Understanding Publics, Events, and Organizational Structures in Business
Understanding Publics and Their Roles in Organizations
A public is a group of people that shares a common interest vis-à-vis an organization, recognizes its significance, and sets out to do something about it. Publics are homogeneous in that they are similar in their interests and characteristics. It’s important not to confuse publics with markets (also called market segments), which are a particular type of public. Think of the difference as that between family and friends. A public is like your family: you don’t pick them. A market, on the other hand, is more like your friends. You pick them; they pick you. Most people select friends based on shared interests and common values. Organizations develop their markets among those publics with whom they intend to conduct business or generate support and participation. As segments of a particular population, markets include people with characteristics (age, income, lifestyle, and so on) that can help the organization achieve its bottom line.
Customers
Customers are those publics that receive the products or services of an organization, such as current or potential consumers, purchasers, clients, students, patients, fans, patrons, shoppers, parishioners, members, and so on. This category also includes secondary customers, who are the customers of your customers.
Producers
Those publics that provide input to the organization are called producers. These include personnel such as employees, volunteers, and unions; producers of needed materials such as suppliers; and producers of financial resources such as backers, donors, and stockholders.
Enablers
Enablers are those publics that serve as regulators by setting the norms or standards for the organization (such as professional associations or governmental agencies), opinion leaders with influence over potential customers (such as stockbrokers and analysts), and groups that otherwise help make the organization successful (such as the media).
Limiters
Those publics that in some way reduce or undermine the success of an organization (such as competitors, opponents, and hostile forces) are known as limiters. The same activist groups that were cited above as potential enablers can become limiting publics when the organization is unable to walk in step with them. Likewise, an unfriendly newspaper or television station can become a limiting public.
Customers and Key Publics
Customers and key publics are of particular importance or relevance to a particular organization, event, or campaign. These individuals often have significant influence or decision-making power within their specific community, industry, or sector. In the context of event organization, key publics can include people such as opinion leaders, celebrities, government authorities, business leaders, or any other group of individuals whose presence or support can positively impact the success of the event.
McDonald’s: A Case Study in Publics
Customers
- Current Customers: Individuals who may not prioritize healthy eating habits.
- Secondary Customers: Friends who influence others to dine at McDonald’s.
- Potential Customers: People with average incomes who enjoy dining out.
- Shadow Customers: Individuals curious about McDonald’s but hesitant due to health concerns, who eventually try it as a “cheat meal”.
Producers
- Suppliers: Coca-Cola, Bimbo, Frank Martinez
- Personnel: Workers and associates who receive benefits and discounts
- Financiers: Banks, funds, or sponsors
Limiters
- Competitors: Burger King, Wendy’s, KFC, Five Guys
- Opponents: Demonstrators against animal exploitation, eco-friendly individuals
- Hostile Forces: Health regulations due to excessive obesity and accompanying legislation
Enablers
- Allies: Network of food and product suppliers
- Opinion Leaders: Nationally recognized nutritionists
- Media: Various media outlets
- Regulators: Public health authorities, the Spanish government, new laws against childhood obesity, image rights of minors, and prohibition of alcoholic beverages
Types of Events
An event can be described as a public assembly for the purpose of celebration, education, marketing, or reunion. Events can be classified based on their size, type, and context.
Private Events
Private events are used for individuals who want certain guests to arrive at the venue and will have a guest list to ensure the venue is not open to the public. There are a large number of private sector organizations involved in commercial activities in the events management business. Clients who are looking for a suitable venue for their event can do so themselves, which can be time-consuming, or they can place their inquiry with an agency, which will lessen their effort and possibly benefit them by obtaining more competitive rates for the venue.
- Weddings
- Wedding receptions
- Birthday parties
- Festival gatherings
- Business
- Schools
- Manufacturers
Corporate Events
These events help build professional relationships between employees, which will benefit staff communication to make a business expand. They can be used by businesses of all sizes to solicit new business, create a corporate or brand image, and retain and build loyalty with existing suppliers and customers. They can also be used effectively to elicit peak performance from employees and produce camaraderie and teamwork among co-workers.
- Team building exercises
- Business dinners
- Conferences
- Networking events
- Seminars
- Product launches
- Meetings
Charity Events
These events are used for individuals to raise money for a charity of their choice.
- Society balls
- Sports events
- Charitable auctions
- Sponsored runs
- Sponsored cycling
- Sponsored skydiving
- Sponsored walks
Event Classification
According to the Number of Participants
- Small Event: Between 50 and 250 participants
- Medium Event: Between 250 and 500 participants
- Large Event: Between 500 and up to 2,000 participants
- Mega Events: More than 2,000 attendees
- Mini Events: Between 35 and 45 participants
General or Special Nature
- Acts of a General Nature: Organized by the Crown, Government, or State Administration, Autonomous Communities, or Local Corporations, on the occasion of national, regional, provincial, or local events.
- Acts of a Special Nature: Organized by certain institutions, agencies, or authorities, on the occasion of commemorations or events specific to the scope of their respective services, functions, and activities.
Official or Unofficial
It is very common to observe that the concepts of public and private events are confused, identifying them with those organized by public institutions and those organized by companies, respectively, and, really, it is not so.
Company Events Communication
Events are powerful communication tools and bring multiple benefits to companies. They are a good way to reach different audiences directly. We can differentiate events into two large blocks based on their target audiences:
- Internal Events: Aimed at audiences directly related to the operation of the company, such as employees and shareholders. Their objectives are the communication of values, informing about changes in the company, or motivating workers.
- External Events: Aimed at clients (both current and potential), suppliers, and the media, among others. Their objectives may be to make themselves known, reward and retain potential customers, or communicate the brand image, among many others.
It is important to identify who has power in companies because we may need to send invitations to our event.
- Are we looking for investors?
- Or maybe we have to send someone on behalf of our company?
Organizational Chart
An organizational chart is a visual representation of the structure of a company.
Board of Directors
The Board of Directors is the collegiate body that makes the organization’s ordinary management decisions. The goal is for there to be an organ of power on a day-to-day basis. It is made up of the president, the treasurer, the secretary, the members, and other positions.
President
The president is the highest authority of the board of directors. They hold the ordinary representation of the institution and direct the general lines of management. The attributions vary depending on the statutes of the club and whether or not there are vice-presidents.
Treasurer
The treasurer is in charge of managing the financial and banking operations of the club. It is a position with high legal responsibility, which is why it is usually delegated to highly trusted people.
Secretary
The secretary is the director who will attest to the agreements reached by the Board of Directors and will draw up the minutes. This member also has the responsibility of issuing certificates before the banking authorities if necessary.
Members or Area Managers
Board of directors who do not have any assigned area of responsibility. Of course, they have the right to speak and vote and are co-responsible with the rest of the members. Those responsible for the area will be appointed based on the discretionary capacity or what is established in the Statutes of the organization.
Difference Between CEO and President
- CEO (Chief Executive Officer): The most senior executive position in an organization (mostly an entity with a separate legal existence), responsible for making major decisions for the organization and supervising every activity as to whether it is being conducted as per the objectives specified.
- President: Refers to the leader of a particular segment or a critical area in a company instead of the leader of the whole company.
“Shadow Effects” in Events
Los “shadow effects” son como las sombras que se proyectan a partir de una acción principal, como organizar un festival. Although the main objective of the festival may be to promote a brand or generate interaction with customers, there are positive side effects that go beyond that initial objective. For example, in the case of the McDonald’s festival, although the main objective could be to promote the brand and interaction with customers, the positive side effects include a boost to the local economy and an improvement in the brand’s reputation due to its association with charitable initiatives.
“Umbrella Idea” in Events
An “umbrella idea” es como el paraguas que cubre y unifica diferentes aspectos o elementos relacionados. It is a general idea that encompasses several more specific themes or concepts. In the context of the McDonald’s festival, the “umbrella idea” could be something like the promotion of community well-being through food and culture, since the festival is not only about food but also about promoting a positive and enriching experience for the community in general.
“Wow Factors” in Events
Los “wow factors” son elementos sorprendentes o impresionantes que se incorporan a un evento para generar impacto y dejar una impresión duradera en los asistentes. In the case of the McDonald’s festival, the “wow factors” could include surprise performances, cocktails, and virtual reality experiences.