Event management is a crucial skill for communication professionals. Whether you're organising a CEO town hall, a leadership forum, or an industry conference, a well-executed event can strengthen engagement, reinforce key messages, and create lasting impressions. But according to event management expert Sally Porteous, great event management is more than just booking a venue and setting an agenda—it requires strategy, audience focus, and attention to detail.

Which is why we’ve got some top tips for comms professionals managing events right here:

1. Start with strategy, not logistics

One of the most common mistakes in event planning is jumping straight into logistics—picking a date, venue, and catering—without first considering the bigger picture. Instead, start by asking yourself:

• What is the purpose of this event?

• Who is the audience?

• What are the key objectives and outcomes?

• How should attendees feel and act after the event?

Align your decisions with these strategic questions to ensure the event serves a clear purpose and delivers value.

2. Keep the audience at the core

Events are a form of communication, and like any great communication strategy, they must be audience-centric. If attendees don’t feel engaged or see value, they won’t return. To create an exceptional audience experience:

• Ensure the content is relevant and meaningful.

• Make participation easy and accessible.

• Consider how attendees will engage—will it be interactive or one-way communication?

• Anticipate their needs, from registration to post-event follow-ups.

3. Manage stakeholders using a framework

As comms pros, we often work at the mercy of decision-makers who may not understand the complexities of event planning. Having a structured approach can help guide discussions and keep things on track. This approach helps shift conversations away from logistics and toward strategic alignment.

4. Create a seamless audience journey

The experience doesn’t start when the event begins—it starts well before and continues after. Priya Parker, author of The Art of Gathering, suggests a three-phase approach:

• Pre-event priming – Engage with attendees beforehand to set expectations and build anticipation.

• During the event – Ensure a compelling opening and strong closing to maximise retention and engagement.

• Post-event follow-up – Reinforce key messages, encourage action, and maintain connections.

Leverage some behavioural science principles, like the primacy and recency effects to help ensure attendees remember the most critical elements of the event.

5. Address the elephant in the room

For internal events, particularly leadership town halls or company-wide meetings, avoiding difficult conversations can damage credibility. If there's a hot topic everyone is discussing, don’t ignore it—address it head-on. Leaders who acknowledge challenges openly build trust and foster meaningful engagement.

6. Balance cost, optics and sustainability

In today's environment, budget constraints and sustainability concerns are top of mind. To strike the right balance:

• Be transparent about budget limitations while still prioritising quality.

• Opt for sustainable practices, like digital invitations and locally sourced catering.

• Focus on creating high-impact experiences rather than lavish extras.

7. Don’t neglect the details!

People may not remember every session or speech, but they will remember their overall experience—including the little things like:

• Comfortable seating and room temperature.

• Good food and drink options (because nothing derails an event like bad coffee!).

• Clear wayfinding and accessibility considerations.

As event expert Sally noted, if people don’t feel comfortable or taken care of, that’s what they’ll remember—so pay attention to the details and don’t forget, successful event management for comms pros is about more than logistics. It’s about strategy, audience engagement, and meaningful experiences.