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.
Proactive Strategy, Digital Arsenal Drive Event Success
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