Don't Keep Secrets and 3 Other Tips on Event Planning

Event planning is one of the most nerve wracking aspects of public relations, and professionally speaking there are few things worse than hosting an event that no one attends. Generally, there's a heavy sigh when a save the date card goes out, and a lot of hand wringing in between that moment and the big day.

Here's a few ways to get passed the anxiety and increase attendance at your next ribbon cutting, ground breaking or backyard barbecue.

-think about the draw. What will make people want to come? Think beyond a freebie. The best events I've worked on had big 'ta-da' moments. I unfurled a 50 foot banner from the side of a building during a ground breaking, and watched sky divers bring in a new logo for a downtown association. Both events had great attendance and were well covered by the media.

-do more than just send an email or invitation. Try calling five to ten people a day to extend personal invitations. This ensures people actually received the invitation and makes them feel welcome. 

-when you make the calls, give invitees good reason to attend. For example, you could provide introductions, or a special tour of an area of interest. I took the picture above at a luncheon I attended last month. A friend of mine sent me a personal note asking me to come, and she reminded me of the offer of free champagne. Nice!

-don't keep secrets. If you plan on having a big moment, or special guest - tell people about it. I worked for an organization that surprised an honored guest with an award at its annual meeting. The problem was friends and supporters weren't aware and wouldn't make a special effort to attend. Changing this practice made a huge difference in our attendance rates in subsequent years. 

Remember that success requires more than just booking a room and sending out invitations. Be creative and take time to make it personal.