Public Relations Strategies & Tactics - Unit 16 Events UCSD Extension BUSA 40437

1. Public Relations
Strategies and Tactics
Tenth Edition
Dennis L. Wilcox
Glen T. Cameron
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Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

2. Chapter 16
Meetings and Events
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

3. Chapter 16 Objectives
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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.

4. A World Filled With Events
“Events
deliver face
time
between
consumers
and brands.
They also
introduce
customers to
new
products”
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

5. Economic Impact

The U.S. face-to-face meetings industry directly
supports
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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.

6. Types of Events
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Trade Shows
Expos
Festivals
Sporting
Incentive
Meetings
Conventions
Educational
Religious
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Social
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Fundraising
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Marketing
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Entertainment
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Arts/Culture
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Commercial
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Promotional
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Political

7. Keys to Success (Ernst & Young)
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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?

8. Objectives

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 {actionoriented}, 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.

9. Target Markets
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Internal
Owners
Management
Employees
Members
Unions
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External
Vendors
Sponsors
Attendees &
Exhibitors
Media
Community

10. Timing and Timelines
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Timing
 Season
 Day of week
 Time of day
 Duration

Timeline

12. Developing a Theme
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Select a title and or theme before program
content
Link program, food, décor and
entertainment to one central motif
 Should ideally appeal to all senses (tactile,
visual, auditory)
 Should be linked to the purpose
 Should be compatible with guest needs and
consistent in all respects
 Must be supported by décor, entertainment,
lighting sound and special effects. (Guest
costumes)

13. Room Design

14. Décor
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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?

15. Entertainment
Is it appropriate to the event?
Research
the history of the event to determine if
music and/or entertainment was used in the past
Interview event stakeholders for tastes
Determine how it will be used to further the goals
of the event
Analyze 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

16. Speakers
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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 speakers
 Professional (fee) – subject expert & expert
speaker
 Volunteer – could be a member
Speakers’ Bureau

17. Factors in Selecting a
Venue
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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)
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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

18. Considerations
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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

19. Unconventional Venues
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Parking lot
Tunnel
Museums
Research facilities
Orchard/vineyard
Aquarium
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Theaters
Amusement park
Park
Zoo
Warehouse
Airport hangar

20. Challenges of Unconventional
Venues
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Power
Restrooms
Lighting
Sound
Layout
Rentals
Kitchen Facilities

21. Conventional Venues
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Convention/Conference center
Hotels
Meeting facilities
Banquet halls
Facilities with meeting rooms and/or
banquet halls

22. Ballroom
accommodates
up to 175 seated
guests or
350 guests for nonseated event

27. Costs
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Hourly or flat rates
Any extras
Taxes, gratuities
Permits
Vendors
Upsells

28. Know When…..
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To be flexible
 Dates
 Vendors
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To be specific
 Your criteria
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When history matters
 Alternating coasts
 Type of venue
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To get multiple bids

29. Do you need ….
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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

30. So pay close attention to
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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.
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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.

31. And be sure to read the fine
print in the contract.
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Attrition
Cancellation
Comp room policies
Union facilities
Credit and payment policies
Security deposits
How the room should be left

32. Food & Beverage
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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?

33. Meal Functions
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Breakfast
 Continental breakfast
 Full breakfast buffet
 English breakfast
 Full, served breakfast
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Refreshment breaks
 Mid-morning, mid-afternoon
 30 minutes minimum
 Can be beverages only
 Morning may be a substitute for breakfast
 Per person, on consumption, bulk

34. Meal Functions
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Luncheons
 Takes 75 to 90 minutes otherwise pre-set
 Luncheon buffets can include deli setups for
boardrooms to hot buffets with a variety of
options
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Receptions
 Alone or preceding dinner
 Seating for 20-25%
 Guests will average 7 HDOs in 1st hour
 Groups of women or seniors eat less

35. Cost Saving Ideas
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Ganging menus
Small servings of high-end items
Limit portion size
Pass the food
Box lunches
Buffets do not necessarily save money
 Special touches
Napkin folds & linen
China & silver
Music
Lighting

36. Gratuities
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Tip is voluntary & given at the time of
service. May be given in addition to
gratuity or service charge
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Gratuity is voluntary and added to a bill.
Go entirely to staff.
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Service charge is mandatory and an
automatic amount added to bill to defray

37. Bar Options
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Cash or No-Host Bar (tickets)
 Consumption
tends to be lower
 Gratuity may or may not be included
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Premium, Call, House
Open or Hosted Bar
 2-2.5 drinks for the 1st hour, 3-3.5 for 1.5
 Pay per person, by the drink, by the bottle,
limited consumption
Tray pass and/or Signature drink
Will people arrive all at once or trickle in?

38. Audio Visual
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A/V has become more sophisticated and
is rapidly evolving
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Visual component is important because
people learn better from graphics & text
than from text alone

39. Audio Equipment
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The audience needs to hear the information
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Walk-in music can make a great first impression
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Microphones
Speaker Systems
Recording Equipment
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40. Types of Suppliers
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Airlines
Audio/Visual
Companies
Convention Centers
General Service
Contractor
Golf Courses
Hotels
Resorts
Photographers
Security
Printers
Phone/Internet
Services
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Attractions
Convention/Visitors
Bureaus
Cruise Lines
Facilitator/Speakers
Ground
Transportation
Companies
Intermediary/3rd
Party Planners
Destination
Management
Companies
…And More!

41. Supplier Selection
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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

42. Types of Relationships
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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 Contractors
Designated by the facility as the only one
authorized to provide service
For example: catering, electrical, exhibitor
services
Discuss flexibility and possible addendums


43. General Service Contractor (GSC)
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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 plans
Exhibit service kit
Booth drapery & ID signs
Additional drapery for event
Aisle carpet & cleaning
Registration area for trade show
Drayage (material handling)
Storage of exhibit materials
Labor for show services
Graphics
Labor
Aisle signs
Directional signage
Décor & props
Lounge area
Hardwall for office
Furniture
On-site service desk

44. Group Meetings

Planning
 The size and
purpose of the
meeting
dictate the
plan
 Location
 Seating
 Facilities
 Invitations
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

45. Group Meetings cont…
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Registration
 Greeting
 Name tags
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Program
 Speakers
 Meals
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

46. Planning Banquets
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Food
Room rental
Bartenders
Decorations and
centerpieces
Audiovisual
requirements
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Speaker fees
Entertainment
Photographers
Invitations
Tickets
Marketing and
promotion
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

47. Planning Banquets cont…
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Working with catering
managers
Logistics and timing
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

48. Receptions and Cocktail Parties
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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
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

49. Open Houses and Plant Tours

Major factors to consider
 Day/hour
 Guests
 Publicity
 Vehicles
 Reception
 Focal Point
 Restrooms
 Safety
 Routing
 Guides
 Explanation
 Housekeeping
and attire
 Emergencies
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

50. Conventions

Planning
 Timing
 Location
 Facilities
 Exhibits

Program
 Recreation and
Exhibits
 Attendance
 Administration
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

51. Trade Shows
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Exhibit
booths
Hospitality
suites
Pressroom
and media
relations
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

52. Promotional Events
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Using celebrities to attract attendance
Planning and logistics
 Traffic flow
 Adequate restrooms
 Signage
 Security
 Liability insurance
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.