It’s quite ironic to talk about planning an event during a pandemic. When we are all clad in masks, mandated to stay six feet away from one another, and at risk of catching COVID-19, how would one even go about taking on such a task?

As a publicist and event guru, I know what it takes to pull off a killer event. The fact is, the show must go on, and for many law firms and service businesses, events are an essential way to connect with prospective clients and maintain business relationships. Here, I’m breaking down the steps you need to know so that your firm can host its charitable events, receptions, networking cocktail hours, recruiting events and more in a way that is safe and optimal for all involved.

  • Assess the risk. Safety is of course the most important piece of this puzzle, and you need to be sure that the reason for gathering in person is warranted and that all current COVID guidelines are in place. As a general rule, I would encourage you to produce your event virtually. Then again, I just safely and successfully hosted my daughter’s destination wedding in Colorado during the pandemic—so when there is a will, there is a way.
  • Use your imagination. When considering your event, first envision it as if these were normal times. What makes your standard events great? What is your event known for? Do you have a signature cocktail, a known great speaker, or a fabulous room at your disposal? Now, go through the thought exercise of seeing what it would be like to host this event virtually. How can you implement these same key concepts in the digital sphere? What are the ways to evoke the same feeling of your in-person events?
  • Decide on “virtual” vs. “in person.” After going through this risk assessment and imaginative exercise, you’ll need to make a decision on whether or not to have your event virtually or in person. 9 out of 10 times, I’d encourage firms to host their events virtually, but there are certain ways to execute an in-person event that make sense. For example, golf and tennis dates/tournaments are a great way to foster in person connections, albeit on a smaller scale than a traditional event. Social distancing and fresh air will be abound, and perhaps an intimate one-on-one with a prospect over 18 holes is the best way to secure the deal.
  • Lean in to your virtual event. All things considered, it is pretty amazing that we are now on fluent in Zoom, and can gather in such big groups seamlessly on the web. Utilize the really wonderful opportunities that this technology affords to make your event stand out. Consider creating a custom green screen background for your event, or enacting the Zoom Break Out Rooms feature to create more intimate, smaller group conversations that might be the norm at a networking event or fundraiser. I’ve attended all sorts of virtual events, from wine tasting fundraisers to a celebration of life for a community leader who passed away. Each of these events have been well attended, tasteful, and truthfully, an enjoyable use of my time. There is something kind of fascinating about seeing a big-time corporate leader in a small Brady Bunch box, in casual clothing, just like you and me. Virtual events are being received well, more so every day. Don’t put it down, instead, lean into it, give it a chance, and get creative with it.
  • Follow Up. Whether your event was virtual or in person, the same rules apply—follow up! Follow up with the people you met at the event; use it as a way to catalyze new connections and relationships that translate into business. Follow up with the people who attended your event to solicit feedback on the experience. Consider creating a survey they can fill out so you have intel on what worked, and what didn’t, that you can use for your next event.