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PUBLIC RELATIONS PRACTICE
2014
Week 9
!
!
DR KANE HOPKINS
What is an event?
Events have been defined as a specific ritual,
presentation, performance or celebration.
Types of events
• News conferences and media briefings
• Fundraising
• Launches and openings
– New products
– Offices, build...
Types of events
• Meetings
– With representatives of key publics or stakeholders
• Exhibitions
• Displays
• Open days and ...
Events as part of the PR function
• Natural extension of activities
• Often run by specialists
Five Ws’ of the event
• Why is the event being held?
• Who will be the stakeholders in the event?
• When will the event be...
Why?
• There must be a compelling reason that confirm
the importance and viability of the event.
• The purpose of an event ...
Who will be the stakeholders in the
event?
• Everyone concerned in the event.
• These include internal stakeholders.
When will the event be held?
• Is there sufficient time to research and plan the
event?
• Does the timing suit the audience?
Where will the event be held?
• The choice of venue must represent the best
compromise between the organisational needs of...
Venue
• This needs to be carefully considered
• Two main considerations
1. The functionality of the venue,
2. Suitability ...
What is the event content or product?
• Must match needs, wants, desires and
expectations of the audience.
• Must synergis...
Establishing event objectives
• Number of people attending
• Number of participants
• Contributions of sponsors
• Values o...
Establishing event objectives
• Number of repeat visitors
• Value of merchandise sold
• Number of exhibitors
Scope of the event
• Related to the purpose and objectives
• Depends on available resources
– Money and people
• Encompass...
The impact of events
Sphere	
  of	
  event Posi/ve	
  impacts Nega/ve	
  impacts
Social	
  and	
  cultural •Shared	
  expe...
Editorial/adver6sing
Acknowledgement
Entertainment/reward
Par6cipa6on/support
Payment/reward
Labour/support
Context
Host	
...
Establish	
  a	
  vision	
  and	
  
mission	
  for	
  the	
  event
Formulate	
  SMART	
  
objec6ves	
  for	
  the	
  event...
Theme
• Linked to the purpose.
• Compatible with guest/audience needs.
• Integrate with all items for the event
– Tickets
...
People management
• Your key resource
– If your people are under prepared then the success
of the event is in question.
• ...
Other factors
• Technical requirements
• Security
– Crowd control
• Sound and video
– production
• Medical
• Catering
Run sheet
• Minute by minute timeline
• Everyone knows what to expect
If things can go wrong…
• If you don’t plan for it, you’re screwed when it
happens (or doesn’t happen)
Week 9: Events Management and Publicity
Week 9: Events Management and Publicity
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

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Week 9: Events Management and Publicity

  1. 1. PUBLIC RELATIONS PRACTICE 2014 Week 9 ! ! DR KANE HOPKINS
  2. 2. What is an event? Events have been defined as a specific ritual, presentation, performance or celebration.
  3. 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. 4. Types of events • Meetings – With representatives of key publics or stakeholders • Exhibitions • Displays • Open days and field days
  5. 5. Events as part of the PR function • Natural extension of activities • Often run by specialists
  6. 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. 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. 8. Who will be the stakeholders in the event? • Everyone concerned in the event. • These include internal stakeholders.
  9. 9. When will the event be held? • Is there sufficient time to research and plan the event? • Does the timing suit the audience?
  10. 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. 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. 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. 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. 14. Establishing event objectives • Number of repeat visitors • Value of merchandise sold • Number of exhibitors
  15. 15. Scope of the event • Related to the purpose and objectives • Depends on available resources – Money and people • Encompasses – Date – Time – Duration – Size
  16. 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. 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. 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. 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. 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. 21. Other factors • Technical requirements • Security – Crowd control • Sound and video – production • Medical • Catering
  22. 22. Run sheet • Minute by minute timeline • Everyone knows what to expect
  23. 23. If things can go wrong… • If you don’t plan for it, you’re screwed when it happens (or doesn’t happen)

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