PR

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Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 16
Event Management

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Chapter 16 Objectives
 Know the logistics of organizing a meeting
 Plan a banquet, reception, or cocktail party
 Organize an open house, exhibit, or plant tour
 Understand the multiple aspects of organizing a
convention
 Recognize the basic elements of a trade show
 Creatively think about promotional events that
will attract attention

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A World Filled With Events
“Events deliver
face time
between
consumers
and brands.
They also
introduce
customers to
new products.”

5. Group Meetings
 The size and purpose
of the meeting dictate
the plan
 Planning
 Location
 Seating
 Facilities
 Invitations
 Facilities checklist
 Meeting identification
 Lighting
 Charts
 Screen or monitors
 Microphones, projectors,
and video equipment
 Seating and tables
 Wiring
 Speaker’s podium
 Water and glasses
 Audience and speaker aids
 Name tags
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Group Meetings, cont.
 Registration
Greeting
Name tags
 Program
Speakers
Meals

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Banquets
 Budgetary concerns
 Food
 Room rental
 Bartenders
 Decorations and centerpieces
 Audiovisual requirements
 Speaker fees
 Entertainment
 Photographers
 Invitations
 Tickets
 Marketing and promotion

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Banquets, cont.
 Working with catering
managers
 Logistics and timing

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Receptions and Cocktail Parties
 Can precede
luncheon or dinner
 Can be part of a
reception
 Cost-effective way to
celebrate
achievements
 Format:
 Lasts up to 2 hours
 Large room where
most will stand and
move freely
 Appetizers and
nonalcoholic
beverages should also
be served

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Open Houses and Plant Tours
 Major factors to consider
 Day/hour
 Guests
 Publicity &
Invitations
 Vehicles
 Reception
 Focal Point
of activity
 Restrooms
 Safety
 Routing
 Guides
 Explanation
 Housekeeping &
attire
 Emergencies

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 Program
 Recreation and
Exhibits
 Attendance
 Administration
 Planning
 Timing
 Location
 Facilities
 Exhibits
Conventions

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Trade Shows
 Ultimate marketing event
 65 million people attend annually

13. Exhibit Booths
 Keep these things in mind while planning
 Select the appropriate trade shows
 Start planning 6 to 12 months in advance
 Make the display or booth visual attractive
 Thin about putting action in the display
 Use involvement techniques
 Give people interactive opportunities
 Have knowledgeable and personable representatives
 Offer useful souvenirs
 Promote the exhibit in advance
 Consider Hospitality Suites
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14. Pressrooms and Media Relations
 Working with the media during trade shows
 Plan major product announcements to coincide
 Include the name of the trade show in news releases
 Include your booth number in all announcements
 Make it easy for journalists to contact spokespeople and experts
 Train spokespeople to make brief presentations
 Consider a looped videotape
 Provide photos that show the product in use
 Provide supplementary material to journalists who can’t attend
 Keep hard copies of materials in the pressroom
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15. Promotional Events
 Organizational goals
 Promote a product
 Increase visibility
 Make friends
 Raise money
 Event sponsorship
 Must be creative
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16. Promotional Events, cont.
 Using Celebrities to
Attract Attendance
 What do you want them to
do?
 Who do you want to appeal
to?
 What do you want to
accomplish?
 Audience demographics?
 What is your budget?
 Planning and Logistics
 Traffic flow
 Adequate restroom
facilities
 Signage
 Security
 Liability insurance
 City permits
 Arranging cleanup
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