Week 9: Events Management and Publicity
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This document discusses planning and executing events as part of public relations practice. It defines what an event is and lists common types of events such as launches, conferences, and exhibitions. When planning an event, organizers must consider the five W's - why the event is being held, who the stakeholders are, when and where it will take place, and what the event content will be. Other key planning elements include establishing objectives, determining the event scope, managing stakeholders, and developing strategic and operational plans. Thorough planning of logistical details like the theme, people management, technical requirements, and a run sheet is essential for event success. Contingency planning should also address what could go wrong.
Week 9: Events Management and Publicity
- 1. PUBLIC RELATIONS PRACTICE 2014 Week 9 ! ! DR KANE HOPKINS
- 2. What is an event? Events have been defined as a specific ritual, presentation, performance or celebration.
- 3. 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
- 4. Types of events • Meetings – With representatives of key publics or stakeholders • Exhibitions • Displays • Open days and field days
- 5. Events as part of the PR function • Natural extension of activities • Often run by specialists
- 6. 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?
- 7. 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.
- 8. Who will be the stakeholders in the event? • Everyone concerned in the event. • These include internal stakeholders.
- 9. When will the event be held? • Is there sufficient time to research and plan the event? • Does the timing suit the audience?
- 10. 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.
- 11. 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
- 13. 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.
- 14. 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
- 15. Establishing event objectives • Number of repeat visitors • Value of merchandise sold • Number of exhibitors
- 16. Scope of the event • Related to the purpose and objectives • Depends on available resources – Money and people • Encompasses – Date – Time – Duration – Size
- 17. The impact of events Sphere 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
- 18. Editorial/adver6sing Acknowledgement Entertainment/reward Par6cipa6on/support Payment/reward Labour/support Context Host community Relationship of stakeholders to events Par6cipants And spectators Host organisa6on Host community EVENT Media Co-‐workers Sponsors Money/support Par6cipa6on/support Par6cipa6on/supportPromo6on
- 19. 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
- 20. 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).
- 23. 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.
- 24. Other factors • Technical requirements • Security – Crowd control • Sound and video – production • Medical • Catering
- 25. Run sheet • Minute by minute timeline • Everyone knows what to expect
- 26. If things can go wrong… • If you don’t plan for it, you’re screwed when it happens (or doesn’t happen)