Page 276 - DMGT304_EVENT_MANAGEMENT

Unit 13: Monitoring, Control and Evaluation

Ensuring a simple, manageable, efficient and panic-proof design. Notes
Providing it in English plus the language of the host nation.
Staff briefing.
Other organizations who need to be included.

Emergency drill by the appointed responsible representatives.
Security enhancement awareness.
A longtime veteran of the global meeting industry, Schwagermann has developed an original
theory to control the outcome of events. It was recommended that the control of events take
place in three phases.
1. Control the event concept in a pre-event test.
2. Control the event during the process itself during what he describes as the in between test.
3. Control the results of the event through a post-test. During this post-test, ask questions
such as: Did the event satisfy the economic results and strategic communication goals?

13.2 Evaluating the Event

Evaluation is an important part of the event management process. It allows constructive criticism
and feedback which helps build on improvements for other events.
The size of the event and information you have regarding your audience will determine the
evaluation method used but the best option is a quick debrief shortly after the event. One should
also try and receive feedback from caterers, venue staff, other parties involved,

Examples: Sponsors and media articles, as they are often useful in the event evaluation.
It is recommended to prepare a post-event report that may assist with managing future events
by avoiding mistakes and building on successes. Outline anything that went wrong with the
event and state why it went wrong. Recommendations for future events are also important.

Did u know? A debrief with key members of staff involved in the event is very useful and
effective way to receive feedback about the success of the event.

After the event, formal written thank you letters should be issued to the speakers, sponsors and
people who worked extensively on the event to show your appreciation. This is an important
factor for relationship building and future activities and events for the University. Also offer
informal thanks to others who have assisted (a phone call or email is always appreciated). All
letters of thanks should be sent out as soon as possible following the event, usually in the week
after the event.

13.2.1 Completing the Event

Prepare post-event report. Include guest feedback, recommendations things that went
wrong and a budget analysis
Ensure formal thank you letters are issued to speakers, any VIP’s who contributed to the
event and all sponsors

Issue informal messages of thanks to all staff that assisted (an email is appropriate)
Issue post-event media release (if appropriate)

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