Media Relations and New Media

Technology (2011/10)

Lecture 6

Managing media event

Developed and Presented by

Roy Ying, Msc., B.Comm.

Note: Pictures used in this power point file

is for academic Purpose only

DA010 - Professional Diploma in Public Relations - COMM6024EP

Table of Content

• Types of media events: press conferences,

media receptions, briefings, networking activities,

product launches, media visits etc.

• Objectives and metrics

• Resources required in managing media events

• Core competence in event management

• RFP in out-sourcing media event to PR agencies,

PCOs or DMCs

Class:• Is this your idea

of an event manager?

Class:• Is this your idea

of an event manager?

Yes and No

• Yes for clients who only need someone who takes care of the logistics

• No for clients who want to outsource the full event from inception to execution: PCO

Class:• What’s the

difference between the 2 job roles?

Class:• What’s the

difference between the 2 job roles?

What do PCOs do for a living?

1. Bid Support

2. Venue Sourcing

3. Conference Delivery– Conference Logistical Management

– Admin

– CPD /CME (if required)

– Registration Services

– Programme Management

– Financial Management

– Social Event Services

4. Conference Promotion

5. Exhibition Management and Sponsorship

6. Travel and Accommodation

Class:

• Discuss the job duties for each of the 6 work scope

Class:

• Discuss the job duties for each of the 6 work scope

Types of media events

• Is this really a press conference?

Other types of press conferencesCrisis Management Major Event Survey Reporting

Launching a Competition Update News

What’s the objectives of these PCs

• Crisis Management

• Survey Results

• Launching a Competition

• News Update

Class:• What other types

of press conferences can you think of?

Class:• What other types

of press conferences can you think of?

What’s a media briefing?

Class:• Does it

sound informative?

Class:• Does it

sound informative?

Class:

• What do reporters expect out of this?

Class:

• What do reporters expect out of this?

What is this?

What’s the result?

Product Launch Party

Media Visit

Objectives & Metrics

• Again, why do companies want to spend so much money in organizing these events?

• What do they want to get out of them?

• For agencies, it’s a job with defined deliverables:– Number of attending journalists (bloggers)

– Volume of newsclips (on preferred media)

– Mentions of brand name

– Number of interviews

– Quality of guests (for launch parties)

– Media audit (for annual retainers)

– Pages of editorial

Objectives & Metrics

• For in-house PR practitioners, the metrics are more complex. The use of an agency is only one of the means to achieve the objectives, which may include:

– Ultimate objective

– Medium term milestones

– Short term goals

– Immediate wins

Discussion – HKSAR CE Race

Discussion

• Ultimate Objective – to become Chief Executive of Macau

• What would be your medium term milestone?

• What would be your short term goals?

• What immediate wins would you want to achieve?

• What kind of events would you want to organize, participate and get invited to?

Resources in Managing PR Events

• A press conference (or media visit)

– A venue (could be your own office)

– A set of AV equipment

– A media list

– A telephone, email and computer

– A spokesperson (or more)

– A Q&A list

– A press kit

– A team of PR staff or an agency

– A security protocol in case there are places media are

not welcomed

Resources in Managing PR Events

• A media reception (similar to a blogger event)

– Everything PC needed

– F&B

– Photo opportunities (things to see, eat, learn

or experience)

– Usually a nicer venue

– A much longer script as there usually is more

to talk about

Resources in Managing PR Events

• Product launch party

– Every media reception needed

– A much bigger venue with themed décor

– Apart from press, you need guests, celebrities,

preferred customers and VIPs

– Stage production (usually some form of

entertainment or performance)

– Lots of drinks

– Video and photography

Resources in Managing PR Events

• Most importantly, you need people!

• It takes a lot of talent, even if you have the budget to hire a PCO.

• Generally, your PR staff should be:– Resourceful in building a supplier database

– Strong in project management

– RPF and Contract administration skills

– Experienced in a wide range types of event

– Managing media relations

Core Competence

• If you don’t have the luxury of hiring an event manager, you need to learn:

– Venue management

– Organizing committee servicing

– Event Marketing

– Operational logistics

Preparing Event Site Requirement Brief

Preparing Event Site Requirement Brief

Organizer

• Types of Organizing Entities:

– Organizer

– Co-organizer

– Supporting Organization

– Sponsor

Audience

• Who do you want to attend your event?

– Just warm bodies to fill the room?

– Or people who you want to talk to?

– Or people who may buy from you?

– Or people you want to get to know?

– Where to find them? How to reach them?

Branding Your Event

• Name the event

– A good name is a valuable asset

– You need to come up with a name for your

event that is memorable and conveys the idea

of the event

– Register the name if your event is recurrent

– Don’t make the name too long

Branding Your Event

• Create a tagline

– Taglines are memory magnets.

– A key part of a brand’s verbal identity is the

brand’s tagline.

– Short taglines are best

– Aim to convey the key differentiating ideas

about your event

Branding Your Event

Branding Your Event

• Commission a logo for the event

– Most companies and causes have a logo

– A special logo is designed for important

corporate events

– Use the visual “mark” – the graphic of the logo

to convey an important “idea” about the event.

Branding Your Event

Branding Your Event

• Donald Trump’s “You Are Fired”

Branding Your Event

• Create a sense of exclusivity.

– Successful events and meetings are not only

talked about, but people vie to attend them

– By invitation only

– Members only

Branding Your Event

Branding Your Event

• Create a branded experience

– What you want to do is burn in a single-

minded brand identity at every tough point,

producing a consistent brand experience

– invitations, logo, venue, speakers,

decorations, posters, room gifts, special

invitees……….carry the same message

Targeted Marketing

• Decide who your target audience is

– What kind of people do you want to attend

your event?

– It depends on the objective(s) of your event

Targeted Marketing

• B to B

• Office

Targeted Marketing

• B to C

• Client wants rich female

Targeted Marketing

• Next Step is to find ways to reach your targeted audience

• Direct marketing is still the most effective in event marketing

• Growing trend to deploy partnership marketing

• More and more focus on e-marketing strategies….

E-Marketing Strategies

• 8 tips to promote your event website:

– List your web on high-traffic search engines

and directories. (hint: not every country can

search google)

– Become listed on local meeting and event

calendars (i.e., hkcec.com, hktb.com)

– Consider exchanging links, sponsorships, or

advertising with other websites

– Distribute news releases online

E-Marketing Strategies

• 8 tips to promote your event website:

– Include your web address everywhere you

can on your outgoing messages

– Identify email discussion groups, chat rooms

or “friends” on social media platform, and

become an active participant

– Use signature file on your emails

– Exchange links with your “FRIENEY” so their

customers can be informed of your event

E-Marketing Strategies

• Emerging Trend in e-marketing

– Low-cost advertising on chat forums

(discuss.com.hk) or Pay Per Click portals

(facebook)

– Develop your own opt-in email list, and send

out notices, updates, special offers etc.

– Develop an affiliate program

– Give freebies on your event web for

registration as your event participant

E-Marketing Strategies

• Viral Marketing

Operations logistics

What do you need to prepare?

1. Chief Executive coming as guest of honour

2. Media presence

3. Over 1,000 guests

4. Video shooting

5. VIP speakers from overseas

6. What did you see on the stage?

How to invite bids?

What is a Request For Proposal (RFP)?

• A Request for Proposal (RFP), is the primary document that is sent to suppliers that invites them to submit a proposal to provide goods or services.

• Internally, an RFP can also be referred to as a sourcing project, a document, or an associated event (competitive bidding).

• RFP is designed to get suppliers to provide a creative solution to a business problem or issue. It may be the most effective way to source the goods or services required.

What’s an RFP

• An Overview of the Business Issue (Project Charter)

• Description of Products or Services (Scope of Work)

• Detailed Business Requirements (Quality Plan)

• Performance Metrics (Acceptance Plan)

• Proposal Format (Usually includes WBS)

• Selection Criteria

• Deadline

• Budget