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Chapter 3 Managing Event Stakeholders Expect the unexpected

DOI: 10.23912/9781915097101-5228

ISBN: 9781915097101

Published: May 2022

Component type: chapter

Published in: Events Mismanagement

Parent DOI: 10.23912/9781915097101-4980



The expectations of, and placed upon, event managers are often complex and frequently implicit. However, there is currently no overall template for determin- ing professionalism within the sector, even though there are many examples of best practice in specific areas of work. Events of any form do not happen in isolation. Events, and event professionals, are mutually dependent upon clients, suppliers, venues, attendees, sponsors, and colleagues. Such relationships involve implicit expectations, relating to: communication, behaviour, decision-making, and collaboration. These are informed by a range of factors, such as: previous experiences, individual and organizational reputations, project constraints (e.g., time, cost and quality), and evolving circumstances. The last of these indicates that expectations are not static and can change in response to developments in the client/supplier relationship, or because of any other environmental factor. These issues can lead to misaligned expectations of the event manager’s role or performance, and present challenges to managers of all types of events, regardless of scale or scope. If we can minimise either this misalignment, or the expectations themselves, then events will run more effectively, will be more likely to achieve their objectives, will make best use of the resources available, and will enable positive collaboration between stakeholders. Understanding and manag- ing misaligned expectations is a key step in overcoming event failures, given the importance and complexity of stakeholders.

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  • Claire Drakeley, University of Northampton (author)

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Drakeley, 2022

Drakeley, C. (2022) "Chapter 3 Managing Event Stakeholders Expect the unexpected" In: Brown, T., Higson, P. & Gaston, L. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781915097101-5228


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