Strategic Communications

Event Planning Guide

Event planning is a decentralized function often involving several offices: Hospitality, Operations, Strategic Communications, Protection (security), Business Office, Development, Information Technology, Procurement, Advancement operations (if they need mailing lists), etc.

As an event organizer, you are responsible for involving and coordinating with all the offices concerned. You are the primary owner of the event timeline and coordination, from planning through post-event follow-up. We offer this guide to help you identify various factors to consider.

Plan for Success

The best thing you can do to ensure a successful event is plan early. Here are some tips:

Essential Preparations

These are the typical tasks, decisions, and arrangements to tackle. Not all items may apply to your event. Many of them determine the budget and timelines.

The Basics

Define the event

This classification determines timelines, approval levels, protocol requirements, media involvement, and resource allocation.

Clear Ownership & Approvals

Attendance Objectives

Each event must define a clear attendance objective aligned with its purpose, classification, and target audience. Attendance targets should be realistic, strategic, and used to guide venue selection, budget planning, promotion efforts, and resource allocation.

As a planning reference, the following indicative benchmarks may be used and adjusted based on context and strategic importance:

• Small events (20-50 attendees)
Examples: workshops, roundtables, small academic talks, and signing agreements.

• Medium events (50-150 attendees)
Examples: lectures, panel discussions, alumni talks, and press conferences.

• Major events (150-400 attendees)
Examples: conferences, flagship lectures, public talks, donor or alumni events, concerts, and major theater productions.

• Signature events (400+ attendees)
Examples: commencements, inaugurations, large public celebrations, and high-profile institutional events.

Attendance objectives should be reviewed post-event by comparing registration versus actual attendance, audience composition, and engagement level, and reported when relevant as part of post-event evaluation and institutional tracking.

Program & Speakers

Registration & Attendance

Invitation Lists & Dispatch

Roles & Responsibilities:

Stratcom-Led Invitations:

For select major institutional events, such as press conferences, groundbreakings, inaugurations, commencements, and graduation runway/fashion shows:

This ensures alignment with institutional priorities, protocol requirements, media engagement, and overall reputation management.

Invitation Dispatch Guidelines: 

Tools needed for promotion (as applicable and/or as needed):

While certain tasks might be completed by the event organizer using approved templates, others require coordination with Stratcom. Regardless of the approach, Stratcom must be informed of the event to ensure relevant amplification/promotional opportunities, and proper planning for media and content coverage.

Logistics & On-Site Requirements

Plan what you’ll need during the event:

Accessibility considerations:

Welcoming the audience

Welcoming officials at the event:

Media & Content Coverage

For visual clarity and professional presentation, ensure the tables in front of the speakers are free of distracting items (e,g., tissue boxes, bags, coats, water bottles), which overcrowd photos and affect their suitability for articles, press releases, website hero image, and social media.

Risk & Contingency Planning

Pre-Event Engagement

Sustainability

Post-Event Actions

Plan what should happen after the event (in coordination with Stratcom):

A Note on Photography and Videography

LAU does not currently employ event photographers and videographers. In some cases, professional photography is required and needs to be outsourced. Event details should be shared with Stratcom to allow for the preparation of a photography and videography requirements document, which will be used for submitting a request for “Photography/Videography services” through iProcurement.

For events involving television coverage, journalists, and/or professional photographers, a designated and well-equipped media area must be secured in advance to ensure clear, safe, and unobstructed coverage.


This includes appropriate space for cameras and tripods, clear sightlines to the stage or speakers, access to power when required, and positioning that does not disrupt the audience or program flow.

For major events, with complex photo/video needs and /or live streaming:

or

For RFP preparation, the following are required:

Account for the time needed for Stratcom to prepare the requirements or RFP and for Procurement to handle the bidding process to select a supplier.

Stratcom’s Focus

Stratcom leverages events for reputation-building. Accordingly, our role extends beyond the design of materials. We provide strategic guidance on content, messaging, branding, and selecting appropriate communication channels.

Our support also includes coordinating media invitations and coverage, engaging relevant influencers, advising on emcee selection and briefing, overseeing seating plans and protocol for VIPs and dignitaries, and supporting crisis communications when required.

Whenever possible, it is preferable to select an LAU alumna/alumnus as Master of Ceremonies, particularly those with recognized influence or standing in their field. Master of Ceremonies roles are ideally provided as an unpaid service, unless otherwise approved.

Send us a brief to inform us about your event, or contact us if you have any questions.