Media-Role, interface with event

Published: 14/04/2017 12:09

Tags: Media-Role, interface with event

Media is that event-specific communication mix designed to act as the front end for the event to first inform, then cajole and entice the target audience to attend the event. These also comprise of live and post-event coverage for those who for some reasons such as affordability, time, distance and security constraints could not attend it.

In advertising, the term implies a medium for carrying the message or communication and sometimes the medium itself is the message where as in events, media is used for achieving the reach and increasing the impact of an event. A major role that media plays in events is that of informing details of the event such as venue, date and time, entrance fees, etc. Media can also be used for cajoling and enticing the target audience to attend the event.

The media campaign for events has three stages,

  1. Pre-event

  2. During the event

  3. Post-event

Pre-event media involves informing the target audience and is essentially advertising in its genuine sense. Press releases and conferences also, can be pre-event activity. Live coverage and reporting of an event is possible on media such as Radio, TV and the internet. This increases the reach as well as participation in the actual proceedings of the event through remote means.

Depending on the capability of the telecommunications network, even instant feedback can be obtained during a live coverage to further enhance the productivity from the event in terms of reach and interaction. Post-event media coverage involving reporting of the success to reap the post-event benefits is a common phenomenon. This is achieved by arranging press conferences, interviews, reviews and participation in talk shows by celebrities or core talent involved in the event.

Accessories for Event

The different accessories required for events such as music, sound, light, projection etc. should also be taken care of.

Post-event Follow-up

The assumption that after the event, the responsibilities of the company staff are over is skewed. Once the event is over, it should be evaluated as to understand the extent to which the objectives set were achieved and the intended benefits were derived. In fact, the entire idea of the event has to be sustained and maximum benefits, milked from the inquires and feedback received from the interaction with the customers at the event, in addition, a lesson should be drawn so as to formulate a strategy to derive higher benefits next time if any event is sponsored.