Keep your Corporate Event Organized and On Track with a Ground Book
If you are planning a corporate event, such as a product launch or public relations event where media will be in attendance, you need to develop a ground book for the day of the event.
What is a Ground Book?
A ground book is an industry term for a book that contains all the necessary day-of-event information. It is given to key executives and personnel who are spokespeople and key stakeholders. Members of your PR team should also have copies of the book. It is an internal book that people use the day of an event as their master guide to what is going on, who is there, schedule of events, talking points, etc. It is everything key stakeholders need to get through the event successfully.
What is in a Ground Book?
A Ground Book is usually a book of 8.5×11 pages printed in color portrait style. Tabs are used to separate the sections. It usually includes the following sections:
- Cover page: Logo of company, name of event, date
- Contents page: Table of contents
- Contact Information: Include name, title and cell phone for the people on your team – or the team you are supporting if you are an external PR consultant – such as executives in attendance, key stakeholders, and public relations/media personnel.
- Event Flow: Detailed run-of-show which includes an overview of everything that is happening by time. It is written as a list. For example: 8:30 am – Company A spokespeople and stakeholders arrive and conduct full run through of event. 10:00 am – Media check-in/greeted by Red Carpet Rollout staffers/mingle/enjoy refreshments. 10:15am – Presentations begin…Add in everything that is happening and the timing of the actions. People will use this to know where they need to be, what is happening, etc.
- Media Attendee List/Backgrounder: Include a press attendee list in a table – outlet, name, title. Also include after that list a “Media Overview.” This is more detailed and includes the publications name, paragraph about the publications, reporter name, and background on the reporter.
- Talking Points: A bulleted list of key talking points/messages all personnel should stick to
- Frequently Asked Questions: Think like a reporter and include questions with full answers to what you think they will ask. This ensures your spokespeople and key personnel have answers at the ready.
- Additional Info: Copies of press releases and fact sheet that associate with the event
How to Present a Ground Book
Print and bind the book with tabs included. Clear plastic covers and black plastic backs look incredibly professional.
Here is a Ground Book that I did for a product launch a few years ago:
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- Corporate Event Organization
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- Corporate Event Ground Book
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- Ground Book Sections
What do you use the day of a corporate event to keep you and your executives organized?
1 comment
Maria P. Velasquez says:
February 13, 2012 at 5:46 pm (UTC -4)
I can’t imagine doing an event without one of these! Even for small cocktail parties I always carried a binder with at the very least a contact list, guest list and timeline. I called them production books and would create different versions with more or less information depending on who each copy was going to. They are definitely worth the time and effort that goes into making them!