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Event Management

Notes
Example: If you are promoting an arts-related event, you may select a cable station with
arts programming.
These decisions may require the assistance of experts in media buying or from an advertising
agency specializing in radio or television media. Transportation media require that you place
your message on buses, subways, and other forms of transportation. Usually, these media are
aimed at a very wide market but have proven effective for circuses, fairs, festivals, and other
events that require large attendance from diverse groups. Advertising specialties are those
items that are usually given away or offered as a premium, as an incentive to purchase a product
or service. Advertising specialties include thousands of products; however, the most typical are
calendars, refrigerator magnets, coffee mugs, writing instruments, and key chains. In recent
years clothing has become popular as advertising specialties, and some event organizers give
away clothing to the media and other key constituent groups and sell the rest at souvenir stands.

Notes Outdoor advertising was, at one time, one of the major forms of advertising in the
United States. However, during the late 1960s many billboards were banned in a “beautify
America” campaign. Still, the outdoor billboard is an excellent way to reach large numbers
of potential event participants for an extended period of time. Regardless of the type of
advertising media you select, make certain that you first conduct market research followed
by tests to determine actual response. Once you have found a medium that effectively
reaches your target market, use repetition to build reinforcement and retention. Finally,
measure all responses to develop history and determine where your advertising dollar
will pull best for each event.

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Caution Do the research very carefully to ensure that the recipient values the item and will
use it.

1.4.2 Public Relations

Public relations involve informing the media and your target market about your event and
persuading them to support your programs. Public relations activities for your event may
include designing, printing, and distributing media kits, producing public service announcements
for radio and television, producing and distributing audio and video news releases, or even
producing events. In fact, according to many public relations professions, events are the fastest-
growing segment of the public relations strategy.

The media kit is typically a presentation-type folder that contains a fact sheet, request for
coverage notice, media releases, and even a public service announcement (either written or
recorded). This kit is distributed well in advance of the event to the print and electronic media
to inform them of opportunities for coverage. In smaller markets, some media outlets may print
your media releases word for word, whereas in larger, more sophisticated markets, members of
the media may use the kit for background information alone. A Public Service Announcement
(PSA) is a written or prerecorded audio or video announcement about your event. Broadcasters
in the United States are required by federal law to provide a certain allotment of time for public
service announcements. In some cases, the broadcaster may provide help, as a further public
service, in producing these announcements. Often, a local celebrity or nationally prominent
person will participate at no charge, to add credibility to your announcement.

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