You know the saying, you attract more flies with honey than with vinegar, and it got me thinking about how we treat people and in return, how we then expect to be treated.
This is no truer than in event management and how pivotal relationships are to ensure an event is successful.
In events, it is easy to get caught up in the deadlines, the budgets, the moving parts and the pressure to deliver. There is always another email to answer, another sponsor to look after, another speaker to brief, another supplier to chase. But underneath all of that, events are still built on people. And people remember how you made them feel.
That sounds simple, but it is something we can forget when we are busy. A quick reply, a clear update, a bit of empathy when something changes, or taking the time to understand what someone actually needs can go a long way. Not everyone wants to be managed in the same way. Some people want detail. Some want reassurance. Some want space to get on with it. Some need a bit more hand-holding. The skill is not treating everyone exactly the same, but treating people in the way that helps them feel respected, heard and confident.
And I think that is where stronger relationships are built. When a speaker feels looked after, they are more likely to arrive prepared, speak well and want to work with you again. When a sponsor feels like more than just a logo on a package, they are more likely to engage properly and see value in being part of the event. When a supplier feels trusted rather than constantly pushed, they are more likely to go the extra mile when you really need them to.
That is where the return on investment really starts to show. It is not always in the obvious places. Yes, we measure delegate numbers, sponsorship income, feedback scores and repeat bookings. But the less visible return is often found in the relationships that make the next event easier, stronger and more successful. It is the speaker who recommends you to someone else. The sponsor who renews because they felt listened to. The supplier who helps you solve a problem quickly because there is trust there. The delegate who comes back because the experience felt personal, not transactional.
For me, good event management is not just about being organised, although of course that matters. It is about being human. It is about asking, “If I was on the other side of this email, this call, this brief or this delay, how would I want to be treated?” That small shift changes the way we communicate. It makes us clearer, kinder and more useful. It helps us build trust instead of just managing tasks.
Because ultimately, events are relationship-led. The best events are not created by processes alone, they are created by people who care enough to do the small things well. And more often than not, those small things are what people remember long after the event is over.