Week 9: Events Management and Publicity
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Week 9: Events Management and Publicity

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Week 9: Events Management and Publicity

Week 9: Events Management and Publicity

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  • 1. PUBLIC RELATIONS PRACTICE 2014 Week 9 ! ! DR KANE HOPKINS
  • 2. What is an event? Events have been defined as a specific ritual, presentation, performance or celebration.
  • 3. Types of events • News conferences and media briefings • Fundraising • Launches and openings – New products – Offices, buildings, factories, schools and hospitals • Seminars and workshops – To discuss specific issues of interest to the sponsoring organisation • Conferences – To draw attention to an issue or a cause
  • 4. Types of events • Meetings – With representatives of key publics or stakeholders • Exhibitions • Displays • Open days and field days
  • 5. Events as part of the PR function • Natural extension of activities • Often run by specialists
  • 6. Five Ws’ of the event • Why is the event being held? • Who will be the stakeholders in the event? • When will the event be held? • Where will the event be held? • What is the event content or product?
  • 7. Why? • There must be a compelling reason that confirm the importance and viability of the event. • The purpose of an event should drive all of the planning. • Think carefully before you commit to the event.
  • 8. Who will be the stakeholders in the event? • Everyone concerned in the event. • These include internal stakeholders.
  • 9. When will the event be held? • Is there sufficient time to research and plan the event? • Does the timing suit the audience?
  • 10. Where will the event be held? • The choice of venue must represent the best compromise between the organisational needs of the event, audience comfort, accessibility and cost.
  • 11. Venue • This needs to be carefully considered • Two main considerations 1. The functionality of the venue, 2. Suitability of the site for the event’s creative purpose. • Other issues – Accessibility i.e. parking, lifts, toilets, ramps – Fit with audience profile – Venue safety
  • 12. What is the event content or product? • Must match needs, wants, desires and expectations of the audience. • Must synergise with the why, who, when and where of the event.
  • 13. Establishing event objectives • Number of people attending • Number of participants • Contributions of sponsors • Values of grants and donations • Break-even or amount of profit • Goals for charitable contributions • Level of media exposure
  • 14. Establishing event objectives • Number of repeat visitors • Value of merchandise sold • Number of exhibitors
  • 15. Scope of the event • Related to the purpose and objectives • Depends on available resources – Money and people • Encompasses – Date – Time – Duration – Size
  • 16. The impact of events Sphere  of  event Posi/ve  impacts Nega/ve  impacts Social  and  cultural •Shared  experience   •Building  community  pride   •Valida6on  of  community  groups   •Introducing  new  ideas  and  challenging  ideas •Community  aliena6on   •Nega6ve  community   •Bad  behaviour   •Loss  of  amenity Physical  and   environmental •Providing  models  for  best  prac6ce   •Improved  transport  and  communica6ons •Environmental  damage   •Noise  disturbance Poli6cal •Interna6onal  pres6ge   •Improved  profile   •Promo6on  of  investment •Risk  of  failed  event   •Misalloca6on  of  funds   •Propagandising   •Loss  of  community  ownership Tourism  and   economic •Increased  visits   •Job  crea6on   •Increased  tax  revenue •Damage  to  reputa6on   •Inflated  prices   •Opportunity  costs
  • 17. Editorial/adver6sing Acknowledgement Entertainment/reward Par6cipa6on/support Payment/reward Labour/support Context Host  community Relationship of stakeholders to events Par6cipants     And  spectators Host  organisa6on Host     community EVENT Media Co-­‐workers Sponsors Money/support Par6cipa6on/support Par6cipa6on/supportPromo6on
  • 18. Establish  a  vision  and   mission  for  the  event Formulate  SMART   objec6ves  for  the  event Scan  internal  and     external  environments Develop     event  strategies Redefine   standing  plan   •Policies     •Rules   •Standard   procedures  and   methods Redefine  single   use  plan   •Programmes   •Projects   •Budgets Decide  org   structure   •Job   descrip6ons Strategic  plan
  • 19. Theme • Linked to the purpose. • Compatible with guest/audience needs. • Integrate with all items for the event – Tickets – Programs • Should appeal to all senses… if the aim is to transport the audience this is a must (Goldblatt, 2005).
  • 20. People management • Your key resource – If your people are under prepared then the success of the event is in question. • Inform – Briefings before and after shifts. – If a single piece of information is missed and hundreds of people are asking then same thing can get stressful.
  • 21. Other factors • Technical requirements • Security – Crowd control • Sound and video – production • Medical • Catering
  • 22. Run sheet • Minute by minute timeline • Everyone knows what to expect
  • 23. If things can go wrong… • If you don’t plan for it, you’re screwed when it happens (or doesn’t happen)