COI director of live events Simon Hughes will market Eventia to other staff working on events in the public sector, following his appointment to the association's board at its AGM.
"With the role we are playing now, it is about creating an opportunity for Eventia to get more impact in the public sector," explained Hughes. "We now know there is going to be a lot more need for best practice to wash through the public sector."
Hughes told C&IT that in anticipation of spending cuts this year, he had already made plans in 2009 to halve budgets.
"There is a big drive for much more efficiency and collaboration," he explained. "The people who do events in the public sector are often quite hidden, they don't have the title of events manager. There is a vast pool of people organising events on a regular basis and it is about giving them a focal point so they can begin to benefit from important [issues] like ROI.
"As we come across people in departments and [government] agencies with responsibility for events, we will be marketing Eventia as an association that can give them real value in terms of knowledge sharing and contacts. A lot of them work in isolation and we have got to be much more collaborative and robust in demonstrating why to use a face to face live event.
He added the only certainty was that there is an "absolute commitment" to reduce expenditure. "If you are working in that world, you have to come up with ways of getting more done with less resources so the arguments you deploy have to be based on demonstrating ROI and the impact the activity will have. That is the feeling we have got in Government at the moment - of tangible outcomes."