Public Relations Tools - Part 2 'Special Events'

Public Relations Tools - Part 2

Special Events

Special events are one of the most powerful and engaging mediums of communication with the publics, today.

An event engages the public in a live sense, offer them an opportunity to experience the brand, its products and services and helps in managing public’s perception of the corporate personality.

Event also helps in connecting with the audiences emotionally and promoting emotional responses. But for this we should ensure that the event content is relevant to the audience.  

Special events are acts of news development. A dramatised effort to promote an idea, a cause, or a program with a sole purpose to improve relations with an organisation's public, develop understanding, and strengthen support. The ingredients are time, place, people, activities, hype, glamour, drama, and showmanship.

One special event may have many subsidiary events; such as luncheons, banquets, contests, speeches, musical evening and many others as part of the build up.

From road shows, public receptions to elegant dinners, musical concerts, special screening of films etc. special events can be designed to reach a specific narrow target audience, such as focused interested individuals for one-to-one interaction to a major event designed to promote the company and its products and services.

Special events range from once in a lifetime occasions to regular and recurring events. Road shows at mass scale capture the attention of the audience in the immediate areas, but also attract the attention of mass media such as TV news and newspapers, which provide broad reach. While planning a special event, the planners must work hard to ensure the program planned conveys the correct message and image to the target audience.

Special events must be organised with a clear objective to achieve specific public relations goals by defining 5Ws and H at the event planning stage. That means having a specific target audience in mind, and ensuring deliverance of the unique message to that audience through successful staging of the event.



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