Sheri Dean Parmelee is a Communication Studies expert and former event planner with 20 years of experience. She has co-authored journal articles on corporate and digital communication and teaches strategic communication as an Associate Professor at the university level. Clark F. Greer is a retired Professor of Communication and accomplished researcher with over 21 years of teaching experience. He has authored and co-authored numerous scholarly works on media audiences and content. Tammy K. Brown is an Associate Professor at the Liberty University School of Business, where she teaches finance and HR courses. She has 29 years of banking expertise with a focus on commercial lending and human resources. Seungwon “Shawn” Lee (Series Editor) is an Associate Professor at George Mason University. He is a seasoned researcher and educator specializing in event technology and management. He is the editor of The Wiley Event Management Series.

• Preface xviiList of Illustrations xixAbout the Companion Website xxiPart 1: Pre-Event Analysis1 Audience Research 32 Digital Research 173 Event Purposes 274 Theories 38Part 2: Event Communication5 Pre-Event Promotion 516 During Event Communication 657 Planning Checklist 768 Implementation 929 Leading Through Volunteerism 10210 Budgeting 11111 Grant Writing and Funding 122Part 3: Types of Events12 Corporate and Nonprofit Events 13513 Festivals, Fairs, & Tourism 14814 Life-Cycle Events 160Part 4: Post-Event Analysis15 Evaluation Research 177Glossary G- 1Index I- 1

Sheri Dean Parmelee is a Communication Studies expert and former event planner with 20 years of experience. She has co-authored journal articles on corporate and digital communication and teaches strategic communication as an Associate Professor at the university level. Clark F. Greer is a retired Professor of Communication and accomplished researcher with over 21 years of teaching experience. He has authored and co-authored numerous scholarly works on media audiences and content. Tammy K. Brown is an Associate Professor at the Liberty University School of Business, where she teaches finance and HR courses. She has 29 years of banking expertise with a focus on commercial lending and human resources. Seungwon “Shawn” Lee (Series Editor) is an Associate Professor at George Mason University. He is a seasoned researcher and educator specializing in event technology and management. He is the editor of The Wiley Event Management Series.

• Preface xviiList of Illustrations xixAbout the Companion Website xxiPart 1: Pre-Event Analysis1 Audience Research 32 Digital Research 173 Event Purposes 274 Theories 38Part 2: Event Communication5 Pre-Event Promotion 516 During Event Communication 657 Planning Checklist 768 Implementation 929 Leading Through Volunteerism 10210 Budgeting 11111 Grant Writing and Funding 122Part 3: Types of Events12 Corporate and Nonprofit Events 13513 Festivals, Fairs, & Tourism 14814 Life-Cycle Events 160Part 4: Post-Event Analysis15 Evaluation Research 177Glossary G- 1Index I- 1