Seahorse reflections: how to make a conference event matter
From infrastructure challenges to marine opportunities, Labour Party Conference was rife with competition for energy and environment events this year as businesses and NGOs looked to draw crucial insights from Ministers and MPs on Labour’s plans for delivering on its climate and nature promises.
As we reflect on our time in Liverpool, our own events and those we attended, Seahorse has pulled together questions for organisations to ask themselves that help execute an event to remember during Conference season:
Make it matter – who do you want to reach?
Conference is a rare chance to get in front of Ministers, MPs and advisers who are otherwise hard to access. But competition is fierce. Start with a clear set of A, B and C targets for speakers and attendees, recognising that Ministers are in high demand and then go onto shaping your event around what they want and need to hear from you.
Across our programme of events, we had diverse panels spanning industry, NGOs, politicians and media stakeholders. This creates the opportunity to communicate different angles in the conversation that appeal to all the stakeholders involved in driving policy change and delivering effective campaigns.
Timing is key - what do you want to say and why now?
The best events are tied to a live policy debate or news hook that gives policymakers an opportunity to frame their remarks around a development that they will want to speak about. Vice versa, Ministers and MPs may avoid events where they feel they will be open to heavy criticism.
At Seahorse Environmental’s energy and industry breakfast we framed the conversation around how the energy sector can help the Government in a political climate dominated by the Labour/Reform debate on net zero. The event gave industry, NGOs and local authorities a unique opportunity to tell No.10, Labour MPs and influencers like IPPR and the Aldersgate Group where the opportunities are to win this debate, arming them with the positive case studies they need to believe there is support for net zero and how it can deliver wins for the economy and communities.
For Oceana UK, we curated a panel with Climate Minister Katie White, Environmental Audit Committee Chair Toby Perkins MP, and Daily Express journalist Steph Spyro. The event spotlighted Labour’s vision for UK seas and coastal livelihoods, linking policy asks to lived experience. In the wake of the Prime Minister’s private viewing of Ocean with David Attenborough and Katie White’s important influence on the Government’s recent plans to ban bottom trawling, this was a timely platform to highlight how we translate this moment of ambition into an agenda to end overfishing.
With circular economy organisation Reloop we convened an expert panel including parliamentary waste campaigner James Asser MP, SUEZ UK's Stuart Hayward-Higham (who sits on the Government’s Circular Economy Taskforce), and Daily Mirror Environment Editor Nada Farhoud during a pivotal time for the Government’s live progress on the Circular Economy Strategy. The event demonstrated the continued urgency of action on this agenda and set it apart from the others by taking on the direct questions that the Government needs to answer with this new policy.
Tell a compelling story - how can you bring your message to life?
Against the competition, it’s crucial to curate an event that is designed to educate and move people to want to act.
A defining moment came in our Oceana UK event when Clive Mills, a fourth-generation fisherman, spoke directly to the Government about the cost of inaction and his own personal regrets for participating in destructive fishing practices. His powerful appeal to ‘end it tomorrow’ alongside Oceana’s campaign film silenced the room and showed the emotional impact of storytelling in policy debates.
Effectively promote your event – how do you make sure it’s seen?
By curating an event that is interesting for your desired targets, requires special attention from policymakers and industry, and offers a unique lens with a local or emotive voice, you’re more able to set your event apart as delegates work out their timetable in the days prior. This should include submitting your event before brochure deadline (usually around July), ensuring it is on the app, targeting invitations to those you want in the room, using your networks and panellist to promote the event, and active marketing like attending other events where you can invite your relevant audience or dropping leaflets around the secure zone and panels.
How Seahorse can help you
Events both in and out of Conference periods are an opportunity to shape narratives, influence decisionmakers and position yourself within a debate. Seahorse specialises in designing and delivering events that elevate our clients’ profile and campaigns and put their message in front of the right people at the right time. If you’re thinking about holding an event as part of your communications strategy, we’d love to help. Get in touch at info@seahorseenvironmental.co.uk.