Event

Special Events Defined

Special events are those circumstances in which organizations have to deviate from traditional public relations, advertising, and marketing efforts and meet directly with clients. Nevertheless, they should be part of an integrated public relations campaign. Some may have a non-media-related purpose, but typically they are structured to be part of the organizations' larger communication plan. They provide a vehicle by which to directly communicate with customers, often by bringing them to a place of business.

Successfully executed, a special event can enhance an organizational image by presenting a company as proficient and professional, thereby adding to its prestige. In executing special events, companies provide “ready-to-be-consumed” media images and stories that support their public relations efforts.

A major function of many, though not all, special events is that they often are organized around a fundraising theme or purpose. Many special events are designed to provide people with a meaningful experience by which they enjoy participation or entertainment in exchange for a donation to a worthy cause or to a political candidate.

Examples of Special Events

The types of special events are highly diverse; among them are press conferences, fundraisers, dedications, open houses, gala events, award ceremonies, product launches, meetings and conferences, golf outings, trade shows, contests, rallies and marches, and benefit concerts. Although the different incarnations of special events are limited only by the imagination, the primary categories of special events are open houses, fundraisers, project groundbreaking or completion ceremonies, holiday celebrations, grand openings, promotions, and commemorations and anniversaries.

Factors in Successful Special Event Planning

To be successful in developing special events, a number of factors are worth noting. First, to generate media attention, an event should be newsworthy in its own right. Second, events tend to work best [Page 302]when there is a meaningful link between a company and an event, such as when women's fitness apparel companies stage events to fight breast cancer. Third, if there is to be a product link, it should be evident but not intrusive; more direct approaches tend to turn consumers off. Finally, the event itself should be well planned and executed to make the experience distinct and memorable.

How to Plan Special Events

When planning a special event, there are a number of important considerations to take into account. First, a special event needs to be a part of a larger public relations plan. It should follow traditional public relations techniques of research, planning and budgeting, implementation, and evaluation. Furthermore, the event must be effectively promoted to generate both media and public interest.

Although standard public relations techniques are necessary, special events also have a number of unique characteristics that require specific planning and focus. Attention to detail is especially critical in event management, in which perfection is in the mastery of thousands of small details.

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