How to create an event that makes people agree on a single reality for a moment

Recently, FP Comms was charged with the PR and Marketing of the UK Black Business Entrepreneurs Conference.

One area of concern for many event organisers are the sales of tickets, and understanding why a network they have nurtured and developed over years does not respond to the activation in as easy a way as purchasing a Beyonce ticket or a World Cup. The organisers and the sales teams are often flummoxed at why people do not see the ‘obvious’ value presented in front of them.

I want to cover a few areas that may explainwhy the support for some events are impacted by misalignment:

Social Consensus

It can be difficult to create an event that will make people agree on reality for a moment, (even if it is a ‘private’ or ‘industry’ event because there are many factors that can influence people's perceptions of that reality. However, some possible events that could lead to a temporary consensus on reality include:

A natural disaster that affects everyone in a region or country, such as a hurricane, earthquake, or tsunami.
A major technological advancement that changes the way people live, such as the development of artificial intelligence or space travel.
A global event that unites people, such as a sporting event or a humanitarian crisis.

And ultimately even these events are not enough to make everyone agree on reality, as there will always be people who have different beliefs and interpretations of events. However, these events could provide a temporary opportunity for people to come together and share a common understanding of the world.

So how do you replicate the 'single reality' for your event? Here are some of the central points to accompish a successful event

Group thinking

To have a strong event, especially at an early stage of the inception of the event (within the first two years) requires group thinking. This an unpopular opinion, however, at the heart of group thinking there needs to be a cohesiveness and focused energy for a single objective. It has to be driven by a visionary, and delivered by experts, who demand excellence, but allowing for growth.

The strength of PR in this instance is the fact that we shape the narrative, that takes people through a journey. Public relations (PR) is the practice of managing the spread of information about an individual, organisation, or product. In the context of events, PR can be used to:

Generate awareness: PR can help to generate awareness of an event by getting it featured in the media, on social media, and in other channels
Build interest: PR can help to build interest in an event by highlighting its unique features, its speakers, and its benefits
Create excitement: PR can help to create excitement for an event by generating buzz and anticipation
Drive attendance: PR can help to drive attendance to an event by providing information about how to register and by encouraging people to attend
Build relationships: PR can help to build relationships with key stakeholders, such as media outlets, sponsors, and potential attendees

Influencers/advocates

Within every construct of society, it is usually the advocates and influencers within a specific niche that have the power to convince and encourage others to follow their lead. This is why, the voice of your speakers, and their expertise within a specific sector is imperative to promote when an event is to encourage others to participate in a specific activity

Time

A highly underestimated and undervalued aspect of events. Many publications have a schedule of delivery, and many events do not prepare their PR in advance accurately to ensure that the press, media, and outlets can include the event effectively.

Now it is time to ask you a question to ponder:

What makes you select an event to attend?
What relationship does PR play in having a successful, sold out event

REFERENCE FOR THIS POST

This has been a PR post provided by Nicola Millington, founder of award-winning PR agency FP Comms, and the PR support platforms Marketing With Love Digital and The PR Club. If you want to access more affordable support to grow your business, click the link below: https://www.marketingwithlovedigital.co.uk/thefireprclub