Masters of ceremony (MCs) have become an integral part of business events such as conferences the world over. This is because of the key role which they play in the success of events. Given this background, it is important for event organisers to pick the right MCs for their events. This brings to the fore the question of the criteria that can be employed by organisers to pick the best MCs for their events.
But before moving on to address the various criteria which business event organisers can use to choose the correct MC for their events, what is an MC and what is his/her role in the success of an event?
Wikipedia.org defines a master of ceremonies as “the official host of a ceremony, staged event or similar performance” and spell out his or her role as that of someone “who presents performers, speaks to the audience, entertains people, and generally keeps an event moving.” It should be noted that MCs are not only confined to business events only. They also operate in the social events space and the entertainment industries among other areas.
What is role of the MC in business events?
Business event organisers could easily play the MC for their own events but what would the outcome be like given that not all people are wired to play the role? Business events are experiential brands and not every business event-organising firm employee is naturally good at creating great experiences out of events as do experienced MCs. These are some of the reasons why MCs have a special place in the business events industry. The others are as follows;
- Leading events
MCs are event hosts and facilitators. They act as conference moderators and chairpersons. They ensure that the event progresses as per programme. This means minding time so that all programme items are covered within the agreed time frame without compromising on the quality of the deliberations. MCs chair panel discussions where they facilitate deliberations.
- Steering the event
In business events it is easy for attendees and delegates to wander off the event in arguments especially in breakaway sessions. The MCs ensure that deliberations remain focused on the chosen topics or objectives thereby registering progress. The MC moves the agenda of the event forward reminding delegates and attendees of the need to stick to the subject of discussion. This way s/he steers the event and ensures its success. The success of an event means benefit for the attendees, positive word of mouth for the event and event organiser brands and positive buzz on the market.
- Adding value to events
Business events are mostly about meeting business objectives such as exchanging notes with fellow attendees, learning new techniques or trends affecting one’s industry or sector and sharing one’s own experiences with others. Depending on the quality of the MC, the session can degenerate into some boring classroom-like situation which sends attendees snoring.
Livening up the event via humour, storytelling and engaging delegates is an indispensable aspect of business events which only talented and experienced MCs can carry out easily. MCs ensure that delegates and attendees derive value from attending business events through asking insightful and relevant questions.
It is this liveliness that sees people choosing to attend business events focused on specific subjects instead of just googling up all the information they need on the subjects from the comfort of their offices. It is those jokes and stories that MCs tell in the course of their duty which add value to attendees and delegates.
- Livening up events
Business events by nature are very serious business but who would to attend an event where proceedings are as formal as board meetings? This does not mean that business events should be all play.
MCs walk the tight rope of striking the balance between too much formality and too much humour and play. They ensure that such events are livened through appropriately-placed jokes which punctuate their quest for ensuring that the events meet stakeholders’ objectives and that the deliberations are on time.
Selection criteria
Securing the services of outstanding MCs such as the late Emmanuel Manyika for a planned event is not something that just happens and neither is it a function of guesswork. It is part of the process of planning for the event. It is a deliberate and systematic effort to get the right MC for the right event. Here some of the criteria which can be used to select specific MCs handle specific events and their unique demands;
- Event goals
Every business event should have goals and objectives. These include discussing and sharing challenges facing specific industries and brainstorming possible solutions. An event may include an auction to raise funds for some cause as part of the programme items.
Given such a scenario an organiser would need to do more than just pick a good MC. They need to also pick one who can also handle auctions such as the advertising expert, Gary Thompson of Gary Thompson and Associates who is known for excelling in both.
Put differently, organisers need to match their MC choice with their event objectives and goals as well as its unique demands. This means that the chosen MC should possess the necessary skills to handle the aspects of an event which enable organisers to meet their objectives.
- Audience expectations
Business events are not about organisers. They are about the ultimate consumers – attendees and delegates. These are the final arbiters of the success or lack thereof of an event. An event can only be adjudged as successful if its consumers’ expectations have been met and exceeded.
A business event MC should be able to address attendee or delegate expectations such as being taught how to scout for and penetrate foreign markets. In this scenario the MC asks the presenter questions which make it easier for delegates and attendees to get the information that want in a format which is easy to understand. Am MC who encourages engagement between a speaker or presenter and the audience facilitates better understanding of the material presented which assists in meeting the audience’s expectations.
- Skilled Communicator
An MC’s job is mostly about verbal communication. Most people are capable of initiating and sustaining but the MC’s task calls for more than just conversation. It calls for an eloquent and skilled communicator who takes charge of the event and bringing back into line drifters with authority and guiding the lost with respect.
Confident MCs are likely to be able to take charge of an event than diffident ones. Skilled MCs know when and where to throw in a joke or story. They know how handle situations which may embarrass the presenter or his audience so that no one returns home with some form of post-event dissonance or regret.
- Enthusiastic and energetic
It is not easy to guide an event for sessions of up to three hours at a time without losing steam. This means that organisers need MC’s who are enthusiastic, energetic and can last the distance. Their energy can rub off onto attendees and delegates thereby creating positive experiences for the latter.
A positive vibe in an event venue facilitates enjoyment of the event on the part of the attendees and delegates. Such a scenario creates a positive attitude among the attendees towards the event or organiser brands.
- Humorous story teller
While business events are purely business in nature, MCs and the attendees are humans who enjoy stories and story-telling. People enjoy stories as they entertain, help to exemplify point and provide some form of a break from the serious business of the day. An MC should, therefore be humorous and share jokes to enable attendees to occasionally beak away from the seriousness which characterises most business events.
Moments of mirth in an otherwise too formal an event improve the delegates’ perception and feedback on the event.
- Flexibility
Sometimes events do not progress as planned. This may be due to unforeseen development such as a main presenter delaying due to a road traffic accident. In such circumstances a flexible MC may swap slots between the delayed speaker and another.
- Experience
Business events, like any other business undertaking have their own risks. They can fail owing to low uptake on the part of potential attendees or all seats can be taken up but the event can fail to live up to its billing in terms of presentations quality, poor emceeing or other factors.
Choosing an experienced MC, while not a silver bullet for all potential risks, could go a long way in improving attendees’ experiences and stakeholders’ rating of the events. Experienced MCs can even help to point out to organisers errors and omission because of their wealth of expertise and experience over years.
- Quick thinker
Business events do not always go as planned. Sometimes an attendee may just collapse while an event is session. The same may befall a presenter. A sudden power outage may affect an ongoing event.
It is such kind of eventualities that require quick and correct thinking that should force event organisers to consider the services of quick-thinking MCs. These are people who think on their feet when emergencies and unforeseen circumstances strike. Normally they save situations, events and the organisers. This way they also save organiser and event brands from embarrassment and potential loss of customers in future events.
While well-chosen MCs are not the be-all-and-end-all for event success, they reduce the risk of poor event experience. They improve the chances of successful events especially if organisers work well with the MCs.