Party conference season is finally upon us, but those who are unfamiliar with it may mistake it for simply a time of policy speeches and media buzz. In reality, party conferences go way beyond that. They are a goldmine for networking, influencing decision-makers and showcasing your organisation’s message.
Among the most dynamic features of these conferences are fringe events, independently organised sessions that run alongside the official party programme. But what are they really, and how can you use them to your advantage?
Whether you are a seasoned public affairs pro, policy analyst, comms specialist, or an enthusiastic first timer, this mini-guide breaks down the essentials of running an unforgettable fringe event – before, during and after the thrill of conference.
Fundamentals of fringing
Fringe events are the unsung heroes of party conferences. They are where the nitty-gritty happens, where you can hear “civil” discussions between MPs, journalists, lobbyists, charities, think tanks, academics and/or the public on everything from the cost-of-living crisis to the future of AI.
But why do these really matter?
- They raise profiles
Fringe events can position the host organisation as a reliable thought leader, helping them gain professional recognition (or at the very least some more LinkedIn followers). - They build influence
Fringe events are designed to engage policymakers directly, shape the narrative and contribute to ideas that could ultimately manifest into actual legislation. - They provide useful information
Fringe events are filled with credible gossip, allowing you to hear what others in your space are thinking and planning.
Before the buzz: planning your fringe event
Start with why
Define your primary objectives
Are you trying to be more visible? Influence a specific policy or legislation? Spark a heated debate? Engage with as many stakeholders as you possibly can?
Try to pin down the main reasons you want to host a fringe event in the first place and go from there.
What success actually looks like (spoiler: not just a full room)
Remember the acronym SMART: Specific, Measurable, Achievable, Relevant, and Time-Bound. Set SMART expectations of what a successful fringe event looks like to you. A full room can feel like a great result, but without an engaged audience and active follow-up, that greatness can falter.
💡Pro Tip: Ask yourself what you want your audience to think, feel or do after your event.
Build the right format
What suits your message and audience best?
After you’ve decided what your objectives are and who your audience will be, choose an event format that best suits both. Options include:
- Panel – ideal for debate-style events or presenting various opinions (a favourite of think tanks)
- Fireside chat – better suited to a more relaxed and in-depth discussion
- Roundtables – great for intimate, off-the-record exchanges
- Receptions – best setting to network, mingle and build on those connections
Choose your partners wisely
Why not hold a joint event?
Holding joint events (i.e. events co-hosted/co-organised with other organisations or think tanks) can help save you costs, boost your audience size and bring even newer and broader perspectives.
However, be selective when choosing your collaborators. Choose partners who:
- Complement your objectives and audience
- Have valuable connections
💡Pro Tip: Partners could even secure you high-profile speakers like ministers to help draw in those crowds.
Secure your speakers
Plan ahead
Start as early as possible. If you want a speaker, especially high-profile ones, be aware that they are often booked weeks, even months, in advance.
Aim to have diverse voices, especially if you’re holding a panel. Don’t just invite speakers based off their job titles, but rather the quality of insights they can bring to the table. Avoid showcasing a bunch of talking heads with identical views – you don’t want to bore your audience out the door.
Done securing your speakers? Don’t forget to brief them clearly on what happens next. What is the tone of the event? What intentions should the speakers fulfil? How will the event be organised – what topics will be touched on? Make sure they are fully aware of why they are at your event.
💡Remember: “Invited” ≠ confirmed. MPs may cancel last minute, and Ministers are notably prone to diary clashes. Have a contingency plan and arrange backup speakers.
Cutting through the noise: Standing out
Location, location… timing
The ‘where’ and ‘when’ of it all
Venue location, features and event timings are difficult to align perfectly but all three are important when setting up for a successful event.
Location: The golden rule is to find somewhere that’s at most a 10-minute walk from the centre of things. The two guarantees at conference are packed schedules and sore feet, so you want to make yourself an accessible option for your attendees.
Features: Speaking of accessibility, make sure your venue can cater to a variety of needs for your audience. For more information on accessibility requirements, stay tuned for our next blog.
Timings: With so many events happening at the same time, picking a timeslot can be a balancing act. Ideally, you don’t want to be putting on your event at the same time as a big headline speech or any other event that is particularly relevant to your target audience.
Write a killer event title & description
Capture interest, but don’t lose focus
With large scale events like conference, the most important thing when it comes to promoting your event is directness. Avoid jargon or long-winded descriptions that struggle to get to the point. Be clear, catchy and audience-focussed when writing your blurbs.
Of course, you are trying to sell this event to people. So you need to emphasise the biggest appealing factors for your audience. What is it about your event that will make them want to skip lunch to attend?
💡Pro Tip: Identify your event’s USP and how it appeals directly to your invitees’ organisational needs.
Promote without seeming pushy
Get the word out and keep it out
No longer can anyone deny the power of social media for both influencing and organising. Organic usage of social platforms for hashtags, location tagging, and networking can really make a difference in your event promotion.
Send out targeted emails and DMs to mailing lists of your targets (and don’t forget to use your partners’ lists too, if you can).
If you have a preference for print, leaflets do still have some impact and can be a good way to stand out. But be wary of relying on them instead of event apps and social media. People are on their phones literally all the time, whereas leaflets can be popped in a bag or dropped on the floor and forgotten much more easily than a notification.
On the day: Making it happen
Arrive early, stay calm
Like any good Scout: Be prepared
Assign roles and prepare supplies and equipment well in advance. This way, everyone can turn up in good time and set about what they need to do without a lot of hassle.
Key roles:
- Setup
- Refreshments
- Guest management
- Moderating
- Live-tweeting (or is it live-X-ing?)
- Follow-up
- Packing up
Key supplies:
- Food & drink
- Signage
- Briefing packs
- Giveaways
- AV equipment – mics, cables, projectors
Make the most of the room
Speed-run your networking
Don’t worry too much if people are wandering in and out during the event, conference is chaos for everyone and there’s always a lot going on that your audience needs to juggle.
Make sure that while you have them, you make good use of them. Guest lists and check ins are a great start, just in case you don’t manage to catch them before they run off. For those who are around a bit longer, encourage Q&A and capture contact details. This is how you create those “fringe follow-up” moments.
💡Pro Tip: A spreadsheet or list of invitees makes it easy to add their details as you speak to them.
Backup plans are your best friend
You can’t predict surprises, but you can manage them
Minister dropped out last minute? Panel suddenly down to two? Keep it moving and focused. As you know from our last guide to conference season , you’ve got to have Plan A, Plan B and Plan E-T-C, because people are unpredictable, conference season even more so.
Post-event power plays
Unforgettable follow-up
Keep yourself in mind
Without comprehensive follow-up, you run the risk of being forgotten with the rest of the blur that is party conference. Make sure you stay engaged and keep yourself in people’s minds, not just straight away but through consistent reminders.
For example, thank-you emails and ICYMI summaries to speakers and attendees are a great first move. But you should also be trying to get something concrete organised, whether a casual coffee or a more bespoke briefing.
💡Pro Tip: Stay in touch at regular intervals, and use content generated from the event to remind them of why it is important that they work with you.
Turn it into content
Blog building blocks
Insights from your speakers and attendees are perfect to fuel content creation. Summaries, blogs, briefings, social media posts, newsletters and anything else you can build out of this information will come in very handy for follow-ups and your organisation’s strategy.
Repurpose anything you create or internal stakeholders as well, not just to keep them informed and up-to-date on sector insights but also to prove the ROI of your event.
Checklist: Fringe event essentials
✅ Are your objectives and audience confirmed?
✅ Are your format and partner(s) all set?
✅ Are speakers secured (and backups just in case)?
✅ Are the venue and AV booked?
✅ Is the event listed in the official fringe guide?
✅ Is your comms plan ready (social, print, invites)?
✅ Are on-the-day logistics assigned?
✅ Is follow-up comms prepped?
Should you run one next year?
Now, if you’ve managed to run a fringe event this year and want to jump back in again, ask yourself:
- Did your event achieve its objective?
- Were the right people in the room?
- Was the event worth the time, cost and energy?
If yes to all, then you are ready to be a regular host!
If you decide against hosting, party conferences are still worth a visit. Even being in the audience of a fringe event can bring all sorts of opportunities – as long as you show up, network and follow up to keep yourself visible.
For more insights and resources on preparing for party conference season, stay tuned for more guides from our team, or to find out the difference having the right political monitoring can make, unlock your free trial of DeHavilland’s platform in time for party conference season.
