Event Organization and Crisis Communication Strategies

Posted on Nov 19, 2024 in Other subjects

Item 4: Event Organization as Technical Communication and PR

Importance of a Good Spokesperson

Many medium-sized enterprises lack designated spokespersons, crucial for crisis communication. This role manages internal and external communication, requiring public speaking skills.

Steps in Event Organization

  1. Idea: Initial proposal, target audience, and profile.
  2. Best Means: Choose based on budget and time.
  3. Planning: Organize ideas and program stages (e.g., date setting, room rental).
  4. Organization: Delegate to a responsible person.
  5. Implementation: Execute planned activities.
  6. Assessment: Evaluate outcomes.

Organizing an Event with Media Coverage

  • Choose the right date (avoid holidays, major events, Mondays, and Fridays).
  • Plan in advance.
  • Decide the venue (hall booking).
  • Arrange guest logistics (makeup, transportation, accommodation).
  • Set the agenda.
  • Secure sponsorships with written agreements.
  • List human and material needs.
  • Send invitations.
  • Ensure security.
  • Facilitate journalists (interview area, press releases).

Promotional Elements

Press Conference

  • Meeting to inform journalists and answer questions.
  • Enable multiple cameras if needed.
  • Reserve a media area.
  • Provide a protected area if outdoors.
  • Facilitate technical furniture for televised events.
  • Locate mobile units.
  • Restrict media from cocktail areas.
  • Best time: morning or early afternoon.

Choosing and Preparing the Venue

  • Theme, follow-up, and communication determine the choice.
  • Suitable venues: hotels, convention centers, headquarters.
  • Ensure good sound and lighting.
  • Provide work zones for media.
  • Arrange setting and decoration.
  • Enable a translator cabin if necessary.
  • Prepare catering, hostesses, and technicians.
  • Arrange parking and security.

Guided Tours

  • Schedule visit days.
  • Define visitor profiles and adapt the circuit.
  • Local reception.
  • Arrange transport if needed.
  • Introduce large groups to the organization.

Open Days

  • Welcome visitors.
  • Tour facilities.
  • Conclude with refreshments and VIP photo opportunities.

Conferences

  • Manage accommodation and transport.
  • Request speaker resumes.
  • Arrange catering.
  • Accommodate companions.
  • Provide cloakroom service.
  • Prepare materials.
  • Mark boards.

Strategic Event Management Plan

The plan visualizes the future event for company approval, created by PR or an external consultant. It’s an internal working document with clear, detailed information on costs and needs.

Steps to Create a Plan

  1. Define objectives.
  2. Define the target audience.
  3. Define the budget.
  4. Create a calendar.
  5. Define scenarios.
  6. Outline operational actions step-by-step.
  7. Plan for evaluation.

Unit 5: PR and Crisis Management

Communication in Crisis Situations

The goal is to preserve the company’s reputation, minimize media impact, and help position the company.

How to Act During a Crisis

  • Create a crisis cabinet.
  • Appoint a spokesperson.
  • Act quickly to avoid rumors.
  • Admit fault if applicable.
  • Compensate for damages.
  • Coordinate between sites.

The Crisis Cabinet

  • Assesses the extent of the crisis.
  • Chooses communication strategies.
  • Appoints a spokesperson.
  • Manages media relations.
  • Prepares the subsequent strategy.

Training Spokespersons

The spokesperson handles internal and external communication.

Rules for Discourse

  • Use “you” and “us.”
  • Avoid jargon and technicalities.
  • Use round figures and be fair.
  • Use graphic support.
  • Avoid extremes and empty phrases.
  • Vary sentence length and use direct and rhetorical questions.
  • Make comparisons.
  • Use thought patterns.
  • Address public interests.
  • Outline main ideas.

Spokespersons in a Crisis

  • Anticipate information and be the first to provide it.
  • Do not lie; silence is sometimes better.
  • Do not belittle journalists; be punctual and available.

Nonverbal Communication

  • Smile.
  • Maintain appropriate posture (sitting, hand, and leg positions).
  • Make eye contact.
  • Use hand movements for animation.
  • Be aware of unintended kinetic signals (e.g., frowning).