How to Use the RACI Matrix for Event Management

Download Now

For anyone unfamiliar with the term ‘RACI’ matrix, let’s start with a definition:

A RACI matrix provides a framework for teams working on complex projects or processes, clarifying the role and responsibility of each team member to ensure tasks are completed with efficiency and accountability. 

The matrix dictates that each team member be assigned one of four roles, hence the acronym, depending on their level of involvement, seniority or expertise: Responsible, Accountable, Contributor, and Informed. 

We’ll get into more detail further down on the scope of each role and how they are apportioned, with a free RACI template available to download, but the topline idea is that everyone involved has a clearly defined remit, improving communication and execution as a result. 

Can the RACI matrix work for event management?

Running events can be a complex business, with an entangled web of logistics, marketing, and talent management to take care of. RACI can be a useful way to untangle all of those threads and approach event planning systematically.

It works particularly well for larger events that are organized across different teams and functions. For that reason, the RACI model is often used by organizations planning big customer-facing events, annual trade shows or other special events.

3 main benefits of using RACI event management

There are several benefits to using the Responsibility-Accountability-Consult-Inform matrix when running events.

  1. The first major advantage of taking a RACI approach to event planning is that it specifies who is (and isn’t) responsible for what, helping to stop details from getting missed, or anything ‘slipping through the cracks.’

By documenting roles and responsibilities, it leaves no room for doubt and allows everyone to see who needs to be involved at what stage of the event and in what capacity.

Removing any ambiguity also helps to streamline communications and, in theory, stop those annoying emails where half the company are cc’d because no-one really knows who to direct their enquiry to or who should be answering it.

  1. A second big advantage to RACI is that it makes sure you involve all the right people in the planning and management of your event. For example, let’s say members of the marketing team are responsible and ultimately accountable for the success of an event, it may be tempting for them to work on it unilaterally.

By adding in sales as ‘Consulted’ and senior management, finance etc. as ‘Informed’ it keeps everyone on the same page and ensures the event meets the goals of everyone in the organization.

  1. A third great reason to utilize RACI in your event management is that it is not overly complicated. In fact it offers an incredibly simple, quick view of the whole project, which is easy to access (and understand) by everyone in the company.

Such simplicity massively increases its utility and usability, making it a practical tool rather than a theoretical exercise that will be shut in a drawer and not looked at again after the launch meeting.

How do you create a RACI chart?

RACI charts vary from company to company, project to project, but broadly speaking they serve to keep track of projects and reinforce the roles and workstreams agreed at the outset. If you’ve ever used a Gantt chart for project management, imagine something similar but with actions mapped against specific RACI designations. 

For example:

Task: Create and send post-event survey

Responsible – Marketing Executive

Accountable – Head of Marketing

Contributor – Designer

Informed – Event Producer

A RACI chart could be built in Excel, as it is in the template we have provided, Miro or something similar. The most important thing is that it serves as a single source of truth for all stakeholders and is regularly updated and monitored as the project progresses.

How to use your RACI event management template

The basic RACI system works as follows:

  • Assign ‘Responsibility’ to those expected to complete a specific task.
  • Assign ‘Accountability’ to those who are ultimately accountable for a particular task to be completed to standard (and on time).
  • Assign ‘Consulted’ to those who are stakeholders and whose opinions need to be sought before a specific decision is taken and/or a task is completed by those responsible.
  • Assign ‘Informed’ to those who should be kept in the loop about the progress of the event at different stages, but whose opinions do not need to be heard in order for a particular task to be completed.

In some cases, those responsible for a task may also be accountable for its completion too. In those cases you assign them as ‘AR’ or ‘Accountable/Responsible.’

To work effectively, you should define tasks as tightly and granularly as possible, making sure each is a distinct unit that can be completed. For example, ‘send email invites’ would not also include ‘defining the target audiences,’ or ‘create the event design and communication templates,’ which are both separate tasks.

Every person (or function / department) referenced on the RACI matrix must agree to the final document, and ideally the whole project team should have weekly catch-ups to discuss progress against the key milestones.

Conclusion

If you’re an event planner at an agency (or freelance), taking a RACI approach to event management is a must as it will avoid any ‘he said, she said’ scenarios that can arise when roles and responsibilities are not 100% nailed down.

Even if you’re the designated project manager for an event internally, and you need to work between sales, marketing, finance, and senior management you’d be best to use this system (and our free RACI template) to ensure everything runs smoothly.

Ready to create your own RACI matrix for event management? Add your details to the form on the right to access our free Excel template made for event creators.