Before diving into planning, get crystal clear on three things: what you're promoting, who you're targeting, and why you are doing it. Take time to research your audience and truly understand the launch's purpose. This foundation will guide every decision you make and help with the planning.  

2. Make client check-ins your best friend 

Regular communication with your client is absolutely crucial. I found that setting up weekly or bi-weekly check-ins, coupled with a regularly updated task list, keeps everyone aligned and confident in the progress. These meetings are perfect for addressing concerns early and celebrating small wins along the way. 

3. Don't be a hero – lean on others 

The venue staff and event coordinators are there for a reason and have invaluable knowledge about everything from equipment rental to catering options. I learned that asking for help isn't a sign of weakness – it's smart event planning. 

4. Time is your most precious resource 

When it comes to invitations, earlier is always better. People's calendars fill up surprisingly quickly, so give your guests plenty of notice. This also allows time for follow-ups and ensures maximum attendance. 

5. Build genuine relationships 

Take time to personally connect with your invited guests before the event. A friendly introduction and offer of assistance goes a long way. When they arrive at the event, it feels less like meeting strangers and more like greeting acquaintances – creating a much warmer atmosphere. 

6. Budget like your success depends on it 

Because it does! Have detailed budget discussions with your client upfront. Get clear agreements on spending allocations and stick to them. If this isn’t possible keep your client informed and communication open. This clarity prevents awkward conversations later and helps streamline decision-making. 

7. Choreograph your press calls 

If your event includes presentations, plan the speaking order meticulously. Create a detailed briefing document with speaker names, titles, and running order. Pro tip: Always do a run-through before the event – it helps speakers feel more confident and ensures smooth transitions. 

8. Choose your venue wisely 

Your venue sets the tone for the entire event. Take time to envision the atmosphere you want to create, then research spaces that match that vision. When you find the right spot, you'll know it instinctively. Trust that feeling! 

9. Consider strategic sponsorships 

The right sponsor can transform your event, offering benefits from venue costs to catering and added promotion. However, choose carefully – your sponsor should align naturally with your event's theme and key messages. A good partnership adds value beyond just financial support. 

10. Remember to breathe and enjoy 

This might sound obvious, but event planning can be incredibly stressful. Don't let the pressure rob you of the joy in creating something special. Take moments to step back, breathe, and appreciate the process. 

You’ll love to hear my event was a complete success – so much so that our client dubbed me its "magic carpet" throughout the journey! For anyone facing their first event planning challenge, remember this: believe in yourself. There's no challenge you can't overcome, and the satisfaction of seeing your vision come to life is absolutely worth every moment of preparation. 

Trust the process, stay organised, and don't forget to enjoy the ride. You've got this!  

Ollie Manser is senior PR account executive at The MTM Agency.