Risk Management in Events - Jessie States / Alex Plaxen

Summary

In this interview, Jesse States, Director of MPI Academy, discusses the critical importance of risk management for event planners. He emphasizes how proactive crisis communication, safety plans, and understanding potential risks—ranging from weather to controversial speakers—are essential in ensuring the safety of attendees and the success of events. Jesse offers practical advice on creating risk management plans, performing risk assessments, and preparing teams through scenario planning. He also touches on the challenges of getting buy-in from stakeholders and stresses that safety must be the top priority for event professionals.

Takeaways

• 😀 Event professionals often lack written safety and security plans, and many don't conduct emergency preparedness activities.
• 😀 Crisis communication and risk management education is severely lacking in the event industry, despite its critical importance.
• 😀 The importance of proactive planning cannot be overstated; waiting until something goes wrong is too late to act effectively.
• 😀 Research reveals that more than half of event professionals don't have a comprehensive crisis communication or risk management plan in place.
• 😀 Collaboration with organizations like the National Center for Spectator Sports Safety and Security (NCS4) can provide valuable resources for event planners.
• 😀 Understanding and addressing risks beyond obvious ones (e.g., weather, terrorism) is crucial—consider controversial content, VIP needs, and local protests.
• 😀 The 10-80-10 rule describes audience behavior in emergencies: 10% are proactive, 80% wait for instructions, and 10% obstruct or panic.
• 😀 Risk analysis should include assessing historical data, understanding the local environment, and identifying possible threats specific to each event.
• 😀 Event planners should practice impromptu planning, ensuring that all team members are ready to act if an unplanned incident occurs.
• 😀 Gaining buy-in from higher-ups for risk management requires framing it as a business and financial necessity, emphasizing the cost of inaction.
• 😀 Event planners should customize their risk management plans for each specific event, rather than relying on a generic or outdated approach.

Q & A

Why is risk management often overlooked in the event planning industry?

Risk management is often overlooked because many event professionals don't receive the necessary budget or support from stakeholders until a crisis occurs. The industry tends to react to issues only after something goes wrong, rather than proactively preparing for potential risks.

What is the main challenge event planners face when trying to implement risk management strategies?

A key challenge is overcoming the industry's tendency to believe 'it won't happen to us.' Many event planners feel that the likelihood of a crisis at their event is low, making them less inclined to allocate resources or time for comprehensive risk management.

How did the crisis communication certificate come about, and why is it important?

The crisis communication certificate was developed after Jesse States began creating content for it, and MPI Academy saw the value of offering it. It's important because it provides essential training for event planners on how to communicate with attendees during a crisis, an area that had not been widely addressed in the industry.

What surprising insight did the collaboration with the National Center for Spectator Sports Safety and Security reveal?

The collaboration revealed that resources and strategies used for mega-events like marathons, the Super Bowl, and the Olympics could also be adapted for conferences, trade shows, and other events. This discovery opened the door for sharing critical safety practices across different types of events.

What is the 'ten eighty ten' rule, and how does it apply to event management?

The 'ten eighty ten' rule describes how an audience will react during a crisis: 10% will be proactive and help, 80% will wait for instructions, and 10% will resist or obstruct. Event planners need to prepare their speakers and staff to manage these varying responses effectively.

Why is it important for event planners to constantly practice crisis scenarios with their teams?

Practicing crisis scenarios ensures that the team knows their roles and can respond quickly and effectively during an emergency. It's vital that the procedures are ingrained into their muscle memory, rather than relying on a dusty binder or theoretical knowledge.

How does risk management go beyond just handling weather or terrorism threats?

Risk management also involves considering less obvious risks, such as controversial speakers, protests unrelated to the event, union strikes, or even other events happening in the same venue or city. Being prepared for these scenarios requires a broader perspective than just the typical concerns like weather or terrorism.

What steps can event planners take to begin implementing risk management for their events?

Event planners can start by developing a customized risk management plan, using templates like 'Ready Business' from the U.S. government. They should then conduct a risk analysis, assessing potential risks, and categorize them by likelihood and impact. From there, they can decide on risk mitigation strategies.

How should event planners engage their stakeholders to get buy-in for risk management initiatives?

To gain buy-in, event planners need to present the business case for risk management, emphasizing how preventing crises can save money and protect the organization. They should highlight the importance of safety and how investing in preparation is ultimately more cost-effective than dealing with a crisis.

What role does collaboration play in effective risk management for events?

Collaboration is crucial because risk management isn't just about the event itself—it's about understanding the risks posed by other events, venues, and the surrounding environment. Event planners should work closely with venues, cities, and other stakeholders to share knowledge and prepare for potential risks that could affect the event.