Business News Rapid tests may be ‘new norm’ for events By Jessica Brookes
Rapid testing may become the new norm for live events, as and when they return, but virtual events may be here to stay after the pandemic ends. That’s the view of David
Woodcock, director at PSP, a technical production company based in Kings Norton, Birmingham. The business had, like swathes
of others, to abruptly slam the brakes on their live events work when the health crisis swept the world last year.
‘I believe that virtual events are here to stay for a while’
But, the firm has not stood still
in that time. It has instead evolved its services to meet the growing demand on producing high- quality virtual events – a major step above glitchy Zoom meetings and muted participants. The business has heavily
invested in developing an online virtual events platform, equipment and infrastructure, as well as transforming its head office in the city into a broadcast studio space, with 14 streaming studios. Mr Woodcock says that although the principals of running
David Woodcock: Rapid testing may be new norm for live events
live and virtual events have some similarities, virtual events do come with their own set of challenges and considerations. He said: “You get a very
different kind of buzz from virtual events, everything is a lot faster pace and on the whole the events are shorter. Expectations of virtual events are always increasing and people need engaging content with interaction.”
Firms confident of growth, says report
More than two thirds of Midlands business leaders are ‘confident’ of growth this year, according to research from PR agency Story Comms. The findings, revealed in the Birmingham based firm’s ‘Midlands: Graft &
Grow report’, show that while three quarters (78 per cent) of businesses aren’t ‘bouncing back’ yet, the region’s leaders are optimistic. Despite a difficult year, leaders are looking ahead and planning a clear
route to growth, with two thirds (66 per cent) believing they will see pre- pandemic growth levels from July, and 15 per cent expecting it sooner. Amanda Lowe, managing director at Story Comms, said: “The last year
has tested and stretched every business. But, our research has found that as 2021 gets underway, many are drawing on the lessons learnt to devise a plan for recovery and growth.” Story Comms has also launched a free ‘Graft & Grow’ advice series for
businesses looking to grow. The series, which includes interviews, insights and blogs, gives leaders a
clear guide for their communications and brand planning in 2021. Ms Lowe said: “Our new series takes everything we learnt in our research
and packages it into clear insight and guidance. From Black Lives Matter and inclusion, to conjuring up innovation, government support and how to make money in a post-Brexit world. There are a myriad of previously unknown issues to be navigated. “Telling your business’ story well to your staff, customers and beyond is
the starting point. We aim to help the region’s businesses do just that.” Story Comm’s Midlands: Graft & Grow report was comprised interviews
with 18 regional businesses, including EY, NatWest, Anthony Collins Solicitors, Avison Young, Berkeley Group, Midlands Connect, the Greater Birmingham Chambers of Commerce and the Black Country Chamber of Commerce.
24 CHAMBERLINK March 2021 Amanda Lowe:
Midlands leaders are confident of growth
Looking to the future, now
equipped with the technology and skills to deliver virtual and in- person events, Mr Woodcock predicts that when live events return, more rigorous health checks and screening may be required. He said: “Across the events and
entertainment industries as a whole, I think that we will start to see rapid testing and screening before entry to a lot of events.
“A lot of corporate event
audiences are international, and it will be a while before all countries globally are in the same place with vaccinations and travel restrictions lifted. “I believe that virtual events are
here to stay for a while to ensure audiences stay connected globally. The Autumn will likely see more hybrid events with a smaller physical audience connected to other event sites and also a larger virtual audience.” But now that the world has had
to adapt to virtual events, Mr Woodcock is confident that they are here to stay. “Virtual event technology is
going to remain and will continue to evolve and improve. Now that the world is familiar with this delivery method and with more businesses giving employees flexibility to work from home, virtual will continue to grow. “There is also a focus and push
from corporates on sustainability and this delivery method will reduce the carbon footprint of events. It’ll gives business the opportunity to take their content to a much wider audience now and this can be very cost effective. But regardless of the success of virtual, we know so many people, us included, can’t wait to get back to face to face events.”
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