Event Management and Corporate Social Responsibility - Essay Example

Corporate Social Responsibility in Event Management of the Management of the Concerned 14 November Introduction There is no denying the fact that there are multiple practices in the event management industry that are being altered and adapted in the 21st century so that they benefit almost most of the stakeholders associated with the management and execution of the events. Previously, the event management industry was not as thoughtful as to how its practices and policies would impact the customers, employees, societies and neighborhoods, environment, etc. However, with the increasing awareness amongst the social and institutional stakeholders, a growing proactive tendency amongst the customers to assure that the events sponsored by them do not harm or enervate the associated stakeholders, and the emerging statutory guidelines and norms are encouraging the event management industry to be think about the social aspects of the varied responsibilities linked to it. This realization is steadily, but slowly expanding as the awareness regarding the involvement and share of the varied stakeholders is gaining grounds in the event management business. Actually speaking, there are many ways an event management company could take care of the multiple stakeholders that it needs to be responsive to during the actual working of its business. This includes steps that tend to be very complex and need special allocation of resources to small steps and measures that endow an event management company with much stakeholder respect and esteem. Besides, the special thing about the event management business is that the involved companies get multiple opportunities to learn from the mistakes in the past and to refurbish their current practices that are more in tandem with their corporate social responsibilities. Hence, in the 21st century it has become imperative for the event management industry to not only assure maximum customer satisfaction and high quality services, but also to be concerned about varied other related stakeholders like the employees and communities and to be responsible regarding the concepts and notions like ethics, social concerns and sensitivities and environment. Event Management & Corporate Social Responsibility Event management is primarily about pursuing the objectives of project management to plan, organize and conduct events. The recent trend in the world markets to showcase local culture and heritage, brands, products and services through the hosting of corporate events has lead to an immense growth in the event management industry. Hence, event management has in itself become a corporate specialty as the organizers, businesses and companies simply do not aspire to host events by assorting ad hoc management and employees. No wonder, events like Olympic Games, technology exhibitions, cultural festivities, musical performances, etc. tend to have an immense influence on the communities and in some cases on the entire country. Events tend to vary in size and scope from being small scale business lunches to mammoth events like Olympic Games. Event management has indeed emerged to be a pivotal strategic and awareness enhancement tool in the contemporary times. Hence, as could be expected, the event organizers today are naturally expected to be concerned about their corporate social responsibility, considering an enhancement in the number of stakeholders associated with the events. To put it simply, the objectives and concerns regarding the corporate social responsibility with regard to the event management tend to be fundamentally the same as they happen to be in the case of varied other businesses and organizations. In the context of the event management, corporate social responsibility is primarily as to how a business or organization responsible for organizing an event integrates the varied social, economic and environmental imperatives into the varied plans, policies and activities undertaken for facilitating a particular event. There is no denying the fact that a proactive attitude towards corporate social responsibility in the case of an event being managed by a professional organization makes it more resourceful, competitive, ingenious and innovative, thereby increasing the likelihood of accruing more business and customers in the future. A concern for and dedication towards corporate social responsibility makes the overall event management efforts more efficient, augment the range and scope of risk management, leads to good and mutually beneficial relationships with the customers, employees and communities, facilitates the organizers access to the capital required for hosting the event, and not to mention an augmented brand appeal and a favorable overall reputation. As events are organized in communities that are amidst social setups and aspire to attract individuals and groups from communities, event managers simply do not afford to be negligent or careless about the associated corporate social responsibility. For an organization specializing in event management, dedication to corporate social responsibility assures success and a scope for a long term business growth. As is known to any student of management, corporate social responsibility is not a single monolithic concept but rather a concept that rests on a range of people, concerns, and activities. Hence, it would be more feasible to understand the role of corporate social responsibility in event management by delving on its individual constituents like the customers, products and services, employees, communities, ethics and environment in a detailed manner. Products and Services As it goes without saying that the primary responsibility of any business is towards its customers. Therefore it is a must that the products and services being extended by an event management company stand to be in tandem with the budget, theme and many other associated aspirations of the actual customers. In that sense corporate social responsibility is integral to the management of an event. It is a must that the practices being adhered to by the management of an event take into consideration factors like sustainability and ethics and do respect the concerns, peculiarities and aspirations of the communities in which an event is being hosted. It is a must for the management of any event today to maintain an unwavering focus on the wishes of the customers. Supporting the organizations and communities associated with the organization of an event can work wonders for the management of any event. In that context the event management organizations not only need to have the internal guidelines aimed at maximizing the satisfaction of the customers hosting the event and the visiting individuals and groups, but they also need to take care that every step and measure taken by them complies with the local and state laws. The organizers of an event must take into consideration the larger environmental, social and economic impact an event being organized by them will have on the society and community. Various important decisions like the choice of the venue and the materials being used should be made in a way that is socially and environmentally responsible. As much as possible the managements should pursue a sustainable approach in the organization of the events. Care should be taken that the associated partners and the supply chain links also comply with the statutory, ethical and environmental factors that constitute the core concern of the organizers and visitors. In fact a more pragmatic approach on the part of any responsible event management company would be to evaluate the partners and suppliers much in advance before they are allocated a share in the overall organization of any event. Employees and Volunteers As already said that since events are hosted in social setups, the employees and the volunteers who are allocated varied jobs and responsibilities in the hosting of an event are the actual bedrock on which the eventual success of any event rests. Besides, event management in the contemporary scenario is a specialized job that oft requires special expertise and skills. Hence, without a well motivated, well trained and responsible staff and volunteers, an event comes to practically nothing. Therefore, in case of the permanent staff being recruited by any event management corporation, it is a must for it to look to it that its employees not only get an in depth training regarding the specialized jobs they are expected to perform, but also get access to continual skill enhancement opportunities so as to keep them up to date with the needs and requirements of the emerging markets and shifting consumer trends. Besides, as is expected of any corporation in the 21st century, the event management companies should encourage an apt work-home balance and must extend to its employees flexible shifts so that they could take care of their domestic responsibilities. The management of any event should look to it that all the staff members and the volunteers feel respected, supported and assured, and at no time should feel that they do not have the resources and the inputs required to deal with the event related challenges and issues. Ethics In the modern times when most of the important and interesting events get much public attention owing to media coverage, social networking and online portals, it is essential for the management of an event to abide by and adhere to ethics. The business conduct and internal code of ethics of the management of an event should be such that it should appropriately reflect the management’s commitment to its customers, staff, volunteers and the communities in which it organizes the event. The planning and policies of the event management should be such that they foster trust and mutual respect at all levels. Any event being a social and community activity, it becomes the duty of any organization hosting an event that it pursues such policies and activities as they respect and show concern for political, civil, cultural and economic rights and sensitivities of all the stakeholders associated with an event. Otherwise, not only an event may not only be deemed to be callous and insensitive in its approach, but may also lose the much needed community support and voluntary help. When it comes to ethics, though the ethics are not always about law, still it is imperative for the management of any event to see to it that no activity or advertisement espoused by it violates the statutory guidelines and legal constraints. Again it goes without saying that it is also a must for the management of an event to assure that the partners and suppliers associated with it also respect the ethical concerns that are central to its operations. The managements should abide by the set standards for event management as it endows them with a pragmatic framework to benchmark their policies and plans. Environment There is no contradiction to the fact that the environment has emerged to be an important issue in the 21st century and governments, communities and neighborhoods happen to be immensely concerned regarding the carbon impact any event tends to have. Hence, any responsible management simply does not afford to engage in activities that enhance the carbon footprint of an event on communities and neighborhoods. Luckily, in this age of technology, managements can do much to reduce the carbon footprint of an event. In fact many small initiatives taken by the event management companies could immensely reduce the environmental impact of an event. The event managements could use social networking and varied internet and digital portals to reduce paper consumption associated with an event. Similarly, event management businesses could resort to CFL, solar or any other form of sustainable and low energy lighting to curtail wastage and pollution. Taking care to switch off all the electric equipment during off hours could also significantly reduce the electricity consumption. In fact, environmental friendly initiatives taken by the management of an event could also greatly reduce the multiple costs attached to an event. Conclusion With the expanding event management industry and the increasing importance of the events in the cultural and economic life of the people and communities, it is essential for the event management companies to be serious about their corporate social responsibility. Besides, being true to their corporate social liabilities also allows the managements of the events to get competitive, innovative and successful. Hence, the management of events in the 21st century simply cannot afford to overlook the interests and aspirations of the varied stakeholders like customers, communities, governments and environment. Read More