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Trainer: Vladimir Bozović

Event

EVENT is short term or long term project, individual or in the group, based on the clearly defined goals and target audiences, and organized with a purpose to attract attention and gain affection for certain product, service or an idea.

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EVENT TYPES

• Promotional (zastava 10)

• Cultural – entertainment (kragujevac-forever)

• Media (protest)

• Sport (match)

• Protocolar (film premiere)

• New media

• Corporative

• Private/Personal (birthday-wedding)

• Special (carneval)

• Humanitarian (concert, sporting event…)

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EVENT

One of the most efficient means in the communication with target audiences

Event is the only communication means that gives us opportunity to create an

experience for all senses of the audience and thus create a complete

impression.

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GOAL

• What do we intend to achieve through the event?

• What kind of news (awareness) will the event create?

• What is especially emphasized by the event?

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TO ATTRACT ATTENTION AND CREATE AFFECTION OF THE

AUDIENCE

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The goal of the organizers or those who order the event is to create the most interesting, the most creative and the most unusual events which will stay in everybody’s memory.

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• To increase the sales of the product and services to the beneficiaries

• Differentiation in relation to the competition• To increase interest and demand for products and services• To make the distribution channels shorter for the product• To raise funds (nonprofit organizations)

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Communication goals

• To win over interest, support and affection for our ideas• To shape wanted image• To strengthen the reputation• To improve the friendly relations with potential beneficiaries• To educate the potential beneficiaries• To increase publicity

• Audience present at the event• Family, friends, business associates• Media• General public

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Analysis and planning

• Announcement and preparation

• Implementation

• Post event activities

• Evaluation

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• S (specific) - specific characteristics qualitatively and quantitatively defined

• M (mesurable) - mesurable by criteria defined in advance

• A (attained) – it is possible to implement them in the event timeframe

• R (relevant) – relevant for the target audience or organization

• T (timeframe) - it is possible to implement them in the realistic timeframe

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• Has any of the competition organized an event any time recently?

• What did the last competition’s event look like and what did it achieve?

• What has especially attracted the public attention lately?

• Research of the habits and expectations of the consumers

• Reasearch and preparation of the communication tools which we use in in product promotion – will that be only a promotional event or other marketing tools are needed as well?

• We research and select a team of people who work on the projct implementation

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You have an idea – that is the right start!

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– The most difficult part -

TO CONVINCE THE CLIENT

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ENTERTAINMENTEXCITEMENTENTERPRISE

Idea (not budget) is the one to help us achieve all 3 E elements!

RED THREAD is the basic idea, project message which should be recognized through the entire project!

ONE RED THREAD ACHIEVES ALL 3E

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COMMUNICATION PLAN(before, during and after the event) strategy

Good plan = good result

• Mailing list of the associates• Advertisement• To involve media attractive persons• List of journalists • Narrative and visual report (video, photo, press-

cut) for the journalists and for the client• List of associates - contacts

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• Writing/reading (creative) brief• Defining items necessary for successful projct

implementation (space, set design, technical - audio, video, lights, catering, etc.)

• The way we advertise our event (invitations, media announcements, posters, etc.)

• Contents and program of the event (speakers, MCs, entertainers, …)

• Crisis and sudden situations and their avoiding/fixing• Preparation of the possible alternative solutions

(space, speakers, technical part...)• Budget and financial plan of the project• Legal documentation

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WHAT ARE THE FACTORS OF THE SUCCESS

• Time

• Location

• Contents

• Organization

• Budget

• Komunication

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WRITE IN CAPITAL LETTERS

• The event does not start on Sunday, May 4, at 8 p.m., at the Šumadija Fair.

• The event does not start when guests register with the hostess.

• The event does not start when all the guests are comfortably seated.

• The event does not start when the MC welcomes the audience.

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The event starts with

INVITATION!

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Crises situation• Laws and regulations related to event organization• Crises situation within the team - alternative solutions• The change of speakers, location, technical problems, etc.• Special needs of the guests• Risky individuals• Technical equipment• TO EMPHASISE tasks and responsibilites to the participants

If the crisis situation happens, the most important is to stay calm and reasonable within the team

Finally, it is important to ensure sufficient number of security guards and make sure they do their job, that is “control the situation”

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Everything according to law• Regualtions on events (gatherings) at public

places• The law on intelectual property rights – SOKOJ • The laws which regulate safety and responsibility

of the organizer in the case of incidents and accidents

The most reliable – HOTELThe most demanding – OUT IN THE OPEN

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What the manager should be like?

• To quickly react to the change of the circumstances• To make the optimal decisions• To communicate his decisions to everyone in a timely

manner• To plan the alternative possibilities• To differentiate the relevant from irrelevant• To know how to delegate tasks• To lead and motivate the members of the project group – to

be a true laeder

• To be very EXPERINCED!!!

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The day after– Thank you cards to the guests and project

associates– Assessment, evaluation of the event success

through the analysis of the results– Processing and preparation of the video and

photo (documentation) material, press cut materials

– Paying off the suppliers and associates– Final report (financial and written,

presentational)– NOTES – EXPERIENCE

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Sponsorships• “SPONSORSHIP is business relation between the one who

has the financial means, resources or services and the one – individual, event or organization whose offer in the form of the “counter-service” can be used for commercial progress.”

Steve Sleight

Sponsorship types

• DONATION-LIKE• PATRON-LIKE• PARTNERSHIP

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Why sponsorship?• Strengthening (consumer) awareness• Strengthening and building an image• Media and public spotlight• Expression and confirmation of corporative solidarity• Possibility of direct influence on a smaller group of consumers• Possibility for (exclusive) presentation of the product• Differentiation in relation to the competition• B2B relation – possibilities for the new business meetings and

arrangements• Emotional connection• Possibility for direct sales of the product

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Why sponsor your project ?• The size of the project • Duration of the project • Similarity or compatibility with goals and plans of

the company or a brand• Uniqueness and exclusivity in relation to the

competitor companies or brands• Significance of the project for the local

community• Is the event new, does it happen for the first time

or it already exists from before

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Benefits• Media spotlight• Advertisement advantages • Visibility • Free tickets• Logo or company name/brand on the clothes, equipment...• Right to use the data base• Advertisement or product/service presentation in the event

space (video, stand, sampling...)• Logo or company name/brand on all printed materials• Exclusive right to TV tights for the event or event license• Other forms of promotion which event organizer facilitated:

Participation at the press conference, scheduling interviews on behalf of the sponsors, etc.

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EVALUATION• RESEARCH = SPONSOR • Profitability

– through possible media and public presence of the event

– through the public interest for certain event– through the quality and size of the program– through the places where the program will

happen– through the success of the previous similar

projects of the same organization– through the interest of the competition or similra

brands for the same or similar event etc.

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Never forget

• Situation check

• Partner – associates check

• Notify employees

• Without force

• Contract – crisis plan

• Unforseen circumstances

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Unfortunately, it can happen…

• Failure, that is cancallation of the event• Problem with suppliers (badly done jobs or

cancallation of the good suppliers) • Loss of the future rights to event (in case of

signing a long term contract)• Parts of sponsorship contract have not

been clearly defined and honored, guerilla marketing of other company...

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But, not to you, because you were careful!

Thanks for your attention and go bravely into event

organization!!!!

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Trainers: Vladimir Božović i Bojan Radojević

MESSAGE CREATION

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TARGET GROUPS

What are terget groups

Identifiction of the target group

Working with target groups

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Changing the attitudes and behaviour

What is it that I would like public to do?

What information does it need to do so?

What kind of information does the public expect?

Why does it want?

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Frequency of providing information

Repeating your message

Creativity in relaying your message

‘Coca-cola’ approach

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Analysys

of the target group

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Defining the message

Goal:

To determine three most important messages of your organization which will be understandable and believable by audiences

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Exercise:Answer the following question with seven words or less:

What does the budget of city of Kragujevac mean?

____ ____ ____ ____ ____ ____ ____

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MESSAGE

Personal aspect – what does it mean to me

General society aspect – what does it mean for the entire community

Economy aspect – how does it affect economic development

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SUBSTANTIATIONS- Examples

- Quotes

- Statistics and data

- Personal experience

- Analogy

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CONTROLLING THE INTERVIEW

Bridging

Spinning

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BRIDGING

Taking the initiative – from passive to active

Every question – opportunity to send the message

Journalist is under impression that you are answering

his/her questions

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SPINNING

Technique for answering unpleasant questions- Do not bluff- Never say ‘no comment’- If you do not know the answer, say ‘I do not

know’- Never lie! NEVER!

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MEDIA APPEARANCE DECISION AND SUCCESS• AGREEMENT AND MEETING• PREPARATION• MESSAGE• APPEARANCE – CLOTHES• STUDIO • SPEECH • BODY LANGUAGE - ATTITUDE - GESTICULATION - SMILE• BRIDGING TECHNIQUE • EVALUATION • 10 MOST IMPORTANT RULES

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FORBig ratings

Presenting of “our” truthFree advertisementNew media contact

AGAINST Exercise

Avoid unpleasant experience You do not want to reveal business secrets

I am not for TVJournalist is dangerous

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Never accept the invitation right away 

When you pick up the phone, “psychological war” starts that you must win

Everything is important and ask all the questions 

   Show, subject, journalists, other guests, studio   Why me???

•   

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MESSAGE 

Never more than three messages 

Clear, picturesque – straight to the head 

It is better to say one message more times... 

Regardless of the question, you talk about your messages  

Go to the messages right away 

Simple language 

Anecdotes and comparisions

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PREPARATION 

Key stage 

Gather as many information as possible

 You do not go to TV to defend yourself! 

Message planning    (what to say how to say it) 

What are the most unpleasant questions

Writing reminders

Fresh and in shape 

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STYLING OF THE PUBLIC (MEDIA) APPEARANCECLOTHES

Men: 

     Avoid black or dark suit because they look too dark on the screen 

    Avoid checkered suits because they “dance” on the screen 

    Pick a light blue or gray shirt

    White shirt may “shine” under the strong light 

     Avoid ties with glittering colors; stripes with strong contrast in relation to the background; squares and dots 

    Maroon tie looks best on the screen

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Women: 

Several good suits with a number of blouses and scarves solves every TV appearance 

Gray suit can nicely frame your face 

Avoid: naked arms, light stockings, silk blouses (all blouses that make sounds!), too high

and unstable heels 

No stripes, dots and squares which “dance” on the background 

No flower designs (if you still want it, that make sure it is a small design) 

Camera loves red lipstick – but never if you have red hair

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APPEARANCE - JEWELRY 

Jewelry must not shine and glitter, it is desirable to be dim  

Earrings must not be bigger than person’s eyes 

Without large number of bracelets, because they rattle  

Big brooches also unnecessary divert the attention 

Avoid lots of jewelry 

Look at the mirror through semi closed eyes and if some part of jewelry distracts you – REMOVE IT!

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APPEARANCE – MAKE UP Men: 

Use the powder that is little darker from your

skin color

 

You are not homosexual – you are just fighting

sweat

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APPEARANCE – MAKE UP 

Women:    

Emphasize your natural beauty with the make up and point out the good sides 

    Rouge under the cheekbones, and not on them 

     Make the chin line stronger by putting the darker counture – exactly under the chin. This especially useful advice for overweight

persons, or those with round face 

     For foundation use the liquid or stick powder little darker than the natural tan color 

     Corrector on circles under eyes little bit lighter than powder which is used for foundation 

    Avoid glittering lipstick, dark and strong eyebrow crayons

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APPEARANCE - HAIR 

    Men: 

   Hair should be tidy 

Well-groomed beard can have good effect 

 Moustaches should be groomed so that upper lip can be seen 

    Never comb your hair over the parts of the head without hair! 

    If you are bald zou MUST use powder 

    Women: 

Hair due should be nicely shaped 

  Hair longer than shoulders draws attention from the face 

    Never have tufts! 

 Natural appearance is the best

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STUDIO

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SPEECH  

     If you have never worked with your voice – your first TV show is the right and and last moment to do so! 

 Talk clearly and slowly pronouncing every word 

    Do not let anybody make you upset – always be calm 

    Do not swallow words and syllables 

   Breathe easily and do not speak too long or you wil get breathless 

    Do not press your jaws 

    Do not talk through the teeth

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VOICE 

    Loudness of your voice depends on the position of the microphone 

     Prior to start, try to speak with your natural voice because the volume is adjusted according to your voice

 

    Table microphone should be 15 cm away from the mouth 

    Microphone should be attached 15-20 cm from the chin, unless you speak very quietly  

    Do not lean towards micropohone

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BODY LANGUAGE - ATTITUDE  

Attitude gives you away! Straighten your back and shoulders! 

Do not lean!

BODY LANGUAGE - GESTICULATION   

 Arm movements should be under the chest, so that you never cover the face which is the main instrument 

    Never play with ring or watch, penor papers in front of you 

    Do not kick anything with your foot under the desk, never swing your legs 

    Never scratch, snap your fingers or make any sounds with your nails

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SMILE  

     Smile must be NATURAL, HONEST 

      Any artificial movements seem, at least, ridiculous 

     Best tool for getting out of unpleasant situations 

     Always do couple of jaw streching exercises before the show

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BRIDGING TECHNIQUE 

Bridging is used when you get a question you do not want to or cannot answer: 

THANK YOU FOR ASKING THAT QUESTION, 

BUT IN ORDER TO EXPLAIN THAT I MUST GO BACK TO... 

or FIRST I MUST SAY...  go back to the message! 

     REPEAT THREE TIMES THE MESSAGE WHICH YOU CAME TO SAY! NEVER FORGET WHAY YOU ARE THERE!

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• HOW TO WIN OVER THE AUDIENCE  

• HE/SHE ATTRACTS ATTENTION

• HE IS NICE  

• HE CAN BE TRUSTED

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EVALUATION 

• Friends 

• Experts 

• Self-evaluation  

• Time and quality

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10 most important rules 

1. PREPARATION AND EXERCISE guarantees SUCCESS – Learn as much as possible about interview itself, guests, deadlines and think of possible subjects and questions 

2. Prepare KEY MESSAGES which you want to say in the interview, support them with examples and illustrations 

3. PREPARE ANSWERS to the questions that you are afraid of 

4. Go straight to the POINT – in the first or second answer if possible 

5. Do not let be INTERRUPTED easily 

6. Do not be DEFFENSIVE 

7. Be SELF-CONFIDENT and CALM, but agile

8. Find out what will be the FIRST QUESTION 

9. Use BRIDGING technique 

10.USE ALL THE POSSIBILITIES which interview gives you

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MEDIA RELATIONS

– Public appearance– Press conference– Press release

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WHAT WILL WE LEARN TODAY?

• News

• Press release

• Press conference

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WHAT DO ACTUALLY JOURNALISTS WANT?

THEY WANT TO BE INFORMED WITH ALL THAT HAPPENS AROUND US, IN OUR COMPANY, AGENCY, ORGANIZATION, PARTY, INSTITUTION

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WHAT IS INFORMATION, WHAT IS INFORMATION FOR MEDIA?

Information is a notice that something happened

Press release has information given by thecompany about an event of public interest which areplaced in targeted media and to selected journalists

Make an effort to create good news

MAIN FEATURE OF THE NEWS IS THAT IS NEW!

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IS EVERY INFORMATION NEWS FOR MEDIA?

Every notice about some event is basically aninformation, but every information is not news formedia!

Journalists are always interested in news, but notany kind of news

Make sure that what you want to tell media isattractive, interesting and to have contents

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NEWS AND INFORMATION

IT IS NOT A NEWS THAT A DOG BIT A MAN, BUT THE NEWS IS THAT A MAN

BIT A DOG!

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NEWS

Is in the first paragraph of the press release

Should be written so that it can stand on its own as a

short information

Answers the questions: Who? What? When? Where?

Why?

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LET’S LEARN TO WRITE THE NEWS

Make the news of the given words:

• Black man• Matches• John Berington• Automobile• Bar• 3 Aces

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WINNER OF PULITZER PRIZE

When you write the news make sure you write it as the winner

of this prestigous world prize:

“John Berington, black man, employed in the bar

“Three aces” tried to check the contents of the

fuel tank in his automobile with the lit match last

night. He was 37, he had a wife and three

children.”

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PRESS RELEASE

Is written about some event of public interest, which by the PRexpert assessment deserves to attract attention of mediaand other external public

The goal is to write the quality information for media about ourcompany/organization

The story must be interesting to the readers, listeners, viewers, therefore it must be new (events must not be old or familiar),unusual (it must not leave the receiver indifferent) andinteresting (it should attract attention)

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PRESS RELEASE

FORM

• ABOVE HEADLINE, HEADLINE AND UNDER HEADLINE• ANSWER THE QUESTIONS

– WHO– WHAT– WHEN– WHERE– WHY– HOW

• ELABORATION• STATEMENT• ADDITION

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MEDIA EVENTS AND MEETINGS WITH JOURNALISTS

The most important event for the company,

organization, PR

Menagement

• Types of meetings: press conference, coctails, open door day, briefings, seminars, conferences, expert and study tours, journalist reception, working breakfast, gala dinner, trips...

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BEFORE YOU START TO BOTHER THE JOURNALISTS...

Ask yourself:

• Da o we have the news?• Do we have an interesting story?• Is the event and occasion relevant for media

or just for our company/organization?

IS IT REALLY NECESSARY TO ORGANIZEPRESS CONFERENCE?

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REASONS FOR THE PRESS CONFERENCE:- Especially significant event –

Providing information on important events such as:

• crisis situation, • presentations of significant products, • publicising the financial results, • successful privatizations, • investments, • foreign investments, • signing of an important contract,• opening of the new factory, school, new prices, • merging of several companies...

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ACTIVITIES BEFORE CONFERENCE

• Scenario, synopsis, journalist list, check list• Event venue• Timing• Journalist invitation • Briefing of the speakers, crises questions• Arrangement of the space (brending,

technical support)• Press kit• Press realease writing

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ACTIVITIES DURING CONFERENCE

• Conference mediation - mediator

• What to take care

• Tasks of the mediator

• Attendance list

• Formal and informal part• Name plaques and ID cards

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ACTIVITIES AFTER THE CONFERENCE

• Analysis of the conference: attendees, basic messages

• Space analysis (catering, plaques, logo, banners, materials, lighting)

• Speaker analysis (length, subjects, training, additional advices, comprehension)

• Analysis of the present media (areas, new contacts)

• Analysis of clipping, media monitoring and messages(published, good messages, too many messages, quality and quantity of published information)

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COMMUNICATION

STRATEGIC PLANNING OF COMMUNICATION

TEN RULES OF COMMUNICATION

RULES FOR WORKING WITH MEDIA

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STRATEGY OF COMMUNICATION

Media are mechanisms for conveyingmessages, and not a goal itself

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Strategic plan of communication

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Program of internal/external

communication

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Analysis of audiences and division to target groups

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Contact database

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Internal relations

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Rules for working with media

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Ten rules of communication

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1. Provide concesus

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2. Always take initiative

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3. Communication before all

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4. Appearance is important

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5. Acts speak more than words

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6. Carefully select the messenger

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7. Formulate unifying subject

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8. Become source and means

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9. Find a new way for using media

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10. Behave as the public perceives you