PUBLIC RELATION 3

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Marketing Public

Relations

Gaetan T.Giannini Jr.

A Marketer’s Approach to Public Relations and Social Media

Marketing Public Relations

Gaetan T. Giannini Jr.

A Marketer’s Approach to Public Relations and Social Media

Marketing Public

Relations A Marketer’s Approach to

Public Relations and Social Media

Gaetan T. Giannini Jr.

Marketing Public Relations

Gaetan T. Giannini Jr.

A Marketer’s Approach to Public Relations and Social Media

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Chapter 11

Events

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Events

Self-produced events

An event conceived and put on by an individual firm to serve its audience with the intent of promoting its products

Third-party events

An event created and managed by an organization that opens it up to other firms for participation

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Planning and Executing Successful MPR Events

Link the image of the firm and the event.
Engage the audience.
Create a presence.
Have a takeaway.
Tell the connectors before the event.
Tell the connectors during the event.
Tell the connectors after the event.

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Trade Shows

Periodic gathering at which manufacturers,

suppliers, and distributors in a particular industry or related industries display their products and provide information for potential retail, wholesale, or industrial

buyers

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Booth

The exhibit or other area occupied by a firm on the floor of a trade show

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Press Room

A room at a trade show where exhibiting firms can leave press materials for the use of members of the media attending the show

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Seminars and Conferences

Seminars and conferences used for MPR purposes should:

Be educational or informative to the intended audience.
Never be a disguised sales pitch.
Position the organization or someone within it as an expert.
Give the members of the audience a reason to remember the firm, its products, and its people.

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Seminar

A self-produced event in which a firm arranges to have an expert in its industry conduct an informational session for its audience

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Conference

Gathering of people from a particular industry or profession or who simply share a common interest who come together to share information on a topic

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Marketing with Community and Cause-related Events

Planning and executing such efforts requires following these steps:

Select position-centered event

Set goals

Determine format

Find the right venue

Invitation list

Meet and greet

Prepare a takeaway

Recap

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This community event was created by a team of Wake Forest University students in their marketing course to encourage local restaurants to participate in a dessert-tasting event to help the local homeless shelter raise funds.
In its first year, the event raised $16,000.

Kids enjoyed decorating cookies.

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Work Events

Events where attendees actively participate in an activity such as building a house for someone needing shelter, filling sandbags for flood-prone communities, etc.

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Work Event at Samaritan Ministries

Many local businesses in Winston-Salem, North Carolina send teams of employees to serve lunch at the local soup kitchen. This gives the teams an opportunity to work together on an activity not related to their job, but still gives them a sense of accomplishment.

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Press Conference

The convening of representatives of the media by a person or organization to explain, announce, or expand on a particular subject

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Moderator

The master of ceremonies or facilitator of a press conference

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Making an Impact at a Press Conference

Visual Impact

“How can we set up our press conference to give reporters a good picture?”

Audio impact

“What sounds would be of interest to radio reporters?” and “What can we do to make things technically suitable for broadcast?”

Verbal Impact

“What would we want if we were newspaper reporters?”

Unit 4 IP

Event Planning
MPR events are all around us. They can be large, small, formal, or informal and can often include more than one organization. Using the company that you further developed in the Unit 3 Individual Project, plan an event that will be a good fit for it.

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Unit 4 IP—cont.

Develop the event. Explain how it aligns with the firm’s mission with a definable target audience.
Describe how you will link the image of the firm and the event. Keep in mind that people attend events mainly because of a connection with the theme or topic, not because of the sponsoring organization.

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Unit 4 IP—cont.

Create a presence so that the firm's message and sponsorship will be remembered.
Provide a souvenir so that people will remember your event and company.

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Unit 4 IP—cont.

Notify connectors before the event. Create a 1-page pitch to the media.
Write a 1-page recap of the event with quotes of attendees.

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Unit 4 IP--suggestions

Use a SPECIFIC company for your project. This will make it easier for you to develop details for your event.
Consider events you have attended. For example, perhaps it was a health fair or the opening of a new hospital wing.
In terms of a souvenir, think of something attendees can easily take with them, even on a plane. As such, this could be a toy, a company pen, or perhaps a small gift bag.

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Unit 4 IP--suggestions

Create details as needed, but PLEASE be sure to relate your ideas to those from our text. Keep in mind that you should show application of concepts and what you have learned.
Be attentive to the deliverable length, as this will indicate the anticipated level of detail.

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Unit 4 DB

Collaboration leverages the collective knowledge of a marketing team. Peer evaluation and support, provided in the spirit of continuous improvement and organizational success, result in higher quality deliverables than generally possible by the efforts of an individual.

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Unit 4 DB—cont.

Please describe the process you plan to use to conduct research, identify findings, and develop the Comprehensive Project due in Unit 5 and present a brief outline indicating how you intend to organize the project deliverable.

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Unit 4 DB—suggestions

Comprehensive project refers to the Unit 5 IP.
Consider the crisis that you would introduce for the Unit 5 IP.
Introduce resources that you may consult.
Discuss your process for tackling the assignment, as this will serve as your outline.

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Questions??

Questions?
Concerns?
Comments?

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