Development of a program for holding a press conference briefing. The difference between a press conference and a briefing. Rules for effective participation in the exhibition

Maya Dushkina Chapter from the book "PR and Promotion in Marketing: Communication and Impact, Technology and Psychology"
Publishing House "Peter"

Press tour

It is customary to call a press tour an event prepared by the organization's promotion service specifically for journalists, designed for a sufficiently long time (several hours, a day, several days) in order to result in the publication of objective journalistic materials about your company in the mass media. The purpose of organizing a press tour does not have to be an acquaintance with the activities of the entire company or, for example, the life of the population of a small provincial town (if the administration of the latter wants to establish good relations with local journalists), for this, a rather convincing news occasion is sufficient.

Direct work with journalists on the day of the press tour is preceded by a rather laborious preparation period, including lengthy negotiations both within the organization and with the media. The public relations department clarifies the purpose of the press tour with the management. This means that a press tour should be devoted either to something significant, already achieved, or to the promising development of an organization (region, scientific direction). In the latter case (a long-term press tour), it is important to familiarize the public through the mass media with these plans, as well as, possibly, to search for partners and investors. For a public relations specialist, it is important, immediately after making a decision to hold a press tour, to receive from the management documents (orders) that define the goals and date of the press tour, and also indicate the names of the persons responsible for its preparation and conduct. Further (also in agreement with the management), objects of inspection for journalists are determined and specialists are appointed who will give explanations at each of the objects. The route of the press tour is selected, and the persons responsible for holding the event at each of the planned stops of the tour are appointed. All responsibilities for ensuring effective work and maintaining contacts with employees of the administrative and economic sector of the company are carried out by specialists of the public relations department. The same department is engaged in establishing and maintaining regular communication with the media on the basis of the organization's database of media and regular contacts with them, makes an initial list of names of journalists whose presence on the specified day would be desirable and useful. It should be noted that, as practice shows, approximately 50% of the journalists initially included in the list, for various reasons, will not be able to visit the organization on that day. Some of them, thanking for the invitation and expressing regret at the inability to accept it, nevertheless show interest and ask to send all materials related to this event. Of course, such a request should always be granted. Now is the time to dwell on those printed materials that the PR department prepares when planning a press tour. All decisions and contracts that are concluded thanks to the event are drawn up on paper. Only the main types of materials prepared by the PR department for the press tour will be named here. The whole complex of materials is easy enough to divide on the basis of purpose for a particular target audience. And starting with the most general definition of public groups with which PR specialists will have to contact during the preparation and conduct of a press tour, we highlight the internal and external audiences. The work on creating plans or, if you like, scenarios for connecting to participation in the press tour of individual departments of the organization itself begins immediately after the management issues an order to conduct a press tour indicating the purpose, time and name of the performer responsible for all stages of both preparation and and holding a press tour. They usually start with drawing up a press tour program in accordance with general recommendations, and then establish who will do what and when, and these responsibilities are assigned not only to PR specialists, but also to specific persons of the departments where the journalists will be invited. as well as for representatives of administrative services. All this is drawn up in the form of orders indicating the deadlines. Of course, all preparation work takes place in regular contacts at the level of business meetings to resolve practical issues. Work with an external audience is much more formalized and clear in terms of written documents. If the event for which the press tour is planned is really very serious and the city administration may be interested in it, then invitations should be sent to the city leaders. Later, a day before the scheduled press tour, you need to receive confirmation by phone and find out the names and positions of persons who intend to take part in the event. Regular contacts are maintained directly with media representatives:

• they are sent a press release - an announcement with a short message about the upcoming press tour and an invitation to take part in it;
• some time later, a news press release is sent to the editorial office with detailed information about the goals of the press tour and some of its details;
• a few days before the press tour, the organization by phone clarifies the list of representatives of the media, including radio and television, and their requirements to ensure the technical side of their work;
• during the period of preparation for the press tour, the PR department prepares a special press kit, which is handed to journalists either upon their arrival or upon departure; Also, additional reference materials about the organization and its production and technological specifics are being prepared for distribution to journalists in case they intend to make a large material on the topic of the press tour.

So, when organizing a full-scale press tour to the region, it is necessary to think over such blocks of events as:

• meeting at the station or at the airport, accommodation, briefing meeting outlining the details of your stay in the city;
• escorting journalists along the entire route of the press tour;
• food, evening entertainment, cultural program, shopping;
• meeting with the executive and legislative branches of government;
• visiting specialized events and objects for the subject;
• visiting the most interesting objects of the city, acquaintance with their socio-economic development;
• final meeting, summing up the results of the trip, seeing off to the station or to the airport.

In general, the resource intensity of organizing a press tour is fully compensated for by its PR-efficiency, since it is during trips, in the process of joint labor activity (here such a type of influence on journalists as involvement in joint activities is used) that informal, confidential communication arises, close contacts are established, strong interpersonal ties with the journalistic pool and its individual members, which in the future can bring real dividends for the PR-specialist and the company.

Reception

Business issues in PR and promotion are resolved not only at the negotiating table, but also during receptions. At receptions, business partners are given the opportunity to receive additional information, deepen and expand contacts. For businessmen, a reception is, first of all, a logical continuation of official activity in a different format and setting. At receptions, an active exchange of views and information takes place, friendly relations are established, which is very important in business contacts. It is necessary to distinguish between current and representative techniques aimed at solving different problems.

1. Ongoing admission is carried out on a regular basis as part of the day-to-day activities of the company. Work with visitors and clients during the reception is carried out both by the management of the company and by specialists from internal departments. Reception takes place in a special office room or in a separate reception area, isolated from strangers, equipped with furniture and tables for negotiations; coffee can be served while browsing advertising materials. The management and staff participating in the current reception must clearly understand with whom, when, during what time the guests will be met. During the current reception, it is necessary to ensure a calm atmosphere of negotiations in compliance with corporate traditions and corporate identity.

2. Representative reception - an organizational form of PR-communication between company employees and guests, which is of an episodic nature, on the occasion of significant events, anniversaries, anniversaries of the company's foundation or its creation. Representative receptions are accompanied by a meeting of distinguished guests, delegations of partner companies. Guests attending the reception must be introduced to each other by the host of the banquet (the method of presentation depends on the form of reception, the level and number of guests). Guests can be introduced in different ways: by personally announcing those arriving during the reception, or by presenting each guest with a card with his name, position, rank. You can use a special "book of records" in which everyone can leave short wishes, comments or just an autograph.

Typically, PR specialists practice the following forms of receptions: daytime, evening, formal, informal, reception with and without seating at the table. Afternoon Receptions: "Glass of Champagne" / "Glass of Wine" and "Breakfast".

• Reception "Glass of Champagne" or "Glass of Wine" usually starts at 12:00 and lasts until 13:00. At the reception, as a rule, only champagne, wine and juices are served, possibly nuts, small sandwiches and cakes, during the reception they do not sit down. Dress code - casual suit or dress. This technique is distinguished by simple preparation and a small amount of time, the occasion can be the anniversary of the company, seeing off the representative of the partner company, opening an exhibition, showing models, samples.
• Breakfast can be held between 12:00 and 15:00. The average duration is 1-1.5 hours, of which 45 to 60 minutes are spent at the table, and from 15 minutes to half an hour - over coffee. "Breakfast" differs from lunch in a smaller number of dishes, one or two cold dishes are served, one hot dish. The dress code is usually casual. It is arranged on the occasion of the visit of interesting and necessary people, the signing of important contracts or the maintenance of useful contacts with partners and representatives of the press. The reception is led by a facilitator or a group of facilitators who are knowledgeable about the subject of discussion or signing and are interested in the results of the exchange of views.

Evening receptions are considered more ceremonial. These include: "Cocktail", "A la buffet", "Lunch", "Lunch-buffet", "Dinner", "Tea", "Coffee".

• Reception "Cocktail" begins at about 17:00 and lasts about 2 hours (it is customary to indicate the start and end times of the reception on the invitation). If employees of a company do not arrive at the reception together, then according to etiquette, junior employees should be on site earlier than their management. Leaving the reception should be in the reverse order: first the management leaves, and then, in accordance with the ranks, the rest of the employees. During the reception, the waiters serve glasses of cocktails to the standing guests. Dress code - casual suit or dress.
• Reception "A la buffet", like "Cocktail", is held between 17:00 and 20:00 and lasts 2 hours. "Cocktail" and "A la buffet" are held standing, which allows you to receive a large number of guests and provides freedom of movement in order to establish business contacts as much as possible. After admission, it is possible to show a feature or advertising film, depending on the goals pursued. Dress code - a casual suit or dress (the solemnity of an evening reception can be emphasized by indicating the dress code in the invitation). Promotional films are a powerful PR tool that allows you to distribute information needed for a company free of charge. When preparing them, you need to carefully consider the script of the film; the purpose of the demonstration of the film; duration; material support (convenient when traveling to an exhibition, participating in international symposia, for showing at receptions, presentations).
• Reception "Lunch" is the most honorable and solemn type of reception. It usually starts between 17:00 and 19:00. Lasts 2-3 hours or more. Guests sit at the dining table for an hour, then move to another, less formal, room where fruit, tea, and coffee are served. Lunch is served with seated guests. Dress code is ceremonial.
• Reception of the "Lunch-buffet" type (or buffet) assumes free seating of participants at small tables for four or six people, on sofas, in armchairs. This appointment starts between 7:00 pm and 8:00 pm. Guests gather snacks from one large table and sit down at a free table. Such a reception is usually organized in the pauses between conferences. Lunch Buffet is less formal than Lunch. Dress code is ceremonial.
• Dinner Reception starts at 21:00 and later. A seated “dinner” differs from a late lunch and in that soup is usually not served for dinner. Can be given by a person who has invited their partners to the theater or any other evening event. The dress code is indicated in the invitation.
• The "Tea" reception is organized between 17:00 and 20:00 and lasts 1-1.5 hours. One or several tables are served, confectionery, fruits, dessert and dry wines, juices and a small amount of sandwiches with caviar, fish and cheese are served ... Dress code - casual suit or dress.
• Reception of "Coffee" is similar to the reception of "Tea". It does not start later than 19:00. Sometimes hot snacks or salad, juices, mineral water are served at this reception.

The conference is the most formal reception. Conferences are usually held to promote your ideas or new products. A conference is actually a form of a meeting (meeting) dedicated to the consideration of a specific problem or topic. Conferences can be internal, that is, for the workforce of the company, as well as external - focused on an external audience. The main event of the conference is the prepared reports and speeches on the topic by authoritative representatives of business, science, and government bodies. Reports and speeches are limited to 10-20 minutes. The rules are determined by the availability and quality of simultaneous translation, the level of awareness and intelligence of the listeners, and the complexity of the topic under consideration. Based on the materials of the conference, which aroused the greatest interest, as a rule, collections of abstracts with an advertising attachment with information about the participants, promising areas and leading companies are published. It should be remembered that a conference is a means of maintaining connections, discussing and solving problems in professional, corporate, business communities and government authorities. In large commercial companies, conferences are complemented by conferences on the Internet.

The organization and implementation of any kind of techniques require careful development of the script and preliminary preparation to ensure the achievement of the ultimate goals. Preparation of the reception includes such steps as:

1) setting the purpose of admission;

2) the choice of the type of reception;

3) drawing up a list of invited persons;

5) drawing up a seating plan for those invited at the table;

6) drawing up the menu;

7) preparation of toasts and speeches;

8) drawing up the procedure for the admission;

9) cultural program.

At each of these stages, there are many pitfalls that must be skillfully circumvented, eliminating any possibility of deterioration of the microclimate among the participants and the possibility of increasing psycho-emotional tension. Neglecting careful planning of any of the stages of admission is fraught with the emergence of conflict-generating situations on it, which, if they escalate, can reduce its PR effect to a minimum.

Open door day, round table and discussion

Open days are a common form of self-presentation of a company in the context of PR and promotion. They allow everyone to get acquainted with the activities of the company, its plans, ask the management questions of interest. It is supposed to invite employees for a close acquaintance, excursions around the company are held for everyone; the accompanying person tells about the history of creation and the main directions of the company's activity, about its social significance for the public. In order for the marketing PR messages, both planned and unplanned, received by the target audience at the open day, to be positive, careful professional preparation of such PR events is necessary.

It is at these events that participants can get acquainted with the mission, corporate values ​​of the company, and the corporate code of its personnel. Open days are essentially a kind of internal presentation of the company, which involves the preparation of visual stands, signs, visits to new buildings and territories with the presentation of comprehensive and emotionally colored positive information about the company, its activities, achievements, management, employees, ongoing projects and long-term plans. At the same time, the visual range offered by the organizers of the event should not be underestimated - if it is not carefully built, but if it develops spontaneously, a negative effect can be obtained. In any case, the impression made on the visitors should be complex, holistic and internally consistent, only then the PR-impact will be productive and long-term. Preliminary detailed briefing and communication trainings of the personnel responsible for the event are also highly desirable. The time allotted for PR-communication is 1-8 hours, including lunch and cultural program.

It is important to note once again that during the open day, the target audience may receive unplanned PR messages, for example, as part of the communication of untrained staff with visitors, which is why a detailed study of the procedure for these events is so important, a careful selection of participants, in which simply there can be no trifles and insignificant details. It is at the open day, in a situation of maximally informal interpersonal communication and unstructured conversations, that the communicative and conflictological competence of PR specialists and all participants in the event acquires decisive importance.

Round table and discussion - one of the forms of discussion of an idea, a problem that is important for a wide range of the public; the round table participants are authoritative representatives of science, business, business circles, public and government organizations. Participation in round tables of top executives of commercial companies, sponsorship of their holding contribute to the enhancement of the company's image and popularity. The topic and the discussed issues of the round table are planned and announced in advance. Roundtable participants are introduced to them approximately 10-14 days before the start of the meeting. This enables participants to prepare arguments, demonstration materials, figures and facts, which makes the discussion more constructive and meaningful. The number of participants usually does not exceed 14-15 people. Participant ID cards facilitate communication with each other, making it more relaxed and lively and removing some of the technical barriers to group communication.

The work of the round table is organized and directed by a moderator or moderator who has a high level of communicative competence, experience and skills in conducting such events and is well prepared for the topic of discussion. Before the start of the discussion and speeches, the participants introduce themselves briefly to everyone present. As a rule, this happens in the order of the participants in the seats at the table (clockwise). The moderator proposes the order of discussion and announces the rules for each speaker in accordance with the importance of his speech. During the discussion, the moderator / moderator monitors compliance with the rules, tactfully suggesting an interruption or, conversely, allocating additional time. Particularly important for the success of the event is the adequate and correct use of the appropriate communicative techniques of active listening by the moderator, such as reproduction, paraphrasing, development, summarizing, etc. In some situations, it is also possible to use techniques and techniques of non-reflective listening known to psychologists, which allows avoiding the exacerbation of the contradictions that have arisen, softening the position any participant in the discussion, to prevent the emergence of a conflict situation. It is absolutely necessary to master the leading effective techniques for relieving psychoemotional stress, which he can preliminarily work out on social and psychological communication trainings under the guidance of an experienced psychologist.

Finishing the discussion, the moderator briefly, within 2-3 minutes, makes a summary, summarizing what has been said, emphasizing the necessary points of discussion and conclusions of the participants, as well as interpreting all the voiced information in the desired manner, based on the ultimate goals of the company's PR activities.

Exhibition

Exhibition activities play an important role in the formation and maintenance of a positive image of the company, its products and services. Exhibitions stand somewhat apart from the PR events described in this chapter, since they are addressed not only to media representatives, although they are an excellent informational occasion for them. It is believed that it is exhibitions and fairs that provide the best opportunity for effective personal contact with a potential consumer. The exhibition activity of a company begins with a decision on which exhibition to participate in and how widely. Decisions are made by the management of the organization based on knowledge of the market situation and the strategy of the company in the market. The purpose of participation is determined: to declare oneself in a new market, increase the number of buyers or partners, build a dealer network in the desired region, study demand, conclude deals, etc. When deciding to participate in a particular exhibition, you should carefully analyze the financial capabilities of the company. Since the company's management is interested in the most rational and competent investment of money in exhibition activities, it must be provided with the necessary information in advance about all exhibitions planned during the year. The annual plan of exhibitions usually contains the most general information (name, topic and dates of the exhibition), therefore, the PR department responsible for preparing for the exhibition prepares an additional review based on the following data (D.E.Baranov, E.V. Demko, M A. Lukashenko):

• Catalogs of previous exhibitions, from which it becomes clear which companies have participated in a particular exhibition in previous years. One of the criteria for evaluating the effectiveness of participation in the exhibition is the stable, constant participation of well-known companies with a good reputation in it.
• The composition of the visitors. Exhibition organizers are always ready to present some kind of oral classification of "their" visitors. The “visitor portrait” is extremely necessary when deciding whether to participate in an exhibition, since it may or may not constitute the target audience of the company.
• Newspaper materials. It is advisable for the PR department to analyze publications about previous exhibitions in the general and specialized press.
• Eyewitness accounts. Of course, the opinions of independent experts who have visited previous exhibitions are very important.

When deciding on participation in the exhibition, the manager must take into account the following factors:

• where the exhibition is held (location determines the scale, representativeness and number of potential visitors);
• when (according to the terms, the peak of the exhibition season falls on November and the end of January);
• by whom (how long have the organizers been in this business, are they well known);
• for whom (what is the target audience of this exhibition);
• how much it will require money and how (with the help of what events at the exhibition) to ensure the return of the budget.

A common mistake is that many firms consider the work at the exhibition completed at the same time as its closing, which is not true. After the exhibition, there comes a no less intense period of work on processing incoming requests.

The preparation process for an exhibition can consist of the following stages.

• An action plan is drawn up.
• Responsible persons are appointed.
• The order of organizational measures and programs is determined.
• Possible needs for additional forces and materials are taken into account.
• A stand plan is being developed at the exhibition.
• A cost estimate is made.

After the end of the exhibition, accounting and analysis of past events are carried out and the necessary conclusions are drawn.

The action plan is the most important document for preparing for the exhibition. It contains the goals of participation, the place and time of the event, the persons responsible for the design of the stand, the delivery of materials; brief information about other participating firms (partners, competitors); the specifics of the exhibition and the nature of its holding; documents requiring approval and preparation (invitations, press releases, brochures, flyers, business cards, etc.). The exposition director (responsible for the exhibition), in agreement with the company's management, recruits a staff of employees who carry out training in specific areas:

• interaction with the media, development and distribution of press releases;
• preparation of exhibits for the stand;
• preparation and implementation of an advertising campaign before, during and after the exhibition;
• preparation of handouts (leaflets, catalogs, booklets, souvenirs, etc.);
• training of stand attendants.

Exhibition construction is carried out by a contractor, preparation of an exhibition center project necessary for the company and monitoring of its construction - by a designer. A plan is drawn up not only for the stand itself, but for the entire exhibition. Thanks to it, it becomes possible to assess the position of the stand relative to the entrance / exit, main aisles, competitors and provide for the tactics of attracting visitors to the stand. The placement of exposition materials at the stand is thought out in advance and a letter of application is drawn up for obtaining passes for cars and a permit for the transportation / removal of goods. As one of the appendices to the action plan, a detailed list of items that will be taken to the exhibition is drawn up. The presence of such a document streamlines their storage and accounting, as well as facilitates the search and guarantees the replenishment of handouts. Another important document is a questionnaire for registering (polling) stand visitors. To accumulate reliable statistical information, the company's management determines a list of questions of interest and the order in which they follow.

For the period of the exhibition, the schedule of each day is signed. The stand must function smoothly, otherwise there is a high probability of missing a potential customer / partner in the flow of visitors due to the absence, inattention or overload of the stand attendant. At this time, it is highly advisable to record all possible contacts in a special questionnaire. For each exhibition, a final review is drawn up, which specifies in detail the number of visitors in general, the number of visitors at the stand, the number of brochures handed out, and completed questionnaires. For half a year or a year, a general overview of exhibitions is compiled, taking into account all costs (it is shown separately how much was spent on rent, transport, advertising, etc.). At the end of each exhibition, a note is drawn up, reflecting a list of problems that arose during the preparation and holding of the exhibition, the decisions and conclusions made.

Rules for effective participation in the exhibition

The advantage of the exhibition is the concentrated combination of exposure, personal contacts, sales promotion, as well as a fairly wide primary (visitors) and secondary (through the media) coverage of the public (Table 1). Exhibitions differ by subject - multidisciplinary, industry, specialized. The exhibition can be held on the scale of one company or an entire industry, lasting from several days to several months or more. Both goods and services intended for sale and objects of art and historical monuments can be exhibited. Non-commercial exhibitions work for the image of organizers, authors and exhibitors (according to N.V. Aleshina, www.elitarium.ru).

Table 1. Benefits of participation in the exhibition

The negative aspects of participating in the exhibition are as follows.

1. High cost of exhibition space.

2. We have to move sales personnel from their former territories.

3. Large trade shows are often crowded and messy.

4. Problems of labor relations make it difficult to participate in the exhibition.

5. There are many casual spectators at the exhibition.

6. Leakage of information about the product / technologies to competitors is possible. Organization of participation in the exhibition. The participation of a company in an exhibition requires serious work - analytical, planning, organizational; control and regulation long before the start and for a long time after the end of the exhibition. The responsible manager must be empowered and empowered to make decisions regarding all exhibiting matters. These issues include the following.

1. Space required by an exhibitor to present goods and services. To do this, you need to decide what to exhibit, how exhibits can be placed in space, and know how much a square meter of area costs.

2. Development of the project budget. In order to avoid unnecessary expenses and increase the return on exposition investments, it is better to divide budget costs into two areas: direct costs - payment for stand space, assembly and disassembly of the stand, special literature and indirect costs - staff time to prepare for the exhibition, costs and labor costs at the exhibition and its provision.

3. Selection / design of the stand. A stand is a structure that allows you to showcase your product. The stand can be brought by the exhibitor, or its production can be ordered by the organizer of the exhibition. The exposition should be focused on volumetric perception, well illuminated, use acting models, films - everything that attracts with unusualness. The exposition should be a place for the outerwear of employees, a place for a reception - a living room for visitors. It is advisable to have a book of reviews.

4. Preparation of materials for the exhibition catalog (as a rule, a few months before the start of the exhibition).

5. Planning of transportation of exhibits and stands, accommodation of employees.

6. Preparation and printing of invitations to visitors, in the appearance of which the participant is interested.

7. Training of personnel to work at the exhibition. The staff must be able to show the new product in action, explain its functions and benefits. On the opening day of the exhibition or on the eve, the organizers receive representatives of the press. You need to be ready to accept them at your exposition, help to make pictures or video. Most exhibitions have a press center where exhibitors can distribute press releases.

Quantification of exposure positioning. A quantitative assessment is necessary to concretize the goals of exposure, the choice of tools to achieve them, coordinate work and assess the effectiveness of exposition activities. All assessment indicators are divided into three groups (Table 2).

Table 2. Indicators for evaluating the effectiveness of the exhibition

The effectiveness of a firm's participation in a particular exhibition is determined taking into account the objectives of the participation. For example, if the goal is to widely disseminate information about a new product, the indicator might include the number of brochures distributed to visitors.

Special events

Also, a special place among PR events addressed to both the media and the general public and target audiences is occupied by the so-called special events. During its existence, the PR system has accumulated vast experience in using a variety of actions and events to create a benevolent attitude towards an organization or individuals. PR specialists widely use the method of creating special events, especially in cases where the daily activities of the organization do not create enough new information. D. Burstin calls them “pseudo-events”. If such events are in the public interest, they can enhance the organization's reputation.

Widely used in practice PR-actions or special events include:

• exhibitions, fairs, festivals;
• meetings, seminars, round tables, conferences, congresses, symposia, congresses;
• anniversaries, anniversaries, significant dates;
• special prizes, competitions;
• open days, company tours;
• rallies, public debates, theme nights;
• banquets, buffets;
• competitions, quizzes;
• parades, beauty contests;
• sponsorship awards, charity evenings, creation of charitable and educational funds;
• receptions, balls, presentations, film festivals;
• field trips;
• opening ceremonies of new construction sites, laying the first stone in the foundation;
• visits of distinguished and distinguished people, ceremonies of meeting and seeing off;
• reports on the resolution of problems, the announcement of the results of public opinion polls, socio-psychological research;
• opening ceremonies of festivals, sports days and other large-scale events;
• announcement of new appointments to positions of responsibility;
• proclamation of a new political course, programs, changes in the political course, programs of activity;
• amateur competitions;
• meetings with famous athletes, collective visits to museums, exhibitions, concerts, theater performances;
• meetings with prominent people, autograph signing ceremonies;
• participation in social events, improvement of parks, streets, playgrounds, etc .;
• celebrating state, national, religious holidays;
• events to honor the dates of history and culture of other countries and peoples.

All of the above special events, which involve embedding a PR campaign into an already planned scenario of a socially significant event, are actively used in promoting their products by most companies, but recently new forms of special events have become widespread, based solely on the original creative ideas of marketers.

Creative special events in promotion. Today, when in a crisis situation the role of Internet promotion is growing, the importance of advertising on radio and TV, sales promotion and sales is decreasing, there are still many places where a potential consumer is as open as possible for direct, direct contact. The most creative brands are gradually exploring new territories, where it is easier for them to conduct an interactive dialogue, which arouses the interest and trust of potential buyers. The main conditions for success are the maximum creativity of communication, the unusual idea and the non-trivial approach. So, in the spring of 2009, Wrigley's PR specialists launched the Five chewing gum promotion program, while there was practically no informational support from the media, they launched it exclusively through a special event. For this, the following special event was developed and held: an interactive gallery was built in the Mars gallery, in which materials about the “experience of communication” of consumers with this gum through the five senses were placed. In accordance with the developed concept of the special event, progressive young artists, in collaboration with famous persons from the world of fashion and art, built objects, and visitors could not only watch, but also touch them - for example, move the magnetic fluid with their hands. Thus, all five senses of the participants were involved, which increased the effectiveness of the impact, as a result of which the PR coverage of the event worked better than a large-scale media campaign. Marketers received a larger number of contacts, and they were of better quality, because the participants - potential consumers were interested in the special event due to its unusualness and creativity (//slon.ru/articles/184479/).

Sponsoring special events and events

As you can see, in a crisis, manufacturers are forced to resort to non-standard methods of promotion. One of the most effective is sponsorship or partnership support for entertainment events of various formats: from formal receptions to private parties. Participation in such events gives brands access to their target audience and ample opportunities for further promotion. The costs of special events and the so-called event marketing, or event marketing, are included in the budget of every major manufacturer. Marketers explain its relevance by the fact that, unlike direct advertising, its tools allow you to influence all the senses of a potential consumer at once. If a commercial “catches” only sight and hearing, and sampling (that is, free distribution of product samples, for example, during tastings) - taste, smell and touch, then all five senses are involved in event marketing. Moreover, the participation of the brand as a sponsor or partner in any event opens up direct access for the manufacturer to the target audience, especially when it comes to premium and super premium brands. When choosing an event for sponsorship, several criteria and conditions are taken into account.

• The first condition is compliance with the concept: first of all, the semantic content, scenario, reason and location of the event must correspond to the concept of positioning and the image of the brand being promoted.
• The second condition is the target audience: the invited audience must belong to the target audience of the brand being promoted, because in most cases event marketing becomes a form of communication with a potential consumer.
• The third condition is a presence strategy: a clear strategy for the presence of the promoted brand and ample opportunities for its promotion within the framework of the event. A number of companies always require exclusive partnerships. It will also be useful to learn about other partners and sponsors of the event, it is desirable that they do not lose in the degree of prestige to the brand.
• The fourth condition is the media effect: among the key conditions for the participation of the promoted brand in the event is the final media effect, the possibility of the so-called post-PR, that is, subsequent mentions of the brand in the media. The number of contacts generated at the event itself is incomparably less compared to the number of contacts, for example, in the press, where the event is covered.
• The fifth condition is a social mission: a number of companies that regularly support special events and event projects regard their participation in them as a kind of social mission.

As you know, two things are very important for a brand - the image component and the opportunity to give potential consumers to try the product. An event where members of the media and business elite can taste a product in a comfortable environment, with unobtrusive branding and gifts - the perfect combination that gives a brand both of these opportunities. Accordingly, the most common format for participation, for example, of a partner - manufacturer of premium food and beverages, in an entertainment event is treating guests. For all other companies, other effects of presence are possible:

• visual use of the brand in interior design;
• installation of a mobile stand;
• distribution of branded souvenirs with a brand logo, etc.

From the side of the event organizer, options are provided for brand communication with the target audience of the event-event, which can be: branding sites, PR opportunities, tastings, and so on, depending on the tasks. Sometimes the organizer can request additional funding for participation in the form of a sponsorship package. The size of the sponsorship package, as a rule, directly depends on the quantity and quality of the offered branding and PR support options. A package with a wide range of media options usually costs more, but if the audience of a closed non-public event is of particular interest to the company, you can put up with the lack of additional opportunities for promotion. The level of partnership also plays a role here - it is a one-time or strategic cooperation. So, if the organizer aims to collect fees from the participants in exchange for options, then the packages can cost from $ 5,000 to $ 50,000 for a one-time event. Obviously, the sponsorship package is purchased for specific advertising purposes, but some events can hardly be considered as a platform for advertising promotion. For example, if it is proposed to present a product at a sporting event or gala dinner that attracts a high-yielding audience but aims to raise money for sick children, then companies will not view the event as an opportunity for strong product promotion. They are ready to provide it on the terms of patronage, but without advertising, limiting themselves to including their logo in the list of partners of the event. Attraction of sponsors can be seen as an additional tool for raising the status of the event and optimizing costs.

Sponsorship

So, an additional, but very effective tool for increasing the effectiveness of promotion, the level of the event, as well as optimizing costs is attracting various sponsors. The most common forms of cooperation in this area are as follows (www.advertology.ru).

• General, or gold, sponsor - assumes at least 50% of all expenses, receives an extended sponsorship package, as a rule, acts as a co-organizer, has a similar target audience, so he is no less interested in the event than the main organizer. Its main goal is to expand its own client and partner base, as well as to establish personal relationships with participating companies.
• Sponsor of the evening reception - compensates for the costs of the evening VIP-part of the event, which works on his image, and also gives the opportunity to promote himself and personal communication with VIP-guests of the event.
• Information sponsor - as a rule, this is a publication or publishing house that publishes an announcement of the event in the printed version and on the website in advance, places advertising information about the organizer, covers the results of the event, and sometimes helps with the preparation of informational content, print corporate magazines and newspapers. For its part, the information sponsor pursues three main goals: to strengthen its own image, attract new subscribers and advertisers from among the event participants, and also consolidate partnerships with the event organizers.
• Technology sponsor - supplies the necessary presentation or other equipment necessary for the event, for example, can provide assistance in the construction of stands or the production of printed materials. The task of such a sponsor is to present, show the advantages and opportunities, promote specific equipment, for him this is the so-called product PR.
• Registration Sponsor - Provides equipment and staff for registration. Such a sponsor is relevant when holding large events, such as exhibitions and large conferences, when a lot of resources are required, you have to print badges directly during registration, accumulate a large amount of information. The registration sponsor is interested in promoting himself and attracting the attention of as many potential customers as possible, who also conduct events and attract him in the future as a service provider.

Thus, one of the options for PR projects in promoting a company and its products is various forms of sponsorship - from using ordinary splash screens or showing a logo to demonstrating the product and its consumer properties, verbal announcements of the presenters, giving gifts and prizes. Sometimes, in exchange for a sponsorship fee, a company may place direct advertisements. For example, Evian in one of the London suburbs sponsored the reconstruction of an outdoor pool, for which the company was allowed to mount an illuminated logo of this mineral water in the bottom of the pool, which became clearly visible from the aircraft entering and taking off. In our country, the most popular are films and series (47% of all projects), as well as entertainment and music programs (13% each). According to experts, the minimum cost of a sponsorship package is approximately $ 5,000, and the maximum can reach several million dollars. For example, the general sponsorship of the Star Factory, the First Channel project, costs the advertiser $ 2 million. The sponsorship project on STS Kino at 21:00 costs about the same - a screen saver before the start of the program and inside the film every day for a year. A five-second intro before the Sex and the City series on NTV costs $ 4,000. The main advantage of sponsorship, in contrast to conventional advertising, is the "involvement" of the advertiser's brand in the program's plot, which helps to create the desired brand image. In addition, sponsorship is an additional opportunity to promote on television those products for which direct advertising is prohibited. An illustrative example of this is a sponsorship project from Nemiroff, where a vodka manufacturer finances broadcasts of boxing matches in exchange for displaying its logo.

Today, it is sport that remains one of the most effective contexts for promoting goods and services. About 60-65% of the total world sponsorship market is supported by sports events. With an accurate assessment of all risks and a competent marketing approach, sponsorship gives a better result compared to direct advertising, besides, the speed of accumulation of audience coverage at a certain threshold is much higher for sponsorship. All these advantages also enable the advertiser to loudly announce, among other things, the product is entering the market. This is the stage when there is no need to create any relation to the brand, since it can only be formed in the process of “knowledge plus consumption”. The sponsorship project of Nemiroff, which has become a permanent sponsor of boxing matches from the very beginning of its activity on the Russian market in 2002, allowed the company to announce itself to a wide audience that did not previously know about the existence of its product. It is partly thanks to this project that the Nemiroff brand has become widely known in Russia. According to TNS Gallup, in the first six months of sponsorship of boxing matches, more than a quarter of vodka consumers in Russia recognized the Nemiroff brand.

And the Bоurjois cosmetics, which are not well known to Russian consumers, having become a sponsor of the popular TV series "Sex and the City" on the NTV channel, not only increased the recognition of its brand, but was also able to create positive associations with the brand, which, in all likelihood, consisted in expanding the market share ... Nevertheless, for many companies the sponsorship procedure is still a way of creating a favorable image, rather than a variant of brand positioning in order to gain consumer loyalty. It should be remembered that creating a stable, positive image of a brand / company requires a certain amount of time. A one-time, albeit very bright, participation in any event will certainly attract attention, but sponsorship on an ongoing basis nevertheless remains an indicator of the firm's seriousness. Both the moderate exploitation of the sponsored object without intrusive use of symbols, as well as the correct choice of this object, matter. Participation in overtly commercial projects, if they are not tied to the main activity of the sponsor, reduces the trust of the target audience, which can make a well-founded conclusion about the promiscuity of the company due to the lack of clear strategic goals or about the promiscuity of funds. As for the effectiveness of sponsorship, then, most likely, the role of this form of marketing communications in increasing turnover is more indirect than direct. First of all, sponsorship is a means of promotion, and in this capacity it is more associated with attracting attention and subsequent retention of interest in the brand, that is, it is aimed at expanding the number of loyal consumers in its specific target segment.

In Russia, the pioneer in the use of integrated sponsorship is Wimm-Bill-Dann: one investment in the Last Hero project amounted to at least $ 1.5 million. the purpose of repositioning your brand as part of its promotion. As a result, in addition to increasing brand awareness to 99% and increased juice sales, consumer surveys have shown that the J7 is associated with adventure, freedom and a healthy lifestyle. In The Last Hero 2, Wimm-Bill-Dann no longer took part in sponsorship, but during the showing of the project it posted on television J7 videos based on The Last Hero 1, after which the consumer had the impression that the company also sponsors the continuation of the "epic".

Interestingly, many experts believe that sponsorship loses its effect when several companies participate in the program. The best option is when there are no more than 3-5 sponsors in one show. Naturally, their interests should not overlap. The absolute leader in terms of the number of sponsors (more than 130 participants) is the "Housing Question", but even there they try to prevent competing sponsors from appearing in the program. For Unilever, however, sponsorship was designed to tackle the complex, delicate challenges of building long-term brand-consumer relationships. So, in the case of Calve (it has been a sponsor of the Culinary Duel program on NTV since the first days of its existence), the company did not need to increase brand awareness: in its product category it is already the leading one. With the help of sponsorship, they just wanted to emphasize that Calve is for those who like creative approach in the process of cooking, and with the help of direct advertising, it is unlikely that such a goal will be achieved (according to www.ko.ru).

Nevertheless, sponsorship as a promotion tool for Russian companies is still not very popular, including due to the impossibility of a specific assessment of the effectiveness of sponsorship. To understand whether it is worth starting the implementation of a sponsorship project or it is better to limit ourselves to traditional promotion tools, one should proceed from the goals and objectives of the PR campaign. So, if a manufacturer is going to declare that his product is cheaper than that of a competitor, it is more expedient to use direct advertising, but if it is necessary to create a new image of the product, then it is more optimal to choose sponsorship (based on materials from www.productplacement.ru) (Table 3).

Table 3. Advantages and disadvantages of sponsorship in media projects (TV and radio) when promoting

Recently, the word "briefing" has become very fashionable. You probably asked the following question: "What is this briefing?" The word comes from the English word "brief". Therefore, the briefing is a short press conference of officials who solve the main tasks, answer questions from the press.

Word in Russian

Briefing - what is it? When did this word appear in Russian? And why is it becoming popular in our country? There may be several main reasons for this. One of them is brevity. This term replaces a lot of words and can have a certain meaning. Secondly, this word was taken from the English language, so it is better in style, more official, more suitable for describing economic and political news.

The briefing is not a dialogue, but short questions and the same answers, entirely informational. Therefore, most often such an event is held while standing. For example, in the lobby of an airport or hotel. In order for the briefing to be successful, it is worthwhile to conduct correct and good preparation for it. This can be done by public relations managers. A few days before the upcoming event, they must notify the journalists about the venue. Before the briefing, they may call back for the second time to clarify the main questions and to schedule the sequence of all presentations. Before this event, the video and audio equipment, as well as the location for the event, must be checked for operability.

Short meeting

The briefing is a short meeting of economic, political and cultural leaders. The purpose of the event is to inform the press about its position on various issues with subsequent publications in magazines and newspapers. This is a kind of PR campaign that attracts public attention. Most often, it can be collected after some event that has recently occurred. The briefing differs significantly from the press conference in that there are no presentation parts, the meeting time is short. Despite this, very often these concepts are confused.

Features of the

Briefing can have its own characteristics. The summarized topic should contain thoughtful text. The author must be able to quickly and clearly respond to all questions, answer them.

The average briefing lasts no more than thirty minutes. The first ten can be assigned to the presentation of the officials present at the meeting, as well as the obligatory familiarization with the personal position. The remaining time is most often devoted to answering questions that may be asked by members of the media. There is no daily briefing. As a rule, the event can be organized no more than twice a week. Briefing preparation:

The choice of a speaker (a responsible person of a firm, a company) who will voice the information;

Briefing text;

Preparing a press release or press package.

Briefing or press conference?

Press conference and briefing are meetings of officials. They are held to inform the public. A briefing is a short summary of several events that can last no more than thirty minutes. Press conference - an event for the media, held in cases where there is significant news. It is carried out only in these cases:

The organization has hot news or an important message needs to be made on which journalists may have many questions;
- a well-known person arrives who wants to speak in front of the media;
- informational contacts with officials.

Conclusion

Based on the above, we can confidently say that the briefing is not an analogue of a press conference, it has many differences.

Briefings and press conferences - meetings of officials with media representatives to inform the public on topical issues.

The briefing is devoted to a brief overview of several events, lasts no more than 30-40 minutes and is mainly used by government agencies.

The press conference is devoted to a detailed discussion of 1-2 issues and, on average, lasts 1.5 hours.

Press conference - an event for the media, held in cases where there is socially significant news, and an organization or an individual famous person directly related to this news, wants to give their comments.

The purpose of the press conferences is to facilitate targeted dissemination of information among the editorial offices of the media. They accelerate the flow of information to the editorial office, differing in the authority of news sources, the reliability of information; at the same time, it is always possible to check and update versions multiple times, to receive an additional news package.

Commentary on the information offered is achieved, firstly, by inviting recognized authorities in their field, personally interested in providing the most complete information, and secondly, by the very rules of the press conference, which provide for clarifying questions of journalists, supply them with press releases, texts of speeches.

Holding a press conference is justified only if:

· The organization has “hot” news and it is necessary to make an important message, on which journalists may have questions, or it is necessary to urgently respond to a certain event;

· A well-known specialist, an interesting person, who is ready to speak to the media, comes to the city;

· Journalists prefer personal informational contacts with officials.

In other cases, information is communicated to the media by a press release.

Briefing is a short informational message, which is usually made by an official, a representative of the government, international organizations, commercial structures with representatives of the media, in order to inform them about important events, the course of international negotiations, conferences, symposia, seminars.

The main goals are related to meeting the information needs of the audience by communicating information, facts on behalf of the official authorities, top management. At the same time, the different approaches of the participants in the events to the assessment of the same issue are clearly compared, an official point of view is declared, and the developed position is briefly motivated.

An informational review of documents, decisions made does not imply passing opinions, assessments, clarifications, references to a precedent, etc. An impassive list or abbreviated retelling of the main provisions related to the event emphasize the officiality of the information, the unambiguousness of its interpretation.

A briefing summary of the topic of the briefing can be offered to journalists to clarify key ideas, factual details of the meeting. Personal opinions, quotes are missing.

The briefing allows you to transmit information simultaneously to almost all media outlets, without spending time on preparing a separate press release for each specific publication, television and radio channel.

A briefing is an analogue of a press conference, from which it is distinguished by the absence of a presentation part, a stage of information discussion and less formality. Answers to the journalists' questions are given almost immediately. For example: pre-match press conference and post-match press briefing.

The briefing is usually held as a post-PR campaign for a business event.

Of course, no mineral water, sandwiches, etc. are served during the briefing. Moreover, the briefing can be held while standing, without seating the journalists and speakers at the tables.

Press conference and briefing

A press conference is the most effective form of interaction between a company and journalists, since the latter receive information at first hand from the company's PR specialists and its management. It must be attended by management or people who are as competent as possible in the issue covered at the press conference. A press conference is held, as a rule, when it becomes necessary to clarify controversial issues with the public and to draw its attention to solving a problem. Also, press conferences are convened if journalists have a lot of questions to the management of the company, on the eve or at the end of any event (event). The press conference is being held with the invitation of representatives of the media. The invitation can be sent to all media outlets or selectively. In order for the press conference to achieve its goals, it is necessary to take into account several seemingly small, but in fact very significant circumstances in its preparation and conduct.

Circumstances of the time of the event:

it is best to hold a press conference in the middle of the week, because Monday is the editorial day in the media and the desired turnout will not work, and Friday is the day before the weekend, the day of cultural programs, and this will also affect the presence of journalists;

since it is known that journalists often work at night (late issues, recordings, editing, paths, etc.), it is advisable to schedule a press conference in the interval from 12:00 to 14:00, since the delivery of materials begins at 15:00 in editorial offices, recordings, studio time.

Circumstances of the form:

the invitation to the press conference must certainly indicate the subject matter, which will allow editorial offices to send journalists competent in this matter to the press conference. It is better to draw up an invitation as a personal one and send it 5-7 days before the opening of the press conference itself;

the press conference should have a clear scenario plan, consisting of two parts - a statement of the company's position on the problem and answers to journalists' questions. The time for each part is determined by the organizer and depends on the position of the management - whether to allocate more time to disclose the problem, or, conversely, to allocate the maximum time for answers;

the press conference may be hosted by the person in charge of public relations or press. The presenter must introduce the participants to the journalists, among whom the presence of a person authorized to make the final decisions on the issues of the press conference is desirable;

it is advisable to register the participants of the press conference from the side of the media, which will allow analyzing the results of the meeting for subsequent publications. When registering, it is very useful to distribute materials that report facts and clarify the problem, which the press conference is devoted to, which will protect against inaccurate interpretations (they recorded it wrong, heard it, seemed, etc.) and will provide an understanding of the essence of the issue;

undoubtedly, the goodwill and activity of journalists is facilitated by the organization of refreshments (soft drinks, coffee break, buffet, buffet, etc.). The refreshments should be held at the end of the conference, as the organizers get the opportunity for informal PR-communication, establishing closer contacts, trusting relationships, and launching the necessary rumors.

Media briefing

A briefing is a short operative speech to the press on the fresh trail of important events. The message at the briefing is of a one-sided informative character with an accompanying brief illustration of specific facts. The difference between a press conference and a briefing is in the time frames that are allocated for them. The briefing cannot be more than 20-30 minutes. Such a short time frame suggests that the briefing facilitator can control the situation. 10 minutes, as a rule, are allotted to the speaker, 10–20 minutes - for blitz answers to journalists' questions. The briefing can be held while standing, without seating journalists and speakers at the tables. Briefings are organized in cases of emergencies, public scandals (mass poisoning, disruptions in the operation of transport, communications, etc.) in order to explain what happened, its reasons, and immediately prevent possible errors and exaggerations in this regard, spread through the media.

Rules for holding press conferences and briefings

1. Achieve a clear definition of the topic, purpose and related preparedness (statistics, graphs). Content and semantic richness of presentation, exhaustive argumentation of any assessment, any conclusion are required.

2. Prepare handouts very thoughtfully. It should be composed as if no one had ever heard anything about everything to come. The simpler the terminology and the clearer the essence, the easier it is to achieve reflection on the part of journalists.

3. Think over in great detail the scenario of the press conference, taking into account who will say what, what role and when will play.

4. Greet journalists kindly, but not obsequiously. It is obligatory to present the participants and announce the proposed conference plan.

5. Use the shortest possible reports and the demonstration of any visual material, since journalists constantly hear new headlines for their articles and messages.

6. Use logically consistent argumentation, avoiding internal contradictions in the message.

7. Plan enough time for journalists' questions, without creating a situation of frustration, dissatisfaction with unfulfilled expectations.

8. Track the duration of the press conference - a maximum of 40 minutes, and then provide the opportunity for journalists to work with individual participants.

9. Remember that journalists do not believe in altruism. Therefore, you should not deny your own business interests, but clearly and confidently present the benefits of an idea or product to third parties; the best option is when the benefits for both parties are clearly visible at the same time.

10. Try to be sincere, emphatically benevolent towards all journalists. Journalists have such professionally significant personal qualities as a heightened sense of justice and a highly developed sense of self-esteem.

Press conference- an organized meeting of journalists with representatives of state institutions, social and political organizations, commercial structures, aimed at providing the media with problematic and commenting information, and characterized by the possibility of obtaining information at first hand, checking information and clarifying versions using questions. This is the main media event.

Several speakers are participating, the duration does not exceed an hour. 30-40 minutes for keynote speeches and about 15 minutes more for questions and answers. Preparing a press folder, cat. awarded to each journalist at the time of registration. (Press folder - a set of PR texts, consists of: background or company history; executive biographies; corporate booklet, annual report, product / service description, fact sheet, press releases for the last 2-3 months, photo or CD with a photo of the company's products The optimal time is from 11.00 to 16.00.

Briefing- this is a short operative speech to the press on the fresh tracks of important events. The main difference: there is no presentation part. Those. almost immediately there are answers to the questions of magazines. Usually done for post PR events. For example: before the match press conference and after the match briefing for journalists.

Similarities and differences

In relation to work with the media, a briefing means a message to the press. The briefing is organized on operational occasions, when it is necessary to urgently inform journalists on a socially significant issue. (State of emergency, public scandal, to explain what happened) The organizers may confine themselves to a message and not enter into a dialogue with journalists. This is the main difference. This is a short inf message for a group of journals, the cat is usually done by an official. a person representing the government.

They differ in the time intervals that are allocated to them. The briefing can be more than 20 - 30 minutes. The briefing can be held while standing, without seating journalists and speakers at the tables.

PC. gathers a larger number of journalists, is held more formally, only serious problems of wide public awareness are touched upon. The goals of the event are formulated and a list of questions is drawn up that must be avoided. The media are divided into “friendly”, “neutral” and “hostile”. In the script they enter “their” journals and questions they will have to ask during the course. Invitations to the media are sent out in a few days or even 1-2 weeks

28. Sources of information mass media.

Mass communication is the constant dissemination of information through television, radio, print, film and sound recording among huge audiences for the purpose of informing, ideological, political, economic impact on the point of view of people. The main ones are:

News agencies are organizations that collect and forward information (ITAR - TASS, RIA, AR, and so on).

For example: AR is a news agency that has about 80 offices in various countries of the world and about 140 offices in the United States, it serves more than 15 thousand clients around the world (newspapers, magazines, television and radio companies).

Press - mass periodicals - newspapers and magazines. Under the means of the newspaper, a person identifies himself with society, it helps to feel like a citizen, a member of some group. A newspaper or magazine, unlike television and radio information, can be saved. Building and maintaining publicity through the newspaper is a critical task for company managers.

Radio - its uniqueness lies in the fact that it is everywhere the essence and availability. Because people listen to the radio almost everywhere. But the radio receives information from news agencies.

Journalism is the activity of collecting, processing and disseminating information through the press, radio, television

Documentary sources of information (State and administrative; Production and administrative; Social and political; Scientific; Normative and technical; Reference and information; Artistic.)

Types of documents: By the method of recording information (handwritten, printed documents, films and photographic films, magnetic tapes) By the type of authorship (personal and public, for example, a receipt for money and minutes of a team meeting) By the status of the document (official and unofficial, for example , government decree and explanatory note) By the degree of closeness to empirical material (primary, for example, completed questionnaires, and secondary - a report written based on the results of the questionnaire based on summarizing the questionnaire data) By the method of obtaining the document (naturally functioning in society, for example, statistical reports according to the established model and "target", that is, created by order of a journalist - for example, a certificate on the activities of institutions).