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Public relations – a practical guide
2550. Much of the detailed planning required is the same as for conferences though on a micro rather than a macro scale.
Duration
Seminars and workshops are shorter in duration, lasting usually one day, or at most two. Sometimes they may take place in an evening.
Programme
Whilst a programme is required it will be much simpler in content. Sessions are more informal and are designed to encourage discussion. Workshops tend to break up into still smaller groups and include active participation by those attending.
Venues
Because they are smaller, seminars and workshops are often held at more modest venues than conferences. Hotel suites, lecture halls or other similar sized venues are the norm.
Speakers
Speakers are normally fewer and less prestigious. There will be key-note speakers who address the same subject, but probably from different viewpoints.
Accommodation
Seminars and workshops are not usually residential so accommodation should not present a problem. If it is required, then a hotel venue with appropriate accommodation on site will usually be the answer.
Travel arrangements
Normally, delegates make their own travel arrangements. Delegates may have to pay for their own overnight accommodation or it may be part of the whole package. Keynote speakers may have to be paid and accommodated overnight.
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Promotions and functions
Fees and expenses
Delegates to seminars and workshops normally pay a fee and keynote speakers may have to be paid, though less than for a conference. Overall, expenses will be less.
Equipment
The same rules apply here as for a conference, though on a smaller scale. Many hotels will provide all the equipment necessary for audio-visual presentations and even video and PA equipment. However, check it all out first. It may not be very good, or it may be faulty. And they may charge extra for using it!
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Public relations – a practical guide
12
Visits
All types of visits require a degree of planning and organizing, depend-ing on the nature of the visit and the status of the visitor. Getting all the details right, so that the visit is a success, is one of the principal roles of public relations, be it for a client or in-house for ones own organization. A successful visit can do wonders for the reputation and the image of the organization concerned, by placing it firmly in the public eye and giving it, and often its work, a very high profile. Reputations, however, can be made and destroyed by the success or otherwise of a visit.
If the guest of honour is a VIP, such as a member of the Royal Family, a politician, a civic or other dignitary, special considerations may have to be taken into account. Advice on how to handle such visits is given below.
Some general rules will apply to all types of visit, with detailed differences depending on the circumstances. Before any visit you will need to gather as much detailed information as you can so that your planning can begin.
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Visits
VIP visits
Two overriding characteristics of VIP visits are the timetabling that has to be adhered to and, in certain cases, the security measures required. There will also be, inevitably, some level of protocol to be observed. Matters also arise such as who should greet the VIP, how the visitor is to be addressed, what precedence takes place in any procession etc. (See also Appendix 9.)
Foreign VIPs
When foreign VIPs such as ambassadors or diplomats are involved, appropriate liaison and some forward planning is additionally required. You may also need input from local organizations, such as the police and the local authority in the area of the visit, with whom you should liaise over the details of the visit.
Your particular visit may only be one part of a much longer, more widespread visit by the VIP concerned, who may well be going to several other locations in the area or region. Do not forget to alert the Central Office of Information, which may want details of the proposed visit so as to be able to alert appropriate overseas media.
Royal visits
Here, security is usually the main consideration, and there will be a number of other agencies and organizations who will be involved. These will include either Buckingham Palace or Kensington Palace, the countys Lieutenancy Office and the Lord-Lieutenant, the police and the various mayoral offices at the local town halls. There may be other host organizations with which you should discuss the part they will play in the visit. (For details see Appendix 10).
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Public relations – a practical guide
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Sponsorship and Educational Activities
Sponsorship is really a logical development of the old fashioned patronage. The latter term is still used on occasions, but sponsorship is the term more commonly used today. A patron is described in the dictionary as someone who countenances, supports, protects or gives influence to ... [an individual]. Sponsorship is described as being a business deal which is intended to be to the advantage of both the sponsor and the sponsored ... a separate element of marketing. The principle of sponsorship is the same as that of patronage, but it is no longer confined to one person.
Patronage
In the past monarchs, the church and the aristocracy in other words the rich both in this country and in Europe, were usually the main patrons. They were benefactors of the arts in general, mostly for philanthropic reasons. For example, the painter Michelangelo was sponsored by the Pope to paint the roof of the Sistine Chapel in Rome, and many other notable European Renaissance painters enjoyed wealthy patronage from the aristocracy and the church.
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