Depok-Event planning and management is an important aspect in the world of public relations. An event is often a means to build relationships with the public, improve a brand’s image, or achieve certain communication goals. In order to improve these competencies, the Public Relations study program, Vocational Education Program, Universitas Indonesia (UI), held a guest lecture by presenting Rani Sherly Makkarumpa, Chief Operating Officer of Harada Communication, on February 25, 2025. This guest lecture is an integration with the Special Event Management and Protocol courses studied by Public Relations study program students.
On that occasion, Rani explained the systematic steps in planning and managing an event effectively. The first stage begins with making an event proposal by setting the event objectives. According to her, these objectives must be specific, measurable, and aligned with the organization’s vision. After setting the objectives, the next step is to identify the target audience. In addition, making a realistic budget is also an important part of planning to ensure that all event needs are met without exceeding financial limits.
Rani gave an example of a company that focuses on selling audio equipment that promotes their latest product. “One of the promotional efforts made by the company in promotional activities is an interesting campaign. In addition, the involvement of the media and Key Opinion Leader (KOL) is one of the keys to increasing public awareness of the product. Other efforts through press conferences and product trials are strategic steps taken by the company by creating personal experiences and growing social connections with the target market,” said Rani.
(Photo: Rani explains the systematic planning and management of the event)
Furthermore, Rani said that in the preparation stage of an event, it is necessary to involve the formation of a competent and responsible team. This team consists of various divisions, such as logistics, creative, public relations, and others. No exception, the selection of a venue that is in accordance with the event theme and audience capacity must be done carefully. In addition, event promotion through various communication channels, such as social media, e-mail marketing, and conventional media is needed to increase attention from the target market.
Next, the implementation stage is the main step in event management. Rani said, “At this stage, team coordination is the key to success. The role of public relations is to ensure that all elements of the event run according to plan, including participant registration, event arrangements, and handling important guests. In addition, public relations must also be prepared to deal with emergency situations or crises that may occur during the event.”
Finally, evaluation needs to be done after an event ends. This evaluation includes analysis of the achievement of objectives, feedback from participants, and identification of strengths and weaknesses in the implementation of the event. Data collected from this evaluation can be used as learning material to improve the quality of future events. Rani added, “Overall, good event planning and management requires a combination of mature strategy, a solid team, and proper execution. Through these steps, public relations can create events that are not only operationally successful, but also achieve the expected communication goals.”
Head of the Public Relations Study Program, Mareta Maulidiyanti, S.Sos., M.M., said that events are one of the main pillars in the world of public relations. Insight into organizing an event needs to be studied in depth by students. “I hope that the material presented by Mrs. Rani can be implemented by students, both in event planning within the faculty while they are studying, and after they graduate and become public relations practitioners in the industry,” Mareta concluded.
