Recent disasters during major events have resulted in increased focus on influencing crowds, both during emergencies and under normal circumstances. In this exploratory study event experts were interviewed to uncover good practices regarding the use of technology to communicate with crowds. They agree that, rather than using directive means and force, crowds can best be persuaded; proving relevant information enables them to decide for themselves what course of action to take. Some of the experts remain critical about use of social media at events; effectiveness depends on target group composition, visitors' engagement in the event, and reliability. Additionally, the abundance of information visitors have at their fingertips may reduce effectiveness of information emitted by organisers. Especially important in communicating with crowds is "communicating as one", not only pertaining to explicit messages but also to non-verbal communication. Based on these results, implications for event safety are discussed.
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