Event Marketing and Public Relations

This slideshow defined PR, tools of PR, Difference between PR and Publicity, Event Marketing, PR as a tool of promotion

1. Event Marketing & Public Relations UNIT – 7

2. Public Relations – PR

3. Public Relations It is a deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and public Companies need to build and maintain PR. By ‘public’ is meant the communities of people with whom the organization can have direct or indirect association

4. Public Relations PR is about the manner of connecting with public so that organizational objectives are achieved. PR deals with influencing, analyzing and measuring public opinion. PR helps in maintaining the public image of the company. Through PR, the companies can present the message in the form of ‘news’

5. Characteristics of Public Relations It has a broad scope It involves the use of money, it is not FREE It involves personal approach and contacts It cannot be negative It is under the control of the organization unlike publicity which is outside the organization’s control.

6. PR Vs Publicity

7. Tools of Public Relations Some popular PR tools are: Press release : companies can release information in the press regarding any major activity they have done. Interviews : interviews of company leaders can be published in popular business magazines Corporate films : these are films which are produced by the companies with the purpose of building their corporate image

8. Tools of Public Relations Company magazines : companies can publish their own magazines or journals PR advertising: companies can use advertising to project itself as an ‘institution’ interested in society’s welfare Events: events like road shows and dinners can be planned to attract masses so that media attention is drawn

9. Tools of Public Relations Sponsorships : companies can sponsor regional, national and international events that are frequented by their target groups Donations: companies can donate for various causes that they believe in for the social benefit Website & Social Media : companies should have a strong online presence in order to inform about the activities of their brand

10. Advantages of maintaining good PR Helps in maintaining good reputation and goodwill of the company Helps in brand positioning Helps in building brand image Helps keeping the company and the brands in limelight Helps in associating the brand with a cause that people care about

11. Event Marketing – Sponsorship

12. Sponsorship Companies can connect with their target audience by sponsoring events Sponsorship is the financial or material support or help in any form given for an event, program or any activity that is not linked directly to company’s business. Sponsorship can be done in exchange for advertizing or it can be philanthropic also

13. Sponsorship Companies can sponsor events like – sports, festivals, fairs, annual events etc. where they get branding and advertising opportunities Philanthropic activities can be done in the fields of arts, education etc with a purpose of giving something back to the society E.g. in IPL, each team is sponsored by a different company.

14. Sponsorship Management The process of sponsorship management is shown below: Brand Objective Choice of Event Designing Sponsorships Execution of the event Evaluation

15. Sponsorship Management Companies can sponsor any event, however they need to be clear about the brand image, hence objective of sponsorship is important Companies have choice of events that they can sponsor – sports events, TV programs, sponsoring arts etc. Designing the sponsorship – this includes planning of all the marketing activities surrounding the sponsorship program.

16. Sponsorship Management The event once planned must be executed to get maximum visibility for the brand After the event has been launched, the outcome needs to be measured in order to gauge the effectiveness of sponsoring the event. Research studies can be conducted to study the spectator’s brand recall, attitude change etc

17. Event Management Companies can connect with their target audience by organizing events. Event management can be defined as ‘an application of project management practices to create and develop events’ Each event should have an objective, it needs to be planned and executed properly to achieve its objectiv .

18. Event Management The various steps involved in the successful management and execution of an event are: Sponsorship Objective Planning for the event Managing and Executing the event Measuring and Control Feedback

19. Different Types of Events companies can organize Corporate events – product launches, trade fairs, award shows etc Cultural events – musical events, film screenings, Diwali mela etc Sports events – cricket, hockey, Olympics etc Private and social events – anniversaries of business organizations, executives etc.

20. Ambush Marketing Ambush marketing is also called parasitic marketing. Companies spend a lot of money in sponsoring the events however, the competitors can deflect the public attention towards them and way from the sponsoring company by indulging in ambush marketing.

21. Ambush Marketing Ambush marketing is defined as a practice in which another company, often a competitor intrudes upon public attention surrounding an event, thereby deflecting attention towards themselves and away from the official sponsor E.g. cricket world cup 1996 where coca cola was the official sponsor but Pepsi campaigned itself with the line ‘nothing official about it’