Corporate event safety and brand integrity are linked. Event risk management practices prepare organizations for potential disruptions, demonstrate care and prevent costly recoveries.
Planning global events amid geopolitical tensions, climate change, regulatory updates, technological advancements like AI and rising expectations isn’t easy. That’s why successful organizations adopt an integrated risk management approach.
Because of these increasing concerns, Cvent cites 75% of meeting professionals say risk and compliance are very or extremely important to creating their strategies.
Combining assessment, scenario planning and environmental, social and governance (ESG) considerations puts brands in a stronger position to host secure and impactful events.
6 common threats to event safety and security
Event planning should proactively identify and address potential man-made, natural or technological risks.
1. Health
Increased awareness of infectious disease risks requires improved health and safety protocols. Aligning to national and international health guidelines is key.
2. Environmental
Extreme weather is becoming more common. Event planners must include contingency plans for evacuation and shelter. Real-time monitoring of weather and environmental conditions is key. This is especially important for transportation, logistics and critical infrastructure, such as power grids or network services. Redundant systems and backup plans address dangers and disruptions.
3. Physical safety and security
Human-made disasters can cause physical harm and data breaches. Organizations are investing in monitoring and behavioral analysis to mitigate risks from terrorism and targeted violence, political and social protests, and insider threats.
4. Financial
Economic volatility, inflation and supply chain disruptions create costly, unpredictable budgeting and logistical challenges for corporate events. Contingency planning and operational resilience are central to event risk management.
5. Cyber/Technical
The merging of digital and physical security has created new vulnerabilities around cybersecurity, data privacy and technical failures. For example, hackers can target networked cameras, access control systems or IoT devices used at events. Drones and AI-powered deepfakes can trick event staff or security systems. Advanced mitigation systems can prevent operational disruptions or unauthorized physical access.
6. Brand/PR/Social
Reputational risk management is key in an era of real-time social media sharing. Audiences demand greater transparency, ethical conduct and sustainability in event planning, and they have the tools to “cancel” brands and leaders that fail to deliver. Savvy organizations connect event risk mitigation strategy and communications—long before any crisis.
Related: Find tips on setting a sustainable vision to guide corporate incentive travel event design.
Tips to enact a corporate event risk management framework
Effective event operations establish a Health, Safety, Security, and Environment (HSSE) framework to manage risks and protect employees, the public, and the environment. This involves setting standards, implementing policies and maintaining management systems. Connecting HSSE to the Enterprise Risk Management (ERM) program and the Internal Audit program ensures cross-functional compliance.
Start with a high-level event risk assessment
Build a checklist to consider factors such as venue layout, the number of on-site participants, financial risk, weather, bodies of water, food and alcohol, planned event activities, transportation, guest speaker profiles, etc.
Develop plans for event elements with a high-risk potential
Calculating risk for corporate events is a complex process. Using the formula Risk = Impact x Probability, rate event risks in advance.
Then determine control measures, resources and costs required to manage high-risk situations. Everyone on the event team should understand their role and undertake responsibilities for monitoring and treating specific risks. Think: Hundreds of attendees taking a slippery dock to a sunset cruise. Or, ensuring a high-profile executive’s safety at a conference in a city center.
Establish and communicate policies and procedures to promote positive behavior
Involve the planning and experience team and partners (like the hotel, destination management company, transportation management and activity hosts etc.) in the execution.
The goals for emergency response to a medical event, evacuation, active assailant, etc. are to:
- Act calmly and immediately.
- Control the situation.
- Return to normal or better-than-normal business operations.
When an incident threatens corporate event security
How an organization manages a crisis can make or break brand loyalty. Properly and confidentially report all incidents according to appropriate guidelines. Coordinate with all appropriate internal functions of the corporation in developing risk controls and actions. Compare a range of options that best fit your organizational needs.
Building relationships with venue staff, law enforcement, event partners and other emergency management teams is essential. The right response can flip a worst-case scenario into a trust-building experience.
Want to learn more about corporate event risk management? Get ideas to reduce risk and protect your event budget.