COMPANIES organize
various events throughout
the year as a way of interacting
with their target
audience, clients or the
community.
These events may be
income-generating events
such as booths at a shopping
mall. They may also
be publicity events to either
launch a product, introduce
a product brand ambassador
or reward customers. Other
events may include the official
opening of a company,
press conferences, seminars,
workshops, speaking engagements,
participation in
a trade show or a company's
anniversary celebration.
Regardless of what type of event the company is organizing,
it is important to remember that each event reflects the
company's brand and image.
A successful event requires detailed planning, good coordination
and behind-the-scenes organization. The scale of the
event will determine how much time ahead companies require
to begin planning.
Here are a few tips in creating a successful PR event.
1. Identify the purpose of the event. The objective and goals
of the event must be addressed as all the elements of the event
will revolve around this objective. Make sure that everyone
involved in the event is aware of this. Is there a theme to this
event? Is this a publicity awareness event? An event to celebrate
a milestone? A launch? An important announcement affecting
stakeholders or consumers? What do you hope to accomplish
through this event?
2. Budget. This is crucial to any event as the budget will determine
the scale and size of the event. You may have a great idea
for an event, but you have to be able to finance it. Identify how
much money and resources are available and allow for contingency
for any last minute requirements.
3. Research your audience. Make a list of who you want to
invite, why you want to invite them and what impression you
want them to have when they leave. These may be your existing
or potential clients.
4. Determine the date, time and location. If organizing a
publicity event, it is important
to ensure that there is
no conflicting event taking
place during the same time,
as this affects media and
guest attendance. Select
a venue that is suitable to
the theme of the event and
one that is easily accessible
by public transport, has
adequate parking and can
accommodate the guests.
Be mindful of holidays, long
weekends and other popular
events taking place. If holding
an outdoor event, check
weather conditions and
create a contingency plan,
i.e. tents.
5. Prepare a check list and internal agenda. Planning any
event requires close attention to details. A checklist is one of
the most efficient planning tools that keep you organized and
focused. This includes every detail beginning from invitations,
guests lists, mood and tone of the event, backdrops, productions,
light and sound, performances, venue, F&B, media, security,
etc. Creating an internal agenda with time line ensures that
all tasks are completed as scheduled by the delegated person in
the team.
6. Back up plans. No matter how much preparation has been
done, always be prepared for the unexpected and for challenges
that may arise. Be flexible and have backup plans. Most importantly,
review this with the team involved on the project, should
the need arise to switch gears.
Even though lots of energy and efficient planning are required
to make an event a real success, planning can be a lot of
fun. When all preparations carefully planned and all the people
involved have been thoroughly briefed, then the event should
run smoothly.
Once the event has ended, conduct a follow up and evaluate
the results. As in any kind of PR campaigns or projects, this will
help you assess whether the objective was achieved and improve
the planning process for future events.
Kittima Sethi is a PR consultant
at Brand Now Co., Ltd. and if she
is not busy updating her internal
agenda for an event she is currently
organizing, she may be reached at
kittima@brandnow.asia.
|
| Newsletter | Brand Now Co., LTD. |Telephone: +662 662 5622 | © Copyright 2016