Session 4 Innovative Communication: Media & Public Relations...• IMC is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise;

Special Event, Esports and Entertainment management

Session 4

Innovative Communication:

Media & Public Relations

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Today’s Lecture

• Revision of Marketing Planning• Integrated Marketing Communications (IMC)

– What is IMC?– Functions of Communications Plan– The IMC Process & Case Study– The IMC toolkit: Event Public Relations

• Basic concept and differences to advertising• The Target (Event) Public: What is it?• Functions & Roles of event public relations• Event Public Relations Planning Process• PR Innovation and PR/Brand Equity• PR techniques and tools• Evaluation of PR

– The IMC toolkit (Cont’): other communications tools:• Personal Media, Interactive Media, and Mass Media

The Marketing Planning (Boone & Kurtz 2002; Kotler, 2006; Jobber, 2007)

1. Organizational goals

2. Internal & External Analysis

3. Marketing goals

4. Market selection

5. Marketing strategy

6. Organization and implementation

7. Control3

Integrated Marketing Communications (IMC)

• IMC is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels.

• A company develops its integrated marketing communication program using all the elements of the marketing mix (product, price, place, & promotion).

• It integrates all aspects of the communications mix into one effort by devising a customer-focused program that provides synergy between all activities & messages

• IMC is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer (Association of National Advertisers, n.d.).

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Communication Plan(adpated from Michell, 1988)

Communication Plan

Expand Market Penetrate Market

ConvertNon-Users

- Increase awareness, word of mouth & clarify customer needs

- Inspire to trial the product

- Convert lapsed users to occasional use

Enter New Segments

- Extend product lines

- Stretch the brand into unrelated markets

- Increase users

Increase Usage Rate

- Increase repeat use by occasional or frequent users

- Increase the season

- Identify new uses

Switch from Competition- Build the brand

image & differential

- Increase knowledge

- Reposition the brand if necessary

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The Integrated Mktg. Communication Process (adapted from Fill, 2002; Pickton & Broderick, 2001)

Product Factors & Communications Decisions

Price Factors & Communications Decisions

Place Factors & Communications Decisions

Personal Media: Public Relations,

Direct & Relationship MKTG

Mass Media: Advertising, Sales

Promotion

Interactive Media: WWW,

Wireless

Including Corporate

Communications

Communications

Decisions

Integrated

MKGT

Communication

Customers &

Stakeholders

Th

e E

ve

nt

Org

an

iza

tion

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IMC Case Study: UNICEF CHARITY RUN

• Integrated Marketing Communications: Run for Every Child• UNICEF Charity Run 2018 Open for enrolment! https://www.youtube.com/watch?v=7IJfbnqbfcQ

• UNICEF Chairty Run 2017 Post-event video. https://www.youtube.com/watch?v=3TSWicvuo10

• People run for many different reason; what is the message of the UNICEF CHARITY RUN? Who are the targets of the UNICEF CHARITY RUN?

• IMC emphasizes that all messaging and communications strategies are consistent across all channels and are centered on the customer. • Try to research all the strategies and channels used by the organizer on promoting the

event/brand!

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The IMC Toolkit: Event Public Relations

• Event Public Relations:– Public relations is a strategic communication process companies, organizations,

and individuals use to build mutually beneficial relationships with the target public (the event public).

– One of the roles of public relations is to promote the brand by using editorial content appearing on magazines, newspapers, news channels, websites, blogs, and TV programs.

– A simple definition of brand image could be the customers’ perception of the brand based on their interactions & experience with the brand or their beliefs of what the brand could be (Pahwa, 2021)

– In essence, public relations is a strategic process of managing the release and spread of organization-related information to the target public to maintain a positive reputation of the organization & its brands (e.g., an event). 8

(Pahwa, 2020)

The IMC Toolkit: Event Public Relations

• Event Public Relations (Cont’):

– Public relations is different from advertising. Public relations agencies

don’t buy ads, they don’t write stories for reporters, and they don’t focus

on attractive paid promotions.

– One of the roles of public relations is to promote the brand by using

editorial content appearing on magazines, newspapers, news channels,

websites, blogs, social media, and TV programs.

– Using earned or free media for promotion has its own benefits as

information on these mediums aren’t bought. It has a third-party validation

and hence isn’t viewed with skepticism by the public. So, it could be less

expensive alternative with highest level of credibility in the eyes of the

public or the targeted stakeholders.9

The IMC Toolkit: Event Public Relations

• Event Public Relations:

– Functions: disseminating non-promotional information to the target (event) publics that are important to the organization

• Marketing Communications Support: supporting marketing efforts relating to product launch, special campaigns, brand awareness, image, and positioning (e.g., Taikoo Place Road Show which includes Formula E car show, race gear with display, Xbox competition, VR experience and sale of exclusive Hong Kong ePRIX merchandise);

• Internal Relations: counselling the employees of the organization regarding policies, course of action, organization’s responsibility & their responsibility. Cooperating with them during special product launches & events (e.g., partnership between Microsoft and 2002 Commonwealth Games Organizing Committee);

• Liaison with Participants: handling relationships with the target market and lead participants/consumers (e.g., athletes, celebrities). Conducting market research to know more about interests, attitudes, and priorities of the customers/participants;10

The IMC Toolkit: Event Public Relations

• Event Public Relations:– Functions: disseminating non-promotional information to target publics that are important to

the organization (cont’) • Liaison with Public Officials: representing the brand to the government regarding the fulfilment

of policies like corporate social responsibility, consumer protection, etc.; for example, the NFL

implemented “Play 60”, a multi-pronged Corporate Social Responsibility program focused on

reducing childhood obesity. The program has engaged nationally-elected officials, including the

President of the US and the First Lady, in promotional and lobbying efforts.

• Community Relations: handling the social aspect of the brand and establishing a positive

reputation in the social niche like environment protection, education, etc.; For example, IOC

includes a sustainability strategy in all aspects of planning and staging of the Olympic Games,

in the daily operation (e.g., procurement of goods and services), in reducing its travel impact of

carbon emission;

• Financial Communication: representing the brand to communicate and establish a good

relationship with the potential investors, sponsors, or lenders;

• Media Relations: establishing a good relationship with the media organizations and acting as

their content source.11

The IMC Toolkit: Event Public Relations

• Event Public Relations (Cont’)

– An event (target) public may consist of any of the following:

• Customers: ticket & corporate buyers

• Participants: competitive, celebrities, performers & acts

• Sponsors: fee payment & supply-in-kind

• Partners: for event organization, promotion & funding

• Financial providers: shareholders, investors & lenders

• Suppliers: event equipment, merchandise & service providers

• Staff: permanent, temporary, sub-contracted & voluntary

• Community: local operating environments & pressure groups12

FIFA World Cup™ Sponsors

The IMC Toolkit: Event Public Relations Planning Process (Masterman and Wood, 2006)

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Organizational Objectives (Pg. 3)

Marketing Planning

Public Relations Objectives

Public Relations Planning

Public Relations Feasibility

Public Relations Implementation

Public Relations Evaluation & Feedback (Pg. 16-17)

Yes

No

Communications Mix with no PR

Determine the PR objectives (Page 10 & 11) that are aligned with overall mktg. objectives.

Target Analysis –Identify & prioritize internal & external event publics (Pg. 12)

Determine message for each event public (P. 12)

Identify appropriate techniques & tools by which each message can be disseminated (Pg. 14,

15). (aligned with other communications)

Determine schedules

Determine budget

The IMC Toolkit: Event Public Relations – Tools and Techniques

• PR innovation:

– Each event is unique, & event assets should be evaluated to attract the media attentions. The innovation lies with the skills of the event managers in identifying the PR/brand equity and in maximizing the opportunity.

• Event PR techniques

– Advertorials, Feature articles, Spokespeople & expertise (speaking engagements), results servicing, Reader offers & competitions, Created news

• Event PR tools

– Social Media (e.g., Blogging), Press releases, Leaflets, Direct mail, Newsletters, Special Events (e.g. Olympic Torch Relay), Sponsorship, & Personal Contact.

• Media relationship building

– Do your research who’s talking about your topics right now. Familiar with their works!

– Add a personal touch by showing the media person why you are interested in them

– Think of PR as a marathon, not a sprint! (Gerber, 2019) 14

The IMC Toolkit: Event Public Relations – PR/Brand Equity

• Some of the PR/Brand Equities that could be used for developing event’s PR strategies:

– Participants (The teams & players, their celebrity, sporting prowess, sporting or other achievements & personality)

– Products (The numbers, nature & availability of tickets, corporate hospitality, merchandise, whether free or priced.

– Program (Current Perspective & Historical Perspective)

– Partners (The sponsors, funding & supporting shareholders & stakeholders) 15

The IMC Toolkit: : Event Public Relations – Evaluation of PR

• Evaluation of PR

– Traditional methods: measuring frequency (complaints & enquiries) & size (gains/losses in mkt. share), or impact (sales volume):

– Quantifying the value of the space/time achieved:

• Press Clippings: Tracking the amount of Press Clippings that mention your event, organization, product, or services

• Media Impressions: calculating the number of media impressions for a given period. Multiply the number of press clippings by the total circulation of th publication in which it appeared (Walker Sands, n.d.).

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The IMC Toolkit: : Event Public Relations – Evaluation of PR

• Evaluation of PR (Cont’)

– Other methods:

• Website Traffic: measuring the amount of traffic the event website receives before and after launching your PR campaign. Sales leads often come from call-to-actions (buttons) listed on your website.

• Content Analysis: Quality matters – was the event’s or brand’s key messages mentioned? Is your event being portrayed in a positive light? Evaluation should be placed on whether the press coverage is resulting in valuable content.

• Social Media Mentions: Measuring the impact of a PR campaign from social media mentions. The measurement should focus on conversations about the event brand, as well as social communities in the event.

• Lead Sourcing: Asking new customers how they heard about the event or the organizations/companies and its offerings (Walker Sands, n.d.).

– Mkt. research, survey, & interview to get usable evaluation of PR success

• Launching surveys to check the brand awareness before and after the PR campaign 17

The IMC Toolkit: Other communications tools - Personal Media

• Public Relation:

– Customer Relationship Marketing (CRM) concerns the customer & sales to them over the long term and a continues relationship

– Traditional transaction marketing is a one-off transactional process (focuses on a single transaction)

• Direct Marketing

– Direct & e-mail

– Personal selling

– Catalogues

– Telemarketing

– kiosks18

The IMC Toolkit: Other communications tools - Interactive Media

• World Wide Web– Sport organizations make use of Unique Selling Point (USP) via

their logos, action, first-hand breaking news, official merchandise, & the aesthetics of the site to retain visitors and gain competitive advantage

– Case Study: Eventbrite

• Wireless Communication– Mobile/Cell Phones – opportunities and new ways of reaching

customers, keeping them informed & selling to them in all places and at all times

– Customers can interact with organizations anywhere at any time. 19

The IMC Toolkit: Other communications tools - Mass Media

• Advertising

– Television, radio, printed press & publication, street media (e.g., transportation, billboards, & street furniture)

• Sales promotion

– Price discounts, money off, premiums, coupons, competitions & prize promotions, & loyalty cards

• Sponsor ExploitationFIFA World Cup™ Sponsors

Requirements for the first assignment –Marketing and Promotion

• Objectives (for the promotion plan)

• Segmentation and Targeting

• Positioning (the rationale for selecting the targets)

• Promotional Mix Strategies for the selected target(s)

• Timeline for implementing different strategies (including the ones on the day of the event)

• Control Measures (in case of the enrollment is not ideal – back up plan)

• Budget for the promotion plan (could be stated in the overall budget)

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ReferenceAssociation of National Advertisers. (n.d.). Integrated Marketing Definitions. Data Marketing & Analytics. https://thedma.org/integrated-marketing-community/integrated-marketing-definitions/

Boone, L. and Kurtz, D. (2002). Contemporary Marketing, 11th edn. London, Thomson Learning.

Dallas Mavericks (2008). www.dallasmavs.com (accessed 6 April 2008).

Fill, C. (2002). Integrated Marketing Communications. Oxford, Butterworth-Heinemann.

Gerber, D. (2019, June 28). Three Strategies For Building Relationship With The Media. Forbes.https://www.forbes.com/sites/forbesagencycouncil/2019/06/28/three-strategies-for-building-relationships-with-the-media/?sh=7ed6e7962ebd

Hong Kong Committee for UNICEF. (2018, May 25). UNICEF Charity Run Post-event video [Video File]. YouTube. https://www.youtube.com/watch?v=3TSWicvuo10

Hong Kong Committee for UNICEF. (2018, Aug. 14). 2018 UNICEF Charity Run 2018 Open for enrolment! [Video File]. YouTube. https://www.youtube.com/watch?v=7IJfbnqbfcQ

Jobber, D. (2007). Principals and Practice of Marketing, 5th edn. London, McGraw-Hill, Chapter 8.

Kotler, P. (2006). Marketing Management, 12th edn. London, Prentice-Hall.

Masterman, G. and Wood, E. H. (2006). Innovative Marketing Communications: Strategies for the Events Industry. Oxford, Elsevier/Butterworth Heinemann.

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Reference

Michell, P. (1988). Where advertising decisions are really made. European Journal of Marketing, Bradford, 22(7), 5.

Pahwa, A. (2021, January 8). What Is Brand Image? – Importance & Examples. Feedough. https://www.feedough.com/brand-image-explanation-examples/

Pahwa, A. (2020, December 13). What is Public Relatons? PR Functions, Types, & Examples. Feedough. https://www.feedough.com/what-is-public-relations-pr-functions-types-examples/

Pickton, D. and Broderick, A. (2001). Integrated marketing communications. Corporate Communications: An International Journal, 6(1), 97-106.

Walker Sands. (n.d.). Does PR Work? 7 Ways to measure its Impact. https://www.walkersands.com/does-pr-work-7-ways-to-measure-its-impact/

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EVENT COORDINATION AND IMPLEMENTATION

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