By Katie Scrivano

Wisconsin Meetings (WM) recently spoke with Milwaukee-based planner Laura Kielbasa, a conference and events planner for MRA — the Management Association, who produces annual conferences and events for human resource professionals. Kielbasa previously managed programming for Association Management.

WM: Tell us about your career path into association meeting support.

LK: Having a communications background, I always knew I liked event planning. Planning for associations gives me the longer lead time I like to have to put all the pieces into place — it fits my style and personality.

WM: Are you experiencing the momentum for meeting demand we’ve heard about in recent forecasts?

LK: Yes, there is demand for both content and networking. For events to be successful long-term, we have to merge those two things. People want to come and learn, but we also need to give space for people to connect.

WM: How are virtual and hybrid events faring in your line-up for the year?

LK: We continue to add virtual events because our attendees, typically HR professionals, are pulled in so many directions. For example, we recently added an artificial intelligence webinar to help professionals embrace new technology. We also look for low-cost but dynamic ways to engage virtual audiences. We will bring a speaker off stage and offer an intimate Q&A for just those joining online, for example. It truly makes them feel like they were part of the physical conference.

WM: How are you able to foster networking opportunities for attendees?

LK: We’ve had good interest in round tables, and work in mock round tables to most conferences. The key is to create structure, but not be too prescriptive — attendees don’t want to feel locked in to an agenda.

WM: What advice would you give young professionals navigating this industry?

LK: Don’t be afraid to take calculated risks. After two years in event-adjacent roles, I knew I wanted to move into a true event planning role. However, I wasn’t getting interviews or offers due to a lack of experience. So I took a calculated risk and took an internship at Red Frog Events. While it felt like I was taking a step back, I gained immense experience and I learned a lot about myself — what I loved about events and what I maybe didn’t love so much. It set the trajectory for me to become the event planner I am today.

WM: As a self-proclaimed introvert, how do you stay connected in the industry?

LK: I often reach out to people I’ve made relationships with and ask for help from people I feel comfortable talking to for guidance.

CREATING SYMBIOTIC RELATIONSHIPS WITH MENTORS

Kielbasa attributes her partnership with her manager Kim Mitschke as key to her success in her current part-time role. Mitschke commends Kielbasa’s ability to tighten processes, guide new technologies and jump quickly into marketing needs.

“I wholeheartedly believe in allowing her the autonomy to go about her role and personal life as she needs,” Mitschke says. “We have very open communication and frequently talk about life and what is happening in our worlds, which helps us balance our workloads together.”