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I'm polishing off my presentation for this Thursday's FPRA luncheon.

Special events have always been my favorite part of work in the public relations field, so talking to the Florida Public Relations Association's Orlando members on Thursday will be a lot of fun. Plus, it's a great organization full of very talented people and I always learn something new when I am around them.

My talk on Thursday is about taking events to the next level, but before you can do that, there are a few basics to keep in mind. When you decide to host an event, there are three decisions you need to make right away:

1. Date
2. Location
3. Theme

The first two are interchangeable depending on the goals of your organization. Your CEO may insist that the annual company meeting be held at a specific location, so you will have to be flexible with your date; however, if your event is date-specific, such as Fathers' Day, then flexibility on the location is more significant.

Your theme is critical because it is the foundation on which you build your event. Everything, from your marketing and program to decorations and entertainment will tie in with your theme. If you will be doing a full scale promotional effort with printed (or even electronic) materials, you will need an event logo that appropriately reflects the theme.

Speaking of marketing, please remember: there is no such thing as a "first annual" event. By definition, an annual event occurs every year. An event being held for the first time is an inaugural event. I see too many groups and organizations promoting their first endeavor as their "first annual..." and it makes me cringe.

There are too many unknowns in hosting an event for the first time. Sure, you can turn almost any event into an annual happening with the right planning and preparation, but there are no guarantees. Your event may flop, the goals of your organization may change, or your boss may decide to spend the time and money elsewhere next year. People who attend your first-run event are now expecting an event next year so you and your organization end up looking foolish.

(Sidebar: Never, ever pitch an event to a sponsor as a "first annual." I have been in charge of sponsorships on both sides, soliciting sponsors and providing sponsorships, and will discuss that issue in a separate post.)

Once you have nailed down your date, signed the contract for your location and determined your theme, the rest is easy (for the most part).

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