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)