Event Planning: More than just a PR Party

For anyone out there who thinks event planning is as simple as inviting guests and popping some champagne - think again! While I have organised quite a few personal and work related events over the years, not to mention studying this exact subject at Curtin (Event Management 304 anyone?), being involved in event management from a PR perspective is quite a different thing.

Executing several work Christmas functions as well as the military-like coordination of what could be considered the biggest event of all - my own wedding - gave me good foundations in putting together an event. However what I hadn't previously experienced in a real world setting, outside of university assignments and case studies, was ensuring an event was planned from the beginning with the purpose of achieving the organisations PR goals. For example delivering Rent the Runway's message strategy of designer dresses for all shapes, sizes, budgets and occasions to its target audience. Or generating positive media coverage through the targeted media outlets. While in theory I knew what needed to be done - development of event and promotional materials that highlighted the message and research of relevant and appropriate media outlets plus the development of informative, eye catching media kits - it was somewhat daunting to be doing this in a real world setting, for a business that needed actual results not just myself who needed good marks on an assignment.

I knew that the best way to tackle this and ensure the best possible result was to research, research, research! See lecturers - we do listen.

So I started out by focusing on the media side of things. The launch for Rent the Runway is not intended to be a large event (start up = limited resources) but Lisa wanted it to be impactful. I think that this is exactly where a targeted media strategy can play an important role. By sourcing and inviting selective media outlets to a launch you can hope to generate coverage that cuts through and has maximum impact for the business, product or service. In this case I thought that targeting some local Perth based fashion blogs, that perhaps had previously blogged or shown interest in the dress hire trend or some of the specific labels that Lisa stocks would be a great way to directly reach her target audience. A couple I have found so far include Katerina Deric, London on a Winters Day and Where the Styled Things Are. It is my task to deliver a short overview of potential media targets for Lisa to review.

I think also inviting some media contacts who are local to the businesses area - for example the Community News for Rent the Runway's location - also increases the chances of generating coverage in areas that related strongly to the brands message and potential customers.

I am hoping that this type of targeted approach will get Lisa and the business the best result possible. It doesn't cost anything to invite someone to a launch and if we can make it interesting and relevant to those we do invite there is a good chance they will cover the business in a meaningful way.

While the actual launch event is taking place after my internship is completed I am hoping that this initial ground work I am doing is useful to Lisa. Also I am secretly - well not so secretly - hoping that she will ask me to continue to help her with the event even after my placement is complete. Fingers crossed!

Jessica