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"You can have
brilliant ideas, but if you can’t get them across, your ideas
won’t get you anywhere."
-
Lee Iacocca -
 PR Blog Topics
Recent entries posted on our blog, Public Relations Insights,
include:
PR Tool:
Nuts & Bolts of Planning an Effective Special Event
 by
Frank Williams, President
Last month's issue of
The Pioneer
Strategist discussed the use of special events as a tool to
achieve your organization's Public Relations goals. This
month, we will discuss the nuts and bolts of planning an
effective special event.
What is your Purpose?
The first step in planning an
effective event is to develop a clear understanding of exactly
what you want to accomplish. The primary purpose of some
events is to obtain press coverage, while other events may be
intended to educate certain groups on a particular topic.
Still other events may be intended to demonstrate broad public
support for or opposition to an issue, while others may be
designed to welcome new members into an organization.
Different events require different strategies, and it is
imperative that you have a clear picture of what you want to
achieve from the outset.
Who are your Target Publics?
What groups of people is your event
intended to reach, and how should the event impact those groups?
What messages should your event communicate to each group?
What groups should attend the event, and what groups should it
reach through press coverage or other related publicity?
For a press conference, the primary people who should attend are
reporters. In the case of a rally, you want as many people
to attend as possible. Different events have different
target publics and require different turnout strategies.
You should develop a comprehensive list of target publics and
a clear understanding of how your event should impact each
of them.
Organizational Logistics to
Consider
There are a number of organizational
details to consider when planning an event, including:
-
Securing a location
-
Determining whether you will
need a sound system
-
Catering (if applicable)
-
Decorations (if applicable)
-
Securing speakers / special
guests (if applicable)
-
Making travel and lodging
arrangements for speakers / special guests (if applicable)
-
Ensuring that speakers / special
guests have all necessary information (i.e. event agenda,
speaking topics, directions to event venue, etc.)
-
Dress code
-
Nametags
-
Registration process, cost and
deadlines
-
Budget
-
Personnel needs
-
Security needs
-
Insurance needs / liability
risks
-
Contingency plans
Promotional Details to Consider
There are a number of details to
consider when promoting your event, including:
-
Determining who will be invited
and how you will contact them. Will you mail
invitations, or will you rely on e-mail? How many
times will you attempt to contact your target list?
Will you ask attendees to RSVP or pre-register? If so,
through what means?
-
Do you want to obtain advance
press coverage? If so, you should distribute a press
release to the appropriate media outlets (including calendar
contacts) at least two weeks prior to the event.
-
Television or radio advertising
(if any)
-
Print advertising (if any)
-
Online advertising (if any)
-
E-mail marketing
-
Marketing via your Web site
-
Cross-marketing with promotional
partners
-
Will the press be invited to
cover the event? If so, which media outlets will you
invite to cover the event? How will you contact them?
What on-site accommodations will you provide them?
-
Will type of post-event Public
Relations opportunities are available? How can you
take advantage of them?
Planning an effective special event
requires a clear vision of what the event should accomplish, forethought and attention to detail.
The more effective you are when it comes to planning your event,
the fewer headaches you will have the day of the event.
Next month's issue of The Pioneer
Strategist will include a sample event planning timeline.
-FLW-
"Beware of
little expenses. A small leak
will sink a
great ship."
- Benjamin Franklin -
Pioneer
Strategies' president conducts workshop on Media Relations for
Government Officials
RALEIGH -- Frank Williams, president and founder of
Raleigh-based Pioneer Strategies, was one of four faculty members at an
April 26 workshop on Media Relations for Government Officials. The
workshop, held in Raleigh and sponsored by Lorman Education Services,
was designed to help people who represent government agencies improve
their skills in dealing with the media and gain a better understanding
of the dynamics between the media and government. Williams focused on
the process of developing a Media Relations Strategy.
Click here for more
Pioneer Strategies’
president receives Triangle Business Journal’s “40 Under
40” Leadership Award
 RALEIGH
– Frank Williams,
president and founder of Raleigh-based
Pioneer Strategies, has received the Triangle Business Journal’s
“40 Under 40” Leadership Award and was inducted into the “40
Under 40” Hall of Fame. Williams was nominated by J. Heydt
Philbeck, a Raleigh attorney and 2005 “40 Under 40” winner.
Click here for more
Click here for photos from the "40 Under 40" Awards Banquet
Invite
Frank Williams to Speak
If
you wish to invite Pioneer Strategies president Frank Williams to speak to your organization, please send an
e-mail to info@pioneerstrategies.com
or call 919-833-4345.
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