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Marketing
Public
Relations
Gaetan T.Giannini Jr.
A Marketer’s Approach to
Public Relations and Social Media
Marketing
Public Relations
Gaetan T. Giannini Jr.

Marketing
Public
Relations
Marketing Public
Relations
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Chapter 11
Events
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EventsSelf-produced events
An event conceived and put on by an individual firm to serve its
audience with the intent of promoting its productsThird-party
events
An event created and managed by an organization that opens it
up to other firms for participation
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Planning and Executing Successful MPR EventsLink the image
of the firm and the event. Engage the audience. Create a
presence. Have a takeaway. Tell the connectors before the
event. Tell the connectors during the event. Tell the connectors
after the event.
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Trade Shows
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Periodic gathering at which manufacturers,
suppliers, and distributors in a particular industry or related
industries display their products and provide information for
potential retail, wholesale, or industrial
buyers
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BoothThe exhibit or other area occupied by a firm on the floor
of a trade show
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Press RoomA room at a trade show where exhibiting firms can
leave press materials for the use of members of the media
attending the show
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Seminars and Conferences
Seminars and conferences used for MPR purposes should:Be
educational or informative to the intended audience.Never be a
disguised sales pitch.Position the organization or someone
within it as an expert.Give the members of the audience a
reason to remember the firm, its products, and its people.
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SeminarA self-produced event in which a firm arranges to have
an expert in its industry conduct an informational session for its
audience
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ConferenceGathering of people from a particular industry or
profession or who simply share a common interest who come
together to share information on a topic
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Marketing with Community and Cause-related Events
Planning and executing such efforts requires following these
steps:
Select position-centered event
Set goals
Determine format

Find the right venue
Invitation list
Meet and greet
Prepare a takeaway
Recap
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11-*This community event was created by a team of Wake
Forest University students in their marketing course to
encourage local restaurants to participate in a dessert-tasting
event to help the local homeless shelter raise funds. In its first
year, the event raised $16,000.
Kids enjoyed decorating cookies.
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Work EventsEvents where attendees actively participate in an
activity such as building a house for someone needing shelter,

filling sandbags for flood-prone communities, etc.
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Work Event at Samaritan MinistriesMany local businesses in
Winston-Salem, North Carolina send teams of employees to
serve lunch at the local soup kitchen. This gives the teams an
opportunity to work together on an activity not related to their
job, but still gives them a sense of accomplishment.
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Press ConferenceThe convening of representatives of the media
by a person or organization to explain, announce, or expand on
a particular subject
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ModeratorThe master of ceremonies or facilitator of a press
conference
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Making an Impact at a Press ConferenceVisual Impact
“How can we set up our press conference to give reporters a
good picture?”Audio impact
“What sounds would be of interest to radio reporters?” and
“What can we do to make things technically suitable for
broadcast?”Verbal Impact
“What would we want if we were newspaper reporters?”
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Unit 4 IPEvent PlanningMPR events are all around us. They can
be large, small, formal, or informal and can often include more
than one organization. Using the company that you further
developed in the Unit 3 Individual Project, plan an event that
will be a good fit for it.
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Unit 4 IP—cont.Develop the event. Explain how it aligns with
the firm’s mission with a definable target audience.Describe
how you will link the image of the firm and the event. Keep in
mind that people attend events mainly because of a connection
with the theme or topic, not because of the sponsoring
organization.
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Unit 4 IP—cont.Create a presence so that the firm's message

and sponsorship will be remembered.Provide a souvenir so that
people will remember your event and company.
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Unit 4 IP—cont.Notify connectors before the event. Create a 1-
page pitch to the media.Write a 1-page recap of the event with
quotes of attendees.
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Unit 4 IP--suggestionsUse a SPECIFIC company for your
project. This will make it easier for you to develop details for
your event.Consider events you have attended. For example,
perhaps it was a health fair or the opening of a new hospital
wing.In terms of a souvenir, think of something attendees can
easily take with them, even on a plane. As such, this could be a
toy, a company pen, or perhaps a small gift bag.
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Unit 4 IP--suggestionsCreate details as needed, but PLEASE be
sure to relate your ideas to those from our text. Keep in mind
that you should show application of concepts and what you have
learned.Be attentive to the deliverable length, as this will
indicate the anticipated level of detail.
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Unit 4 DB
Collaboration leverages the collective knowledge of a marketing
team. Peer evaluation and support, provided in the spirit of
continuous improvement and organizational success, result in
higher quality deliverables than generally possible by the
efforts of an individual.
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Unit 4 DB—cont.
Please describe the process you plan to use to conduct research,
identify findings, and develop the Comprehensive Project due in
Unit 5 and present a brief outline indicating how you intend to

organize the project deliverable.
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Unit 4 DB—suggestionsComprehensive project refers to the
Unit 5 IP.Consider the crisis that you would introduce for the
Unit 5 IP.Introduce resources that you may consult.Discuss your
process for tackling the assignment, as this will serve as your
outline.
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Questions??Questions?Concerns?Comments?
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GENERAL EDUCATION RUBRIC—UNDERGRADUATE
PROGRAMS

1
Criteria Exemplary (A)
Accomplished (B)
Proficient (C)
Partially Proficient (D)
Unacceptable (F)
PURPOSE OF ASSIGNMENT
AND CONTENT
DEVELOPMENT
Human cultures, physical and
natural world, social and
behavioral sciences,
mathematics, history, ethics,
the arts, and the natural
sciences
HUMAN PERSPECTIVES
Demonstrates an
outstanding use of
appropriate, relevant, and

compelling content with
excellent expression of
topic, main idea, and
purpose.
EFFECTIVE COMMUNICATION
Demonstrates exemplary
knowledge or analysis of
human perspectives
appropriate to the
assignment’s purpose and
context.
Demonstrates a sound or
accomplished use of
appropriate, relevant, and
compelling content with
appropriate expression of
purpose.
Demonstrates sound or
accomplished knowledge
or analysis of human
perspectives appropriate
to the assignment’s
purpose and context.
Demonstrates adequate
use of appropriate,
relevant and compelling
content with adequate
expression of topic, main
idea, and purpose.

Demonstrates acceptable
human perspectives
appropriate to the
context.
Demonstrates inadequate
use of appropriate,
relevant, and compelling
content with inadequate
or partial expression of
purpose.
human perspectives
appropriate to the
context.
Demonstrates
unacceptable or unclear
use of content with poor
expression of topic, main
idea and purpose.
Demonstrates
unacceptable knowledge
or analysis of human
perspectives appropriate
to the assignment’s
purpose and context.
ORGANIZATION, GRAMMAR

AND PRESENTATION
Demonstrate effective
written and oral
communication skills,
including the ability to
organize and communicate
thoughts, ideas, and
information in effective
documents and
presentations.
EFFECTIVE COMMUNICATION
Organization is clear.
Language clearly and
effectively communicates
ideas and content relevant
to the assignment.
Presentation and delivery
are confident and
persuasive (where
applicable).
Audience, style, tone and
perspective are consistent
and appropriate to
assignment.
Few if any errors in
grammar, spelling, and
sentence structure.

Organization is apparent
and mostly clear.
Language communicates
ideas and content relevant
to the assignment, with
occasional minor lapses or
misstatements.
are mostly confident and
persuasive (where
applicable).
perspective are mostly
consistent and appropriate
to assignment.
Several minor errors in
Organization is adequate
though confusing and
unclear.
Language is adequate,
generally communicating
ideas and content
relevant to the
assignment, sometimes
impedes meaning.
are adequate, with

evident lack of
confidence and
persuasion (where
applicable).
perspective are often
inconsistent and
Organization is
inadequate, confusing,
and distracting.
Language often impedes
the communication of
ideas and content
relevant to the
assignment.
are inadequate, lacking
confidence and
persuasion (where
applicable).
perspective are often
inconsistent and
inappropriate to
Organization is not
apparent.
Language does not
clearly and effectively
communicate ideas and

content relevant to the
assignment.
Presentation and
delivery are
unacceptable with little
or no confidence and
persuasion (where
applicable).
Audience, style, tone
and perspective are
inconsistent and
inappropriate to
2
Accomplished (B)
Proficient (C)
Unacceptable (F)
sentence structure. inappropriate to

assignment.
Numerous errors in
sentence structure that
distract from meaning or
presentation.
assignment.
Frequent errors in
sentence structure often
distract from meaning or
presentation.
assignment.
Many and serious errors
in grammar, spelling,
and sentence structure
are pervasive.
INFORMATION LITERACY
AND RESEARCH
Demonstrate intellectual
and practical skills,
including critical thinking
and problem solving,
quantitative and
information literacy, and
teamwork.
PRACTICAL REASONING

Demonstrates outstanding
selection and use of high
quality, credible, and
relevant sources to
develop ideas that are
appropriate to the
assignment.
Sources are consistently
cited according to required
style sheet (e.g., APA),
with no errors beyond
punctuation. Manuscript
style is completely correct,
according to style sheet
guidelines.
Demonstrates sound
selection and use of
credible, relevant sources
to support ideas that are
appropriate to the
assignment.
Sources are mostly cited
according to required
documentation (e.g., APA),
but with minor errors
beyond punctuation.
Manuscript style is mostly
correct, according to style
sheet guidelines.

credible and/or relevant
sources to support ideas
that are appropriate to
the assignment.
Sources are partly cited
style sheet (e.g., APA),
with major and minor
errors beyond
punctuation. Manuscript
style is partially correct,
according to style sheet
guidelines.
sources to support ideas
in the writing.
Sources are inconsistently
cited according to
required documentation
(e.g., APA), with
significant major and/or
minor errors. Manuscript
style shows significant
errors, according to style
sheet guidelines.
Demonstrates
unacceptable selection
and use of sources to
support ideas in the
writing.

Sources are not cited
documentation (e.g.,
APA), or citations show
serious
misunderstanding of
style sheet. Manuscript
style does not use style
sheet guidelines.
CRITICAL AND CREATIVE
THINKING, PROBLEM-
SOLVING
PRACTICAL REASONING
Demonstrates outstanding
or exemplary ability to
analyze assumptions and
evaluate evidence,
complexities of issues, and
alternatives. Where
required, demonstrates
outstanding or exemplary
ability to use creativity and
originality in problem-
solving.
Demonstrates sound or
accomplished ability to
evaluate evidence,
complexities of issues, and

alternatives. Where
sound or accomplished
ability to use creativity and
solving.
or proficient ability to
evaluate evidence,
complexities of issues,
and alternatives. Where
adequate or proficient
ability to use creativity
and originality in
problem-solving.
or partially proficient
ability to analyze
assumptions and evaluate
evidence, complexities of
issues, and alternatives.
Where required,
demonstrates inadequate
or partially proficient
ability to use creativity
and originality in
problem-solving.
Demonstrates
unacceptable ability to
evaluate evidence,

complexities of issues,
and alternatives. Where
unacceptable ability to
use creativity and
solving.
QUANTITATIVE LITERACY: Demonstrates outstanding
Demonstrates sound or Demonstrates adequate Attempts to
understand Understanding and
3
Accomplished (B)
Proficient (C)
Unacceptable (F)
UNDERSTANDING,
INTERPRETATION, AND
CALCULATION

PRACTICAL REASONING
ability to provide accurate
understanding and
explanations of
information presented in
mathematical forms. For
example, accurately
explains the trend data
shown in a graph and
makes reasonable
predictions regarding what
the data suggest about
future events.
HUMAN PERSPECTIVES
Calculations attempted are
essentially all successful
and sufficiently
comprehensive to solve
the problem.
accomplished ability to
provide accurate
understanding and
explanations of
mathematical forms. For
instance, accurately
explains the trend data
shown in a graph.
Calculations attempted are

mostly successful and
sufficiently comprehensive
to solve the problem.
or proficient ability to
provide somewhat
accurate understanding
and explanations of
mathematical forms, but
occasionally makes minor
errors related to
computations or units.
For instance, accurately
explains trend data
shown in a graph, but
may miscalculate the
slope of the trend line
Calculations attempted
are often successful and
sufficiently
comprehensive to solve
the problem
and explain information
presented in
mathematical forms, but
draws incorrect
conclusions about what
the information means.
For example, attempts to
explain the trend data
shown in a graph, but will

frequently misinterpret
the nature of that trend,
perhaps by confusing
positive and negative
trends.
Calculations attempted
are either unsuccessful or
represent only a portion
of the calculations
required to
comprehensively solve
the problem.
explanations of
mathematical forms are
unacceptable, with
consistently incorrect
conclusions about what
the information means.
For example, attempts to
explain the trend data
shown in a graph, but
will consistently
misunderstand the basic
elements of the graph or
the data.
Calculations may be
attempted but are both
unsuccessful and are not
comprehensive.
Some elements and language in this rubric were adapted based

on the American Association of Colleges and Universities
(AAC&U) Written Communication Rubric
Valid Assessment of Undergraduate Education (VALUE)
Project
0Thttp://www.aacu.org/value/index.cfm
http://www.aacu.org/value/index.cfm�
GRADING CRITERIA
MKTG340 Unit 4 Individual Project Percentage
Part 1: Develop an event. Explain how it aligns with the firm’s
mission with a
definable target audience.
20
Part 1: Describe how you will link the image of the firm and the
event. 10
Part 1: Create a presence so that the firm's message and
sponsorship will be
remembered.
20
Part 1: Have a takeaway so people will remember your event
and company. 10
Part 1 of the Individual Project should be 3 pages in length.
Part 2: Create a 1-page pitch to the media. 20
Part 2: Write a one-page recap of the event with quotes of
attendees. 20
Part 2 of the Individual Project should be 2 pages in length.
Grading will be based on Content, Application, Research,

Mechanics (APA format, spelling grammar,
punctuation) and Style – (Organization, readability, using your
own words).
Unit 4 Individual Project 1
MACROBUTTON DoFieldClick Type your Name Here
American Intercontinental University
MACROBUTTON DoFieldClick Type your Paper Title
Project Type: MKTG340 Unit 4 Individual Project
MACROBUTTON DoFieldClick Date of Submission
Abstract
This is a single paragraph, no indentation is required. The next
page will be an abstract; “a brief, comprehensive summary of
the contents of the article; it allows the readers to survey the
contents of an article quickly” (Publication Manual, 2010). The
length of this abstract should be 35-50 words (2-3 sentences).
NOTE: the abstract must be on page 2 and the body of the paper
will begin on page 3.
MACROBUTTON DoFieldClick Type your Paper Title
Introduction
Remember to always indent the first line of a paragraph (use the
tab key). The introduction should be short (2-3 sentences). The
margins, font size, spacing, and font type (italics or plain) are
set in APA format. While you may change the names of the
headings and subheadings, do not change the font.
Part 1: The Event

Develop an event Explain how it aligns with the firm’s mission
with a definable target audience. Describe how you will link
the image of the firm and the event. Keep in mind that people
mainly attend events because of a connection with the theme or
topic, not because of the sponsoring organization. Create a
presence so that the firm's message and sponsorship will be
remembered. Have a takeaway so people will remember your
event and company. Part 1 of the Individual Project should be 3
pages in length.
Part 1: Linking the Company Image
Introduce the concept and be sure to indent the first line of the
paragraph. Part 1: Creating a Presence
paragraph. Part 1: The Takeaway
paragraph. Part 2: An Attention-Grabbing Opening
paragraph. Part 2 of the Individual Project should be 2 1/2
pages in length.
Part 2: One Page Pitch
paragraph. Notify connectors before the event. Create a 1-page
pitch to the media.
Part 2: One Page Recap

paragraph. Write a one-page recap of the event with quotes of
attendees.
Conclusion
Add some concluding remarks-can be a sentence or two.
References
NOTE: The reference list starts on a new page after your
conclusion.

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