2. What is an event?
Events have been deďŹned as a speciďŹc ritual,
presentation, performance or celebration.
3. Types of events
⢠News conferences and media brieďŹngs
⢠Fundraising
⢠Launches and openings
â New products
â OfďŹces, buildings, factories, schools and hospitals
⢠Seminars and workshops
â To discuss speciďŹc issues of interest to the
sponsoring organisation
⢠Conferences
â To draw attention to an issue or a cause
4. Types of events
⢠Meetings
â With representatives of key publics or stakeholders
⢠Exhibitions
⢠Displays
⢠Open days and ďŹeld days
5. Events as part of the PR function
⢠Natural extension of activities
⢠Often run by specialists
6. Five Wsâ 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 conďŹrm
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 sufďŹcient 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 eventâs creative
purpose.
⢠Other issues
â Accessibility i.e. parking, lifts, toilets, ramps
â Fit with audience proďŹle
â Venue safety
12.
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 proďŹt
⢠Goals for charitable contributions
⢠Level of media exposure
16. Scope of the event
⢠Related to the purpose and objectives
⢠Depends on available resources
â Money and people
⢠Encompasses
â Date
â Time
â Duration
â Size
17. The impact of events
Sphere
 of
 event Posi/ve
 impacts Nega/ve
 impacts
Social
 and
 cultural â˘Shared
 experience
Â
â˘Building
 community
 pride
Â
â˘Valida6on
 of
 community
 groups
Â
â˘Introducing
 new
 ideas
 and
 challenging
 ideas
â˘Community
 aliena6on
Â
â˘Nega6ve
 community
Â
â˘Bad
 behaviour
Â
â˘Loss
 of
 amenity
Physical
 and
Â
environmental
â˘Providing
 models
 for
 best
 prac6ce
Â
â˘Improved
 transport
 and
 communica6ons
â˘Environmental
 damage
Â
â˘Noise
 disturbance
Poli6cal â˘Interna6onal
 pres6ge
Â
â˘Improved
 proďŹle
Â
â˘Promo6on
 of
 investment
â˘Risk
 of
 failed
 event
Â
â˘Misalloca6on
 of
 funds
Â
â˘Propagandising
Â
â˘Loss
 of
 community
 ownership
Tourism
 and
Â
economic
â˘Increased
 visits
Â
â˘Job
 crea6on
Â
â˘Increased
 tax
 revenue
â˘Damage
 to
 reputa6on
Â
â˘InďŹated
 prices
Â
â˘Opportunity
 costs
19. Establish
 a
 vision
 and
Â
mission
 for
 the
 event
Formulate
 SMART
Â
objec6ves
 for
 the
 event
Scan
 internal
 and
Â
Â
external
 environments
Develop
Â
Â
event
 strategies
RedeďŹne
Â
standing
 plan
Â
â˘Policies
Â
Â
â˘Rules
Â
â˘Standard
Â
procedures
 and
Â
methods
RedeďŹne
 single
Â
use
 plan
Â
â˘Programmes
Â
â˘Projects
Â
â˘Budgets
Decide
 org
Â
structure
Â
â˘Job
Â
descrip6ons
Strategic
 plan
20. Theme
⢠Linked to the purpose.
⢠Compatible with guest/audience needs.
⢠Integrate with all items for the event
â Tickets
â Programs
⢠Should appeal to all senses⌠if the aim is to
transport the audience this is a must (Goldblatt,
2005).
21.
22.
23. People management
⢠Your key resource
â If your people are under prepared then the success
of the event is in question.
⢠Inform
â BrieďŹngs before and after shifts.
â 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
â Crowd control
⢠Sound and video
â production
⢠Medical
⢠Catering