Events for public relations - BUSA 40437
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Transcript of Events for public relations - BUSA 40437
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Public RelationsStrategies and Tactics
Tenth Edition
Dennis L. WilcoxGlen T. Cameron
This multimedia product and its contents are protected under copyright law. The following are prohibited by law: •any public performance or display, including transmission of any image over a network; •preparation of any derivative work, including the extraction, in whole or in part, of any images; •any rental, lease, or lending of the program.
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Chapter 16
Meetings and Events
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
Chapter 16 Objectives Know the logistics of organizing a meeting Plan a banquet, reception, or cocktail party Organize an open house, exhibit, or plant tour Understand the multiple aspects of organizing a
convention Recognize the basic elements of a trade show Creatively think about promotional events that
will attract attention
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.
A World Filled With Events
“Events deliver face time between consumers and brands. They also introduce customers to new products”
The U.S. face-to-face meetings industry directly supports ◦ 1.7 million jobs◦ $263 billion in spending◦ $106 billion contribution to GDP◦ $60 billion in labor revenue◦ $14.3 billion in federal tax revenue◦ $11.3 billion in state and local tax revenue.
With the country looking for effective ways to work its way out of a recession, the meetings industry plays a critical role in supporting jobs in communities across America, creating environments that foster innovation and business success.
Economic Impact
Types of Events
Trade Shows Expos Festivals Sporting Incentive Meetings Conventions Educational Religious
Social
Fundraising
Marketing
Entertainment
Arts/Culture
Commercial
Promotional
Political
Is the event a good idea? Do we have the necessary skills to plan & run
the event? Is the host community supportive? Do we have the infrastructure in the community? Can we get a venue at a price we can afford? Will the event attract an audience? Media? Is it financially viable? Are the success criteria reasonable?
Keys to Success (Ernst & Young)
Are used to determine the “success” of the event in the evaluation process.◦ i.e. size of audience, demographics of the audience,
average expenditure of guests, sponsor recognition levels, sales of sponsor products, economic impact of event, profit.
SMART (specific, measurable, achievable {action-oriented}, realistic and time-related).◦ To achieve attendance of at least 150 guests at the
national Education conference on 31 March 2014 by sending a promotional email to all relevant Education Professionals within Australia by 30 November 2013.
Objectives
Internal Owners Management Employees Members Unions
External Vendors Sponsors Attendees &
Exhibitors Media Community
Target Markets
TimingSeasonDay of weekTime of dayDuration
Timeline
Timing and Timelines
Developing a Theme Select a title and or theme before program
content Link program, food, décor and
entertainment to one central motifShould ideally appeal to all senses (tactile,
visual, auditory)Should be linked to the purposeShould be compatible with guest needs and
consistent in all respectsMust be supported by décor, entertainment,
lighting sound and special effects. (Guest costumes)
Room Design
Décor What is already in the space? Plants and flowers Props Fabrics and linens Special effects Balloons Interactive Tents, chairs, tables How does it look in person vs. on film?
EntertainmentIs it appropriate to the event?
Research the history of the event to determine if music and/or entertainment was used in the pastInterview event stakeholders for tastesDetermine how it will be used to further the goals of the eventAnalyze the budget to determine available resources Review time frame for planning and production to determine if there is sufficient time for incorporating these elements into the event
Speakers Well-prepared speakers rank #1 among
attendees on the list of key meeting success factors
Speakers rank #2 in the factors as to whether to attend a convention
Types of speakersProfessional (fee) – subject expert & expert
speakerVolunteer – could be a member
Speakers’ Bureau
Cost of décor, sound, lighting, labor
Condition (rennovations) Logistics of setting up Food & beverage
facilities Sustainability Size (Fire code) Branding opportunities Technical support &
facilities (WiFi) Venue management Exclusive/Preferred
Vendors Storage/Back of the
house
Potential to fulfill the purpose
Ambience Time/dates available Access by public
transportation Parking Seating capacity Features (such as
stage) Proximity to
accommodations & attractions
Safety Permits Accessibility (ADA, load
in)
Factors in Selecting a Venue
Overall selection strategy should be for the best possible fit with the client’s and audience’s needs at the lowest possible cost.
What is there and what has to be brought in? Temper selection with rational decision
making Check the venue web site Deal with the decision maker Your value to the property
Considerations
Theaters Amusement park Park Zoo Warehouse Airport hangar
Parking lot Tunnel Museums Research facilities Orchard/vineyard Aquarium
Unconventional Venues
Power Restrooms Lighting Sound Layout Rentals Kitchen Facilities
Challenges of Unconventional Venues
Convention/Conference center Hotels Meeting facilities Banquet halls
Facilities with meeting rooms and/or banquet halls
Conventional Venues
Ballroom accommodates up to 175 seated guests or 350 guests for non-seated event
Hourly or flat rates Any extras Taxes, gratuities Permits Vendors Upsells
Costs
To be flexibleDatesVendors
To be specificYour criteria
When history mattersAlternating coastsType of venue
To get multiple bids
Know When…..
Exclusive use of a multi-room facility Disclosure of who else will be in-house Disclosure of who will be near-by Run of the house
Do you need ….
Indoor lighting (flexibility to adjust/dim sections).
Ability to control natural light.
Limited noise distractions in hallways/behind walls.
Event room away from kitchen.
Nearby restroom access. Nearby medical access.
Condition of the grounds and parking.
Condition of carpet, paint, and decor.
Condition and appropriately sized draperies/skirting.
Adequate room size and capacity to hold event.
Flexibility to adjust room layout/tables.
No visual obstructions within room.
So pay close attention to
Attrition Cancellation Comp room policies Union facilities Credit and payment policies Security deposits How the room should be left
And be sure to read the fine print in the contract.
Food & Beverage Consider
1. Why is the event being held? Business, networking, social
2. Will the event have a theme?3. What are the demographics of the
attendees? VIPs?4. Will the event be formal or casual?5. What type of service is preferred? (buffet,
table service etc.)6. Will entertainment or presentations take
place during the event?7. Will other scheduled activities precede or
follow the event?8. What is the event budget?
Meal Functions Breakfast
Continental breakfastFull breakfast buffetEnglish breakfastFull, served breakfast
Refreshment breaksMid-morning, mid-afternoon30 minutes minimumCan be beverages onlyMorning may be a substitute for breakfastPer person, on consumption, bulk
Meal Functions
LuncheonsTakes 75 to 90 minutes otherwise pre-setLuncheon buffets can include deli setups for
boardrooms to hot buffets with a variety of options
ReceptionsAlone or preceding dinnerSeating for 20-25%Guests will average 7 HDOs in 1st hourGroups of women or seniors eat less
Cost Saving Ideas Ganging menus Small servings of high-end items Limit portion size Pass the food Box lunches Buffets do not necessarily save money
Special touchesNapkin folds & linenChina & silverMusicLighting
Gratuities
Tip is voluntary & given at the time of service. May be given in addition to gratuity or service charge
Gratuity is voluntary and added to a bill. Go entirely to staff.
Service charge is mandatory and an automatic amount added to bill to defray costs. House keeps a portion (taxable)
Bar Options Cash or No-Host Bar (tickets)
Consumption tends to be lowerGratuity may or may not be included
Premium, Call, House Open or Hosted Bar
2-2.5 drinks for the 1st hour, 3-3.5 for 1.5Pay per person, by the drink, by the bottle,
limited consumption
Tray pass and/or Signature drinkWill people arrive all at once or trickle in?
Audio Visual
A/V has become more sophisticated and is rapidly evolving
Visual component is important because people learn better from graphics & text than from text alone
Audio Equipment
The audience needs to hear the information
Walk-in music can make a great first impression
Microphones Speaker Systems Recording Equipment
Types of Suppliers Airlines Audio/Visual
Companies Convention Centers General Service
Contractor Golf Courses Hotels Resorts Photographers Security Printers Phone/Internet
Services
Attractions Convention/Visitors
Bureaus Cruise Lines Facilitator/Speakers Ground
Transportation Companies
Intermediary/3rd Party Planners
Destination Management Companies
…And More!
Supplier Selection
Contractual agreements will delineate specific services, timelines, terms of delivery and payment
Quality of service provided will be determined by the working relationship and ongoing communications
Begin with request for proposal (RFP) which outlines specific requirement for the meeting or event
Proposal would demonstrate how the supplier will fulfill those requirements
Have candidates submit sample contracts
Types of Relationships In-House Contractors
There may be a surcharge or fee for bringing in outside vendors but at least get two other bids to compare rates
Exclusive ContractorsDesignated by the facility as the only one authorized to provide serviceFor example: catering, electrical, exhibitor servicesDiscuss flexibility and possible addendums
General Service Contractor (GSC) Provides services for the trade show and
exhibitors Savings to the planner can mean
increased cost to the exhibitor Clarify all services to be provided
Floor plansExhibit service kitBooth drapery & ID signsAdditional drapery for eventAisle carpet & cleaningRegistration area for trade showDrayage (material handling)Storage of exhibit materialsLabor for show services
GraphicsLaborAisle signsDirectional signageDécor & propsLounge areaHardwall for officeFurnitureOn-site service desk
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Group Meetings
PlanningThe size and
purpose of the meeting dictate the plan
LocationSeatingFacilitiesInvitations
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Group Meetings cont…
RegistrationGreetingName tags
ProgramSpeakersMeals
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Planning Banquets
Food Room rental Bartenders Decorations and
centerpieces Audiovisual
requirements
Speaker fees Entertainment Photographers Invitations Tickets Marketing and
promotion
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Planning Banquets cont…
Working with catering managers
Logistics and timing
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Receptions and Cocktail Parties
Can precede luncheon or dinner
Can be part of a reception
Cost-effective way to celebrate achievements
Format: Lasts up to 2 hours Large room where
most will stand and move freely
Appetizers and nonalcoholic beverages should also be served
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Open Houses and Plant Tours
Major factors to consider
Day/hourGuestsPublicityVehiclesReceptionFocal PointRestrooms
SafetyRoutingGuidesExplanationHousekeeping
and attireEmergencies
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Program Recreation and
Exhibits Attendance Administration
Planning Timing Location Facilities Exhibits
ConventionsConventions
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Trade Shows
Exhibit booths
Hospitality suites
Pressroom and media relations
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Promotional Events
Using celebrities to attract attendance Planning and logistics
Traffic flowAdequate restroomsSignageSecurityLiability insurance