Perhaps you need to write an event report to assess the success of an event by comparing the results with its objectives. This report is required by the company or individual holding the event to determine whether changes need to be made. There are several ways to ensure a successful event report is well-written. You'll need it if you're hosting another event!
Step
Part 1 of 3: Compiling Event Reports
Step 1. Determine the presentation style and format for each audience
Event reports can be stapled, stapled, in the form of PDF files, PowerPoint presentations, and so on.
- Make sure the event report is organized into clear sections. You must determine how to compare the results of the event to its objectives. Summarize the main results of the events carried out.
- Customize event reports to the needs and interests of each sponsor and audience. Consider the goals of the sponsors. To some degree, sponsors are the key audience for event reports. They want to assess the eligibility of the sponsored event. So make sure you know what they want and what interests them the most.
- Customize event reports to also meet specific needs regarding unique events and sponsors. Don't write a report as if it were aimed at one type of audience. Senior executives and financial managers are also another audience for your event report.
Step 2. Create a process to monitor the information needed throughout the event
You can't just rely on memory.
- Monitor key information before, during, and after the event to create more specific and above all, more effective reports. This method also allows you to compile reports according to a timeline.
- Consider conducting ongoing data collection with the help of multiple people, if needed (including interns). In essence, reporting should not wait for the completion of the event.
Step 3. Summarize the report to the main points
One of the problems with event reports is that they tend to cover little of the agenda or focus on sweet statements. Don't do that. It's a good idea to highlight the core points clearly and analytically.
- Select some important parts of the event to be discussed in more detail. Find the three things that happened the most successfully, and the three points that surprised the most.
- Don't fill the report with unimportant details, such as the lunch menu or a detailed summary of the entire keynote presentation. You need to include the things that are important.
Part 2 of 3: Putting the Right Content in the Report
Step 1. Write an executive summary
The event report must include an overview which is an abridged version of the full report. Think of the executive summary as an introduction to the event report.
- You may create two reports, one executive summary created for people interested in the outcome of the event, and a more detailed report for people involved in preparing, executing, and sponsoring the event.
- In the executive summary, you should discuss and focus on the key objects and results. The executive summary should be short, just a page or two. The report should summarize the key elements of the event, and include a brief interpretation of the data
Step 2. Include deep visual aids in your reports
Often reports are more effective when they have graphs that illustrate statistical trends, rather than simply reporting a bunch of numbers to the reader.
- If the event includes a new product, we recommend that you include a photo of that product. Photos showing the moment during the event can help the reader of the report to get an idea about the event being held. Try to take photos showing the sponsor's involvement at the event to be documented in the report. Again, this task cannot wait for the completion of the event.
- You can also include samples, reproductions, and other examples that occur on site. Report the number of people who received sponsored coupons, etc. Document the on-site and off-site exposure generated by the event, in the media, to audiences, for sponsors.
Step 3. Document all advertising and media exposure
We recommend that you assess the comparison of the resulting media to the stated objectives of the event.
- Focus on print ads and articles that include the sponsor's name and ad, in addition to the daily newspaper distribution count and ad rating.
- Document television commercials, public announcements, rate card and rating card values, and news coverage.
- Don't forget radio documentation, rate card ads, grades for advertising and promotions, audited reports, and so on.
Step 4. Include a statement of the purpose of the event
You'll need to relate the event's objectives to the outcome, so make sure you include a reminder of the event's original mission and objectives.
- You can include a program list of events. You should also discuss who will be the key participants during the event. However, keep it short.
- Make sure you spend a lot of time registering and discussing the specific key results of the event and matching them with the results that are registered. Be realistic, and don't sweeten things that don't work out the way they should.
Step 5. Include financial information from the event report
You should provide a detailed discussion of the event's running budget and actual expenses. Make sure you include a comparison of your budget to actual expenses, as well as highlighting some of the things that went well and areas that need improvement
- You should also itemize any costs, including costs of marketing and promotional activities, staff expenses, and sponsorship costs. We recommend that you create a detailed budget. Finance managers and senior executives will want to see evidence to support your spending conclusions.
- Include income calculations, for example from tickets, sponsors, and exhibitions. However, make sure you compare actual revenue to forecasts.
Step 6. Include statistics that are relevant to the reader
Don't let your report be filled with sweet information. The number of people who attended the event is one of the data you need to include. We recommend that you provide measurable data in reports.
- Statistics and other related data that can be included such as the number of sales and the number of visitors at a particular booth. The event report will be more credible if the data provided is complete. Include information regarding participants/visitors. Include demographics, visitor numbers, and visitor research results (eg buying habits).
- Report the number of people who responded to sponsored campaigns, as well as donations to nonprofits. Document the economic impact and employee participation.
Step 7. Include qualitative elements that contextualize the data
Your report should include some statistics, but you'll also need people citations to provide context-related feedback.
- Gather feedback and feedback from attendees and event team members so that the assessment of event success doesn't just come from event report writers. This makes your report more credible.
- Also consider including third-party research. Putting value on media exposure is one example of what third parties can research.
- Space value and event preparation. You should take the time to assess the effectiveness of the site and preparation from another person's point of view. Discuss how to use the space for conferences, events, etc.
Part 3 of 3: Completing the Event Report
Step 1. Make an event report on time
Try to write and publish the report as soon as possible after the event. Make sure you schedule this on your calendar to make sure it's on time. Some people recommend publishing the report 30 days after the event, but others argue that the report should be published just a few days after the event.
- Whenever the deadline is, make sure you don't miss it. Perhaps, you are writing an event report for an agency that is requested by a particular client. Pay attention to all requests.
- In essence, your audience expects a thorough and timely report. So, create reports that live up to expectations and don't wait too long to get stale.
Step 2. Review your event report
Make sure the event report uses good grammar and is free of misspellings, punctuation, and other errors.
- Make sure your answers are not shallow. As a general rule, you should use the “show, don't tell” writing technique. This means that you should provide some specific examples to support the general points made in the report.
- Don't forget your audience, and make sure the writing of the report looks formal and professional. Event reports are not informal documents; this document is important to determine the feasibility of procuring the event so it must sound authoritative.
Tips
- Take more photos than you need. The more choices, the better.
- When you collect quotes from leaders and planners, don't go straight to them. They are people who are still around long after the event ends. It's best to first ask the people in the crowd your question as they will be the first to leave. Also, don't disturb the speaker or event leader if he or she is busy. They will be able to be questioned later.
- When collecting quotes, keep the conversation normal and keep asking questions naturally until the other person is willing to speak his mind.
- Collect more quotes than you need. The more, the better.
- A good photo can show how the event went or how people reacted to the event.
- Try taking photos that show the big picture of the event as a whole, including photos of the crowd and speakers in one image to show readers the magnitude of the event.
