vladimir bozovic i bojan radojevic - event
DESCRIPTION
EventTRANSCRIPT
1
Trainer: Vladimir Bozović
Event
EVENT is short term or long term project, individual or in the group, based on the clearly defined goals and target audiences, and organized with a purpose to attract attention and gain affection for certain product, service or an idea.
2
EVENT TYPES
• Promotional (zastava 10)
• Cultural – entertainment (kragujevac-forever)
• Media (protest)
• Sport (match)
• Protocolar (film premiere)
• New media
• Corporative
• Private/Personal (birthday-wedding)
• Special (carneval)
• Humanitarian (concert, sporting event…)
3
EVENT
One of the most efficient means in the communication with target audiences
Event is the only communication means that gives us opportunity to create an
experience for all senses of the audience and thus create a complete
impression.
4
GOAL
• What do we intend to achieve through the event?
• What kind of news (awareness) will the event create?
• What is especially emphasized by the event?
5
TO ATTRACT ATTENTION AND CREATE AFFECTION OF THE
AUDIENCE
6
The goal of the organizers or those who order the event is to create the most interesting, the most creative and the most unusual events which will stay in everybody’s memory.
7
• To increase the sales of the product and services to the beneficiaries
• Differentiation in relation to the competition• To increase interest and demand for products and services• To make the distribution channels shorter for the product• To raise funds (nonprofit organizations)
8
Communication goals
• To win over interest, support and affection for our ideas• To shape wanted image• To strengthen the reputation• To improve the friendly relations with potential beneficiaries• To educate the potential beneficiaries• To increase publicity
• Audience present at the event• Family, friends, business associates• Media• General public
9
Analysis and planning
• Announcement and preparation
• Implementation
• Post event activities
• Evaluation
10
• S (specific) - specific characteristics qualitatively and quantitatively defined
• M (mesurable) - mesurable by criteria defined in advance
• A (attained) – it is possible to implement them in the event timeframe
• R (relevant) – relevant for the target audience or organization
• T (timeframe) - it is possible to implement them in the realistic timeframe
11
• Has any of the competition organized an event any time recently?
• What did the last competition’s event look like and what did it achieve?
• What has especially attracted the public attention lately?
• Research of the habits and expectations of the consumers
• Reasearch and preparation of the communication tools which we use in in product promotion – will that be only a promotional event or other marketing tools are needed as well?
• We research and select a team of people who work on the projct implementation
12
You have an idea – that is the right start!
13
– The most difficult part -
TO CONVINCE THE CLIENT
14
ENTERTAINMENTEXCITEMENTENTERPRISE
Idea (not budget) is the one to help us achieve all 3 E elements!
RED THREAD is the basic idea, project message which should be recognized through the entire project!
ONE RED THREAD ACHIEVES ALL 3E
15
COMMUNICATION PLAN(before, during and after the event) strategy
Good plan = good result
• Mailing list of the associates• Advertisement• To involve media attractive persons• List of journalists • Narrative and visual report (video, photo, press-
cut) for the journalists and for the client• List of associates - contacts
16
• Writing/reading (creative) brief• Defining items necessary for successful projct
implementation (space, set design, technical - audio, video, lights, catering, etc.)
• The way we advertise our event (invitations, media announcements, posters, etc.)
• Contents and program of the event (speakers, MCs, entertainers, …)
• Crisis and sudden situations and their avoiding/fixing• Preparation of the possible alternative solutions
(space, speakers, technical part...)• Budget and financial plan of the project• Legal documentation
17
WHAT ARE THE FACTORS OF THE SUCCESS
• Time
• Location
• Contents
• Organization
• Budget
• Komunication
18
WRITE IN CAPITAL LETTERS
• The event does not start on Sunday, May 4, at 8 p.m., at the Šumadija Fair.
• The event does not start when guests register with the hostess.
• The event does not start when all the guests are comfortably seated.
• The event does not start when the MC welcomes the audience.
19
The event starts with
INVITATION!
20
Crises situation• Laws and regulations related to event organization• Crises situation within the team - alternative solutions• The change of speakers, location, technical problems, etc.• Special needs of the guests• Risky individuals• Technical equipment• TO EMPHASISE tasks and responsibilites to the participants
If the crisis situation happens, the most important is to stay calm and reasonable within the team
Finally, it is important to ensure sufficient number of security guards and make sure they do their job, that is “control the situation”
21
Everything according to law• Regualtions on events (gatherings) at public
places• The law on intelectual property rights – SOKOJ • The laws which regulate safety and responsibility
of the organizer in the case of incidents and accidents
The most reliable – HOTELThe most demanding – OUT IN THE OPEN
22
What the manager should be like?
• To quickly react to the change of the circumstances• To make the optimal decisions• To communicate his decisions to everyone in a timely
manner• To plan the alternative possibilities• To differentiate the relevant from irrelevant• To know how to delegate tasks• To lead and motivate the members of the project group – to
be a true laeder
• To be very EXPERINCED!!!
23
The day after– Thank you cards to the guests and project
associates– Assessment, evaluation of the event success
through the analysis of the results– Processing and preparation of the video and
photo (documentation) material, press cut materials
– Paying off the suppliers and associates– Final report (financial and written,
presentational)– NOTES – EXPERIENCE
24
Sponsorships• “SPONSORSHIP is business relation between the one who
has the financial means, resources or services and the one – individual, event or organization whose offer in the form of the “counter-service” can be used for commercial progress.”
Steve Sleight
Sponsorship types
• DONATION-LIKE• PATRON-LIKE• PARTNERSHIP
25
Why sponsorship?• Strengthening (consumer) awareness• Strengthening and building an image• Media and public spotlight• Expression and confirmation of corporative solidarity• Possibility of direct influence on a smaller group of consumers• Possibility for (exclusive) presentation of the product• Differentiation in relation to the competition• B2B relation – possibilities for the new business meetings and
arrangements• Emotional connection• Possibility for direct sales of the product
26
Why sponsor your project ?• The size of the project • Duration of the project • Similarity or compatibility with goals and plans of
the company or a brand• Uniqueness and exclusivity in relation to the
competitor companies or brands• Significance of the project for the local
community• Is the event new, does it happen for the first time
or it already exists from before
27
Benefits• Media spotlight• Advertisement advantages • Visibility • Free tickets• Logo or company name/brand on the clothes, equipment...• Right to use the data base• Advertisement or product/service presentation in the event
space (video, stand, sampling...)• Logo or company name/brand on all printed materials• Exclusive right to TV tights for the event or event license• Other forms of promotion which event organizer facilitated:
Participation at the press conference, scheduling interviews on behalf of the sponsors, etc.
28
EVALUATION• RESEARCH = SPONSOR • Profitability
– through possible media and public presence of the event
– through the public interest for certain event– through the quality and size of the program– through the places where the program will
happen– through the success of the previous similar
projects of the same organization– through the interest of the competition or similra
brands for the same or similar event etc.
29
Never forget
• Situation check
• Partner – associates check
• Notify employees
• Without force
• Contract – crisis plan
• Unforseen circumstances
30
Unfortunately, it can happen…
• Failure, that is cancallation of the event• Problem with suppliers (badly done jobs or
cancallation of the good suppliers) • Loss of the future rights to event (in case of
signing a long term contract)• Parts of sponsorship contract have not
been clearly defined and honored, guerilla marketing of other company...
31
But, not to you, because you were careful!
Thanks for your attention and go bravely into event
organization!!!!
32
Trainers: Vladimir Božović i Bojan Radojević
MESSAGE CREATION
33
TARGET GROUPS
What are terget groups
Identifiction of the target group
Working with target groups
34
Changing the attitudes and behaviour
What is it that I would like public to do?
What information does it need to do so?
What kind of information does the public expect?
Why does it want?
35
Frequency of providing information
Repeating your message
Creativity in relaying your message
‘Coca-cola’ approach
36
Analysys
of the target group
37
Defining the message
Goal:
To determine three most important messages of your organization which will be understandable and believable by audiences
38
Exercise:Answer the following question with seven words or less:
What does the budget of city of Kragujevac mean?
____ ____ ____ ____ ____ ____ ____
39
MESSAGE
Personal aspect – what does it mean to me
General society aspect – what does it mean for the entire community
Economy aspect – how does it affect economic development
40
SUBSTANTIATIONS- Examples
- Quotes
- Statistics and data
- Personal experience
- Analogy
41
CONTROLLING THE INTERVIEW
Bridging
Spinning
42
BRIDGING
Taking the initiative – from passive to active
Every question – opportunity to send the message
Journalist is under impression that you are answering
his/her questions
43
SPINNING
Technique for answering unpleasant questions- Do not bluff- Never say ‘no comment’- If you do not know the answer, say ‘I do not
know’- Never lie! NEVER!
44
MEDIA APPEARANCE DECISION AND SUCCESS• AGREEMENT AND MEETING• PREPARATION• MESSAGE• APPEARANCE – CLOTHES• STUDIO • SPEECH • BODY LANGUAGE - ATTITUDE - GESTICULATION - SMILE• BRIDGING TECHNIQUE • EVALUATION • 10 MOST IMPORTANT RULES
45
FORBig ratings
Presenting of “our” truthFree advertisementNew media contact
AGAINST Exercise
Avoid unpleasant experience You do not want to reveal business secrets
I am not for TVJournalist is dangerous
46
Never accept the invitation right away
When you pick up the phone, “psychological war” starts that you must win
Everything is important and ask all the questions
Show, subject, journalists, other guests, studio Why me???
•
47
MESSAGE
Never more than three messages
Clear, picturesque – straight to the head
It is better to say one message more times...
Regardless of the question, you talk about your messages
Go to the messages right away
Simple language
Anecdotes and comparisions
48
PREPARATION
Key stage
Gather as many information as possible
You do not go to TV to defend yourself!
Message planning (what to say how to say it)
What are the most unpleasant questions
Writing reminders
Fresh and in shape
49
STYLING OF THE PUBLIC (MEDIA) APPEARANCECLOTHES
Men:
Avoid black or dark suit because they look too dark on the screen
Avoid checkered suits because they “dance” on the screen
Pick a light blue or gray shirt
White shirt may “shine” under the strong light
Avoid ties with glittering colors; stripes with strong contrast in relation to the background; squares and dots
Maroon tie looks best on the screen
50
Women:
Several good suits with a number of blouses and scarves solves every TV appearance
Gray suit can nicely frame your face
Avoid: naked arms, light stockings, silk blouses (all blouses that make sounds!), too high
and unstable heels
No stripes, dots and squares which “dance” on the background
No flower designs (if you still want it, that make sure it is a small design)
Camera loves red lipstick – but never if you have red hair
51
APPEARANCE - JEWELRY
Jewelry must not shine and glitter, it is desirable to be dim
Earrings must not be bigger than person’s eyes
Without large number of bracelets, because they rattle
Big brooches also unnecessary divert the attention
Avoid lots of jewelry
Look at the mirror through semi closed eyes and if some part of jewelry distracts you – REMOVE IT!
52
APPEARANCE – MAKE UP Men:
Use the powder that is little darker from your
skin color
You are not homosexual – you are just fighting
sweat
53
APPEARANCE – MAKE UP
Women:
Emphasize your natural beauty with the make up and point out the good sides
Rouge under the cheekbones, and not on them
Make the chin line stronger by putting the darker counture – exactly under the chin. This especially useful advice for overweight
persons, or those with round face
For foundation use the liquid or stick powder little darker than the natural tan color
Corrector on circles under eyes little bit lighter than powder which is used for foundation
Avoid glittering lipstick, dark and strong eyebrow crayons
54
APPEARANCE - HAIR
Men:
Hair should be tidy
Well-groomed beard can have good effect
Moustaches should be groomed so that upper lip can be seen
Never comb your hair over the parts of the head without hair!
If you are bald zou MUST use powder
Women:
Hair due should be nicely shaped
Hair longer than shoulders draws attention from the face
Never have tufts!
Natural appearance is the best
55
STUDIO
56
SPEECH
If you have never worked with your voice – your first TV show is the right and and last moment to do so!
Talk clearly and slowly pronouncing every word
Do not let anybody make you upset – always be calm
Do not swallow words and syllables
Breathe easily and do not speak too long or you wil get breathless
Do not press your jaws
Do not talk through the teeth
57
VOICE
Loudness of your voice depends on the position of the microphone
Prior to start, try to speak with your natural voice because the volume is adjusted according to your voice
Table microphone should be 15 cm away from the mouth
Microphone should be attached 15-20 cm from the chin, unless you speak very quietly
Do not lean towards micropohone
58
BODY LANGUAGE - ATTITUDE
Attitude gives you away! Straighten your back and shoulders!
Do not lean!
BODY LANGUAGE - GESTICULATION
Arm movements should be under the chest, so that you never cover the face which is the main instrument
Never play with ring or watch, penor papers in front of you
Do not kick anything with your foot under the desk, never swing your legs
Never scratch, snap your fingers or make any sounds with your nails
59
SMILE
Smile must be NATURAL, HONEST
Any artificial movements seem, at least, ridiculous
Best tool for getting out of unpleasant situations
Always do couple of jaw streching exercises before the show
60
BRIDGING TECHNIQUE
Bridging is used when you get a question you do not want to or cannot answer:
THANK YOU FOR ASKING THAT QUESTION,
BUT IN ORDER TO EXPLAIN THAT I MUST GO BACK TO...
or FIRST I MUST SAY... go back to the message!
REPEAT THREE TIMES THE MESSAGE WHICH YOU CAME TO SAY! NEVER FORGET WHAY YOU ARE THERE!
61
• HOW TO WIN OVER THE AUDIENCE
• HE/SHE ATTRACTS ATTENTION
• HE IS NICE
• HE CAN BE TRUSTED
62
EVALUATION
• Friends
• Experts
• Self-evaluation
• Time and quality
63
10 most important rules
1. PREPARATION AND EXERCISE guarantees SUCCESS – Learn as much as possible about interview itself, guests, deadlines and think of possible subjects and questions
2. Prepare KEY MESSAGES which you want to say in the interview, support them with examples and illustrations
3. PREPARE ANSWERS to the questions that you are afraid of
4. Go straight to the POINT – in the first or second answer if possible
5. Do not let be INTERRUPTED easily
6. Do not be DEFFENSIVE
7. Be SELF-CONFIDENT and CALM, but agile
8. Find out what will be the FIRST QUESTION
9. Use BRIDGING technique
10.USE ALL THE POSSIBILITIES which interview gives you
64
MEDIA RELATIONS
– Public appearance– Press conference– Press release
65
WHAT WILL WE LEARN TODAY?
• News
• Press release
• Press conference
66
WHAT DO ACTUALLY JOURNALISTS WANT?
THEY WANT TO BE INFORMED WITH ALL THAT HAPPENS AROUND US, IN OUR COMPANY, AGENCY, ORGANIZATION, PARTY, INSTITUTION
67
WHAT IS INFORMATION, WHAT IS INFORMATION FOR MEDIA?
Information is a notice that something happened
Press release has information given by thecompany about an event of public interest which areplaced in targeted media and to selected journalists
Make an effort to create good news
MAIN FEATURE OF THE NEWS IS THAT IS NEW!
68
IS EVERY INFORMATION NEWS FOR MEDIA?
Every notice about some event is basically aninformation, but every information is not news formedia!
Journalists are always interested in news, but notany kind of news
Make sure that what you want to tell media isattractive, interesting and to have contents
69
NEWS AND INFORMATION
IT IS NOT A NEWS THAT A DOG BIT A MAN, BUT THE NEWS IS THAT A MAN
BIT A DOG!
70
NEWS
Is in the first paragraph of the press release
Should be written so that it can stand on its own as a
short information
Answers the questions: Who? What? When? Where?
Why?
71
LET’S LEARN TO WRITE THE NEWS
Make the news of the given words:
• Black man• Matches• John Berington• Automobile• Bar• 3 Aces
72
WINNER OF PULITZER PRIZE
When you write the news make sure you write it as the winner
of this prestigous world prize:
“John Berington, black man, employed in the bar
“Three aces” tried to check the contents of the
fuel tank in his automobile with the lit match last
night. He was 37, he had a wife and three
children.”
73
PRESS RELEASE
Is written about some event of public interest, which by the PRexpert assessment deserves to attract attention of mediaand other external public
The goal is to write the quality information for media about ourcompany/organization
The story must be interesting to the readers, listeners, viewers, therefore it must be new (events must not be old or familiar),unusual (it must not leave the receiver indifferent) andinteresting (it should attract attention)
74
PRESS RELEASE
FORM
• ABOVE HEADLINE, HEADLINE AND UNDER HEADLINE• ANSWER THE QUESTIONS
– WHO– WHAT– WHEN– WHERE– WHY– HOW
• ELABORATION• STATEMENT• ADDITION
75
MEDIA EVENTS AND MEETINGS WITH JOURNALISTS
The most important event for the company,
organization, PR
Menagement
• Types of meetings: press conference, coctails, open door day, briefings, seminars, conferences, expert and study tours, journalist reception, working breakfast, gala dinner, trips...
76
BEFORE YOU START TO BOTHER THE JOURNALISTS...
Ask yourself:
• Da o we have the news?• Do we have an interesting story?• Is the event and occasion relevant for media
or just for our company/organization?
IS IT REALLY NECESSARY TO ORGANIZEPRESS CONFERENCE?
77
REASONS FOR THE PRESS CONFERENCE:- Especially significant event –
Providing information on important events such as:
• crisis situation, • presentations of significant products, • publicising the financial results, • successful privatizations, • investments, • foreign investments, • signing of an important contract,• opening of the new factory, school, new prices, • merging of several companies...
78
ACTIVITIES BEFORE CONFERENCE
• Scenario, synopsis, journalist list, check list• Event venue• Timing• Journalist invitation • Briefing of the speakers, crises questions• Arrangement of the space (brending,
technical support)• Press kit• Press realease writing
79
ACTIVITIES DURING CONFERENCE
• Conference mediation - mediator
• What to take care
• Tasks of the mediator
• Attendance list
• Formal and informal part• Name plaques and ID cards
80
ACTIVITIES AFTER THE CONFERENCE
• Analysis of the conference: attendees, basic messages
• Space analysis (catering, plaques, logo, banners, materials, lighting)
• Speaker analysis (length, subjects, training, additional advices, comprehension)
• Analysis of the present media (areas, new contacts)
• Analysis of clipping, media monitoring and messages(published, good messages, too many messages, quality and quantity of published information)
81
COMMUNICATION
STRATEGIC PLANNING OF COMMUNICATION
TEN RULES OF COMMUNICATION
RULES FOR WORKING WITH MEDIA
82
STRATEGY OF COMMUNICATION
Media are mechanisms for conveyingmessages, and not a goal itself
83
Strategic plan of communication
84
Program of internal/external
communication
85
Analysis of audiences and division to target groups
86
Contact database
87
Internal relations
88
Rules for working with media
89
Ten rules of communication
90
1. Provide concesus
91
2. Always take initiative
92
3. Communication before all
93
4. Appearance is important
94
5. Acts speak more than words
95
6. Carefully select the messenger
96
7. Formulate unifying subject
97
8. Become source and means
98
9. Find a new way for using media
99
10. Behave as the public perceives you