How PR can help event planning

Event PlanningSeminars, networking meets, celebrations and fundraising events have become the order of the day in outreach strategies, be it in promoting a project, an idea or even a cause to connect across stakeholders. This is in spite of the fact that much hard work goes into planning an event – it’s a cost- and people-centric, needs high level of strategy and planning, and does not always have a sure-shot RoI.

Irrespective of the purpose of hosting an event, it is necessary to adapt a PR strategy for an event right from the planning stage. Using conventional and new channels, a PR consulting agency is capable of cashing in on inclusion of PR – generating ticket sales and attendance, rope in sponsors and advertisers, create interest/buzz, and push for coverage, not just traditionally but also online. It is crucial for an event organiser to have a clear understanding of the targets/objectives before the event takes place.

If your organisation is just getting started with live events, planning can be overwhelming. Since the trade-off for a great event is monumental – customer affinity, brand lift, and RoI – every brand should consider opting for the services of an online PR agency.

Make no mistake, creating a ‘live’ event that piques the interest of prospects and other relevant stakeholders is difficult.  Face-to-face communication is as important as social outreach. A recently concluded study revealed that over 90% of the participants are more likely to purchase a product or opt for a service when promoted at an event.

So what approach should one adapt to plan and execute an event that the target audience won’t easily forget? There’s a lot to consider when it comes to event planning. Here are some tips that will help ensure your next event goes off with a bang.

  • pr-detailsDetailed PR plan

When you have decided to collaborate with a PR agency, it is necessary to develop a result-focused plan that encompasses necessary details like strategy, mode of communication, essential messages to be conveyed, deliverables, deadlines, media outreach, social media plan, etc.

  • Customised message

Social channels are best suited to share regular updates and create buzz among the audiences/followers. Email blasts can be successfully used to connect with a huge audience base.

Having a media advisory can come in handy to create broader interest and push press to attend an event. Many prefer to use the social platforms to boost the follower base and make prospects ‘like’ your company page by posting photos/video content after the event has concluded.

  • planPlan in advance

A schedule that comprises pre-defined roles and responsibilities help keep an organised approach towards PR. For future reference, we suggest maintaining an in-depth status report (during the event and post-event) to keep a close tab on the initiatives worked upon and to ensure success.

Also Read: How businesses should leverage social media for credibility

  • Identify target audience

Create a pitch after you have found out which media outlets are expected to attend and provide coverage. If the event will be attended by celebrities, politicians, famous personalities, it is best to include – local, business, vertical media and bloggers who offer party-related news.

If the event demands to be photographed, hire a professional photographer. Since the media outlets prioritise and determine assignments early in the day, contacting television channels and radio stations for coverage should take place in advance.

  • Initiate PR efforts early

It is ideal to start PR outreach when the date and venue for the event are decided, say top-notch PR companies in Delhi. Bloggers, media pros, photographers who cover events usually have packed schedule, hence fill up well in advance to ensure their attendance. Moreover, early planning also helps to secure sponsorships, which ensure the success of logistics planning.

  • focusFocus upon benefits

While planning ahead is important, emphasise upon the benefits the event is offering and give a solid reason to the audiences to attend the event. When organising fundraisers, go for celebrities and if organising educational seminars, throw light on the Continuing Education Unit (CEUs) that guests will earn by participating in the event.

Conclusion

It’s time to take your event from good to great by partnering with a result-oriented PR agency that can manage your special day –workshop, conference or product launch.  A good PR pro is capable of ensuring that your event bags media coverage so that your potential attendees show up and choose to engage with you and your business.

Also Read: B2B Public Relations: Quick and effective tactics to get customers’ attention

Public Relations and publicity: What’s the Difference

PR Vs PublicityEvery business should understand the difference between Public Relations and publicity as both are two separate things irrespective of their domain. Although, Public Relations and publicity are two different things, they go hand in hand. A good publicity campaign entails PR significantly.

Many businesses tend to invest heavily on promotional campaigns and advertisements just to lure the attention of their target markets. Irrespective of the cost of the publicity campaigns, most of the enterprises agree to spend a fortune to create brand awareness and an image that will stay in the mind of the audiences.

Many say that all PR professionals can carry out publicity seamlessly but publicity practitioners are unable to conduct the functions of PR efficiently.

Public Relations helps to maintain a healthy relationship between a company and the audiences on whom its success and failure is dependent, whereas the primary focus of publicity is strengthening the press coverage. Publicity is also the act of luring the media’s attention and enhancing visibility with the audience at large. It is the media that decides the fate of a business i.e if it deserves good or bad publicity.

Also Read: Types of Public Relations Tools 

The varied duties of Public Relations and publicity include –

  • Crisis communications
  • Media relations
  • Management of public affairs
  • Product publicity

One must note that publicity is a short-term activity that is used for the promotion of an event and does not focus on establishing a relationship.

Should businesses use publicity or Public Relations to augment their presence?

If as a business owner you are just stressing on publicity for your products/services, it is definitely not PR. Public Relations is what an organisation would require during a crisis situation. It focusses on developing relationships rather than just pushing tweets or Facebook posts.

Experts believe that a company should be involved in both. Garnering publicity should be part of the complete PR strategy. One of the most essential things to remember is that having a Public Relations strategy is crucial for any business as compared to getting a mention in the media (be it print or TV).

Many business enterprises want to use publicity and other relevant communication channels to define the way audiences view a brand and gain credibility that is associated with it. After all, publicity is an act of successfully luring the media and boosting the awareness about a brand at any cost.

Despite its ability to enhance media coverage, the focus of publicity is quite narrow. PR, closely associated with reputation management, renders help in attaining the communications target of a company.

So, if you decide to hire a Public Relations agency to bolster your presence, we suggest that you must find answers to these questions – Do they know the difference between PR and publicity? Is their approach fresh, beneficial and in accordance with the changing business needs?

Also Read: Top 10 Effective Public Relations Strategies 

As times have changed and the nature of competition has become complex, it is an absolute must that businesses understand the difference between publicity and Public Relations.