Home' micenet eMag : micenet December 2018 Contents event was in the rose garden or the east
room or the big grounds of the White House
but to those watching at home.
“I really enjoyed that opportunity and that’s
why events, having been such a foundation
of my career, continue to play a part in what I
do today. I not only get to speak at events
around the world but I get to speak of the
value of events. It’s been a great journey
through the White House and now beyond.”
“It must have been a 24/7 job working in
the White House?” I ask.
“Yes it was especially when you were on
the road with the President or you’d had a
big week of events. For me my favourite time
as the White House director of events
sometimes was when he went out of the
country for a few days and I had a break and
we could prepare for what we had coming
“But that didn’t happen very often. Most
of the time it was like drinking water out of a
For Ms Schwartz, events give you the
ability to communicate a message so
effectively and so quickly. They give you the
ability to effectively translate a message to
the public or, in the case of a corporation, to
a consumer, to a client, or to a partner. She
says that is true for all types of events,
whether you work at the White House or a
corporation or a non-profit organisation or a
convention and visitors’ bureau.
“It used to be that it was just the White
House that was on the world stage but you
know what, because of the 24/7 media,
because of technology, because of the
iPhone and everything else, every event is on
the world stage.”
After the White House, Ms Schwartz said
she was really faced with a challenge of what
she would do next, not as Laura Schwartz
the White House director of events, not as
Laura Schwartz flying on Air Force One, but
simply as Laura Schwartz.
“At the White House I always had a sense
that I was doing something greater than myself.
“When I finished, it was challenging but as I
look back at it now it was a very positive time
to figure out how what I did in the course of
eight years at the White House could translate
into the lives of people of all ages, all socio-
economic backgrounds, all demographics and
geographics, and have an impact.
“That’s when I was asked to speak at my first event a few months later, and Brad, ironically, it
was a Trump event. At the time Donald Trump owned the Miss USA Pageant and they asked
me to come speak at a women’s empowerment conference that had both pageant contestants
and women from the community in which it was going to be held and they asked me to come
and talk about state dinners and how pretty they were.
“They [state dinners] are absolutely gorgeous events but as much as they’re enjoyable and
pretty they are productive as well so I said can I mix some substance in with the floss and they
said of course. And it was great.
“And at that conference I heard other women talking about spiritual empowerment and
money and other things and I developed my own socially empowering program that then
became the book Eat Drink and Succeed.
“The crux of it is that you never know when the next conversation you have will be the
conversation to change your life or that of someone else. When we approach networking in a
positive and powerful light it can be very productive.
“I look at networking not as what someone can do for me when I meet them at a luncheon or
a cocktail party or a happy hour or a conference or a dinner but what I can do for you. I do
believe helping others achieve we are helping ourselves.”
Ms Schwartz says the phrase “networking” is the subtitle to her book “because I believe that
no matter what industry you’re in sometimes networking can have a little bit of a negative
“Sometimes you might think that somebody is out to get something from you and if you can’t
give it to them then they’re off to find the next conversation.
“I put it in a very positive and empowering way. The best part about it is you don’t have to
have been in your career for 20 years before you can actively network. You don’t have to be a
type A personality and the life of the party to productively network.
“My aim when I talk about network is whether we’re a type A personality or a social butterfly
or you’re more timid and less comfortable in social situations, I’m going to give you the tools
and techniques to get you out there in whatever area you are working in. I try to make it really
fun, interesting, entertaining and relatable.
“And I think I’m going to talk a little bit about that when I come to Sydney: about creating an
innovative culture of engagement, not just in events but also to be engaging within the industry,
Laura at the White House.
6 | micenet
Links Archive micenet October 2018 Navigation Previous Page Next Page