What we now know as event management was in the past commonly referred to as the organisation of a function or event. The replacement of the old term with the new is justified by an explicit customer focus based upon a solid stakeholder analysis (Who exactly is the customer?)
The value creating moment of an event, in the sense of the „unforgettable emotional sensation“, has its source in the skilled role of the event manager as an intermediary: An event creates a platform for encounters and meetings for the purposes of interexchange in an atmosphere filled with emotion. Modern event management is defined by „network promotion“ (selection of individuals, contact mediation, contact initiation and moderation) on the basis of an optimal so-called „network infrastructure“ (location, technology, programme and processes etc.).
Setting of premises, the construction of event aims, and stakeholder and value creation analyses establish business models which define the type of event to be held. Specific planning measures, and their particular quality are determined according to the event type and also after consideration of the point of view of all participants – the purpose being to create a success on all levels and from a multiple perspective.
No matter how well an event is planned, the following applies: Perfect project management is to be found in the ability of communicative and emphatic personnel to constantly improvise and solve immediate problems which arise – this ability will be based on training in clearly defined tasks and responsibilities, defined in written customer requirement specifications, and assured by means of check lists and supervision processes.