week 9: events management and publicity
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Week 9: Events Management and PublicityTRANSCRIPT
PUBLIC RELATIONS PRACTICE
2014 Week 9
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DR KANE HOPKINS
What is an event?
Events have been defined as a specific ritual, presentation, performance or celebration.
Types of events
• News conferences and media briefings • Fundraising • Launches and openings – New products – Offices, buildings, factories, schools and hospitals
• Seminars and workshops – To discuss specific issues of interest to the
sponsoring organisation • Conferences – To draw attention to an issue or a cause
Types of events
• Meetings – With representatives of key publics or stakeholders
• Exhibitions • Displays • Open days and field days
Events as part of the PR function
• Natural extension of activities • Often run by specialists
Five Ws’ of the event
• Why is the event being held? • Who will be the stakeholders in the event? • When will the event be held? • Where will the event be held? • What is the event content or product?
Why?
• There must be a compelling reason that confirm the importance and viability of the event.
• The purpose of an event should drive all of the planning.
• Think carefully before you commit to the event.
Who will be the stakeholders in the event?• Everyone concerned in the event. • These include internal stakeholders.
When will the event be held?
• Is there sufficient time to research and plan the event?
• Does the timing suit the audience?
Where will the event be held?
• The choice of venue must represent the best compromise between the organisational needs of the event, audience comfort, accessibility and cost.
Venue
• This needs to be carefully considered • Two main considerations
1. The functionality of the venue, 2. Suitability of the site for the event’s creative
purpose. • Other issues – Accessibility i.e. parking, lifts, toilets, ramps – Fit with audience profile – Venue safety
What is the event content or product?
• Must match needs, wants, desires and expectations of the audience.
• Must synergise with the why, who, when and where of the event.
Establishing event objectives
• Number of people attending • Number of participants • Contributions of sponsors • Values of grants and donations • Break-even or amount of profit • Goals for charitable contributions • Level of media exposure
Establishing event objectives
• Number of repeat visitors • Value of merchandise sold • Number of exhibitors
Scope of the event
• Related to the purpose and objectives • Depends on available resources – Money and people
• Encompasses – Date – Time – Duration – Size
The impact of eventsSphere of event Posi/ve impacts Nega/ve impacts
Social and cultural •Shared experience •Building community pride •Valida6on of community groups •Introducing new ideas and challenging ideas
•Community aliena6on •Nega6ve community •Bad behaviour •Loss of amenity
Physical and environmental
•Providing models for best prac6ce •Improved transport and communica6ons
•Environmental damage •Noise disturbance
Poli6cal •Interna6onal pres6ge •Improved profile •Promo6on of investment
•Risk of failed event •Misalloca6on of funds •Propagandising •Loss of community ownership
Tourism and economic
•Increased visits •Job crea6on •Increased tax revenue
•Damage to reputa6on •Inflated prices •Opportunity costs
Edito
rial/a
dver6sing
Acknowledgement
Entertainment/reward
Par6cipa6on/support
Paym
ent/reward
Labour/support
Context
Host co
mmunity
Relationship of stakeholders to eventsPar6cipants
And spectatorsHost organisa6on Host
community
EVENT
MediaCo-‐workers
Sponsors
Money/support
Par6cipa6o
n/supp
ort
Par6cipa6o
n/supp
ort
Prom
o6on
Establish a vision and mission for the event
Formulate SMART objec6ves for the event
Scan internal and external environments
Develop event strategies
Redefine standing plan •Policies •Rules •Standard procedures and methods
Redefine single use plan
•Programmes •Projects •Budgets
Decide org structure
•Job descrip6ons
Strategic plan
Theme
• Linked to the purpose. • Compatible with guest/audience needs. • Integrate with all items for the event – Tickets – Programs
• Should appeal to all senses… if the aim is to transport the audience this is a must (Goldblatt, 2005).
People management
• Your key resource – If your people are under prepared then the success
of the event is in question. • Inform – Briefings before and after shifts. – If a single piece of information is missed and
hundreds of people are asking then same thing can get stressful.
Other factors
• Technical requirements • Security – Crowd control
• Sound and video – production
• Medical • Catering
Run sheet
• Minute by minute timeline • Everyone knows what to expect
If things can go wrong…
• If you don’t plan for it, you’re screwed when it happens (or doesn’t happen)