Although this is an extreme scenario, it actually happened. j The audio was so bad, the sound so piercing, that many in the group of 2,000 ran out of the meeting room, screaming, hands covering their ears. The meeting planner was in tears.

The group had decided to go with a cheaper audiovisual provider and, as the old adage goes, you often get what you pay for. Unfortunately, it took an all-out failure during the final General Session to sway the group. The audio system the outside provider brought in was inadequate and a complete disaster.

In this case, the planner was lucky. She wiped away her tears and turned to the in-house provider for immediate help. A wireless microphone was patched in, the house audio system was fired up, and a few high-quality speakers were quietly brought in. The uncomfortable and immediate exodus from the room turned into an unscheduled break and the group returned to finish the General Session with the house audio and speakers.

No one wants a similar experience. Here's how to avoid it.

First, deciding upon an AV company is not something to be taken lightly, so don't wait until the last minute. Through careful planning, you can decide whether bringing in the right outside AV company or using the in-house provider will work best for your group. The size and frequency of your meetings along with their objectives will determine your AV needs. If you have special needs, or want a team that travels to different locations, you may prefer an experienced outside AV company. If you consistently use the same locations that are serviced by the same AV company, you may be more comfortable with the in-house team, who will be more intimately familiar with the facility. There is no single right decision.

The more you know about an AV company's capabilities, the more it will help you build a rapport and determine who has the most experience to service a group and meeting like yours. If you are expecting 200 or 2,000 people to attend your General Session, tell the company. Ask them if they have executed any similar programs recently. Ask to see photos, particularly of events in the hotel or location you are using. Other questions to ask AV providers:

• Why should my association hire your company to provide the AV? What sets you apart from the competition?
• What's the coolest show you produced lately? What made it so great? How did your client like it? (Questions like this should get the AV team excited and thinking about what they can do for you.) 
•  What's new and hot that might make our event more successful?
• Do you directly offer specialized services such as staging, rigging, virtual speaker services, high-speed Internet access, meeting capture, or other emerging technologies? If not, what technology applications will you use to support my meeting?
• If we need editing services, do you have the capability? Do you do it yourself or use another vendor?
• Does your company provide room diagrams to ensure proper placement of not only AV, but tables, chairs, staging?
• Do you have a Web site that tells me more about your AV capabilities?
• In terms of your technical staff, does your company provide ongoing technical and customer service training? Do you have standardized attire for your staff? What can I expect them to be wearing during our formal awards reception?
• Is your company involved in a customer satisfaction program that rates your products/services? If so, by whom? Can I view the latest results? 
•  Is someone available to me 24 hours a day in case of last-minute changes? If not, what are your hours of operation?
• How does your billing work? Any service charges we should be made aware of upfront?

In-house Providers

Although many of the same questions as above should be addressed with in-house providers, also be sure to ask: 

•  How long has your company been the in-house AV provider at this hotel/property?
• Does your hotel have a technical policies manual? Is it part of the hotel contract?
• Do you have access to local resources to support your operation? What happens if you run out of gear? Are techs called in?

When an in-house provider is handling the AV, most often they will be familiar with the hotel staff and can accommodate last-minute requests or changes more easily. On-site assistance and equipment is available for all last-minute needs. They will be involved in pre-event planning or show development from very early in the hotel's sales process, sometimes prior to site selection.

Outside Providers

If your show is technically demanding or must be repeated in different cities, you might need a company that has traveling technicians who can handle your show from city to city. The production, no matter how difficult, will run seamlessly from event to event.

You might also consider using a hybrid of in-house vendors and outside AV company capabilities. For instance, you can find a company with a national sales team that can offer you a single point of contact for your entire series of events. The same person will manage the technical crew and the show details in every city and use the same invoicing system for each show. This gives you the ability to work with someone you trust for all your shows and eliminates the learning curve from show to show.

It is important to make yourself familiar with the capabilities of AV providers whether they be in-house or outside companies. Understand your requirements and make sure your AV company clearly demonstrates what it can deliver.

Andrea Doyle is Convene's senior writer. Convene's Innovative Meetings series is sponsored by Presentation Services and Audiovisual Headquarters, www.avhq.com.