5 reasons why events become even more important for communications


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Media – online and offline – is seeking compelling content and real news. Events have great potential to offer opportunities that drive your communications efforts in PR and Marketing Communications. This ebook presents 5 reasons why events become even more important for communications.

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5 reasons why events become even more important for communications

  1. 1. reasons why events become even more important for communications Photo: flickr.com | duncan
  2. 2. Photo: flickr.com | Jason A. Howie 2 Media – online and offline – is seeking compelling content and real news. Social media allowed all of us to become amateur journalists. Today, millions of amateurs are producing good and not so good content, but a myriad of content every day. Professional media can only survive by providing high quality journalism. Chief editors have sharpened their eagle eyes. That is why today PR people have to be even more creative and know what journalists (and the public) are interested in.
  3. 3. So, how can events help? Photo: flickr.com | jeff_golden 3
  4. 4. 1. Events have a good chance to be newsworthy Photo: flickr.com | John Smith 4
  5. 5. Newsworthyness & News Factors News are newsworthy information about recent events or happenings. 5 news factors define newsworthyness (some pros talk about even more factors, but lets keep it simple here) 1. TIMING things that are truly new, today not yesterday 2. SIGNIFICANCE number of people affected by the story 3. PROXIMITY the closer the story to home of the reader, the better 4. PROMINENCE famous people get more coverage 5. HUMAN INTEREST these stories appeal to emotion, evoke responses such as amusement or sadness 5
  6. 6. Mind the news factors when creating an event 1. Be on time & maybe even invite to an event when others don’t 2. The larger the event (number of guests) the better the chance media is interested 3. Inform and invite national but also regional media channels 4. Involve testimonials, celebrities and VIPs 5. Emotionalize! Let your guests experience something with their senses 6
  7. 7. 2. Events offer good opportunities to create social media hypes Photo: Twitter.com | @BarackObama 7
  8. 8. What happens in social networks has an origin in real events in real life. At least that is still the case in the year 2013. There is only one reason why social networks develop their mobile applications and right now more than 50% of all Facebook users update their status with their smartphone: Whether it is the most liked photo on Facebook (Barack hugs Michelle: Four more years), the 50th visit in the fitness studio to get a foursquare batch or the sunset – one of the most spectacular free events without guest list – all these happenings fascinate us in the one or other way, we tell our friends about it, make it being an important topic. We thematize spectacular events. 8
  9. 9. If you want to be the next social media hype, think about how to fascinate your customers and business partners. If you want to be the next social media hype, think about how to fascinate your customers and business partners. Red Bull Stratos delivered with Felix Baumgaertner and „The world’s biggest jump“ a best case, how events can create a social media hype (which then continues its triumphant in offline media). Admittedly, the Red Bull Budget can not be a benchmark, but the examples proofs that creativity paired with risk offers great chances. Thats the same for small events. Photo: Live Stream Red Bull Stratos 9
  10. 10. 3. Direct control of your messages Photo: flickr.com | Quasic 10
  11. 11. What shall guests and the public understand and “take home” from the event? What messages should they remember two years after the event? Events offer a real rarity in communications: control. The communication medium is the event itself. If you control the event, you also control the communication media and therefore the messages you convey with the event towards your guests and to the public. For this course, a stringent event concept is essential. Clarify exactly what goals are to be achieved with the event. 11
  12. 12. 4. Bringing brand worlds to life Photo: flickr.com | Fabrizio Sciami 12
  13. 13. If messages are the content, the connected emotion is the packaging. In forums and social networks customers share their opinion and thoughts a lot quicker and more frequently than any marketing department. Yesterday push – today pull. Consumers are not interested in plain product information anymore, but creative possibilities to combine product information with their own realm of life in an entertaining way. Brand worlds emerge and become accessible through various communications channels. Events at the point of sale or in exciting locations that fit to the brand identity bring brand worlds to life. Consumers can experience a brand with all their senses. Its about colors, forms, taste and scent. Consumers want to touch, try and have fun. Events offer unparalelled opportunities for intensive client relationship building – more intensive than other communications channels. Whether it is a small summer party or a press trip with your key multiplicators – let your target audience experience something great. 13
  14. 14. 5. Personlity – direct exchange with customers and business partners Photo: flickr.com | el7bara 14
  15. 15. Probably the most important reason why we should focus more on events in our communications mix is the personal note. No communications channel offers a better chance to get in contact with our customers and business partners that effectively and close like a good event. Social networking without online social networks inspires, lets us share information very quickly and targeted and helps to build trust – foundation for any business and maybe even a real friendship. 15
  16. 16. Conclusion Our media landscape is getting even more colorful. The more difficult it is to convince. Events offer good opportunities to deliver our messages very targeted to our guests and (through multiplicators) to the broader public and to bring our brand world to life. This requires creative concepts and tailored PR solutions. 16
  17. 17. Learn more about it. Sebastian Hesse Big Bang & Whisper Phone: +49 30 69202499 Email: sebastian@bigbangandwhisper.com 17