Shape-Shifting Meeting Professionals' Role: From Camouflage to Spotlight
The Chameleon Effect — Meeting Professionals, the Masters of Adaption

Shape-Shifting Meeting Professionals' Role: From Camouflage to Spotlight

?Sylvie di Giusto? ?Sylvie di Giusto?

?Sylvie di Giusto?

International 3D Immersive Holographic Keynote Speaker ?? Emotional Intelligence for Sales and Leadership ?? Helping professionals make intentional choices to sell faster, leader better and persuade instantly

发布日期: 2023年10月25日
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In the animal kingdom, the chameleon is a master of adaptation. It changes its colors to blend in or stand out, depending on the situation. Similarly, meeting professionals are the chameleons of the event world. They adapt to various roles—often within the span of hours. This adaptability is both a superpower and a double-edged sword. While it allows for unparalleled versatility, it can also lead to a lack of recognition for the full scope of their expertise.

Adaptability is a highly sought-after skill in today's fast-paced business environment. Meeting professionals excel in this area, often having to pivot plans due to unforeseen circumstances like venue cancellations, speaker dropouts, or even global pandemics within days or even minutes. Their ability to adapt on the fly not only saves the day but also adds significant value to the organizations they serve. However, this adaptability can sometimes be a detriment. The very versatility that makes meeting professionals invaluable can also make them invisible. This can lead to a perception problem, where your contributions are undervalued or misunderstood.

When you're good at many things, it's easy for others to overlook your expertise in any one area.

The Many Hats of a Meeting Professional

So, let's debunk the myth that meeting professionals are merely "event planners." This term, while partially accurate, barely scratches the surface of their roles and responsibilities:

  • They are the crucial link between various stakeholders, from C-suite executives to vendors to frontline staff. They have to have the diplomatic finesse to manage expectations, align objectives, and ensure everyone is on the same page. They must be adept at translating one department's technical jargon into another's language, acting as interpreters in a multilingual event landscape.
  • As budget analysts, they don't just manage costs; they optimize them. They scrutinize every line item, negotiate with vendors, and often find innovative ways to deliver exceptional experiences without breaking the bank. They understand that financial stewardship is not just about cutting costs but maximizing value.?
  • Risk assessment is another hat they wear, and it's not just about foreseeing logistical hiccups. They evaluate potential legal issues, compliance with industry regulations, and even the reputational risks associated with various event elements. They are the ones who ask, "What could go wrong?" and then prepare a contingency plan for every scenario.
  • As data analysts, they sift through post-event surveys, engagement metrics, and social media mentions to gauge the success of an event. They understand that data is not just numbers; it's the voice of the attendee, the pulse of the event. By analyzing this data, they make informed decisions for future events, ensuring continuous improvement and alignment with organizational goals.
  • Meeting professionals are also technology integrators. They leverage cutting-edge technologies, from virtual reality to AI-driven analytics, to enhance the attendee experience. They are not just tech-savvy; they are tech-forward, always on the lookout for the next innovation that can elevate their events.
  • In an era where sustainability is more than just a buzzword, meeting professionals are the stewards of eco-friendly events. They consider the environmental impact of every decision, from selecting sustainable vendors to reducing waste. They understand that an event's success is also measured by its footprint, and they strive to make that footprint as light as possible.
  • Meeting professionals ensure that events are inclusive and accessible to all, taking into account factors like physical accessibility, language barriers, and dietary restrictions. They are committed to creating an environment where every attendee feels welcomed and valued, aligning with the principles of diversity and inclusion.
  • The role that is most visible to attendees and clients: customer service. While it may seem trivial compared to their other roles, it's anything but. Meeting professionals understand that the devil is in the details. Whether it's ensuring that the coffee is hot, the lunch is delicious, or the registration desk is efficient, they know that these small touches make a big difference.
  • Overall, they are the architects of experiences, meticulously designing each touchpoint to resonate with the audience and meet the event's objectives. Whether it's selecting the right keynote speaker, curating engaging content, or even deciding the layout of a room, every decision is made with intentionality and purpose.

They are the ones who ask the critical questions: What is the ROI of this event? How does it fit into the overall business strategy?

They are the face of the event, the first and last point of contact for attendees, and they take this role seriously. They strive to exceed expectations, not just meet them, knowing that a satisfied attendee is the best form of marketing for future events.?

Yet, despite their multifaceted contributions, they often remain in the shadows, their impact underestimated and their value underrecognized. This is not just an issue of professional pride; it's a strategic misstep that can have tangible repercussions for both the individual and the organization.

The Challenge of Being the Invisible Hero

Positioning is not just about how you see yourself; it's about how others see you. Perception often dictates reality. If meeting professionals are seen merely as logistical support, they are likely to be sidelined in strategic discussions that could benefit from their expertise. The result? Missed opportunities for innovation, cost-efficiency, and overall event success.

Yes, during an event, meeting professionals are engrossed in the minutiae, ensuring that everything runs smoothly. Let's face it, when you're juggling flaming torches of last-minute changes, vendor hiccups, and tech glitches, it's hardly the moment to pause and ponder, "How's my personal brand doing right now?"

While this focus on others is commendable, it often means that meeting professionals neglect to think about their own visibility and positioning.

So, how can meeting professionals position themselves better to be recognized as strategic architects of impactful experiences rather than mere logistical coordinators?

The Echo Effect Before and After Your Events

Your influence shouldn't be confined to the day of the event. Think of your expertise as an echo—it should reverberate before and after the event, when you're not swamped with immediate responsibilities. Here are some actionable strategies:

  • Blog Posts: Write and publish blog posts on your company's website or LinkedIn profile that delve into industry trends, best practices, or case studies related to event planning and management.
  • Webinars: Host or participate in webinars that discuss key challenges and solutions in the event industry. This showcases your expertise and allows for real-time interaction with your audience.
  • Podcasts: Either host your own podcast series focused on event planning or be a guest on established podcasts in your industry. This can be a more informal way to share your insights and reach a broader audience.
  • Social Media: Leading up to the event, share behind-the-scenes looks, quick tips, or fun facts related to event planning on platforms like Instagram and Twitter. Use event-specific hashtags to increase visibility.
  • Guest Posts: Contribute articles to industry-specific online magazines or blogs. This broadens your reach and associates your name with other thought leaders in the field.
  • Newsletters: If you have a mailing list, send out a newsletter highlighting what attendees can expect, along with some of your own articles or resources that can prepare them for the event.
  • Collaborative Content: Partner with other experts in your field to co-create content. This could be anything from a joint webinar to a co-authored whitepaper, which both parties can then promote for greater reach.
  • Testimonials: Let others do the talking! Collect and showcase testimonials after each event and use these powerful endorsements in your pre-event promotions for future events. Real-world praise can be a compelling argument for your expertise and the value you bring to each event.

Leveraging thought leadership can be your megaphone, amplifying your voice and positioning you as a strategic partner rather than just logistical support.

Always remember, the journey from being an invisible orchestrator to a visible maestro is not an overnight transformation. It requires strategic planning, continuous learning, and the courage to step into the spotlight. Doing so can elevate your career, command greater respect, and contribute more significantly to your organization's and your own success.

With utmost respect for all you do,


Elevate Your Positioning Through Continuous Learning and Networking

Joining an industry-specific association is akin to enrolling in an elite academy for meeting professionals. It's not just about adding another line to your resume or another card to your wallet; it's about investing in your professional development and expanding your sphere of influence:

  • Networking with Industry Leaders: Associations often attract the best and brightest in the field. These are the people you want to learn from, collaborate with, and perhaps even emulate.
  • Access to Cutting-Edge Research and Trends: Associations are often at the forefront of industry research. They publish journals, whitepapers, and case studies that keep you updated on the latest trends, technologies, and best practices.
  • Professional Development Opportunities: Beyond the usual workshops and seminars, associations offer specialized training programs and certifications that can elevate your skills and qualifications.
  • Peer-to-Peer Learning: Associations provide forums for discussion, problem-solving, and idea exchange. Whether through online communities or in-person events, you get to interact with peers facing similar challenges, offering a unique learning experience that you won't find in any textbook.
  • Advocacy and Industry Standards: Associations often play a key role in setting industry standards and advocating for the profession at the legislative level. Being part of an association contributes to a collective voice that can influence policy and bring about positive change in the industry.
  • Resource Libraries: Associations often have extensive libraries of templates, checklists, and planning tools that can save you time and effort. These resources are curated by experts and are designed to make your job easier and more efficient.
  • Recognition and Awards: Many associations recognize outstanding contributions to the field through awards and honors. Winning or even being nominated for such an award can significantly boost your profile within the industry.
  • Personal Branding: Being an active member of an association—contributing to discussions, publishing articles, or speaking at events—can significantly enhance your personal brand. It positions you as a thought leader and someone who is committed to the advancement of the field.

Given these myriad benefits, here are some top meeting professional associations (in alphabetical order) you should consider joining:

Academic Event Professional (AEP)

American Planning Association (APA)

Association of Collegiate Conference and Events Directors – International (ACCED-I)

Corporate Event Marketing Association (CEMA)

Event Service Professionals Association (ESPA)

Financial & Insurance Conference Professionals (FICP)

Green Meeting Industry Council (GMIC)

International Association of Conference Centers (IACC)

International Association of Exhibitions and Events (IAEE)

International Association of Venue Managers (IAVM)

International Congress and Convention Association (ICCA)

International Live Events Association (ILEA)

Meeting Professionals International (MPI)

National Association for Catering and Events (NACE)

Professional Convention Management Association (PCMA)

Student Event Planners Association (SEPA)

The Wedding International Professionals Association (WIPA)

About the Author: Sylvie di Giusto is an international keynote speaker who empowers attendees to lead better, sell faster, and persuade instantly by leveraging their emotional intelligence. With her groundbreaking 3D immersive keynote, "The Power of Choice," she doesn't just forecast the future of events; she is actively shaping it. With a history of planning and executing hundreds of events over her twenty-year corporate career, Sylvie has walked in your shoes. She led one of Europe's most innovative management academies for a major tourism and retail group.


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