• by Alison Hill , Columnist, November 5, 2015

Last weekend I had the pleasure of attending a star-studded movie premiere for a new family-friendly film. The whole afternoon was fabulous; the premiere was executed flawlessly. As a PR person who often produces special events herself, I can’t help but notice the details that go into a project like this. It takes an army of skilled professionals to pull it off without any glitches, and it got me thinking of the dos and don’ts involved in producing a special event. 

• Do invest in a good designer to produce a creative, eye-catching invitation. The invitation sets the tone for your event and it needs to be done with style and flair so people will want to attend. Think of it as your calling card.

• Do devise a catchy theme that you can carry out throughout the event. A friend of mine and I used to host “blue parties”— everything from the drinks to the décor was blue. It can be as simple as that. Needless to say, the theme can also be a lot more elaborate. Years ago, I produced a party for Captain Planet, the animated series about an environmentally minded superhero. All the party elements had to be themed to the series, and because the show was about saving the environment, I had to ensure that everything was “green,” including the food we served and the plates and utensils we used.

• Do incorporate music into your party. An event will feel dead if there isn’t lively music of some kind playing in the background. If you can’t afford a band, opt for a DJ who can spin the appropriate tunes for your party theme.

• Do plan for enough food. There is nothing worse than running out of food at your event. I know some people like to use the 20% rule, meaning that 20% of the people who RSVP’d will not show up for your party. Then they plan their food based on that number. I prefer to stick with the actual number of people who RSVP’d for my head count. If you have leftover food, you can send creative doggie bags home with guests, or pre-arrange to donate it to a shelter.

• Do include some kind of activities at the party. People need ice-breakers to help get them mingling. If dancing isn’t an option, consider food or activity stations where they have to hop around a bit and get to know their party mates.

• Don’t assume that people will RSVP, or that if they do RSVP they will show up without some additional prodding. It’s important to follow up with a confirmation phone call or an email or maybe even both.

• Don’t underestimate the number of staff people you will need. The person in charge of the AV can’t also be the person overseeing the caterer or dealing with check-in. Things happen pretty quickly at events and it’s important to have enough people to handle every detail, no matter how small it might seem.

• Don’t forget to have greeters and/or a host who will make the rounds to say hello to everyone. This is a key role at a party, as you want people to feel welcomed and included.

• Don’t use name tags unless it’s a conference or other event where the primary purpose is for professional connections to be made. For parties, premieres, product launches, skip the name tags; they’re cold and uninviting. Better to have a number of hosts who will make introductions and ensure that everyone is mingling.

• Don’t cheap out on the swag. At the same time, less can be more. If your budget is limited, opt for one quality item rather than a bunch of low-end gifts. I once received a beautiful candle at a charity event and used it for months afterwards (and thought of the charity each time I lit the flame). But who really needs a paperweight or another keychain?

My key piece of advice: Keep your own stress to a minimum. No one wants to see crazed publicists running around a party with their hair on fire—it kind of kills the mood. Plan ahead, hire good people, trust them to do their jobs (while verifying occasionally throughout the evening), and maintain your sense of humor. It will help you and the event.