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Unit 10: Leadership

may not be reliable. Designing a collection instrument that has high validity and reliability is a Notes
challenging and time-consuming task.

Notes The Five W’s: How to Produce Consistently Effective Events

1. “Why must we hold this event?” Not one but a series of compelling reasons must
confirm the importance and viability of holding the event.
2. “Who will the stakeholders be for this event?” Stakeholders are both internal and
external parties. Internal stakeholders may be the board of directors, committee
members, staff, elected leaders, guests, or others. External stakeholders may be the
media, politicians, bureaucrats, or others who will be investing in the event.
Conducting solid research will help you determine the level of commitment of each
of these parties and help you define whom this event is being produced for.
3. “When will the event be held?” You must ask yourself if the research-through-
evaluation time frame is appropriate for the size of the event. If this time period is not
appropriate, you may need to rethink your plans and either shift the dates or streamline
your operations. When may also determine where the event may be held.
4. “Where will the event will be held?” As you will discover in this unit, once you have
selected a site, your work becomes either easier or more challenging. Therefore,
this decision must be made as early as possible, as it affects many other decisions.
5. “What is the event product that you are developing and presenting?” Matching the
event product to the needs, wants, desires, and expectations of your guests while
satisfying the internal requirements of your organization is no simple task. You
must analyze the what carefully and critically to make certain that the why, who,
when, and where are synergized in this answer.
Once these five questions have been answered thoroughly, it is necessary to turn your
deliberations to how the organization will allocate scarce resources to produce maximum
benefit for the stakeholders. SWOT (strengths, weaknesses, opportunities, threats) analysis
provides a comprehensive tool for ensuring that you review each step systematically.

10.2.2 Design: Blueprint for Success

Having researched your event thoroughly and determined that it is feasible, time may now be
allotted to use the right side of the brain—the creative capacity—to create a general blueprint for
your ideas. There are numerous ways to begin this process, but it is important to remember that
the very best event designers are constantly visiting the library, attending movies and plays,
visiting art galleries, and reviewing periodicals to maintain their inspiration. This continuous
research for new ideas will further strengthen the activities you propose for an event.

Did u know? Right side of the brain is meant for enhancing the creative capacity.

10.2.3 Planning Consistently Effective Events

The planning period is typically the longest period of time in the Event Leadership process.
Historically, this has been due to disorganization. Disorganization is best characterized by
frequent changes resulting from substitutions, additions, or even deletions due to poor research

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