Events: a memorable and engaging PR tool

I never really understood why organisations hold events. I mean, they are good fun, but why? They require a lot of planning and organising and cost a fortune. Some events don't even seem directly related to the main goal of the host organisations. Is there anything to be gained from holding events?

Into my ninth week at Baptistcare, I've been involved in planning the Annual Recognition Awards Night. It is an event that celebrates and acknowledges the achievement and dedication of employees at Baptistcare. I am impressed by the amount of time and money that is committed to holding this event (especially considering it is a not-for-profit organisation). The event is in September, but the planning began as soon as last year's Awards Night was over and the organising started in February. Without giving away confidential information, let's just say the event costs no less than five digits. What impresses me even more is the efforts my supervisor puts into the event. She pays attention to details such as colour scheme, table decoration, photo booth - you name it. She bought a secondhand boat for the photo booth and dried star fish and shells for table decorations (the theme is "Nautical" and the venue is a sailing club). She doesn't hold back. 

My supervisor is the "Events Coordinator" of the organisation. As the name suggests, she coordinates every event, from a multicultural lunch to celebrate "Harmony Day" at the main office to a launch party of a new facility in Rockingham. I was quite surprised that there is a position dedicated to organising events. I just didn't get it - why does an organisation take events so seriously?

After musing on it for a few weeks, I think I've gained some understanding. Events, as trivial as they may seem, are a powerful PR tool. The power lies in an event's capacity  to engage those who attend and leave a memorable impression in their minds. Events are an example of two-way symmetrical PR. If executed well, they work better than brochures or advertising campaign. Imagine trying to increase awareness about the work of an organisation helping victims of human trafficking. Fact sheets and information booklets may be informative, but nothing works better than, say a night of photography exhibition or movie screening followed by testimonies from the victims themselves. 

Have you ever been to an event that truly captures your attention to an issue or an organisation? What do you think was the X factor that made the event work?

Social Media tools for the PR professional

I actually lost track of the time I have been working at AONIA, it’s all fine and dandy working here. I just finished another article for the press page – Knowledge section. We here at AONIA have one critical KPI (Key Performing Index), which is to regularly churn out knowledge articles on topics we are strong in and have an acute interest towards. “Effects of Social Media"

Ever since I started my placement at AONIA, my boss has helped me and he has tasked me to write about Social Media and its related news that affects the communication and marketing industry. For me it was a perfect fit, as on my own time I am often seen reading up about the social media and going to try out the upcoming social media sites.

In this blog, I will discuss about two of the social media tools that can be especially useful for the PR professional. I would love to hear comments from everyone if they had tried these tools as well.

First up is this social media site that goes by the name of HARO ( Help A Reporter Out), it is a free online resource in which PR professionals can directly help a reporter out by answering to a query they have posted online. Every day, HARO will email individuals queries posted by journalists grouped to various topics, those who are expert in specific field can reply to those queries. PR professionals could sign up for this service and monitor the daily queries, in an event when a journalist post a query that the PR professional could match with one of their client, they can step in and provide the needed information. In turn, the client will get media coverage within that media, without the need to seek out to journalist and pitch to them. Also, HARO being online, it has a wider media reach and it will be a strategic move for PR professionals to look beyond local shores to spread its message about animal welfare.

The next tool is called Pitch engine it enabled users to openly create and share their own content, while including images, videos and attachments at no cost. Pitch engine allows organisations get media releases without the need to get individual media contacts and media releases posted here are seen by more eyeballs. It works a little bit like wired agencies, the difference being that each release is only viewable for 30 days ,it can be posted free of charge and the press release can be reproduce on other media.

Personally, I prefer Pitch engine over HARO for now as HARO media queries are restricted to mostly USA, Australia and UK. There are hardly any queries from Singapore or Asia. However, I can foresee that if more journalists/writers within Asia start to make use of HARO, it will definitely change the way PR pitches are done in the future.