Proactive Strategy, Digital Arsenal Drive Event Success

Though they may be overshadowed in sexiness by digital and social media campaigns, PR-generated events—whether media events such as press conferences and product launches, or public and employee events like speaking engagements and town halls—are still going strong and are a key component of a PR professional’s mix. While the primary goals of events remain constant—driving awareness, creating buzz and getting coverage from the media—the means to achieve those goals are changing. DOING MORE WITH LESS Marketing-driven events (big trade shows, for instance) took a hit this past decade, slowed first by 9/11 and then by the economic bust. With more targeted audiences, however, PR events have remained relatively unaffected. But now PR pros have to do more with less.

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