ICMS Masterclass: What It Takes to Run a Global Event

What happens when an event moves from a private function to a public spectacle watched by millions? The stakes are higher, risks increase, and the definition of success changes.  

This was the central focus of the recent ICMS Masterclass, Behind the Big Moments – Risk, Power and Public Reality, held in February. 

Four industry leaders gathered in the Great Hall at the ICMS Northern Beaches Campus to discuss major event management.  

They shared their views on everything from city-wide festivals to the Olympic Games, giving students insight into the realities of delivering large-scale events.  

The discussion covered crisis communications, stakeholder management, and less obvious career paths involved in organising such events. 

The People Behind the Events

The panel brought a range of expertise. The session was facilitated by Derrin Brown, CEO of the Australian Events Industry Collective, a creative strategist experienced in using culture and events to shape cities. 

He was joined by: 

• Katrina de Jersey: A leader in strategic communications with over 25 years’ experience on five continents, including work on the Olympic Games, FIFA World Cups, and UN Climate Conferences. 

• Fergus Linehan: CEO of Carriageworks and an experienced festival director, having led the Dublin Theatre Festival, Sydney Festival, and Vivid LIVE. 

• Craig Sheridan: Managing Director of Sheridan Consulting and a retired New South Wales Police Commander, with 30 years in major events and incident management. 

The panel explored what changes when the public becomes your audience, the government your client, and mistakes quickly make headlines. 

Handling Chaos with Communication and Control

Derrin opened the session by discussing whether public reality creates chaos. 

Drawing on his experience with events like Sydney’s New Year’s Eve, Craig agreed that it can bring challenges. He stressed the importance of having strong command and control structures, using the “C4” framework: Command, Control, Coordination and Communication.  

“Comms, command and control, communications, that’s the key,” Craig said, underlining the need for clear instructions coming from strategic command centres right through to the public. 

Katrina highlighted that clear communication is crucial in preventing chaos.  

“Understanding that your audience knows what they need to do, when, and where,” she said, is vital.  

She noted that in many major events, marketing communications are often one of the last elements funded, which can lead to avoidable problems. 

Navigating International Events and Crises

When discussing the complexities of running events across different countries and languages, Katrina offered clear advice from her global experience. 

“Hire local teams,” she said.  

Referring to her work on the Olympic torch relay in China (112 cities in 97 days), she added, “I think the most important thing is hire local teams and have a really trusted interpreter or translator.”  

She found local knowledge made all the difference, including during the Russian Olympic bid in Guatemala City, where a local team outperformed international agencies. 

Preparedness was a recurring theme when handling crises.  

Craig shared his experience evacuating the “Good Things” festival at Centennial Park due to a sudden lightning storm.  

“We were forced. That’s the only decision we can make,” he recalled. 

On event day, staying calm is key.  

Fergus pointed out the importance of leaders promoting a professional and calm environment: “If you get wrapped up in all the jeopardy of it, you can kind of kill the event.” 

Craig supported this, saying, “The number one thing… is to be calm. Be calm and make clear decisions.”  

He explained that readiness exercises and crisis management plans are standard, and that it’s important to follow the procedures.  

“Whatever decision you make, write down the rationale for that decision and you can never go wrong.” 

Building a Career in Events

Students attending the session also received practical advice on starting out in the events industry. 

Katrina strongly recommended volunteering, and also encouraged building a LinkedIn profile, joining industry groups, and being curious: “Build a profile, be curious. And that’s how people start to remember who you are.” 

Fergus urged students to make the most of on-site opportunities: “Get to meet as many people as you can.”  

He added that there are more paths into events than people often realise.  

“If you’re a very good fundraiser, you will never be out of work… if you’re a really good finance person, we’re really short on really good finance people.”  

He noted these roles are just as important as traditional event roles. 

The masterclass wrapped up by noting the events industry is about more than just logistics and planning.  

It’s also about telling stories, building community, and contributing to social and economic change.  

For those aiming to be part of it, the advice was to stay curious, get involved, work hard, and build connections with others in the industry.