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Innovation is the key to staying ahead of the game in e-commerce, and successful companies continually engage in new projects, whether to design a new product, to implement a new business practice or operating procedure, or any other new endeavor. Project management is the science of keeping projects focused, on schedule, and profitable. Project managers are charged with keeping costs down and logistical problems under control, reinforcing the project's goals, keeping all those working on the project motivated and focused, and seeing that the project reaches its ultimate goals. The research firm Gartner Group reported in 2002 that half of all information technology projects failed to meet their objectives, while Boston-based Aberdeen Group Inc. estimated that fully 30 percent were abandoned before completion, and 90 percent of those completed were delivered behind schedule.
The organized flow of information through the project team is a final key element in successful project management. Knowledge management is sharing knowledge and information in an efficient and productive manner, and aims at the elimination of redundancy within the project. Employees can build on accumulated knowledge to devise solutions to new problems, rather than continually starting from scratch. To aid this process, you may wish to quantify and classify your firm's problem-solving techniques and approaches to various business situations, and take an inventory of the expertise existing among its employee ranks.
SOFTWARE
A bevy of software packages to aid in project management are available. These packages can assist managers in keeping tabs on and organizing all the processes and concerns involved in the project. Project-and resource-tracking software, for instance, lets you organize tasks in a hierarchical list, and under each task and subtask you define the resources, budget, employees, and assignments. In addition, you can enter priorities for which tasks need to be completed first, and then configure how best to allocate all available resources toward that end. Time-tracking software allows for detailed overviews of where time is being spent and lost on your project, so you can spot and weed out inefficiencies. Bug-tracking and version-control software helps you keep track of all the software and hardware being employed in by all members of a project team, so you can coordinate your systems and applications for the greatest efficiency. This can, for instance, ensure that all members of one committee are operating with the same version of a particular software application, and that no one is using equipment that is incompatible with the project needs. But as analysts repeatedly point out, project-management software does not make for good project management. Rather, they are mere tools that, in the hands of a strong project manager with a sound strategy, can help generate increased efficiency and meet goals.
EVENT
Event management, also known as special event planning, provides a valuable vehicle by which for-profit and not-for-profit organizations are able to engage in specialized public relations activities. Events help organizations become recognized and establish and maintain relationships with key constituents through direct communication. Types of special events utilized by organizations include new building dedications, fundraisers, galas, product launches, receptions, and community or arts sponsorships. When executed well, events can add greatly to the organization's profile and prestige.
When planning a special event, there are a number of important considerations to take into account. First, a special event needs to be a part of a larger public relations plan. It should follow traditional public relations techniques of research, planning and budgeting, implementation, and evaluation. Furthermore, the event must be effectively promoted to generate both media and public interest. Although standard public relations techniques are necessary, special events also have a number of unique characteristics that require specific planning and focus. Attention to detail is especially critical in event management, in which perfection is in the mastery of thousands of small details. From start to finish, there are a number of important concerns that an event planner must keep in mind. First, care must be taken in choosing the timing and the location of the event. The event also must not conflict with other major events. If the occasion will be held outside, attention must be paid to weather concerns, with contingency plans made available. Additionally, thought must be given to signage, transportation and reception, as well as to necessary banners and other promotional materials that effectively represent the organization's image. There also is the problem of providing tickets; tickets provide event managers a means by which to gauge interest and to manage attendance. Another feature of special events is that they characteristically require production and technical assistance in the form of a stage, audiovisual equipment, microphones, and lighting. Most of this equipment, as well as tents, booths, fences, tables, and portable generators, is available for rent. Special consideration should be given to the choice of food and beverages; the organization must take into account the image it wants the special event to promote, as well as modern drinking and dietary habits and concerns (e.g., vegetarianism and food allergies). The same concerns often surround the topic of entertainment. Entertainment must not offend, must be booked and paid for, and again, must reflect positively on the organization. Risk management is a further concern. It clearly goes without saying that safety procedures need to be spelled out and followed. Contingencies that must be planned for include illness, heart attack, and overconsumption of food or drink; therefore, if liability insurance is not enough, necessary insurance riders for the event must be procured. A major issue of event planning is that of security: keeping out unwanted guests or activists who would seek to disrupt the event and ensuring the safety of those who are inside. Finally, though it is less than glamorous, sanitation is an area that requires attention. Some companies have taken to renting trailers with generous "powder rooms" to get away from the indignities of port-a-potties. Finally, additional planning must be done to handle the collection and disposal of trash. Keith Michael Hearit See also Campaign; Cause-related marketing; Communication management; Community relations; Consumer/customer relations; Entertainment industry publicity/promotion; Philanthropy; Photo-op; Program/action plans; Publicity
Bibliography
Allen, J. (2000). Event planning. Toronto: Wiley. Cutlip, S. M., Center, A. H., & Broom, G. (2002). Effective public relations (8th ed.). Upper Saddle River, NJ: Prentice Hall. Goldblatt, J. (2002). Special events: Twenty-first century global event management (3rd ed.). New York: Wiley. Matera, F. R., & Artigue, R. J. (2000). The special event campaign: If you plan it, they usually come. Public Relations Campaigns and Techniques (pp. 201214). Boston: Allyn & Bacon. O'Toole, W., & Mikolaitis, P. (2002). Corporate event project management. New York: Wiley.
Source Citation: Hearit, Keith. "Event." Encyclopedia of Public Relations. Ed. Robert
Heath. Vol. 1. Thousand Oaks: Sage Reference, 2005. 301-302. 2 vols. Gale Virtual Reference Library. Gale. UiTM Melaka. 16 July 2009 <http://find.galegroup.com/gvrl/infomark.do? &contentSet=EBKS&type=retrieve&tabID=T001&prodId=GVRL&docId=CX3439100156&source=gale&us erGroupName=uitm_mlk&version=1.0>.