‘The Oxford Dictionary defines a conference as a meeting for discussion.’

UNDERSTANDING THE REASONS FOR CONFERENCES

Conferences are sometimes also called seminars, which are usually smaller groups of delegates, or symposiums – a conference or meeting to discuss a particular subject. Whatever the title, and whatever the subject, one thing is instrumental to them all: that is communication.

From the local gardening club to the richest charities, from trade associations to multinational companies, all will have their own agenda and reason for running a conference. It could be:

• for fund-raising
• to raise awareness
• to share information
• a learning forum
• a promotional event
• to bring together members or employees spread throughout the country or overseas.

Very different reasons and very different organisations, but there are many elements of the organisation process of the event that will be similar in each case.

Knowing who runs conferences

Some organisations employ dedicated conference staff, often within an events department, trained by staff experienced in event management. This is often the case if the organisation runs several events each year as part of the company’s overall marketing strategy. Freelance professional conference organisers may be contracted-in to increase manpower when required. Alternatively, in these days of short-term contracts and tendering, an organisation may contract-out all of their event management to a freelance organiser or specialist company. This can be beneficial to the company as a cost-effective option allowing the company to concentrate on its core skills and objectives.

However in many, particularly smaller, organisations, charities, societies and clubs, the responsibility for putting together the conference is often delegated to an untrained and inexperienced person, committee member or marketing assistant who is expected to take on the workload whilst carrying out their normal job.

Indeed the task can be a daunting one, and there are many pitfalls, but with guidance it can be done. A well organised event can have a great impact on the stakeholders, be they paying delegates, invited guests, speakers, members of the press, in-house staff, etc, but a badly organised event can have a disastrous effect which will be remembered for a long time. Many professional conference organisers originally came into the industry ‘unintentionally’ having been asked to run their first conference whilst working in other roles. Having enjoyed it so much they then chose to make a career move into the industry.

UNDERSTANDING THE IMPORTANCE OF COMMUNICATION

Communication is vital to society. Without communication we would have no chance of survival. The very fact that early man was a co-operative hunter means that they must have been able to communicate in one way or another. A baby communicates its feelings of hunger by crying, a board of directors communicates with shareholders by written communication, a mute person communicates using hand signals. To impart information of any kind we need to find the method of communication appropriate to our circumstances.

Conferences are all about communication – be it to sell, to inform, to enthuse, to entertain, or to educate.

Types of communication

Many different methods of communication are used. The first we normally think of is of course verbal, but the first communication you have with a delegate will probably be in the form of written words. During the event itself messages will be received, sometimes subliminally, by the delegates through:

• logos
• diagrams
• banners
• body language (facial expressions, body posture and gestures).

As the conference manager you must be aware of the need for good communication skills. Think of all the people you will be interacting with. A few are shown in Figure 1.

How you already interact

You will already be communicating with many people in your own organisation, whether they are work colleagues or fellow society members. Think about the various groups who you interact with on a regular basis. Try drawing a diagram as Figure 1, and include as many groups as possible and list below each which types of communication you may use. You will be surprised at how many there are and so how practised you must already be!

PLANNING YOUR OWN CONFERENCE

Conferences can be customised to your own specific requirements. They can last for a whole day, half a day, a weekend, an evening, two days or more. The word ‘conference’ merely describes the nature of the event. The content, duration and outcome of it can be entirely at your discretion. Although you may feel more confident following someone else’s example at your first event, feel free to be imaginative and creative. Conferences do not all have to consist of a panel of speakers addressing a totally passive audience. You could include debates, hands-on experiences, workshops and discussion groups. It can be kicked off with a sponsored breakfast and finished off with a gala dinner. You can incorporate a small exhibition, a competition or challenge of some kind, and utilise lighting, special effects and imaginative stage sets to increase the impact of the event.

Individualising your conference

Conferences can be held in hotels, on boats, in museums, or in purpose-built conference and training centres. They can be for half a dozen people or for thousands. They may be run in conjunction with a major exhibition, or they may be a conference first and foremost and include their own small exhibition. No two events are the same, not even when run by the same organisation on the same theme. The mix of speakers, organisers, delegates and supporting staff will combine to produce a different atmosphere every time. External events attracting media interest in a particular subject can vastly increase the popularity of the event if the interest is positive, or drastically affect its success if negative.

Fees charged for attending events vary enormously. Some events are free of charge, whilst others may charge hundreds of pounds for a one-day event. Budgets may be huge, supported by big sponsorship deals, or it may be run on a shoe-string and be self-financing.

There may be one or two speakers, or there may be dozens. Speakers may be paid hundreds of pounds, or just expenses. Every organiser will have their own way of doing things, their own priorities and their own schedule. You will need to find what works for you.

Benefits of a conference

• Provides an environment for networking.
• Provides a forum for discussion.
• Provides an opportunity to promote ideas/products/ beliefs.
• Creates a sense of belonging.
• Can enable learning and awareness.

Checklist

• What resources are available to you and what happens if you need more?
• What are the limits of your responsibilities and what tasks can you delegate? Don’t forget you can delegate authority but you cannot delegate responsibility.
• What can you, and what would you like to, do yourself?
• What do you need help to do?
• What contacts do you already have? Where can you find more?
• What help is available?
• How many different purposes can you list for your conference?