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Benvenuti
Event Planning and PromotionJuly 18, 2011
Tell Us More About Your “Partner”
1. Have you studied event planning and/or public relations? Explain.
2. Have you worked/interned in event planning or public relations?
3. What’s your (current) career goal?
“Without promotion something terrible happens...
Nothing!”
Some things never change.
The Academy AwardsMay 16, 1929
…and Now
Public relations plays a major role in event promotion.
So… What is Public Relations?
Public Relations Is…
“The management of communication between an organization and its publics.”
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We’re advocates for organizations
Organization
Building Reputation and Relationships with
Key Publics
Organization Public
Using Two-Way Communication
Goal: Two-Way Symmetric Communication
Organization Public
Customers
Investors
Employees
Organization
MediaGovernment
Community
Boundary Spanning Role
Customers
Investors
Employees
Organization
MediaGovernment
Community
Customers
Investors
Employees
Organization
MediaGovernment
Community
We Rely On The Reach and Credibility of Mass Media
Organization Mass
MediaPublic
We Often Use Third Parties to Influence Publics
Opinion Leaders
Organization Public Media
Publicity
Another Term For Media Relations
• “Earned” media coverage = publicity
• “Paid” media coverage = advertising
• Ideally, they work together (IMC)
The Power of Publicity
+/- 400,000,000 Books
Want To Be A Best-Selling Author?
But Be Careful….
Every book in Oprah’s Book Club has become a best seller.
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High Credibility…Low Control
Her company, Harpo Productions, tightly controls advance and post-publicity about the praise that gets parceled out. "No one tells Oprah what to say," said one PR professional. And, indeed, that may be much of the commercial appeal of Oprah Winfrey, America's foremost arbiter of middlebrow taste.
– Advertising Age Magazine
Control vs. Credibility
“Paid Media” “Earned Media”
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Third Party Endorsement
Mass Media Decision Makers Are Gatekeepers
Organization Mass
MediaPublic
Key To Effective Media Relations:Know How The Gates Work
• Understand mass media (including “new”)
• Know what’s “newsworthy”
• Develop exceptional “storytelling” skills– Writing– Speaking– Visual
• Know how to build/maintain relationships
And Especially For This ClassKnow How To Create News.
Meanwhile, Social Media Are Turning Our World Upside-Down
Where Are Social Media Taking Us?
This is my business card. It has all the information about me
you need.
“Your brand isn’t what you say it is.
It’s what Google says it is.”Chris Andersen, The Long Tail
“Disintermediation”
Producers
The Web Is Undermining Intermediaries
“Middle Men”
Consumers
The Long Tail(Chris Anderson)
• “Marketers must shift their thinking from marketing to the masses at the short head…
• …to targeting vast numbers of underserved audiences via the Web.”
Push vs. Pull
Our Ground Is Shifting
From Broadcast To Narrowcast
From Top-Down To Bottom-Up
From Messages To Conversation
From Relying On Authority
To Relying On People Like Me
For Our Course “Social Media” = “Web 2.0”
Web 2.0 is Social
• Consumers have more control
• Peer-to-peer sharing
• Inbound vs. outbound (“push vs. pull”)
• “Consumers” are also “producers”
Happy 5th BirthdayTwitter
• Twitter users now send more than 140 million Tweets a day. which adds up to a
• Nearly 500,000 new accounts created every day.
Your Assignment For Wednesday(two pages, single-spaced)
1. Find 3 interesting blogs that focus on event planning/promotion or public relations or social media. Write a one-paragraph summary of each blog.
2. Create a personal Twitter account. Read about how to use Twitter. Start following interesting people. Write a one-page summary of what you’ve learned.
3. Post something interesting to #CattolicaBU
How To Drink From A Hydrant
Three Little Letters Might Help Us
(Really Simple Syndication)
• “RSS is the grease that lubricates the groundswell.”
• Yet, as of 2007, only 8% of online Americans (knowingly) used RSS feeds at least monthly. - Groundswell, Charlene Li and Josh Bernoff
• RSS In Plain English
Event planning with the click of a mouse.
Turn Paris in July into a Russian winter.
The Social Web Is For…
Sharinghttp://www.youtube.com/watch?v=vr3x_RRJdd4
