1. Chapter 13 Promotion And Public Reletions รศ.ดร.เสรี วงษ์มณฑา

2. Marketing communications mix.
Review marketing plan and objectives
Develop promotional plan
Determine promotional plan and budget
Integrate promotional activities
advertising
direct marketing
Sales promotion
PR/publicity
Personal selling
Monitor and evaluate promotional program against marketing objectives
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3. Advertising Internet advertising Print advertising Radio advertising
Television advertising
Direct mail advertising
Display and signage
Brochures and filers
Advertising collateral
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4. Promotional events and trade shows
Consistency of the activity with the overall marketing direction of the organisation
Level of exposure to be achieved by attendance at an event, or sponsorship of an event
Matching of attendees to an organisation’s target market
Available financial resources
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5. PUBLIC RELATIONS AND PUBLICITY
There are different types media release:
Backgrounder – providing general information about the event, history, previous success, etc.
Press release- story, newsworthy information
Media alert – invitation style alert to the fact that the event is imminent
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6. Guidelines for preparing a press release
There must to be something newsworthy to appeal to the reader in the first two sentences
All the facts must be covered
The press release should be short and to the point
Layout is extremely important
Contact details should be provided
Photographs should be captioned
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7. There should be no errors in grammar or spelling
Quotes from senior staff and stakeholders (including sponsors) must be included
If the press release is promoting an event, it should describe all potential benefits for the audience
An action ending for booking or registering should include all necessary information
The style of writing should be appropriate for the targeted publication
There should be no errors in grammar or spelling
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8. The entertainment of guests and VIPs
Attentive to the needs and expectations of your guests
Mindful of their cultural expectations
Flexible in your response to their behavior
Informative and helpful as a host
Proactive in designing hosting situations to meet the required protocol
Able to make easy conversation
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9. The effective multicultural host
Be respectful
Tolerate ambiguity
Relate well to people
Be non-judgemental
Personalise their observations (not make global assertions about people or places)
Show empathy
Be patient and persistent
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10. Situations in which an event manager might become involved in public relations
Making travel arrangements by telephone or
Meeting and greeting at the airport
Providing transport
Running meetings
Entertaining at meals
Entertaining at events
Providing tours and commentary
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11. Lead a small group around a venue or an event
Plan the tour so that enough time is allocated to see everything
Advise your guests of your plan, however informal the group
Make sure that there is time for a break and refreshments
Provide maps so that people can get their bearings
Pause frequently so that the guests can ask questions
Be gracious–questions are never trivial or stupid
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12. Make sure that everyone can see and hear Treat everyone equally
Speak slowly and at appropriate volume
be patient and speak positively
Be flexible and change plans if necessary
Be attentive to fatigue or boredom and accelerate the tour if necessary
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13. PROMOTIONAL ACTION PLANS
Objectives and nature of the activity
Budget availability
Public relations implications.
Staffing requirements and briefings
Availability of brochures and other promotional materials
Equipment requirements
Contracting of other services (e.g. display)
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14. Strategies to ensure maximum benefits
Travel arrangements
Strategies to ensure maximum benefits
Possible co-operative approaches (proactive or reactive)
need for external assistance
Fulfilment of administrative and procedural requirements
Available technology
Potential e-commerce opportunities
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15. Chapter 13 Promotion And Public Relations - The End -