Special events are an important public relations
activity because they satisfy the desire of most
people to participate in an occasion to improve
their knowledge and to enjoy the stimulation of a
crowd- the lights, color, sound and movement
An organization selects a specific day or week to
be dedicated and moves to have it officially
designated. Once this is accomplished, its public
relations events are planned to call public
attention to the event. Special days for community
groups are designated by corporations as features
of their community public relations programs.
Product displays and exhibits on subjects of public
interest are an important feature of many
programs. National trade, business and
professional shows, international fairs, and local
regional exhibitions provide facilities for displays.
Industrial exhibits occupy prominent places in
hundreds of museums throughout the country.
Conferences, conventions, and meetings give
management an opportunity to communicate in
person to hear their viewpoints, and to discuss
policies and programs. Many corporation
managements make an annual personal report to
finances, sales, expansions, problems and future
Anniversary of business and NPO create
opportunities to communicate with the public
regarding the progress, accomplishments and
contributions of the organization and to build
public confidence and prestige.
Special awards to
employees, stockholders, dealers provide public
relations opportunities. Trophies, certificates and
promotions which are given to employees for
suggestions, length of service, sales and other
accomplishments are publicized in both employee
publications and in the community news media.
The open is perhaps the most widely employed
special event in corporate-relations
programs, various publics are invited to the
event, which ,may include a plant
tour, exhibits, films and other activities.
Contests stimulate public interest and appeal to
people’s competitive spirit and desire to excel.
Contests for consumers
, stakeholders, employees and dealers are
included in public relation programs of some
Parades and Pageants play a role in the
community-relations programs of many
Armed Forces Day sponsored by the Office of
Public Services, United States Department of
Defense, is the occasion for parades involving the
army, navy, and marines and flyovers by the air
Industrial and NPO as well as the armed forces,
sponsor community events to inform the public
about their activities and promote civic
Corporations sponsor plant-community and youth
organizations to build goodwill for the sponsoring
The General Motors corporation sponsors the
Fisher Body Craftsman’s guild to give teenagers an
opportunity to practice fine craftsmanship by
means of model-automobile-building
Some corporation and industrial associations choose
young women of charm, beauty and talent to serve as
their public relations personalities.
For instance The National Cotton Council
representing growers, processors and distributors of
cotton and its products, annually selects a “maid of
cotton” to dramatize cotton fashions.
Dedication of new facilities and services provide important
public relations opportunities. They are planned by
headquarters public relations departments, assisted by
regional and local staff.
After consultation with management, a dedication
committee, composed of department heads, plans the
event, selects the date, makes up the guest list, provides for
transportation and reception of guests, arranges the
program and handles publicity.
Special events are meant to be "special;"
don't jump in without careful planning.
Events of National Scope are planned and executed by
headquarters Public Relations Department.
Local Events are planned and executed by Manager of the
Local Facility where the event is held, with the assistance of
the headquarters Public Relations Staff , Regional Public
relations Manager and Plant-community Relations Manager
in large corporations.
T o conduct local level events, a special-event committee is
formed.Subcommittes of employees are responsible for
advertising , parking, greeting, guidance, safety, first aid and
Policies and Objectives are established by Special event
Objectives are defined in specific terms to determine the
theme, emphasis , scope, and program.
Objectives should consider particular interests, background
and knowledge of the persons to be invited.
Some of the objectives of special events in community programs are to
maintain and enhance community approval , correct possible
misconceptions about the sponsor’s organisation,present the company
as a good employerand inform the community of the volume and value
of the company’s local purchases.
Designating the overall coordinator.
Naming the Event
Themes and Speakers
Choosing the Date
Clerical and Secretarial Responsibility
Correspondence with Speakers
Arranging for Printing
Final Staff Appointments
Transportation And Parking
Refreshments and Souvenirs
Pre-event Publlicity (30-60 days before an Event)
A special event includes speeches by executives and guests,
inspection of facilities, exhibits , demonstrations of equipment,
guided tours,entertainment, refreshments, motion pictures
and round table discussions
PLANT DEDICATION PROGRAM- begins with musical
selections,followed by invocation by a local clergyman
,welcome by thre Mayor or state governor, addresses by the
company president and a tour of the new facility. An informal
luncheon may be held following the dedication.
National and local press and radio and television
representatives are invited to attend the occasion.
Advance copies of speeches , photographs and
background material are distributed to the news
Radio and television broadcasts are prearranged
with local stations to feature well known speakers,
interviews with important guests and other
After the event, a souvenir booklet and descriptive material are
mailed to important guests who were unable to attend. Thank
You Letters go out to media personnel and civic leaders
expressing appreciation for their contributions to the event and
a Thank-You Advertisement is published in local newspapers.
Persons who attended are questioned after the event to secure
their reactions to the occasion, to evaluate the goodwill
created, and to obtain suggestions for conducting similar affairs
in the future.