Trade Show Marketing
Trade Show Marketing
| Public Relations and Crisis Management
The convergence of marketing and communication strategies in a changing business climate The field of public relations has evolved over the past decade. While the framework of the profession has remained consistent, changes in technology have made information gathering and communication more challenging for public relations professionals and their clients. As media outlets diversify into online and offline personas and information consumers become less tolerant of traditional styles of communication, the job of delivering important company messaging has turned from tactical to strategic. With crises of every flavor looming large on the corporate horizon, having a solid strategic communication plan in place can make the difference between success and failure for an organization. The Internet and social networking have changed the public relations landscape. The control over information flowing from and about companies to the media and into the hands of customers has been compromised. Roger Halligan, president of H + A International, Inc., a Chicago-based marketing and communications firm specializing in the exhibition industry characterizes the shift. “Up until 10 years ago, you didn’t have emails or web sites. We delivered faxes [press releases] to the media. Now you have to be on top of all media including blogs. Technology has changed the way people want to be communicated with,” he says. Halligan’s firm is taking advantage of the shift. They have developed an e-newsletter format for their exhibition and trade association clients, called the MarketPlace Monitor which blends the spontaneity of the Internet with the credibility of the trade publications. The Monitor is a listing of links to relevant articles, white papers and other resources with brief descriptions of the content. Online videos have also become a very popular medium for some of H + A’s clients. “The Craft and Hobby Association produces a very ‘touchy feely’ show. It is a huge social media setting with crafting blogs and lots of uploaded videos,” says Halligan. The convergence of media has created a need for firms that can manage the entire marketing and communications strategy for clients. As the core competencies of advertising and media relations, formerly the domain of advertising and/or public relations firms, merge with expertise in social networking, search engine marketing (SEM) and search engine optimization (SEO), a new type of firm is emerging to more efficiently manage the flow of information to the end user. The field of public relations has shifted from a tactical enterprise to one involving strategy and planning that incorporates technology and new media. Halligan recommends a strategic review of communication objectives with clients at least every six months to discuss changes in the organization, business climate, customer behavior and potential risks and challenges. His firm also maintains solid relationships with trade associations, editors, publishers and thought leaders in order to learn about changes and trends that may affect his clients down the road. In addition to technology, changes in the global political and economic landscape have also influenced public relations. Crisis management has become an integral part of the communication strategy for many firms including exhibitions and trade associations. With acts of terrorism, weather disasters and financial market fluctuations now a part of the normal business climate, a written crisis communication plan allows a company to take immediate control over the flow of information in the event of an emergency. The plan should designate a company spokesperson to address media inquiries and disseminate information. It should list the procedure for communicating to stakeholders such as sponsors, exhibitors and attendees and list the cell phone numbers of internal decision-makers and key personnel. A quick response to crisis can make or break a company. “Get a statement out right away and only communicate what you know for sure,” Halligan advises. Proving a tangible return on investment for an intangible service such as public relations has always been challenging for firms in the field. Most firms with exhibition industry expertise provide such services as media clippings, advertising equivalency reports, attendance summaries, surveys and third party testimonials. With the refinement of web monitoring tools, they may also be in a position to track web site visitors, email responses and online purchases. “The more that you can do to show your value the better, but after all is said and done, it is still a gut level feeling that clients get for what they feel they have received in value,” says Halligan. Public relations firms that have made the transition to marketing and communications companies able to manage information flow from a high level strategic perspective, stay abreast of changes in technology, interpret trends and crises in the marketplace and get important messaging into the hands of consumers efficiently, are an invaluable asset for many organizers and associations. About the author Written By: Michelle Bruno, CEM |
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