Mastering Crisis Management During Live Events With Esther Solanilla Sánchez-H.

In the realm of event planning and management, ensuring the success and safety of live events is paramount. However, the unpredictable nature of life often presents unforeseen challenges that can escalate into crises if not handled adeptly. 

From natural disasters to technical malfunctions, crises can arise in various forms, posing significant risks to the smooth execution of an event and the well-being of attendees. Therefore, it is imperative for event organizers to be well-prepared and equipped with effective crisis management strategies to navigate through unexpected situations with minimal disruptions.

In this event industry expert series, Esther Solanilla Sánchez-Hermosilla, Event Coordinator, EMEA at Visit.org shared valuable insights and actionable tips to help event organizers effectively mitigate risks, maintain control, and safeguard the success of their event.

– How do you define a ‘crisis’ in the context of live events, and what are some common examples you’ve encountered?

Crisis in events are unexpected situations that arise and might negatively affect the development of the event, the reputation of the company/institution, stakeholders and everything involved. It is probably the hardest step of event management. 

There will always be normal ‘problems’ or challenges, but a crisis is more than a normal problem. Crucial it is to understand the nature or the roots of the crisis in advance. Some of the factors might be out of the control of event management like natural disasters, politics, etc. but all of them should be contemplated within the plan.

Common examples are technical issues with softwares and installations used for the events (although technology is a great ally mostly), logistical issues related to shipping materials and venues, or the no-show of important attendees/speakers.

– What are some key steps event organizers should take in preparing for potential crises before a live event?

The first step should be identifying potential crisis situations considering all the factors that might affect the good development of the event. Taking into consideration your environment, create the Crisis Communication Plan having the participation of leaders from the most strategic areas of the event and clarifying the steps to follow realistically. This plan will be the roadmap for overcoming any issue in the future. There is always a plan ‘C’.

This is something that will always be done even if the magnitude of the event is not so big. We need to also pay attention to small details as part of this plan, they must be included. A situation like not having enough tables in a conference room at an office for an event with 20 people could not be considered a ‘crisis’ issue as it could apparently be solved easily, but the strategy to get there is already thought of.

– How do crises affect relationships with sponsors and partners, and what steps can event organizers take to maintain these important connections during challenging times?  How does knowledge of crowd psychology inform decision-making during a crisis?

As mentioned before, the image of a company/institution is one of the main aspects to consider when having a crisis. It is one of the most valuable assets depending on the perception of the attendants. We all know that building a reputation is hard work and time consuming, and the damage caused could even be extended over years. By managing crises in the right way, you can uphold your/their reputation and credibility minimizing the impact.

Communication is key. It needs to be transparent and effective. During the organizing of an event process, it is important to have powerful communication channels not only within the company but also with the stakeholders. One of the first steps would be understanding their expectations and being flexible. Getting to know the implicated parts as well as possible in order to perceive their way of thinking or behaving. 

Establishing meetings along the process. They should be aware of the plan. During a crisis, the internal team is responsible for communicating with stakeholders and deciding what information should honestly be shared with them. Being calm, confident and proactive is essential, always finding solutions to challenges and working together for a purpose.

Monitoring the process continuously and adapting plans accordingly helps to maintain the connections with everyone involved. 

– How can event organizers minimize the financial impact of a crisis, and what strategies can be employed to recover financially after an incident?

I believe most of the strategies in the Crisis Management Plan are focused on minimizing the financial impact of a crisis, just because this aspect is often touched collaterally. There are a lot of cases where an event affected the reputation of a brand badly, not being the issue related with the investment, and this led to a huge money drain. Depending on the cause of the incident, the event management team would act in a way or another. 

That being said, the contingency plan exists and needs to have all the details regarding the actual costs and the tentative ones that might occur. This mostly includes investing wisely within a budget, setting funds in order to be able to use them if needed and adapting it to the situation. 

The evaluation of strategies and protocols is a learning and growing process to succeed.

– Are there emerging trends or technologies that you see playing a significant role in enhancing crisis management capabilities for live events in the future?

The integration of digital technologies is critical to the growing future. The most important one which we already have implemented is softwares or platforms including features to help organize an event running smoothly, such as the check-in process through QR codes saving time for other relevant aspects. The automation of action plans reduces the time spent and the cost incurred. 

Nowadays, Artificial Intelligence is playing an essential role and there is more to come. Cybersecurity is necessary to protect confidential or sensitive information in a world evolving and growing faster than ever.

For more in the Events Industry Experts series, check out our interview with Jonathan Pritchard, Shawn Cheng, Olivia Preston-Lee, Patric Weiler, Shameka Jennings, Janice Cardinale, Courtney Stanley, Helen Moon, Danica Tormohlen, Ashley Brown, Jason Allan Scott, Brandt Krueger, Corbin Ball, Will Curran, and Stephan Murtagh today!

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