The document discusses the role of public relations (PR) in events and how communication models have changed. It provides examples of how PR can measure the success of events, including media coverage generated, online activity and discussions, and stakeholder surveys. It also discusses the differences between business events aimed at return on investment versus charity events focused on feelings of goodwill. Specific case studies are provided on launches for MTV Ukraine and Profeo.com.ua to illustrate how PR strategies helped increase brand awareness, loyalty and advocacy.

1. Event and PR: working together Presentation for EBA Marketing Committee

2. 20 th Century Communication Paradigm Creates and drives Supports & reinforces Distribution & promotion Brand Values Personal Experience Main media Secondary media Below the line “ DIDACTIC”

3. 21 th Century Communication Paradigm Supports & reinforces Extends & expands Creates & drives “ AUTHENTIC” Brand Values Personal Experience Essential truths Continuing dialogue On the ground reality

5. Anything in common? Other Creates brand advocates Addresses stakeholder groups Impacts brand attitude Builds up brand awareness Events PR

6. How does PR work ?

7. Old vs. New Communication Model Company information TA Company TA information 3 rd party

9. Where does PR fit in? Your company Event Your audience MEDIA ANNOUNCEMENTS WoM ANNOUNCEMENTS CONTESTS ON-SITE ACTIVITY VIRAL/BUZZ MARKETING MEDIA REPORTS WoM REPORTS PRODUCT EXPOSURE PRODUCT TRIAL INTEGRATED COMMUNICATION AGENCY BTL PROMOTION PR EVENT ATL MEDIA

15. Case in point: MTV Launch

18. Case in point: Profeo.com.ua Launch

19. Profeo Launch Event

21. Profeo Launch Event

23. Case in point: Nordea Riga Marathon

25. Nordea Riga Marathon

26. Questions? Volodymyr Dehtyarov +38 (050) 332 6269 [email_address] www.nordspr.com.ua nordspr.blogspot.com