DA010 - Professional Diploma in Public Relations - COMM6024EP Media Relations and New Media Technology (2011/10) Lecture 6 Managing media eventDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only
Table of Content• Types of media events: press conferences, media receptions, briefings, networking activities, product launches, media visits etc.• Objectives and metrics• Resources required in managing media events• Core competence in event management• RFP in out-sourcing media event to PR agencies, PCOs or DMCs
Class: Class:•• Is this your idea Is this your idea of an event of an event manager? manager?
Yes and No• Yes for clients who only need someone who takes care of the logistics• No for clients who want to outsource the full event from inception to execution: PCO Class: Class: •• What’s the What’s the difference difference between the 2 between the 2 job roles? job roles?
What do PCOs do for a living?1. Bid Support2. Venue Sourcing3. Conference Delivery – Conference Logistical Management – Admin Class: Class: – CPD /CME (if required) •• Discuss the job Discuss the job – Registration Services duties for each duties for each – Programme Management of the 6 work of the 6 work – Financial Management scope scope – Social Event Services4. Conference Promotion5. Exhibition Management and Sponsorship6. Travel and Accommodation
Types of media events• Is this really a press conference?
Other types of press conferences Crisis Management Major Event Survey ReportingLaunching a Competition Update News
What’s the objectives of these PCs• Crisis Management• Survey Results• Launching a Competition• News Update Class: Class: •• What other types What other types of press of press conferences can conferences can you think of? you think of?
What’s a media briefing?Class: Class: Class: Class:•• Does it Does it •• What do What do sound sound reporters reporters informative? informative? expect out expect out of this? of this?
Objectives & Metrics• Again, why do companies want to spend so much money in organizing these events?• What do they want to get out of them?• For agencies, it’s a job with defined deliverables: – Number of attending journalists (bloggers) – Volume of newsclips (on preferred media) – Mentions of brand name – Number of interviews – Quality of guests (for launch parties) – Media audit (for annual retainers) – Pages of editorial
Objectives & Metrics• For in-house PR practitioners, the metrics are more complex. The use of an agency is only one of the means to achieve the objectives, which may include: – Ultimate objective – Medium term milestones – Short term goals – Immediate wins
Discussion• Ultimate Objective – to become Chief Executive of Macau• What would be your medium term milestone?• What would be your short term goals?• What immediate wins would you want to achieve?• What kind of events would you want to organize, participate and get invited to?
Resources in Managing PR Events• A press conference (or media visit) – A venue (could be your own office) – A set of AV equipment – A media list – A telephone, email and computer – A spokesperson (or more) – A Q&A list – A press kit – A team of PR staff or an agency – A security protocol in case there are places media are not welcomed
Resources in Managing PR Events• A media reception (similar to a blogger event) – Everything PC needed – F&B – Photo opportunities (things to see, eat, learn or experience) – Usually a nicer venue – A much longer script as there usually is more to talk about
Resources in Managing PR Events• Product launch party – Every media reception needed – A much bigger venue with themed décor – Apart from press, you need guests, celebrities, preferred customers and VIPs – Stage production (usually some form of entertainment or performance) – Lots of drinks – Video and photography
Resources in Managing PR Events• Most importantly, you need people!• It takes a lot of talent, even if you have the budget to hire a PCO.• Generally, your PR staff should be: – Resourceful in building a supplier database – Strong in project management – RPF and Contract administration skills – Experienced in a wide range types of event – Managing media relations
Core Competence• If you don’t have the luxury of hiring an event manager, you need to learn: – Venue management – Organizing committee servicing – Event Marketing – Operational logistics
Audience• Who do you want to attend your event? – Just warm bodies to fill the room? – Or people who you want to talk to? – Or people who may buy from you? – Or people you want to get to know? – Where to find them? How to reach them?
Branding Your Event• Name the event – A good name is a valuable asset – You need to come up with a name for your event that is memorable and conveys the idea of the event – Register the name if your event is recurrent – Don’t make the name too long
Branding Your Event• Create a tagline – Taglines are memory magnets. – A key part of a brand’s verbal identity is the brand’s tagline. – Short taglines are best – Aim to convey the key differentiating ideas about your event
Branding Your Event• Commission a logo for the event – Most companies and causes have a logo – A special logo is designed for important corporate events – Use the visual “mark” – the graphic of the logo to convey an important “idea” about the event.
Branding Your Event• Create a branded experience – What you want to do is burn in a single- minded brand identity at every tough point, producing a consistent brand experience – invitations, logo, venue, speakers, decorations, posters, room gifts, special invitees……….carry the same message
Targeted Marketing• Decide who your target audience is – What kind of people do you want to attend your event? – It depends on the objective(s) of your event
Targeted Marketing• B to C• Client wants rich female
Targeted Marketing• Next Step is to find ways to reach your targeted audience• Direct marketing is still the most effective in event marketing• Growing trend to deploy partnership marketing• More and more focus on e-marketing strategies….
E-Marketing Strategies• 8 tips to promote your event website: – List your web on high-traffic search engines and directories. (hint: not every country can search google) – Become listed on local meeting and event calendars (i.e., hkcec.com, hktb.com) – Consider exchanging links, sponsorships, or advertising with other websites – Distribute news releases online
E-Marketing Strategies• 8 tips to promote your event website: – Include your web address everywhere you can on your outgoing messages – Identify email discussion groups, chat rooms or “friends” on social media platform, and become an active participant – Use signature file on your emails – Exchange links with your “FRIENEY” so their customers can be informed of your event
E-Marketing Strategies• Emerging Trend in e-marketing – Low-cost advertising on chat forums (discuss.com.hk) or Pay Per Click portals (facebook) – Develop your own opt-in email list, and send out notices, updates, special offers etc. – Develop an affiliate program – Give freebies on your event web for registration as your event participant
What do you need to prepare?1. Chief Executive coming as guest of honour2. Media presence3. Over 1,000 guests4. Video shooting5. VIP speakers from overseas6. What did you see on the stage?
How to invite bids?What is a Request For Proposal (RFP)?• A Request for Proposal (RFP), is the primary document that is sent to suppliers that invites them to submit a proposal to provide goods or services.• Internally, an RFP can also be referred to as a sourcing project, a document, or an associated event (competitive bidding).• RFP is designed to get suppliers to provide a creative solution to a business problem or issue. It may be the most effective way to source the goods or services required.
What’s an RFP• An Overview of the Business Issue (Project Charter)• Description of Products or Services (Scope of Work)• Detailed Business Requirements (Quality Plan)• Performance Metrics (Acceptance Plan)• Proposal Format (Usually includes WBS)• Selection Criteria• Deadline• Budget