When the COVID-19 pandemic was declared a year ago and the world went on lockdown, an untold number of live events – from local culinary festivals and charity marathons to large scale sporting events and concert tours – were abruptly cancelled.  And just as abruptly, media relations and PR firms had to pivot and devise new and inventive ways to serve their clients during a constantly changing public health crisis, such as virtual events. But with the rollout of multiple vaccines and the anticipation of some normalcy as warmer weather approaches, clients are beginning to look at resuming in-person activations once again.

This will need to be a gradual process.  While we essentially went from sixty to zero overnight when the lockdown started, ramping back up will take time. Restrictions and guidelines differ around the country, and the overall comfort of clients will differ as well.  That means having to marry what the brand may want and need with health protocols set out on national, state, and local levels.

POINTS TO KEEP IN MIND IF PLANNING LIVE EVENTS:

  • KNOW YOUR CLIENT: No doubt you’ve had many conversations over the past year regarding what tactics could be utilized effectively during the pandemic. You know by now if your client is anxious to jump back into a live situation or has expressed reservations and may not be ready to take that step.
  • MANAGE EXPECTATIONS: If your client does want an in-person live event, be honest with them. Multiple factors will affect production and execution; if clients are used to inviting 100 people to a function and receiving a full RSVP list, they may only see half that number. This would still allow for a successful tactic, just on a bit smaller scale.
  • INFORMATION IS KEY: Capacity limits, mask mandates, curfews – make sure you keep up with the restrictions and guidelines that will impact your live event. These can change dramatically and often depending on the course of the virus, making it a priority to stay on top of what’s happening in your area.
  • DON’T ABANDON THE BASICS: While we are all encouraged by the increased vaccination efforts, public health officials are still stressing vigilance for the foreseeable future. When planning your live event, continue to employee the basic safety protocols: provide masks and hand sanitizer for all in attendance (especially indoors) and make sure to arrange seating, catering options, etc. that model and enforce social distancing guidelines.

It is important to keep the client’s professional well-being at the forefront of any tactic. But during these ongoing unusual times, you need to keep the personal well-being of clients, community members, and your own team top of mind as well. Any questions on planning your next virtual or live event? Feel free to reach out.