PCMA

can increase the impact of the organizations they represent. “Staging the event is foundational,” Karamat states. “After that comes brand building, social and economic impact, and that is where most of the education is focused on. For example, the National Association of Homebuilders could target those who build homes. But the association could also reach out to property developers or suppliers who manufacture nails or fiber-optic technology. Even an association with a very narrow scope can actually serve a much broader community. It depends on how the leadership is thinking and how they’re including the entire ecosystem into their com- munity. You don’t just have to be successful at staging an event; you have to focus on its out- come. How do you make sure you’re achieving the outcome for your organization?” PCMA’s programs include regionalized Knowl- edge Exchange education sessions around the world; PCMA Convening Leaders, a multi-day annual event that attracts business events professionals from around the world for edu- cation, networking and social impact projects; PCMA EduCon, a multi-day energetic, immer- sive and provocative program designed to attract thought leaders, event marketers, ex- perience designers, and business events pro- fessionals; and the PCMA Foundation’s annual Visionary Awards, celebrating distinguished and accomplished individuals in the business events industry. PCMA European Influencers Summit 2018 Barcelona