| A PR event can be great for generating free media | | | | involved will need to be made. Whatever the kind of |
| coverage for your client, but it needs to be properly | | | | event you are asked to work on, make a list of every |
| organized or disaster may ensue. In this article I have | | | | single thing which needs arranging, from organizing a |
| set out some tips for ensuring that your PR event | | | | suitable venue to obtaining any licenses which may be |
| achieves all the goals set for it. | | | | necessary (for example, a performance license or a |
| Organizing a successful PR event isn't a complicated | | | | license to run a lottery). |
| matter -- you just have to follow a few guidelines in | | | | 4. Start promoting the event |
| order to ensure that things are arranged as smoothly | | | | When you know exactly what you need to do to get |
| and effectively as possible by taking the steps | | | | a successful event organized, you can start promoting |
| described below... | | | | it. The most cost-effective way to do this is by |
| 1. Decide on the type of event | | | | sending press releases to as many as possible local |
| The type of event which suits your client will be | | | | (or national if the event demands this) newspapers, |
| determined by a number of variables such as his | | | | broadcasters and other relevant organizations. Of |
| budget, the desired outcome and whether he wants to | | | | course, in addition to using press releases, other |
| focus on swift or long-term success. Having discussed | | | | promotional methods can be employed if the budget |
| these factors with the person you are working for, | | | | allows. Advertising, direct mailshots and even internet |
| you can suggest an event which seems most | | | | promotion can all be used to good effect for many |
| appropriate to his needs. The final decision, of course, | | | | events. |
| rests with the client. | | | | 5. Use your list to set things up |
| 2. Set a suitable date | | | | Now that you have started the ball rolling by promoting |
| Whatever kind of event your client decides on, make it | | | | the event, start working through your list and setting |
| clear that all events take time to put together. Ideally, | | | | things up. Hire the venue, send out invitations and do |
| you should set a date at least six months hence for | | | | whatever else you have decided you need to do to |
| the event, and preferably more. The more time you | | | | make the event a success. |
| have to promote the event, the more successful it is | | | | 6. Aim to get ongoing publicity |
| likely to be. This isn't to say that planning an event to | | | | Once everything is in place and the event itself is |
| take place in six weeks time is impossible, because it | | | | sorted out, aim to get even more publicity by |
| isn't, but it will require considerable effort to ensure that | | | | contacting the feature editors of newspapers, |
| everything is arranged properly in such a short space | | | | magazines and television shows and inviting them to |
| of time. | | | | cover the event. If the event is something that will be |
| 3. Make a list of all that needs arranging | | | | of interest to their readers or viewers, you can get |
| Different events require different arrangements. If your | | | | coverage before, during and after the event -- thus |
| client wants to sponsor a sporting event then | | | | turning perhaps a 'one-day' PR event into a publicity |
| discussions will need to be entered into with the | | | | campaign which spans several weeks. |
| individual or team in question. If he wants to launch an | | | | If you follow these simple guidelines, your PR event |
| open competition then decisions as to the type of | | | | should be a resounding success and generate lots of |
| competition, how it will be promoted and the prizes | | | | valuable publicity and goodwill for your client. |