Public relationsYou’ve got the concept, the date, and the beginnings of a guest list. Your next big challenge? To create a buzz. Joanna Roffo, senior account executive at PR giant Regan Communications, has pulled off plenty of Alist events. Armed with a contact list of the city’s social butterflies, she knows how to fill a room with all the right people.First, the technicalities: invite double the number you’d like in attendance, and put some thought into your invitations. After all, the invites set the tone for the evening. “I always look for something that’s going to be catchy to someone, have a ‘wow’ effect,” says Roffo. “I think [invitations] are the most important part, because people are going to be like, ‘I don’t want to miss that party.’ ”Second, tailor your guest list carefully: make sure you’re inviting a group that gets along and will have a good time together. And if there’s someone you’re really hoping will show, make a personal connection. “I would pick up the phone and say, ‘I just wanted to make sure you got the invite, and I really hope you can make it,’ ” Roffo advises. Even if those potential guests weren’t planning to go, they might just be impressed or flattered enough to clear their schedules for you.Of course, not everyone’s a VIP. If you’re called out for not inviting someone — or you forget to invite someone you meant to — be humble. “You just say, ‘I’m so sorry. I certainly didn’t mean to overlook you, but I hope that you can make it.’ ” And if hardly anyone shows up? “You drink the night away by yourself and hope that you have one really good friend there to share the night,” Roffo laughs. “You enjoy who’s there. Make the best of it.”
