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Putting the "Special" In Your Special Events
By David P. Kowal, APR
Increasingly, corporations and organizations are learning that special events can play a valuable role in any public relations
program. They can help a company or organization improve its image, create publicity and communicate directly with its target
market.
If properly executed, special events can yield major returns. But many special events aren't properly executed. Inadequate
planning, which is usually accompanied by an inadequate budget, can ruin an event. The following advice will help to ensure that
your special events are every bit as "special" as they should be:
Think Strategically. Special events should be integrated into an overall public relations or marketing communications plan. Like
any tactic, events should be used strategically. They should target a specific audience and be designed to meet specific
marketing goals and objectives.
The better an event fits with your corporate mission, the more likely it will be to help you accomplish your marketing
objectives. It may be appropriate for a property management company or developer, for example, to develop an event that will
raise money to build housing for low-income or homeless families.
Think Long Term. Events take a great deal of time and effort. One-time events are appropriate to highlight an accomplish, such
as a grand opening or the completion of a major renovation. Otherwise, it is best to hold the same event annually. An event
needs time to mature and reach its potential. That often takes several years.
Partner With a Charity. Linking your event with a charitable organization can help your company as much as it helps the charity.
One example of effective "cause related" marketing is Avon's breast cancer awareness campaign, which has raised
millions for a worthy cause while boosting the cosmetic company's image.
If you are making a significant donation to a charity, ask for something in return. The charity should help you to promote your
good work. It may also provide volunteers to help out at your event.
Choose an appropriate theme. Choose a theme that succinctly captures whatever marketing message you are trying to convey. For
example, an event Kowal Communications, Inc. is currently organizing for a client will use the theme, "Improve Your Point
of View" to promote the $3.5 million renovation of an urban apartment community. The theme works for residents of the
apartment community, who literally have an improved point of view. It also works for residents of the city, who have witnessed a
dramatic reduction in crime in the area, as well as a tremendous improvement in the appearance of the property.
Budget enough money. If you've never sponsored a special event before, start by developing what you believe to be an appropriate
budget - then double it. Even a simple, no-frills event is likely to cost about $10,000. Major events will cost six figures or
more and can take an entire year to plan.
Develop a punch list. Start with a list of activities, including everything from scheduling speakers to buying promotional
items. Assign responsibility for each action item and set deadlines. Make certain that participants take their assignments and
their deadlines seriously.
Check the calendar. Make certain there are no conflicts. A holiday or an already established competing event has the potential
to ruin your event. If you're expecting press coverage, schedule the event at the right time of day (early afternoon is usually
best, depending on the media you are trying to attract) and on the right day (avoid Fridays and weekends).
Invite many, expect few. Depending on your event, it is probably crucial to invite all local officials and VIPs, clients,
potential clients, press and influencers. In most cases, only a small percentage of the people you invite will attend, but those
who do not attend will still feel good about being invited.
Don't just send out invitations. Have someone on your staff make follow-up telephone calls or hire telemarketers to make the
calls for you.
You may even find some of your competitors attending, whether they're invited or not. If so, be a gracious host, but have enough
staff available to keep an eye on them.
Get Help. Organizing an event is time consuming and difficult. One faux pas can ruin the entire event. That's why it is best to
seek professional help from a public relations firm or consultant who has experience organizing events.
David P. Kowal is President of Kowal Communications, Inc. of Northboro, Mass. He can be reached at kowal@kowal.com.
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© 2003 Cohn Public Relations
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