The Critical Importance of Choosing the Right Event Technology for Mission-Critical Events
In today’s event landscape, technology plays an indispensable role. Events increasingly rely on various digital platforms, yet the wrong choice of communication tools can undermine even the most meticulously planned occasion. The ability to disseminate information clearly and concisely, and to foster engagement, determines the success of many modern events.
The 2024 Presidential Election served as a potent demonstration of the role event technology platforms now play in connecting candidates with wider audiences. The election also highlighted the potential pitfalls of using platforms lacking sufficient security and scalability for large-scale events. For instance, an interview with President-Elect Donald Trump on X’s Spaces platform experienced numerous technical difficulties, delaying its start by 40 minutes. Such issues underscore the importance of selecting robust tools to mitigate the risks. Inadequate technology can lead to miscommunication, security breaches, accessibility limitations, and reputational damage.
Miscommunication and Misinformation
One of the most significant downsides of using inadequate event technology is the potential for miscommunication, particularly in high-stakes situations like election campaigns or investor relations events, where accurate information is paramount. Unreliable platforms or those prone to technical glitches can easily spread misinformation and distrust. Platforms must also be free from interference or censorship to maintain public trust. Technical failures, such as poor audio and visual quality, can fuel the spread of inaccurate information. In investor relations, clear and honest communication with stakeholders enables informed decision-making. When an investor is given overly optimistic projections or vague data that doesn’t align with actual performance, they may lose confidence, potentially leading to financial losses and damaged relationships.
Miscommunication and misinformation can result in confusion, strained relationships, financial shortfalls, and reputational damage. To reduce these risks, event organizers must ensure transparency, align messaging with event goals, and maintain a consistent flow of information.
Security & Privacy Risks
Security and data breaches are a major concern in virtual and hybrid events. With more than 3,200 data breaches reported in 2023 in the U.S. alone, the stakes are higher than ever. Scalability is important when considering a platform’s security and privacy capabilities. Event platforms should be able to accommodate audiences of any size, and be able to safely scale from 10,000 to 100,000 attendees without warning. When a platform is deployed in a private cloud rather than the public cloud, event organizers can efficiently allocate resources and monitor activity.
Security threats such as Zoombombing, denial-of-service attacks, and social engineering can expose sensitive information and put both participants and organizers at considerable risk. These breaches can lead to disruptions, the loss of trust, and serious financial and reputational harm. Event security and the privacy of attendees can also play a major role in a brand’s image and perception.
The Impact on Brand Perception
Brand image is critical and fragile. The technology used sends a message to attendees and the public, which has a profound impact on perception. Events that suffer from technical problems or appear unprofessional risk damaging their credibility. Reliable event technology platforms, which allow branding control over the audience experience, enable presenters to elevate their brand and engage audiences. Engagement is key to a successful event, and with decreasing attention spans, it is essential every effort is made to ensure that attention is held. From product launches to investor relations, choosing the right event technology platform provider can be a critical determinant of the event’s success.
For example, a recent Zoom investor relations video event for Q3 FY 2025 earnings showed how video quality degrades on the Zoom platform for live events when more than 1,000 attendees join. Transparency was further eroded when Zoom posted an entirely different recording to the Zoom investor relations website archive.
In conclusion, high-stakes events must prioritize selecting reliable, secure, and effective tools to convey essential information. This proactive approach enhances the chances of achieving success. As enterprises and organizations increase their digital footprint, the capacity to master and effectively use the right technological solutions is not merely advantageous—it is essential. Strategic event technology use becomes a critical factor in navigating challenges and seizing growth opportunities. Without it, organizations risk falling behind in an evolving digital environment.
Trent Waterhouse is the CMO of GlobalMeet, a leading virtual event technology company. He has a proven track record of driving growth and innovation with 35 years of expertise.
