Exhibits and Special Events

 

§ There are several formal ways you can make person-to-person contact with members of your publics: displays and exhibits, open houses, tours, and the annual meeting.

 

§ The first task is to obtain from those in charge of running the show a detailed outline of rules for displays, the available services (including electric power), and the precise dimensions of the space.

 

§ There are several things you must think of while preparing for an exhibition:

1. Visual Impression

Traffic Pattern and Lighting

Furniture and Floor Covering

Audiovisual Equipment

Maintaining the Display

Hospitality Suites

 

§ Most companies, government agencies, and nonprofit orga­nizations that depend on public support regularly open their doors for tours.

 

§ While organizing a tour there are several points to consider:

• Timing

• Invitations

• Transportation and parking

• Comfort and services

• Greeting

• Gifts

• Publicity

• Refreshments

 

§ Any incorporated organization must, according to its bylaws and the rules of the state in which it was incorporated, hold an annual meeting for the purpose of electing the board of directors and approving the financial report.

 

§ While arranging an annual meeting one should think of:

1. space and time

2. sending invitations

3. preparing speeches

4. providing follow-up materials

5. using special facilities

 

§ Anniversaries, whether the twenty-fifth, fiftieth, or one-hundredth, give your organization a good reason to point with pride to its history and accomplishments.

Catering to the Press. Press Conferences

 

Companies don't always cater to the press. In fact, sometimes they go out of their way to control the press and deny it access to information. But still the role of the press shouldn’t be underestimated, in most cases an independent source is much dearer to the public, than the PR practitioners.

 

Here is a list of questions of which one should think arranging a press conference:

 

• Does the invitation list include the people we want to target for this info? General reporters, or specialized reporters such as those from trade media? All media⁷ Different setups or meetings for print and broadcast media? Separate event for financial and business reporters?

• Has a kit been prepared for those who attend the event? Will same kit be delivered subsequently to those who cannot attend?

• Has the best spokesperson been selected for the conference or the event? Will there be adequate training and practice sessions? Are there audience members who will get and keep the momentum going?

• Are the room facilities adequate for the technical needs of the press? Lighting? Ability to jack tape recorders and microphones into the main microphone? Good sight lines? Post-meeting access to the speak­ers? Telephones nearby? Copy machines? Fax? Computer modems?

• Have the ethical concerns of the press been considered? Opportunity to pay for lunch or services?

• Have transportation needs been arranged for remote locations? Bus or cabs to site of special event, plant tour, etc.

• Have the basic amenities been provided? Water and drinking glasses? Paper and pencils?

• Is there adequate signage to prevent confusion?

• Are all speakers and participants adequately identified with panel signs, nametags, listing of participants on handout, projection of IDs on slides?

• Are staff members present and identified to assist reporters in finding information, sources, or services they need to report the story?

• Is there a press room for longer events? Resource materials: handouts, directories, staff members, computers, typewriters, phone lines, paper and pencils? Don't forget refreshments.

• Has a single spokesperson been assigned for complex situations?

• Has follow-up been arranged to take care of the needs of the media after the news conference or special event is over?

Using Radio

 

Radio is still one of the most important channels, especially in emergency situations.

 

A company can make its own recording or pass the responsibility onto the radio broadcast organization. Each has its advantages and its drawbacks.

 

CHECKLIST

• Broadcast Script

• Is the format suitable for the client's campaign material? Use humor, if appropriate, and it helps make the point. Use instructive dialog if it gets points across efficiently. Use monolog for serious subject and with celebrity spokespersons. Announcer copy may be most cost-effective and persuasive.

• Is the timing correct for the designated 30-second or 60-second spot? Provide several variations in different time formats.

• Does the opening get the listener's attention? Interesting sound effects, setting, or music. Situation that intrigues the listener. Relevance to the interests or problems of the listener.

• If the script uses an announcer, is the "tag" at the end effective? Summarizes the point of the script. Repeats important information. Tells listener where to get more information. Identifies the sponsoring organization.

 

Television and Cable

Television is now a largest channel. Messages seen on television bring instant public recognition, and with it very often comes approval of an idea or program.

 

Television is a highly specialized medium, and messages for showing on television must meet the highest technical and content standards. Some large organizations make their in-house clips. Organizations that do not have the resources of a large corporation use the services of specialized television production and distribution firms.

 

Because television has both visual and sound components, the script for a television production must be prepared in a split format. The work should be carried out under close control of the client organization. Throughout the conference process, the public relations people must keep the client's aims in mind and assure that the technical peo­ple achieve the desired results. Screenings of the "rough cut" are the final part of that process, with the public relations people telling if everything is right.

 

Today, some cable services carry dozens or even scores of channels, many of which offer original programming, and some with programs of local or regional interest. More important they may be used to target very specific publics.