How to write an event report: 12 steps

How to write an event report: 12 steps
How to write an event report: 12 steps

You may need to write a report of an event to determine if it was a success by comparing the results to your goals. This is a very useful tool for individuals or companies who organize events and want to determine whether or not they need to make changes. There are ways to make sure your event report is more relevant, which is very important if you want to host another event.


Part 1 of 3: Organize your event report

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Step 1. Determine the style and format of your presentation

They will depend on the audience of your report. Event reports can be bound, stapled, emailed as a PDF file or a PowerPoint presentation, etc.

  • Make sure your report is organized into clear sections. You need to determine how to compare the results of your event to your initial goals. Summarize the impact of your event.
  • Adjust your report according to the needs and interests of your sponsors or audience. Consider the goals of your sponsors. To a certain extent, your sponsors will be the primary recipients of your report. They will want to know if it was interesting for them to sponsor your event. You must therefore take into consideration the information that interests them.
  • Refine your event report to take into consideration the specific needs and uniqueness of your event and your sponsors. Don't write a report that's too generic. Do not forget your other interlocutors who can be for example the executives of your company or the financial managers.
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Step 2. Facilitate the flow of information

Set up specific procedures to convey the information you need during your event. You don't have to rely on your memory alone.

  • Collecting key information before, during and after your event will allow you to write a more precise and therefore more relevant report. This will also allow you to compile it on time.
  • To collect this information continuously, use multiple people as needed (including trainees). Most importantly, you don't have to wait until the end of your event to start worrying about writing your report.
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Step 3. Focus on the key points

The problem with some event reports is that they simply regurgitate the event's agenda or present only the positives. Above all, don't do that. Rather, seek to highlight strategic points in a clear and analytical way.

  • Choose the points of your event that you will study in detail. Consider the three things that worked best and the three that surprised you the most.
  • Avoid overloading your report with mundane details, such as the menu of the meal you served or a detailed summary of each speaker's presentation. Take only the most important elements.

Part 2 of 3: Make the right content appear

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Step 1. Write an executive summary

Your event report should consist of an executive summary giving a concise version of the full report. This summary should serve as an introduction to your report.

  • You can write two reports, an executive summary for people who will be interested in the results of your event, and a more detailed report for those involved in organizing or funding it.
  • In your executive summary, you should focus primarily on the main objectives and outcomes of your event. It should indeed be as brief as possible (between one and two pages), in order to summarize the key elements surrounding your event. Remember a short interpretation of this data.
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Step 2. Use visuals

It is often more effective to include a table showing the statistical trends of your event, rather than just spitting out abstract numbers.

  • If your event was intended to showcase a new product, you could include a photo of it, for example. Snapshots of the event itself can also illustrate your report. Try to include photos on which your sponsors will appear. Again, you should consider these details up front, as you will not be able to collect these snapshots after the event.
  • Samples, reproductions and other traces of your event may also appear in your report. For example, mention the number of guests who received coupons from your sponsor. Talk about the exposure generated during and after your event, in the media, among your audience, etc.
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Step 3. Document the visibility of your sponsor

You must include media or advertising publications from your sponsor. Compare these generated posts to your original goals.

  • Focus on published articles and advertisements that feature your sponsor's name and logo, as well as numbers that illustrate the reach of those media outlets.
  • Also talk about television commercials, as well as announcements made by utilities, ratings and values ​​of rate cards, not to mention media coverage.
  • Remember to document radio ads, pricing announcements, values ​​for announcements and promotions, audited reports, etc.
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Step 4. Include the objectives of the event

It is very important to relate your event's goals to its outcomes, so be sure to include a reminder of the event's original mission and goals set during its organization.

  • You can also mention the program of your event, mention the most important participants. However, these sections should be brief.
  • Take the time necessary to list and discuss the main objectives of your event and align them with the results obtained. Be realistic and don't try to cover up things that didn't work.
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Step 5. Include financial information

It is important that you discuss in detail the budget for your event and the money you actually spent (and potentially raised through it). Don't forget to include a comparison of the estimated budget and the actual budget, but also to highlight the elements that worked and those that you will need to improve for your next event.

  • You should itemize all your expenses, including marketing and promotional activities, human resources and sponsorship. It is also a good idea to include a detailed budget in this section. Your company's finance managers and senior executives will want to see the physical evidence to support your analysis of your event.
  • Also include revenue accounting, such as fees, financial partnerships, and exhibitions. Don't forget to compare your recipes with your forecasts. This is indeed an essential point to include in your report.
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Step 6. Use statistics that will interest your readers

You should absolutely avoid writing a report that contains only positive information. For example, you must include the number of people who participated in your event. You can also use measurable data from your event.

  • Other relevant statistics and data that you can use are the number of potential sales generated and the number of visitors to each booth. This data will help make your report more relevant and credible. Also give as much information as possible about your guests / participants. Include demographics, statistics about the number of people in attendance, and search results about your audience (such as their spending habits).
  • Also publish the number of people who have been reached by the campaigns of your sponsors, as well as the donations made to charitable organizations. Also document the economic impact of your event and employee participation.
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Step 7. Add qualitative elements

These will allow you to contextualize your data. Your report should contain statistics, but also quotes in order to put your quantitative data in a more understandable context.

  • Collect quotes and feedback from your attendees and team members to gauge the success of your event as well as any mistakes you made (which shouldn't just come from the organizer himself). This feedback will make your report more credible.
  • You can also include research conducted by a third party. For example, the value of the media exposure of your event can be assessed by an external consultant.
  • Also assess your space and decor. You need to consider the appropriateness of the venue in which your event was held as well as the venue setup (and the comparative advantages of alternative venues). Discuss how you used this space for your conference, event, etc.

Part 3 of 3: Finalize an event report

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Step 1. Be on time

Try to write and publish your report as soon as possible after your event. Make sure you put it in your calendar so you don't delay too long. For some experts, an event report should not appear 30 days after it, while others advise not to wait more than a few days.

  • Whatever the deadline, do your best not to exceed it. You may need to write your report for an agency responding to one of your clients. In this case, carefully study all his requests.
  • Above all, you should remember that your audience will be waiting for a timely and detailed report. Take the time to write it down carefully, but don't waste too much of your time at the risk of your report becoming dated.
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Step 2. Review your report

Make sure it doesn't contain any grammatical or spelling mistakes, punctuation, or carelessness.

  • Make sure your answers are deep and detailed. A rule to follow in this matter is to "show and not to say". It is therefore important that you illustrate your words and avoid overly general sentences that are not supported by an example.
  • Never lose sight of your audience and make sure your report is formal and professional. An event report is not an informal document: it is essential in order to determine whether your event achieved its objectives, so it should be authoritative.


  • Take more photos than you think you need. You will be happy to have more choices when you prepare your report.
  • Do not collect quotes from senior executives or one of the organizers first. They will remain at the event location after the event is over, so start with your guests (as they will be the first to disappear once the event is over). Don't disturb a speaker or guest of honor if they're busy - you'll have plenty of time to ask them questions.
  • Keep it natural and use conversational tone to get your quotes. Let the other person go to the end of their thought.
  • Collect more quotes than you think you need. You can sort it out when you write your report.
  • Good photos should illustrate the flow of your event or the reactions of the guests.
  • Try to properly document your entire event, including audience and speaker, in one photo to communicate the significance of your event to the report reader.

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