I’d like to add the word “hybrid” to the list of most overused pandemic-era words. (It’s right up there with “unprecedented” in my book.) Despite the overuse, it IS the word of the moment for associations—and I’d like to dig a little deeper into the concept.
A hybrid meeting is a unique blend of in-person and virtual components. When this type of meeting is well done, the focus is on “seamless collaboration and on content sharing both in-room and remote” (according to Barco.com). Most often, the content sharing is done simultaneously. I suggest that associations rethink this, however, because the needs/desires of these two audiences are often different and it can be difficult (and expensive) to make both happy at the same event. (For clarification, most meetings in 2020 were “virtual” rather than hybrid because they did not have an in-person aspect.)
Meeting planning should ALWAYS begin with the goals and purpose of the meeting. When planning a hybrid event, a set of goals and purpose should be developed for each audience. If the resulting lists aren’t similar, it may be an indication that you should plan two different events: one virtual and one in-person. (See what I mean about it being difficult and expensive to meet the needs of two audiences?) While this may not always be possible or desirable, it should at least be considered.
Yes, I know this is more work. And yes, I understand it adds to the complexity of meeting planning. But it’s also possible that you can capture content in-person that you can use to create a stellar virtual event afterward. Or, like the National Speakers Association, you might offer a “virtual warmup” that both audiences can participate in remotely and a unique “main event” offered virtually and for a small “in-studio audience” simultaneously. You can see what NSA has planned here. (And if you want to see what safety precautions they will have in place, you can read them here.)
Many association professionals have told me that their virtual meetings have increased their reach and enabled them to include new audiences. This is good news! The pull to go back to the “way we’ve always done it” will be strong. Don’t let the challenges of this past year be wasted. Use the pandemic as an invitation to refresh tired meetings, to retire ones that were no longer profitable or were on the decline, and to rethink the concept of hybrid meetings. They aren’t the same as “virtual” and the way you approach them should reflect this understanding.