Vladimir Bozovic i Bojan Radojevic - Event


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Vladimir Bozovic i Bojan Radojevic - Event

  1. 1. Trainer : Vladimir Bozovi ć E vent EVENT is short term or long term project, individual or in the group, based on the clearly defined goals and target audiences, and organized with a purpose to attract attention and gain affection for certain product, service or an idea.
  2. 2. EVENT TYPES <ul><li>Promotional (zastava 10) </li></ul><ul><li>Cultural – entertainment (kragujevac-forever) </li></ul><ul><li>Media (protest) </li></ul><ul><li>Sport ( match ) </li></ul><ul><li>Protocolar (film premiere) </li></ul><ul><li>New media </li></ul><ul><li>Corporative </li></ul><ul><li>Private/Personal ( birthday - wedding ) </li></ul><ul><li>Special ( c arneval ) </li></ul><ul><li>Humanitarian ( c oncert, sport ing event …) </li></ul>
  3. 3. <ul><ul><ul><li>EVENT </li></ul></ul></ul><ul><li>One of the most efficient means in the communication with target audiences </li></ul><ul><li>Event is the only communication means that gives us opportunity to create an experience for all senses of the audience and thus create a complete impression. </li></ul>
  4. 4. <ul><li>GOAL </li></ul><ul><li>What do we intend to achieve through the event ? </li></ul><ul><li>What kind of news (awareness) will the event create ? </li></ul><ul><li>What is especially emphasized by the event? </li></ul>
  6. 6. <ul><ul><ul><li>The goal of the organizers or those who order the event is to create the most interesting, the most creative and the most unusual events which will stay in everybody’s memory. </li></ul></ul></ul>
  7. 7. <ul><ul><ul><li>To increase the sales of the product and services to the beneficiaries </li></ul></ul></ul><ul><ul><ul><li>Differentiation in relation to the competition </li></ul></ul></ul><ul><ul><ul><li>To increase interest and demand for products and services </li></ul></ul></ul><ul><ul><ul><li>To make the distribution channels shorter for the product </li></ul></ul></ul><ul><ul><ul><li>To raise funds ( non profit organiza tions ) </li></ul></ul></ul>
  8. 8. <ul><li>Communication goals </li></ul><ul><li>To win over interest, support and affection for our ideas </li></ul><ul><li>To shape wanted image </li></ul><ul><li>To strengthen the reputation </li></ul><ul><li>To improve the friendly relations with potential beneficiaries </li></ul><ul><li>To e du cate the potential beneficiaries </li></ul><ul><li>To increase publicit y </li></ul><ul><li>Audience present at the event </li></ul><ul><li>Family, friends, business associates </li></ul><ul><li>Media </li></ul><ul><li>General public </li></ul>
  9. 9. <ul><ul><ul><li>Analysis and planning </li></ul></ul></ul><ul><ul><ul><li>Announcement and preparation </li></ul></ul></ul><ul><ul><ul><li>Implementation </li></ul></ul></ul><ul><ul><ul><li>Post event activities </li></ul></ul></ul><ul><ul><ul><li>Evaluation </li></ul></ul></ul>
  10. 10. <ul><li>S (specific) - specifi c ch ara c teristi cs qu alitativ ely and qu antitativ ely defined </li></ul><ul><li>M (mesurable) - mesurable by criteria defined in advance </li></ul><ul><li>A (attained) – it is possible to implement them in the event timeframe </li></ul><ul><li>R (relevant) – relevant for the target audience or organization </li></ul><ul><li>T (timeframe) - it is possible to implement them in the realistic timeframe </li></ul>
  11. 11. <ul><li>Has any of the competition organized an event any time recently? </li></ul><ul><li>What did the last competition’s event look like and what did it achieve? </li></ul><ul><li>What has especially attracted the public attention lately? </li></ul><ul><li>Research of the habits and expectations of the consumers </li></ul><ul><li>Reasearch and preparation of the communication tools which we use in in product promotion – will that be only a promotional event or other marketing tools are needed as well? </li></ul><ul><li>We research and select a team of people who work on the projct implementation </li></ul>
  12. 12. <ul><ul><ul><li>You have an idea – that is the right start! </li></ul></ul></ul>
  13. 13. <ul><ul><ul><ul><li>The most difficult part - </li></ul></ul></ul></ul><ul><li>TO CONVINCE THE CLIENT </li></ul>
  14. 14. ENTERTAINMENT EXCITEMENT ENTERPRISE Idea (not budget) is the one to help us achieve all 3 E elements! RED THREAD is the basic idea , project message which should be recognized through the entire project! ONE RED THREAD ACHIEVES ALL 3E
  15. 15. <ul><li>COMMUNICATION PLAN </li></ul><ul><li>( before, during and after the event ) s trategy </li></ul><ul><li>Good plan = good result </li></ul><ul><li>Mailing list of the associates </li></ul><ul><li>Advertisement </li></ul><ul><li>To involve media attractive persons </li></ul><ul><li>List of journalists </li></ul><ul><li>Narrative and visual report (video, photo, press-cut) for the journalists and for the client </li></ul><ul><li>List of associates - contact s </li></ul>
  16. 16. <ul><li>Writing / reading (creative) brief </li></ul><ul><li>D efining items necessary for successful projct implementation (space, set design, technical - audio, video, lights, catering, etc.) </li></ul><ul><li>The way we advertise our event (invitations, media announcements, posters, etc.) </li></ul><ul><li>Contents and program of the event (speakers, MCs, entertainers, …) </li></ul><ul><li>Crisis and sudden situations and their avoiding/fixing </li></ul><ul><li>Preparation of the possible alternative solutions (space, speakers, technical part...) </li></ul><ul><li>B udget and financial plan of the project </li></ul><ul><li>Legal documentation </li></ul>
  17. 17. WHAT ARE THE FACTORS OF THE SUCCESS <ul><li>Time </li></ul><ul><li>Location </li></ul><ul><li>Contents </li></ul><ul><li>Organization </li></ul><ul><li>Budget </li></ul><ul><li>Komuni c a t i on </li></ul>
  18. 18. WRITE IN CAPITAL LETTERS <ul><li>The event does not start on Sunday, May 4, at 8 p.m., at the Šumadija Fair . </li></ul><ul><li>The event does not start when guests register with the hostess. </li></ul><ul><li>The event does not start when all the guests are comfortably seated . </li></ul><ul><li>The event does not start when the MC welcomes the audience . </li></ul>
  19. 19. <ul><li>The event starts with </li></ul><ul><li>INVITATION! </li></ul>
  20. 20. C ri ses situa t i on <ul><li>Laws and regulations related to event organization </li></ul><ul><li>Crises situation within the team - alternative solutions </li></ul><ul><li>The change of speakers, location, technical problems, etc. </li></ul><ul><li>Special needs of the guests </li></ul><ul><li>Risky individuals </li></ul><ul><li>Technical equipment </li></ul><ul><li>TO EMPHASISE tasks and responsibilites to the participants </li></ul><ul><li>If the crisis situation happens, the most important is to stay calm and reasonable within the team </li></ul><ul><li>Finally, it is important to ensure sufficient number of security guards and make sure they do their job , that is “control the situation” </li></ul>
  21. 21. Everything according to law <ul><li>Regualtions on events (gatherings) at public places </li></ul><ul><li>The law on intelectual property rights – SOKOJ </li></ul><ul><li>The laws which regulate safety and responsibility of the organizer in the case of incidents and accidents </li></ul><ul><li>The most reliable – HOTEL </li></ul><ul><li>The most demanding – OUT IN THE OPEN </li></ul>
  22. 22. What the manager should be like? <ul><li>To quickly react to the change of the circumstances </li></ul><ul><li>To make the optimal decisions </li></ul><ul><li>To communicate his decisions to everyone in a timely manner </li></ul><ul><li>To plan the alternative possibilities </li></ul><ul><li>To differentiate the relevant from irrelevant </li></ul><ul><li>To know how to delegate tasks </li></ul><ul><li>To lead and motivate the members of the project group – to be a true l ae der </li></ul><ul><li>To be very EXPERINCED !!! </li></ul>
  23. 23. The day after <ul><ul><li>Thank you cards to the guests and project associates </li></ul></ul><ul><ul><li>Assessment, evaluation of the event success through the analysis of the results </li></ul></ul><ul><ul><li>Processing and preparation of the video and photo (documentation) material, press cut materials </li></ul></ul><ul><ul><li>Paying off the suppliers and associates </li></ul></ul><ul><ul><li>Final report (financial and written, presentational) </li></ul></ul><ul><ul><li>NOTES – EXPERIENCE </li></ul></ul>
  24. 24. Spon s ors hips <ul><li>“ SPONSORSHIP is business relation between the one who has the financial means, resources or services and the one – individual, event or organization whose offer in the form of the “ counter-service ” can be used for commercial progress.” </li></ul><ul><li>Steve Sleight </li></ul><ul><li>Sponsorship types </li></ul><ul><li>DONAT ION-LIKE </li></ul><ul><li>PATRON-LIKE </li></ul><ul><li>PARTNERSHIP </li></ul>
  25. 25. Why sponsorship? <ul><li>Strengthening (consumer) awareness </li></ul><ul><li>Strengthening and building an image </li></ul><ul><li>Media and public spotlight </li></ul><ul><li>Expression and confirmation of corporative solidarity </li></ul><ul><li>Possibility of direct influence on a smaller group of consumers </li></ul><ul><li>Possibility for (exclusive) presentation of the product </li></ul><ul><li>Differentiation in relation to the competition </li></ul><ul><li>B2B relation – possibilities for the new business meetings and arrangements </li></ul><ul><li>Emotional connection </li></ul><ul><li>Possibility for direct sales of the product </li></ul>
  26. 26. Why spon s or your proje c t ? <ul><li>The size of the project </li></ul><ul><li>Duration of the project </li></ul><ul><li>Similarity or compatibility with goals and plans of the company or a brand </li></ul><ul><li>Uniqueness and exclusivity in relation to the competitor companies or brands </li></ul><ul><li>Significance of the project for the local community </li></ul><ul><li>Is the event new, does it happen for the first time or it already exists from before </li></ul>
  27. 27. Benefit s <ul><li>M edia spotlight </li></ul><ul><li>Advertisement advantages </li></ul><ul><li>V isibility </li></ul><ul><li>Free tickets </li></ul><ul><li>L ogo or company name/brand on the clothes, equipment... </li></ul><ul><li>Right to use the data base </li></ul><ul><li>Advertisement or product/service presentation in the event space (video, stand, sampling...) </li></ul><ul><li>Logo or company name/brand on all printed materials </li></ul><ul><li>E xc lu s iv e right to TV tights for the event or event license </li></ul><ul><li>Other forms of promotion which event organizer facilitated : Participation at the press conference , scheduling inter views on behalf of the sponsors, etc. </li></ul>
  28. 28. EVALUATION <ul><li>RESEARCH = SPON SOR </li></ul><ul><li>Profitability </li></ul><ul><ul><li>through possible media and public presence of the event </li></ul></ul><ul><ul><li>through the public interest for certain event </li></ul></ul><ul><ul><li>through the quality and size of the program </li></ul></ul><ul><ul><li>through the places where the program will happen </li></ul></ul><ul><ul><li>through the success of the previous similar projects of the same organization </li></ul></ul><ul><ul><li>through the interest of the competition or similra brands for the same or similar event etc. </li></ul></ul>
  29. 29. N ever forget <ul><li>Situation check </li></ul><ul><li>Partner – associates check </li></ul><ul><li>Notify employees </li></ul><ul><li>Without force </li></ul><ul><li>Contract – crisis plan </li></ul><ul><li>Unforseen circumstances </li></ul>
  30. 30. Unfortunately , it can happen … <ul><li>Failure, that is cancallation of the event </li></ul><ul><li>Problem with suppliers (badly done jobs or cancallation of the good suppliers) </li></ul><ul><li>Loss of the future rights to event (in case of signing a long term contract) </li></ul><ul><li>Parts of sponsorship contract have not been clearly defined and honored, guerilla marketing of other company... </li></ul>
  31. 31. But, n ot to you, because you were careful! <ul><li>Thanks for your attention and go bravely into event organization !!!! </li></ul>
  32. 32. Trainers: Vladimir Božović i Bojan Radojević MESSAGE CREATION
  33. 33. TARGET GROUPS What are terget groups Identifiction of the target group Working with target groups
  34. 34. <ul><li>Changing the attitudes and behaviour </li></ul><ul><li>What is it that I would like public to do? </li></ul><ul><li>What information does it need to do so? </li></ul><ul><li>What kind of information does the public expect? </li></ul><ul><li>Why does it want? </li></ul>
  35. 35. <ul><li>Frequency of providing information </li></ul><ul><li>Repeating your message </li></ul><ul><li>Creativity in relaying your message </li></ul><ul><li>‘ Coca-cola’ approach </li></ul>
  36. 36. <ul><li>Anal ysys </li></ul><ul><li>of the target group </li></ul>
  37. 37. <ul><li>Defining the message </li></ul><ul><li>Goal : </li></ul><ul><li>To determine three most important messages of your organization which will be understandable and believable by audiences </li></ul>
  38. 38. <ul><li>Exercise: </li></ul><ul><li>Answer the following question with seven words or less: </li></ul><ul><li>What does the budget of city of Kragujevac mean? </li></ul><ul><li>____ ____ ____ ____ ____ ____ ____ </li></ul>
  39. 39. <ul><li>MESSAGE </li></ul><ul><li>Personal aspect – what does it mean to me </li></ul><ul><li>General society aspect – what does it mean for the entire community </li></ul><ul><li>Economy aspect – how does it affect economic development </li></ul>
  40. 40. <ul><li>SUBSTANTIATIONS </li></ul><ul><li>- Examples </li></ul><ul><li>- Quotes </li></ul><ul><li>- Statistics and data </li></ul><ul><li>- Personal experience </li></ul><ul><li>- Analogy </li></ul>
  41. 41. <ul><li>CONTROLLING THE INTERVIEW </li></ul><ul><li>Bridging </li></ul><ul><li>Spinning </li></ul>
  42. 42. <ul><li>BRIDGING </li></ul><ul><li>Taking the initiative – from passive to active </li></ul><ul><li>Every question – opportunity to send the message </li></ul><ul><li>Journalist is under impression that you are answering </li></ul><ul><li>his/her questions </li></ul>
  43. 43. <ul><li>SPINNING </li></ul><ul><li>Technique for answering unpleasant questions </li></ul><ul><li>Do not bluff </li></ul><ul><li>Never say ‘no comment’ </li></ul><ul><li>If you do not know the answer, say ‘I do not know’ </li></ul><ul><li>Never lie! NEVER! </li></ul>
  44. 44. MEDI A APPEARANCE <ul><li>DECISION AND SUCCESS </li></ul><ul><li>AGREEMENT AND MEETING </li></ul><ul><li>PREPARATION </li></ul><ul><li>MESSAGE </li></ul><ul><li>APPEARANCE – CLOTHES </li></ul><ul><li>STUDIO </li></ul><ul><li>SPEECH </li></ul><ul><li>BODY LANGUAGE - ATTITUDE  - GESTI C ULA T I ON - SMILE </li></ul><ul><li>BRIDGING TE C HNI QUE </li></ul><ul><li>EVALUA T I ON </li></ul><ul><li>10 MOST IMPORTANT RULES </li></ul>
  45. 45. FOR Big ratings Pre s ent i n g of “ our ” truth Free advertisement N ew medi a c onta c t AGAINST Exercise Avoid unpleasant experience You do not want to reveal business secrets I am not for TV Journalist is dangerous
  46. 46. <ul><li>    </li></ul><ul><li>Never accept the invitation right away   </li></ul><ul><li>When you pick up the phone, “ps ych olo g i cal war ” starts that you must win </li></ul><ul><li>Everything is important and ask all the questions   </li></ul><ul><li>   Show , subject , journalists , other guests , studio </li></ul><ul><li>   Why me ??? </li></ul><ul><li>    </li></ul>
  47. 47. <ul><li>MESSAGE   </li></ul><ul><li>Never more than three messages   </li></ul><ul><li>Clear , picturesque – straight to the head   </li></ul><ul><li>It is better to say one message more times ...   </li></ul><ul><li>Regardless of the question, you talk about your messages   </li></ul><ul><li>Go to the messages right away   </li></ul><ul><li>Simple language   </li></ul><ul><li>Ane c dote s and comparisions </li></ul>
  48. 48. <ul><li>PR EPARATION   </li></ul><ul><li>K ey stage   </li></ul><ul><li>Gather as many information as possible </li></ul><ul><li>  You do not go to TV to defend yourself !   </li></ul><ul><li>Message planning </li></ul><ul><li>     ( what to say how to say it )   </li></ul><ul><li>What are the most unpleasant questions </li></ul><ul><li>Writing reminders </li></ul><ul><li>Fresh and in shape   </li></ul>
  49. 49. <ul><li>STYLING OF THE PUBLIC (MEDIA) APPEARANCE </li></ul><ul><li>CLOTHES </li></ul><ul><li>M en :   </li></ul><ul><li>      Avoid black or dark suit because they look too dark on the screen   </li></ul><ul><li>     Avoid checkered suits because they “ dance ” on the screen   </li></ul><ul><li>     Pick a light blue or gray shirt </li></ul><ul><li>     White shirt may “ shine ” under the strong light   </li></ul><ul><li>      Avoid ties with glittering colors ; stripes with strong contrast in relation to the background ; squares and dots   </li></ul><ul><li>     Maroon tie looks best on the screen </li></ul>
  50. 50. <ul><li>Women :   </li></ul><ul><li>Several good suits with a number of blouses and scarves solves every TV appearance   </li></ul><ul><li>Gray suit can nicely frame your face   </li></ul><ul><li>Avoid : naked arms , light stockings , </li></ul><ul><li>silk blouses ( all blouses that make sounds !), too high and unstable heels   </li></ul><ul><li>No stripes , dots and squares which “ dance ” on the background   </li></ul><ul><li>N o flower designs ( if you still want it, that make sure it is a small design )   </li></ul><ul><li>C amera loves red lipstick – but never if you have red hair </li></ul>
  51. 51. <ul><li>APPEARANCE - JEWELRY   </li></ul><ul><li>Jewelry must not shine and glitter, it is desirable to be dim   </li></ul><ul><li>Earrings must not be bigger than person’s eyes   </li></ul><ul><li>Without large number of bracelets, because they rattle   </li></ul><ul><li>Big bro oches also unnecessary divert the attention   </li></ul><ul><li>Avoid lots of jewelry   </li></ul><ul><li>Look at the mirror through semi closed eyes and if some part of jewelry distracts you – REMOVE IT ! </li></ul>
  52. 52. <ul><li>APPEARANCE – MAKE UP   </li></ul><ul><li>M en :   </li></ul><ul><li>Use the powder that is little darker from your </li></ul><ul><li>skin color </li></ul><ul><li>  </li></ul><ul><li>You are not homose x ual – you are just fighting </li></ul><ul><li>sweat </li></ul>
  53. 53. <ul><li>APPEARANCE – MAKE UP   </li></ul><ul><li>Women : </li></ul><ul><li>     </li></ul><ul><li>Emphasize your natural beauty with the make up and point out the good sides   </li></ul><ul><li>     Rouge under the cheekbones , and not on them   </li></ul><ul><li>     Make the chin line stronger by putting the darker counture – exactly under the chin . This especially useful advice for overweight persons, or those with round face   </li></ul><ul><li>      For foundation use the liquid or stick powder little darker than the natural tan color   </li></ul><ul><li>     Corrector on circles under eyes little bit lighter than powder which is used for foundation   </li></ul><ul><li>     Avoid glittering lipstick , dark and strong eyebrow crayons </li></ul>
  54. 54. <ul><li>APPEARANCE - HAIR   </li></ul><ul><li>     Men :   </li></ul><ul><li>    Hair should be tidy   </li></ul><ul><li>Well-groomed beard can have good effect   </li></ul><ul><li>  Moustaches should be groomed so that upper lip can be seen   </li></ul><ul><li>     N ever comb your hair over the parts of the head without hair !   </li></ul><ul><li>     If you are bald zou MUST use powder   </li></ul><ul><li>      Women :   </li></ul><ul><li>Hair due should be nicely shaped   </li></ul><ul><li>   Hair longer than shoulders draws attention from the face   </li></ul><ul><li>     Never have tufts !   </li></ul><ul><li>  Natural appearance is the best </li></ul>
  55. 55. <ul><li>STUDIO </li></ul>
  56. 56. <ul><li>SPEECH     </li></ul><ul><li>     If you have never worked with your voice – your first TV show is the right and and last moment to do so !   </li></ul><ul><li>  Talk clearly and slowly pronouncing every word   </li></ul><ul><li>     Do not let anybody make you upset – always be calm   </li></ul><ul><li>     Do not swallow words and syllables   </li></ul><ul><li>    Breathe easily and do not speak too long or you wil get breathless   </li></ul><ul><li>     Do not press your jaws   </li></ul><ul><li>     Do not talk through the teeth </li></ul>
  57. 57. <ul><li>VOICE   </li></ul><ul><li>     Loudness of your voice depends on the position of the microphone   </li></ul><ul><li>      Pr ior to start, try to speak with your natural voice because the volume is adjusted according to your voice   </li></ul><ul><li>     Table mi c ro ph on e should be 15 cm away from the mouth   </li></ul><ul><li>     Microphone should be attached 15-20 cm from the chin, </li></ul><ul><li>unless you speak very quietly   </li></ul><ul><li>     Do not lean towards mi c ro poh on e </li></ul>
  58. 58. <ul><li>BODY LANGUAGE - ATTITUDE     Attitude gives you away !   Straighten your back and shoulders !   Do not lean ! </li></ul><ul><li>BODY LANGUAGE - GESTI C ULA T I ON     </li></ul><ul><li>  Arm movements should be under the chest , </li></ul><ul><li>so that you n ever cover the face which is the main instrument   </li></ul><ul><li>     N ever play with ring or watch , pen </li></ul><ul><li>or pap ers in front of you   </li></ul><ul><li>     Do not kick anything with your foot under the desk , never swing your legs   </li></ul><ul><li>     N ever scratch, snap your fingers or make any sounds with your nails </li></ul>
  59. 59. <ul><li>SMILE     </li></ul><ul><li>      Smile must be NATURAL , HONEST   </li></ul><ul><li>      Any artificial movements seem , at least , ridiculous   </li></ul><ul><li>     Best tool for getting out of unpleasant situations   </li></ul><ul><li>     Always do couple of jaw streching exercises before the show </li></ul>
  60. 60. <ul><li>BRIDGING TE C HNI QUE   </li></ul><ul><li>Bridging is used when you get a question you do not want to or cannot answer :   </li></ul><ul><li>THANK YOU FOR ASKING THAT QUESTION ,   </li></ul><ul><li>BUT IN ORDER TO EXPLAIN THAT I MUST GO BACK TO...   </li></ul><ul><li>or FIRST I MUST SAY... </li></ul><ul><li>   go back to the message !   </li></ul><ul><li>     REPEAT THREE TIMES THE MESSAGE WHICH YOU CAME TO SAY ! NEVER FORGET WHAY YOU ARE THERE ! </li></ul>
  61. 61. <ul><li>HOW TO WIN OVER THE AUDIENCE     </li></ul><ul><li>HE/SHE ATTRACTS ATTENTION </li></ul><ul><li>HE IS NICE   </li></ul><ul><li>HE CAN BE TRUSTED </li></ul>
  62. 62. <ul><li>EVALUA T I ON   </li></ul><ul><li>Friends   </li></ul><ul><li>Experts   </li></ul><ul><li>Self-evaluation     </li></ul><ul><li>Time and quality </li></ul>
  63. 63. <ul><li>10 most important rules   </li></ul><ul><li>1. PREPARATION AND EXERCISE guarantees SUCCESS – Learn as much as possible about interview itself , g ue st s , deadlines and think of possible subjects and questions   </li></ul><ul><li>2. Pr epare KE Y MESSAGES which you want to say in the interview , support them with examples and i l lustra t i ons   </li></ul><ul><li>3. PREPARE ANSWERS to the questions that you are afraid of   </li></ul><ul><li>4. Go straight to the PO I NT – in the first or second answer if possible   </li></ul><ul><li>5. Do not let be INTERRUPTED easily </li></ul><ul><li>  </li></ul><ul><li>6. Do not be DEF FE N S IV E   </li></ul><ul><li>7. Be SELF-CONFIDENT and CALM , but agil e </li></ul><ul><li>8. Find out what will be the FIRST QUESTION   </li></ul><ul><li>9. Use BRIDGING te c hni que   </li></ul><ul><li>10. USE ALL THE POSSIBILITIES which interview gives you </li></ul>
  64. 64. MEDIA RELATIONS <ul><ul><li>Public appearance </li></ul></ul><ul><ul><li>Press conference </li></ul></ul><ul><ul><li>Press release </li></ul></ul>
  65. 65. WHAT WILL WE LEARN TODAY? <ul><li>News </li></ul><ul><li>Press release </li></ul><ul><li>Press conference </li></ul>
  67. 67. <ul><li>WHAT IS INFORMATION, WHAT IS INFORMATION FOR MEDIA? </li></ul><ul><li>Information is a notice that something happened </li></ul><ul><li>Press release has information given by the </li></ul><ul><li>company about an event of public interest which are </li></ul><ul><li>placed in targeted media and to selected journalists </li></ul><ul><li>Make an effort to create good news </li></ul><ul><li>MAIN FEATURE OF THE NEWS IS THAT IS NEW! </li></ul>
  68. 68. <ul><li>IS EVERY INFORMATION NEWS FOR MEDIA? </li></ul><ul><li>Every notice about some event is basically an </li></ul><ul><li>information, but every information is not news for </li></ul><ul><li>media! </li></ul><ul><li>Journalists are always interested in news, but not </li></ul><ul><li>any kind of news </li></ul><ul><li>Make sure that what you want to tell media is </li></ul><ul><li>attractive, interesting and to have contents </li></ul>
  69. 69. <ul><li>NEWS AND INFORMATION </li></ul><ul><li>IT IS NOT A NEWS THAT A DOG BIT A MAN, BUT THE NEWS IS THAT A MAN BIT A DOG! </li></ul>
  70. 70. <ul><li>NEWS </li></ul><ul><li>Is in the first paragraph of the press release </li></ul><ul><li>Should be written so that it can stand on its own as a </li></ul><ul><li>short information </li></ul><ul><li>Answers the questions : Who ? What ? When ? Where ? </li></ul><ul><li>Why ? </li></ul>
  71. 71. <ul><li>LET’S LEARN TO WRITE THE NEWS </li></ul><ul><li>Make the news of the given words: </li></ul><ul><li>Black man </li></ul><ul><li>Matches </li></ul><ul><li>John Berington </li></ul><ul><li>Automobile </li></ul><ul><li>Bar </li></ul><ul><li>3 Aces </li></ul>
  72. 72. <ul><li>WINNER OF PULITZER PRIZE </li></ul><ul><li>When you write the news make sure you write it as the winner </li></ul><ul><li>of this prestigous world prize: </li></ul><ul><li>“ John Berington, black man, employed in the bar </li></ul><ul><li>“ Three aces” tried to check the contents of the </li></ul><ul><li>fuel tank in his automobile with the lit match last </li></ul><ul><li>night. He was 37, he had a wife and three </li></ul><ul><li>children.” </li></ul>
  73. 73. <ul><li>PRESS RELEASE </li></ul><ul><li>Is written about some event of public interest, which by the PR </li></ul><ul><li>expert assessment deserves to attract attention of media </li></ul><ul><li>and other external public </li></ul><ul><li>The goal is to write the quality information for media about our </li></ul><ul><li>company/organization </li></ul><ul><li>The story must be interesting to the readers, listeners, viewers, </li></ul><ul><li>therefore it must be new (events must not be old or familiar), </li></ul><ul><li>unusual (it must not leave the receiver indifferent) and </li></ul><ul><li>interesting (it should attract attention) </li></ul>
  74. 74. <ul><li>PRESS RELEASE </li></ul><ul><li>FORM </li></ul><ul><li>ABOVE HEADLINE, HEADLINE AND UNDER HEADLINE </li></ul><ul><li>ANSWER THE QUESTIONS </li></ul><ul><ul><ul><ul><li>WHO </li></ul></ul></ul></ul><ul><ul><ul><ul><li>WHAT </li></ul></ul></ul></ul><ul><ul><ul><ul><li>WHEN </li></ul></ul></ul></ul><ul><ul><ul><ul><li>WHERE </li></ul></ul></ul></ul><ul><ul><ul><ul><li>WHY </li></ul></ul></ul></ul><ul><ul><ul><ul><li>HOW </li></ul></ul></ul></ul><ul><li>ELABORATION </li></ul><ul><li>STATEMENT </li></ul><ul><li>ADDITION </li></ul>
  75. 75. <ul><li>MEDIA EVENTS AND MEETINGS WITH JOURNALISTS </li></ul><ul><li>The most important event for the company, </li></ul><ul><li>organization, PR </li></ul><ul><li>Menagement </li></ul><ul><li>Types of meetings: press conference, coctails, open door day, briefings, seminars, conferences, expert and study tours, journalist reception, working breakfast, gala dinner, trips... </li></ul>
  76. 76. <ul><li>BEFORE YOU START TO BOTHER THE JOURNALISTS... </li></ul><ul><li>Ask yourself: </li></ul><ul><li>Da o we have the news? </li></ul><ul><li>Do we have an interesting story? </li></ul><ul><li>Is the event and occasion relevant for media or just for our company/organization? </li></ul><ul><li>IS IT REALLY NECESSARY TO ORGANIZE </li></ul><ul><li>PRESS CONFERENCE? </li></ul>
  77. 77. <ul><li>REASONS FOR THE PRESS CONFERENCE: </li></ul><ul><li>Especially significant event – </li></ul><ul><li>Providing information on important events such as: </li></ul><ul><li>crisis situation, </li></ul><ul><li>presentations of significant products, </li></ul><ul><li>publicising the financial results, </li></ul><ul><li>successful privatizations, </li></ul><ul><li>investments, </li></ul><ul><li>foreign investments, </li></ul><ul><li>signing of an important contract, </li></ul><ul><li>opening of the new factory, school, new prices, </li></ul><ul><li>merging of several companies... </li></ul>
  78. 78. <ul><li>A C TIV I TI ES BEFORE C ONFERENCE </li></ul><ul><li>S cenari o , synopsis, journalist list , check list </li></ul><ul><li>Event venue </li></ul><ul><li>Timing </li></ul><ul><li>Journalist invitation </li></ul><ul><li>B riefing of the speakers , c ri ses questions </li></ul><ul><li>Arrangement of the space (brending, technical support) </li></ul><ul><li>P ress kit </li></ul><ul><li>Press realease writing </li></ul>
  79. 79. <ul><li>A C TIV I TI ES DURING C ONFERENCE </li></ul><ul><li>Conference mediation - mediator </li></ul><ul><li>What to take care </li></ul><ul><li>Tasks of the m e d iator </li></ul><ul><li>Attendance list </li></ul><ul><li>F ormal and in formal part </li></ul><ul><li>Name plaques and ID cards </li></ul>
  80. 80. <ul><li>A C TIV I TI ES AFTER THE C ONFERENCE </li></ul><ul><li>A nal ysis of the c onference: attendees , basic messages </li></ul><ul><li>Space analysis (catering, plaques , logo , banners , material s , lighting ) </li></ul><ul><li>Speaker analysis ( length , subjects , tr ai ning, additional advices , comprehension) </li></ul><ul><li>A nal ysis of the present media ( areas , new c onta c t s ) </li></ul><ul><li>Analysis of c lipping , media monitoring and messages </li></ul><ul><li>( published , good messages , too many messages , quality and quantity of published information ) </li></ul>
  82. 82. STRATEG Y OF C OM M UNI C A T I ON Med ia are me c hani s m s for conveying messages , an d not a goal itself
  83. 83. <ul><li>S trate g i c plan of c o m muni c a t i on </li></ul>
  84. 84. <ul><li>P rogram of internal / external </li></ul><ul><li>c o m muni c a t i on </li></ul>
  85. 85. <ul><li>Anal ysis of audiences and division to target groups </li></ul>
  86. 86. <ul><li>C onta c t database </li></ul>
  87. 87. <ul><li>Internal relations </li></ul>
  88. 88. <ul><li>Rules for working with media </li></ul>
  89. 89. <ul><li>Ten rules of c o m muni c a t i on </li></ul>
  90. 90. <ul><li>1 . Provide concesus </li></ul>
  91. 91. <ul><li>2. Always take initiative </li></ul>
  92. 92. <ul><li>3. C o m muni c a t i on before all </li></ul>
  93. 93. <ul><li>4. Appearance is important </li></ul>
  94. 94. <ul><li>5. Acts speak more than words </li></ul>
  95. 95. <ul><li>6. Carefully select the messenger </li></ul>
  96. 96. <ul><li>7. Formul a te unifying subject </li></ul>
  97. 97. <ul><li>8. Become source and means </li></ul>
  98. 98. <ul><li>9. Find a new way for using media </li></ul>
  99. 99. <ul><li>10. Behave as the public perceives you </li></ul>