Those who think that events may only be funny can soon find
the smile wiped off their faces.

Of course there are events which only serve to entertain. But from the
perspective of PR, events must serve a purpose: they have to achieve
communicative goals.
An original idea is helpful but must not constitute an end in itself. It must
also ‘fit’ – into the overall concept and the goals.

This is why professional communication work always begins with a
design for an event that is consistent with the overriding goal. Only then
the detailed planning begins. The decisions to be taken range from the
choice of suitable partners, the venue and the main players right through
to the choice of perfect technology.

An event is not finished until the entire follow-up, media work and
evaluation have been completed.