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)