As an event manager, your basic job is to create an event from scratch. However, the nature of the event depends on the client who hires you. For instance, if your client is a corporate giant, then the event can range from a product launch to conferences, etc. Other events include press conferences, promotions, marriages, theme parties, music concerts, road shows, etc. The size of the show determines the amount of effort that goes in.

Event managers have to start working at least two months in advance as far as major events are concerned. Most companies approach event managers with a vague idea and budget in mind. It is then entirely up to the event manager to develop, improvise and turn the idea into reality.

For instance, if a company wants to organise a music concert featuring UB40, it is the event managers' responsibility to get in touch with the group, convince them to do the show, book dates, co-ordinate between performers and sponsors, book the venue and get legal permission, etc.

Once the basic framework has been finalised, event managers begin coordinating with sponsors and performers, arranging travel, security and accommodation for the stars. They also have to supervise ticket and stage designs, arrange music, sound and lights and look into those numerous details that go into making a rock concert or music show successful.

Security is another big issue that is dealt with by event managers. Bad security could ruin a perfectly well organised event. Unwanted people, stampedes, fights and harassment to performers are a few things event managers have to tackle during public events.

Most youngsters start off as Promotion Coordinators - the lowest rung of the ladder - and work their way to the top. Being hired as a Promotion Coordinator isn't a problem. They are normally hired on a freelance basis and work at ground level. All one has to do is approach an event management company and ask them if there's anything one could do for a particular event.

Their job generally consists of distributing pamphlets, circulating and putting up banners and creating awareness. Promotion coordinators are normally college students and can earn anything between Rs 500 to Rs 1000 a day.

The next step is Event Coordination. Event Coordinators normally work for event management companies and supervise promotion coordination. They make sure that everything's being done according to plan. Getting hired as an Event Coordinator isn't that easy and references help.

It is not necessary to start off as a Promotion Coordinator - one could start off directly as Event Coordinator if you manage to get a break.

The best way to start off would be to take up a job as an intern with an event management company and gain experience. One could work for a few months, learn the ropes and then start one's own company or freelance.

The ideal way to start off would be to work for someone, make contacts and then start your own company. You need an initial investment of at least Rs 5-10 lakhs to start off.

Event Managers have a lot to look out. Experience is important and presence of mind is the only thing that works when situations get sticky. Being stood up by caterers, artistes, performers or Project Coordinators is every Event Manager's nightmare. This is where experience comes in. The trick is to keep your cool and manage as many things as possible. Remember, the show must go on.

You don't need much to start off as an Event Manager. Although education would be an advantage, it isn't altogether necessary. However, good organisational skills and public relations are a must.

Event Managers have to be very accommodating and tolerant of all the responsibilities on his shoulder. Also, one cannot afford to lose one's cool. And a smile on one's face is indispensible - especially when dealing with clients.

Since the success of one's company depends on, among other things, word of mouth publicity from clients, bad reception would mean losing clients to competitors.

Event coordinators can earn anything between Rs 15,000 to Rs 20,000, depending on the company they work for. Becoming an Event Manager entails earning a whole lot more. Though it is not that easy, if you start your own company, the returns will be even higher.

Small-time event managers who handle only birthday parties and corporate events could earn anything between Rs 40,000 to Rs 50,000 once they are established. In fact, the ultimate ambition of every event manager is to start his/her own company. However, don't expect much if you've just started off and be grateful for the experience you get.

Experience counts and you can demand a lot more if you've been in the profession for a few years. Experienced event coordinators earn anything between Rs 40,000 to Rs 60,000 a month. Established firms that handle mega events, such as rock shows and concerts, are entitled to 10% to 20% of the entire profit. That could mean anything between Rs 1.5 lakhs to Rs 5 lakhs per event. 

Most Event Management companies have an in-house staff of about 30 to 40 people and prefer hiring freelance Event Coordinators and artistes as and when needed.

For big events such as concerts, most event management companies rope in smaller companies on a sub-contract basis.

It is the job of these smaller firms to look after individual details such as music, catering, security or advertising, depending on the contract.

Upside

• Promotion is fast and satisfying in terms of remuneration once you have slogged the initial period.
    
• There are chances to hob-nob with superstars, feel good about taking care of one's idols.
    
• One isin the position of being able to dole out the ever-sought-after 'passes' to friends.

Downside

• There is a lot of running around involved, even at a senior level, when last-minute glitches show up.
   
• The stress has to be lived with to be believed. One must be prepared for sleepless nights before an event.
  
  
• Sometimes the socialising that is necessary to make the contacts necessary to this profession can get very tiring, particularly during or just after another event.

There is only one institute in the country so far that offers Event Management, the National Institute of Event Management in Mumbai.

The institute offers a one-year diploma course. For details, contact,
National Institute of Event Management
7, Avon Arcade
D.J. Road
Vile Parle (West)
Mumbai 56.

Other than this, there are no institutes that specifically offer courses in Event Management.

A diploma in mass communications might help you get an edge over the others if you apply for a job at an event management company.

Other institutes that offer courses that might be of help:

• Indian Institute of Mass Communications,
  JNU Campus,
  New Delhi
• Mudra Institute of Communications (MICA),
  Shela,
  Ahmedabad
  Website: http://www.mica-india.net/
• Sophia College,
  Bhulabhai Desai Road,
  Mumbai 400 026
  Phone: 363 0157/1913
• St. Xavier's College of Communications (unlike other universities, Xavier's has a separate course in Public Relations),
  Dhobi Talao Road,
  (near Metro Cinema),
  Marine Lines,
  Mumbai  400 001
  Phone: 91-22-262 1366/1639/2877
  Website: http://www.xaviers.edu/
• Symbiosis Institute of Journalism and Communications,
  Atur Center,
  Plot No. 417,
  Gokhale Cross Road,
  Model Colony,
  Pune,
  India 411 016
  Phone: 91-212-374150,
  TeleFax:  91-212-375953 
  Email: sitm@giaspn01.vsnl.net.in
• KJ Somaiya Institute of Management Studies and Research,
  Vidyavihar,
  Mumbai 400 077
  Phone: 91-22-514 7265, 91-22-515 6583 Website: http://www.qlcomm.com/somaiya

• Narsee Mohnjee Institute of Management Studies (NMIMS),
  Opposite Mithibai College,
  V L Mehta Road,
  JVPD Scheme,
  Vile Parle (West),
  Mumbai 400 056
  Phone: 91-22-614 3177
• Kishinchand Chelaram College (KC), Dinshaw Wacha Road,
  Churchgate,
  Mumbai 400 020
  Phone: 285 5726.
• University Department of Management Sciences (PUMBA)
  (this university offers a basic MBA course)
• University of Pune,
  Ganeshkhind,
  Pune  411 007
  Telefax : (0212) 353380
  Email: recruit@pumba.unipune.ernet.in,
  Website: pumba.unipune.ernet.in
• Bharatiya Vidya Bhavan at Bombay, Calcutta, Delhi, Madras, Hyderabad, Bangalore.
• School of Communication and Management Studies,
  Cochin University
• YMCA Institute of Mass Media Studies, Delhi,
  YMCA,
  New Delhi
• New Delhi Polytechnic for Women
  New Delhi