By: Abby Miller, @abbby_e
When people think of public relations, the usual skill and strategies like social media management and crisis management come to mind. One aspect of public relations that can be of key importance, however, is special event planning. Special event planning is when a company puts on a wide variety of events that promote their business. A special event could be anything from a grand opening, to an anniversary celebration, to a community fair. Hosting a successful event can do wonders for your brand’s image, and hopefully position that brand in your consumers’ minds. For just this reason, event planning is an important skill for every aspiring PR professional to have in their arsenal.
- What can special events do for your brand?
Hosting a number of special events can help to strengthen your relationship with your customers and/or community, by providing them the opportunity to see who your company is. This in turn builds awareness of your brand, encourage brand loyalty and support, and draws attention to all of the cool new actions that you’re company is taking!
- What to avoid?
One of the main pitfalls of special event planning is hosting an event for no reason. Make sure there is a legitimate reason to be putting on an event. Special events are best done with a specific purpose in mind, whether it’s to promote a new product, celebrate a company accomplishment, or strengthen community relationships. Regardless of the reason, its important to always have a message and clear target audience to deliver your message to.
Another major pitfall of special event planning is lack of planning. Producing a successful event takes time and dedication, and an event won’t live up to its full potential without it. Nothing is worse than inviting a group you want to impress to an event that falls short of their expectations.
Special event planning is a large aspect of public relations, and making sure these events are done appropriately will ensure that they are also effective for your company.