Do exhibition organizers actually perceive the distinction between ‘advertising and PR? From my very own expertise, I usually suppose they do not. Selling exhibitions all the time appears to have been targeting telesales, junk mail and promoting, and the issuing of some commonplace, dry, unimaginative information releases. As a consequence, the significance of PR has been underestimated.
Public relations must be developed as a powerful factor throughout the promotional combine; in spite of everything, the dictionary definition of public relations is “Forming a positive public opinion of a company”. Absolutely that is what each organizer is endeavoring to do, and with out the premise of normal opinion, the success of the present might be all of the extra tougher to realize.
The normal month-to-month press launch, asserting elevated area gross sales or widest media protection; you may solely flog the exhibition dates and area gross sales so many instances earlier than the press cease studying the press releases. PR is about understanding the goal market, the exhibitors and guests, the goal media and their areas of curiosity, and understanding tips on how to use the exhibitors’ services or products to ‘promote’ a narrative into the press.
Technique
To make use of PR successfully, organizers have to plan their built-in technique properly prematurely. Public relations can both be the accountability of a devoted in-house division, or extra generally, an exterior consultancy specializing in both the related subject or the exhibition business as an entire.
Utilizing a consultancy that is aware of exhibitions from each side of the fence, undoubtedly has a optimistic benefit, as they’ll advise the organizer on how finest to extract contributions from exhibitors (and imagine me, this may be like drawing enamel!) Not solely does this save the organizers the time concerned in chasing all his exhibitors for data, nevertheless it builds a really feel good issue with the exhibitors that the organizers are making the trouble to advertise them with skilled help.
PR exercise must be deliberate due to this fact at the very least 10 months prematurely, to permit time for the consultancy or in-house crew to develop a rapport with exhibitors and key editors. On this manner it’s extra possible that it’s extra possible that organizers will see acceptable articles written within the related press, slightly than easy duplicates of press releases. The entire PR train is about protecting the potential exhibitors and guests knowledgeable, so why not produce a daily e-newsletter within the run as much as a present? This may carry information about exhibitors who’ve booked into the exhibitions – on many events the sight of the rivals’ attendance encourages different firms to think about reserving themselves.
Credibility
As an efficient technique of reaching the widest attainable market of potential exhibitors and guests, sponsorship by a number one physique, key business journal, or nationwide paper, is paramount. The affiliation with such a physique or journal brings not solely prolonged readership of the occasion, however a sure diploma of caliber and enhanced credibility. This may also be seen as a focus in additional PR exercise, particularly with jointly-resourced surveys and promotions. Many journals are additionally pleased to run particular options inside their pages and goal their very own databases.
As soon as relationship has been established with the important thing press, it’s extra possible that they may run a preview of the present, attend, after which overview what was new on the present. In some cases, a particular press day may be organized, whereby the editors are hosted across the halls and made to really feel a part of the occasion.
Options
For exhibitions of a global nature, at which abroad guests could be anticipated, a Press Inward Mission may be seen as important to increase information protection around the globe previous to the occasion. A choose group of editors of the important thing international journals may be invited to the UK on the expense of the organizer (usually with the help of the DTI), to review the business in query and assess the present’s standing. This often generates glorious options within the international press, and fairly often contains an intensive preview of the present and the businesses exhibiting.
In the course of the exhibition, particularly these of a bigger dimension and shopper nature, every day information releases must be issued to the nationwide press from the press workplace. The press officer must also have been liaising with the TV and radio stations, and will have established alternatives for nationwide or regional media protection.
A every day information sheet may even replace guests and exhibitors on how the present goes, key merchandise to see, and particular occasions happening through the present.
Missing
These things appear to be missing at many reveals, the place a wider grasp of the potential of the present and tales round it’s wanted. I admire that some exhibitions are there merely to show merchandise on a low-key degree, however I’m certain nearly all of organizers want their exhibitions to develop and turn out to be ‘the business occasion’.
As soon as the doorways are closed and the breakdown accomplished, PR shouldn’t stop. It is very important maintain the journals up-to-date with how the occasion went, customer attendance and success tales. On this manner you might be already beginning to promote the subsequent occasion.
So again to my unique query, and my disappointing findings:”Do exhibition organizers actually perceive the distinction between ‘advertising’ and ‘PR’? I’m certain many do know what I’ve been speaking about, however is it put into apply?
What I’ve outlined right here comes as second nature to a PR skilled, and it appears clear that PR and advertising is just not the identical factor. PR is only one factor of promoting. I thus discover it irritating to see exhibition organizers lacking out on so many alternatives; all it wants is believed, creativeness, ample planning and the correct PR crew. So get on the market and benefit from it; do not underestimate the ability of PR!