I­’ve participated to many corporate events, as an employee, as a guest and as an organiser too. The first perspective is the one that allowed me to complain about everything that I did not consider “perfectly executed”. I am a perfectionist, after all. The second perspective gave me the means to observe do’s and don’ts in corporate event space. But the third one, the most relevant one I would say, taught me the importance of communication. Considering all the moving pieces that are part of the race against time when organizing a corporate event, I can say I’ve learned to be the co-driver for my customers.

When most people think of a rally co-driver, they instantaneously think of the person sitting shotgun, shouting out all sorts of numbers and letters, while the driver goes flat-out down a mountain road.

In reality ,the co-driver’s job starts long before they even show up for the race. First, one of their most important pre-race jobs is to develop a plan for the team based on the goals of the driver. Whether the driver is just looking to finish the race, beat a certain competitor, or go all-in for an overall win, the co-driver will set the driver and team on the best path to achieve the overall goals.

When race weekend approaches, the “hard work” begins for a co-driver. They basically become the clock and calendar for the entire team, making sure each person and the car is where they need to be at the correct time.

Prior to the start of the race, the drivers and co-drivers will spend a day or two doing reconnaissance (or recce) of all the stages that will be competed on throughout the weekend. Depending on the rally and the organizers, there may or may not be pace notes provided to the teams. Accurate and smooth notes are the number one most important tool of the race. They need be communicated with clarity and brevity at full-speed during the race.

A rally driving team comprises the driver and the co-driver, they need to be in perfect symbiosis. The co-driver reads notes aloud, allowing the driver to know what to expect around each bend and over each crest, propelling the car as quickly as possible down the types of roads that were never intended to be driven fast.

The notes use the most precise and economical language to convey an incredible amount of detailed information.

Prior to the start of the race, the drivers and co-drivers will spend a day or two doing reconnaissance (or recce) of all the stages that will be competed on throughout the weekend. Depending on the rally and the organizers, there may or may not be pace notes provided to the teams. Accurate and smooth notes are the number one most important tool of the race. They need be communicated with clarity and brevity at full-speed during the race.

Communication corporate events

S­­­­imilarly as with the driver and co-driver happens with the start of each project, in this scenario an event. Prior to developing the communication plan, the Event planner must consider the inputs needed a.k.a go into reconnaissance , so the communication runs as smooth as possible:

  • Who needs the information ( within the company, 3rd parties we are collaborating with etc)
  • When the expected info is needed
  • The modality in which the info will be conveyed
  • How communications will be archived in case they need to be retrieved
  • Possible communication influences(time zones, working hours, languages,technology used, cultural differences etc

Of course, throughout the project the needs of the stakeholders should be revised and updated if needed.

Plan your Communication Strategy

1. Identifying your stakeholders

  • Create a stakeholder register – this should contain all the details related to the identified stakeholders, but should not be limited to : name, organizational position, location, role in the project,contact information etc
  • Main expectations based on the requirements provided, potential influence on the project and identifying the stage of the project lifecycle in which he/she has the biggest interest in
  • Stakeholder classification : internal/external, supporter/resistor/neutral
  • Create the stakeholder map so it can help you better visualize all the information above

2. Project management plan

  • This should provide guidance on how various people can be best involved in the project
  • Stakeholder management plan – is part of the overall Project management plan and describes the methods and technologies used for stakeholder communication
  • Use these plans to determine the level of interactions needed

3. Enterprise environmental factors

  • Organizational infrastructure
  • Organizational culture
  • People
  • Marketplace conditions
  • Risk tolerances

Starting with these essential steps the communication plan outputs should be born and your event is guaranteed to run as expected.

Consider the Event Planner your co-driver. There are so many things to tackle during an event, so having a trusted partner with whom you jump through hoops and can get YOU safely to your destination it’s very important.

Without them, you wouldn’t see companies going nearly as fast throughout the stages, and there would be a lot more disorganization within the team. So, who’s your co-driver for your next event?