We have reached an exciting period that affects the marketing world, as not only trends change, but also our strategic foundations need to be reviewed more frequently. The continuous evolution of artificial intelligence and consumer habits also impacts business-to-business partnerships. However, what remains unchanged in this multifaceted and rapidly evolving field is the importance of effective communication and the power of events. In today’s blog post, we will examine why the close relationship between PR and events is crucial, and why we need to complement both for a successful marketing strategy.
Firstly, why is communication support needed for events, and why is it important to support events on the PR front? As we mentioned in our previous blog post, PR is the art of building trust, providing an opportunity and space to connect with the target audience, whether it’s B2C or B2B. We can assert our presence, convey our message, and values on a deeper level in every communication phase – before, during, and after the event. This helps to generate interest among participants, reach media attention, and shape a positive perception. Through PR activities, an event becomes known in advance, increasing the likelihood of attracting interested attendees.
However, the reverse is also true: events contribute to the successful operation of PR. A well-planned and executed event allows companies and brands to communicate directly, potentially in person, with their audience, media, and other stakeholders, creating opportunities to strengthen and establish direct relationships, showcase products and services. Positive experiences can be created, which in the long run enhance the brand’s reputation.
We have written more extensively about the importance and role of PR here!
What should we consider regarding the event and its PR activities?
KPIs and expectations: Before we start planning, it is important to define and clarify the KPIs with the client, to understand what criteria will determine the success of the campaign. Measurements and activities: Always strive to measure attendee satisfaction at the event, whether it’s through an application, on-site activities, or QR code scans. This will be a crucial point for post-event communication and future campaign planning. Data and reports: Based on feedback and collected data, we can examine the direction and nature of communication and further marketing activities, brand value, and credibility. It also helps to identify areas for improvement and topics where the client can excel among competitors. Data visualization: For better understanding and more accurate message delivery, it is worth visualizing the results and findings in a graphical format. Google Data Studio or Microsoft Power BI programs can be helpful tools for this purpose.
We have detailed the exact process of campaign budgeting and planning here.
Artificial intelligence: yes or no?
Day by day, more and more artificial intelligence programs and developments are arriving, offering solutions to various problems or phases of processes. We, for example, are eagerly awaiting the arrival of Sora.
AI can be a useful tool in various methods: before brainstorming sessions with the team, it is worth running a scenario in ChatGPT on how a marketing specialist with 30 years of experience, who has spent at least 10 years in the events industry and at an agency, and at least 15 years in communication, communication strategy, PR, and planning social media content would structure a business partner event. Using the free version, it will compile a basic template, but once we find it professionally sound, we can focus our energies on refining the basic plan, creating more efficient and creative ideas.
We asked Chat GPT to behave like a marketing specialist with 30-year of experience who has spent at least 10 years in the events industry, at an agency, and spent at least 15 years in communication field, planning communication strategy, PR, and social media content.
This event and thematic calendar, structure was prepared after we refined the initial prompt two or three times, requested clarification and details. Subsequently, we also asked for assistance in planning the basics of communication:
It is visible that these are only initial ideas; however, the preparation before collaborative brainstorming makes it easier and provides guidance. In the prompt, we did not specify the nature of the event, only that it would be a business partner event in the technology sector. With the addition of further goals, messages, and KPIs, the Chat GPT idea flow can also be shaped. However, it is important to be vigilant; never provide the program with sensitive information or numerical data!
We have written more extensively about the 2024 B2C campaign trends here, and about B2B communication this year here.
In summary, the relationship between PR and events is crucial for a successful marketing strategy. Together, they contribute to the success of a campaign and a stronger brand presence. Therefore, we recommend that events always be accompanied by PR communication, and ideally, PR communication should be supported by an event that also provides newsworthy content.
