Page 14 - DMGT304_EVENT_MANAGEMENT

Unit 1: An Introduction to Event Management

The audio or video news release, while a relatively new phenomenon, is one of the most Notes
effective ways to distribute your event message. Audio News Releases (ANRs) and Video
News Releases (VNRs) require that you pre-tape a news story about your event and then by
overnight mail or use of satellite transmission send the story to local stations that you
would like to have air the story as part of their news programming. Since news programs
are often the most watched segments of television programming, this type of public relations
has the potential of reaching a large, well-targeted audience in a credible and cost-effective
manner.
Finally, events themselves often become major public relations vehicles. This event-within-an-
event serves to further position you firmly in the minds of those in the target audience.

Did u know? A famous novelist once stated that writing is 10 percent inspiration and 90
percent perspiration.

Remember that the two chief goals of public relations are to inform and persuade. Therefore,
using collateral materials, public service announcements, and audio and video news releases as
well as smaller events are excellent ways to accomplish these two important goals of an overall
marketing campaign.

1.4.3 Stunts

During the early 1950s in the United States, advertising agencies used stunts as an important
method of breaking through the clutter of traditional print and electronic advertising. Today,
stunts continue to be effective but must be crafted carefully to ensure that the integrity of the
event is preserved. A stunt involves an activity designed to generate media coverage and
attendance by spectators to promote a specific event or series of events. Radio stations continue
to rely heavily on stunts and will often provide remote broadcasts to cover stunts involving
their on-air personalities. Stunts can be tied to charitable endeavors such as locking up prominent
officials until enough donations are raised to cover their release.
Other stunts may involve creating the world’s largest pizza, cake, sandwich, or other product.
Before you incorporate a stunt in an event marketing program, it is important to analyze how
the stunt will further your marketing objectives and to determine all associated costs. Finally,
make certain that you chronicle all media coverage that results from the stunt, distribute bounce-
back coupons to attendees, and track all responses resulting from the stunt.

1.4.4 Invitation

Whether your invitation is a print or electronic advertisement, a flyer, or a formal engraved
document, the copy that is composed, art that is created or selected, and paper that is chosen will
greatly influence the response. The central components of all effective invitations are:

Name of host or event organizer
Date, time, and location
Dress requirements
Parking

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