The Delta Media P.R. Clinic

Events: The Other Social Media

By Bernard Gauthier, MA

In our rush to move our messages into the interactive world of Web 2.0, there is a risk that we will turn our attention from the original way to link in groups of people, put our words and images up on a wall, and create that all important buzz: events. I’m all for Facebook but nothing beats face-to-face when it comes to successful PR.

Events – from small meetings to international conferences – offer a unique set of qualities that no other medium can match. When we humans gather together in a space for a well-executed event, our attention is more focused, our emotions run a little higher and we’re generally more in tune with what each other is saying and feeling. What’s more, face-to-face communication allows us to connect with people using our voice, our body language, the clothes we wear, and, of course, the words, images and sounds we project in the room. Finally, events are instantly interactive. People can ask questions, express opinion and build on each other’s ideas right on the spot. It’s a powerful mix.

The key, as with any communication vehicle, is to plan ahead and execute a focused, interactive event. The most successful events I’ve implemented or attended had these four important features in common:

A Few Clear Goals: The best events are those that bring people together with one or two clear purposes in mind: learning, sharing, selling, bonding, etc. Those goals are clear to the organizers, clear to the audience, and kept in mind from start to finish.

Focused Audience: The fewer goals you begin with, the more focused your audience can be. Invite the right people to the right event and make sure nobody looks around half-way through and asks themselves “Why am I even here?” The more focused your audience, the more they will be able to connect and share.

Quality Messages: The stakes are high at events. The impressions you leave may well be lasting ones, so be sure every aspect of the event creates a positive impression. The setting, the speeches, the PowerPoint slides, the printed materials, and, yes, even the coffee will all communicate something about your organization. Take your time and make the most of the moment you have created.

Real Interaction: People want to participate at events, not just attend them. Look for multiple ways to foster interaction and exchange throughout the event and afterwards. Spend at least as much time listening as you do talking.

Is there a role for Web 2.0 in all of this? Absolutely. New tools like Facebook, Linked In and Twitter have all been used successfully to gather together audiences and invite them participate in events. Social media can serve as an important prelude for your event. In the end, though, the face-to-face interaction remains the crescendo.

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