It may still be a secret to some that the economy is slowly showing signs of recovery. However, if your company doesn’t take advantage of this rise in the economic landscape and capitalize on the ever-changing ways companies are distributing information and, more importantly, how consumers are demanding they get the news, the recession may not be over for you and your organization.
Despite signs of recovery, PR departments are still being challenged to look for increased ROI on all their activities. Public relations-generated events such as product launches and press conferences are no exception. To add to the challenge, the fragmentation of media and the blurring of lines within the blogosphere between “lifestyle†and “traditional†and between “amateur†and “professional†reporters means that there is a significant increase in potential event attendees.
To meet these challenges and to convert them into PR event success requires new strategies and technologies. The following are some best practices worth considering:
▶ Take a “hybrid†approach. One method for reshaping the way that PR events are conducted is what some might consider a hybrid event, a cross between the traditional physical event and a virtual online version that’s made possible via webcasting technology. This approach will not only allow you to broaden your reach to a larger media audience, it also lowers your per-person event costs, while increasing ROI.
If you need to see proof of whether this hybrid approach works, look around at the companies on the upswing during this tough economy. Our company happens to work mainly in the automotive sector, which has seen much better days than of late. However, a few companies such as Hyundai and Subaru have actually bucked this trend to not only increase market share but also sales while their competitors are looking around and wondering why. Both of these companies have been aggressive in embracing new technologies that allow for increasing the reach of their product’s PR messages. Is this just a coincidence?
In order to better utilize the hybrid concept, it’s important to think less in terms of a discrete event and to think more in terms of a PR process composed of various stages and strategies.
The key to the hybrid approach is to ensure that the event is branded as a single event, with no visible distinction in qualitative or authoritative terms between its virtual and physical components. Participants should perceive no difference in status—whether they attend in person or via webcasting technology.
â–¶ Carefully segment attendees. Assign attendees to different categories based on their importance, proximity to the event location and whether they will receive a demonstration product to review. Normally the most important segment to your organization will attend the physical event, while others will join virtually.
Special consideration should also be made for those audiences that may have lacked your full attention, whether the reason is geographic, cultural or simply cost-prohibitive. For example, a key demographic for our clients is the rapidly growing Hispanic audience. Since the physical attributes of the event are already in place, it is easy and cost-effective to implement a Spanish version of the webcast. Of course, key Hispanic media would also be invited to the physical event.
â–¶ Seamlessly blend the physical and the virtual event elements. This requires creative foresight, planning and a good technical team. In order to bring virtual attendees further into the event, PR managers should consider the following:
• Strategically segment your invitation list for those attending live versus via the Internet. Offer the same level of outreach to both groups.
• Actively engage with the virtual audience so that they feel more involved in the program. Have spokespeople regularly make eye contact with the camera.
• Offer opportunities to interact live with the virtual audience through e-mail, Web chats, text messaging, social media such as Twitter and submitted questions.
• Make event materials easily available for download by virtual participants via a dedicated landing page.
Opening yourself and your organization up to the virtual world during a live event is a complex risky undertaking, but these risks can be tempered with careful planning.
In the PR event space, it’s either business as usual or adapt to the changing PR and media landscape. Change is best when you lead the charge. PRN
CONTACT:
This article was written by John Thorne, president of Automotive Events, a full-service marketing/PR firm specializing in the automotive industry. He can be reached at [email protected].