Guide to Event Planning – American Psychoanalytic Association

Guide to Event Planning

APsaA recognizes the importance of local outreach to the study and advancement of psychoanalysis and in fostering integration of psychoanalysis with other branches of science and culture. The APsaA Committee on Public Information has compiled this Guide to Event Planning to facilitate the marketing and media relations efforts of APsaA institutes, societies, centers and foundations.

By effectively sharing our knowledge with scientific colleagues and mental health professionals as well as the general public, we are all creating positive awareness of the field of psychoanalysis.

Before the Event

Define the Purpose of the Event

It’s important to determine the purpose of the event you are planning and the audience you are trying to reach. Events are often determined by a need to reach a particular audience—perhaps, mental health professionals or the general public. Make sure that you carefully develop your event in keeping with its mission or with your marketing strategy. Ensure all participants and presenters are conscious of the target audience.

Partnering for Value

On many occasions, psychoanalytic groups develop their events and hold them on their own, which is effective. On other occasions, psychoanalytic groups look for different ways to increase awareness of their events beyond their internal resources. One way for local psychoanalytic institutes and societies to develop awareness of their programs and expertise is by partnering with another well-respected organization. By combining the talents and resources of two organizations, a truly exemplary public service can be provided and the field of psychoanalysis becomes more tangible to those who attend.

Prospecting for Attendees

Augment to your email/mailing lists, with contacts from like-minded organizations:
- State chapter of national organizations, such as the American Psychological Association, the American Psychiatric Association, the National Association of Social Workers, the Association of Marriage and Family Therapists, the American Counseling Association
- State licensing boards and inquire about obtaining their contacts for MSWs, CSWs, PsyDs, etc.
Reach out to local colleges, universities and medical facilities about opportunities for free advertisement, e.g. posting on a link on their website, sending flyers for distribution, being listed on the events calendar.
Publicize your event on your website, list serves and social media platforms. Ask other organizations to publicize your event in this way as well.
Don’t neglect your members! Make sure they know about the event and encourage them to spread the word.

Media Attention

Invite local media to the event. This can be done via personalized emails that include the basic information (keep these brief and to the point), or via a Constant Contact (or Mail Chimp) invitation. Contact APsaA’s Director of Public Affairs for a list of media to target.

During the Event

Sign in Sheet

Have sign in sheets or a bowl for business cards for attendees who are interested in learning more, hearing about future events, etc.

Brand the Event

Have signage at the event with your logo, this can include directional signs, podium signage, a welcome PowerPoint slide, if applicable

Take Home Materials

Offer flyers, fact sheets and brochures about your institute/society, APsaA and psychoanalysis. For example, you may want to offer a brochure or fact sheet about your organization, its educational programs, and/or its referral services.
Make available a biography of the featured speaker or background information on the program topic. Personalize these documents by printing them on your organization’s letterhead or affixing address labels with your organization’s name, phone number and website address to pre-printed documents.
Have on hand business cards for your organization’s executive director, administrator or program chair

Meet and Greet

Recruit your leadership/members to greet attendees and make them feel welcome.

After the Event

Keep in touch with the people who made the event a success:

Thank co-sponsors/partners
Send an update to those who could not attend
Add attendees to your mailing list
Post photos from the event on social media and your website

Read more

APsA Publications

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The Journal of the American Psychoanalytic Association (JAPA)

The American Psychoanalyst (TAP)

Psychotherapist Newsletter

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