Exclusive of the National Centre RUSSIA: writer Alexander Tsypkin shared how to organise a striking event

Writer, screenwriter, publicist, and strategic communications expert Alexander Tsypkin took part in the educational programme of the project "Event Management Workshop," the third module of which was held on May 13 at the National Centre RUSSIA. He presented a hands-on session entitled "Why Boring Events Are a Crime."

Alexander Tsypkin spoke about the main reasons why an event turns out to be successful or unsuccessful, explained the risks associated with creative events, and why administration and creativity in event planning should not be handled by the same people. The expert also emphasised the importance of emotional impact — both for the audience and the organiser.

According to the expert, a personalised approach to each guest also helps make an event bright and memorable.

During the session, the expert gave detailed insights into creating "wow effects," shared where to look for new creative ideas, and highlighted the importance of proper and timely media coverage of events. The session concluded with a "Q&A" discussion.

"Event Management Workshop" is an educational programme for creators and directors of creative events. It is aimed at training specialists to create high-quality events that promote national culture and traditional Russian values. The programme participants were representatives from different regions of the country, selected by the organisers from over 3,000 applications. The training is conducted by the federal educational programme for media and PR specialists "New Media Workshop" and the Polylog consulting group.