Event-based communication

Event-based communication is a strategic approach to delivering tailored messages around specific organisational events such as product launches, company milestones, or employee celebrations. By aligning the messaging with the event’s purpose and audience, organisations can amplify engagement, build excitement, and foster a sense of community.

This in-depth guide explores the principles, strategies, and benefits of event-based communication, offering actionable insights for organisations to create impactful and memorable messaging.

What is event-based communication?

Event-based communication refers to the structured planning and delivery of messages tailored to key events within an organisation. These messages aim to inform, engage, and inspire employees, stakeholders, or external audiences about the event while aligning with broader organisational goals.

Key characteristics of event-based communication:

• Targeted: Designed to resonate with the specific audience for the event.

• Time-sensitive: Planned around the event timeline for maximum impact.

• Engaging: Uses creative and interactive elements to capture attention.

• Purpose-driven: Aligns messaging with the event’s goals and desired outcomes.

Why event-based communication matters

1. Builds anticipation and excitement

Effective communication creates buzz and enthusiasm, driving participation and engagement.

2. Enhances organisational culture

Celebrating milestones or achievements reinforces shared values and strengthens workplace camaraderie.

3. Aligns teams with objectives

Clear and consistent messaging ensures everyone understands the event’s purpose and their role in its success.

4. Amplifies impact

Tailored communication helps maximise the reach and effectiveness of the event, whether it’s internal or external.

5. Strengthens relationships

Engaging communication fosters connections with employees, stakeholders, and external audiences, building trust and loyalty.

Examples of event-based communication

Example 1: Product launch

A company uses email campaigns, social media teasers, and internal updates to build anticipation and share details about the product launch.

Example 2: Company anniversary

Leadership sends a video message thanking employees for their contributions, complemented by a timeline of key achievements.

Example 3: Training program kickoff

HR announces a new training initiative through an intranet post, including registration details, schedules, and testimonials from past participants.

Strategies for effective event-based communication

1. Define clear objectives

Identify the goals of the communication effort, whether it’s driving attendance, sharing updates, or celebrating achievements.

2. Know your audience

Tailor messaging to resonate with the intended audience, considering their preferences, roles, and expectations.

3. Create a communication timeline

Plan messages in advance, aligning them with key milestones leading up to and following the event.

4. Use multiple channels

Leverage a mix of email, intranet, mobile apps, social media, and in-person announcements to reach your audience effectively.

5. Incorporate storytelling

Share relatable stories or testimonials to create an emotional connection with the audience.

Tools for event-based communication

Recommended platforms:

• tchop™: A versatile tool for delivering event updates and engaging content through mobile and web apps.

• Email marketing platforms: Automate pre-event and post-event messages with tools like Mailchimp.

• Social media platforms: Build buzz and share highlights with external audiences.

• Video conferencing tools: Facilitate virtual events and deliver live announcements.

• Event management platforms: Use tools like Eventbrite or Whova to organise and promote events.

Challenges in event-based communication and solutions

1. Reaching a diverse audience

Not all employees or stakeholders may have access to the same communication channels.
Solution: Use a combination of digital and offline methods, ensuring inclusivity.

2. Managing timelines

Event communication can be disrupted by last-minute changes or delays.
Solution: Create a flexible communication plan with contingencies for unexpected developments.

3. Generating engagement

Employees may view event communication as low priority.
Solution: Use interactive elements like polls, quizzes, or sneak previews to capture interest.

4. Measuring impact

It can be challenging to gauge the effectiveness of event communication.
Solution: Track metrics such as attendance, engagement rates, and feedback to evaluate success.

Best practices for event-based communication

1. Start early

Begin communicating about the event well in advance to build anticipation and allow time for preparation.

2. Use visuals

Incorporate images, videos, or infographics to make messages more engaging and memorable.

3. Highlight key details

Clearly communicate the event’s purpose, date, time, location, and any required actions.

4. Involve leadership

Have executives or team leaders share messages to add credibility and personalisation.

5. Follow up

After the event, share highlights, express gratitude, and provide any next steps to maintain momentum.

Benefits of event-based communication

For employees:

• Builds excitement and a sense of belonging around organisational milestones.

• Provides clarity about their role in the event’s success.

• Strengthens engagement through interactive and creative messaging.

For leaders:

• Enhances team alignment and collaboration.

• Boosts the visibility and impact of key initiatives.

• Strengthens relationships with employees and stakeholders.

For organisations:

• Reinforces cultural values and organisational identity.

• Increases the success rate of events through effective messaging.

• Builds a positive reputation internally and externally.

Final thoughts

Event-based communication is a powerful tool for engaging employees, aligning teams, and amplifying the impact of organisational milestones. By crafting clear, engaging, and targeted messages, organisations can ensure their events resonate with audiences and achieve their goals.

When communication is aligned with the purpose and audience of the event, it transforms key moments into opportunities to strengthen relationships, drive participation, and celebrate shared successes.

FAQs: Event-based communication

How does event-based communication differ from regular communication?

Event-based communication is tailored specifically to key organisational events, such as product launches or company milestones. Unlike regular communication, it is time-sensitive, purpose-driven, and designed to generate engagement and alignment around the event’s objectives.

What are the most effective channels for event-based communication?

The most effective channels depend on the audience but can include:

• Email campaigns for detailed updates.

• Intranet platforms for centralised event resources.

• Mobile apps for real-time notifications.

• Social media for creating buzz and reaching external audiences.

• Team collaboration tools like Slack or Microsoft Teams for internal discussions.

How early should event-based communication start?

The timeline depends on the scale and complexity of the event:

• Large events (e.g., product launches): Begin communication 2-3 months in advance.

• Medium events (e.g., training sessions): Start 4-6 weeks prior.

• Small events (e.g., team celebrations): Communicate 1-2 weeks ahead.

How can organisations ensure engagement with event-based communication?

To drive engagement:

• Personalise messages to make them relevant to the audience.

• Use interactive elements like polls, teasers, or contests.

• Highlight the benefits of participating in or attending the event.

• Involve leadership in delivering key messages to add credibility.

What metrics can be used to measure the success of event-based communication?

Key metrics include:

• Attendance or participation rates for the event.

• Engagement levels with pre-event content, such as email open rates or social media interactions.

• Feedback from post-event surveys.

• Website traffic or app usage during the event.

• Media coverage or external mentions if the event targets broader audiences.

How can event-based communication be inclusive for remote or deskless workers?

To ensure inclusivity:

• Use mobile-friendly platforms to share event updates and resources.

• Provide virtual participation options, such as live streams or webinars.

• Share recorded highlights for those unable to attend live.

• Communicate in multiple languages if applicable to the workforce.

What role does leadership play in event-based communication?

Leadership plays a key role by:

• Setting the tone for the event’s significance.

• Delivering motivational or celebratory messages.

• Encouraging participation and engagement from teams.

• Acting as ambassadors for external events, such as product launches or partnerships.

How can organisations handle last-minute changes in event-based communication?

To manage last-minute changes:

• Have contingency plans in place for key messages and timelines.

• Use real-time communication channels, such as mobile notifications or instant messaging.

• Be transparent about the reasons for changes to maintain trust.

• Focus on clarity and brevity when updating employees or stakeholders.

How does storytelling enhance event-based communication?

Storytelling adds emotional resonance and relatability to event-based communication by:

• Highlighting individual or team contributions to the event’s success.

• Sharing the journey behind milestones, such as challenges overcome.

• Creating a narrative that connects the event to organisational values or goals.

Can small businesses benefit from event-based communication?

Absolutely. Small businesses can use event-based communication to:

• Celebrate team achievements and build camaraderie.

• Promote new products or services to customers.

• Strengthen relationships with employees and stakeholders through meaningful messaging.