We at Clareville were particularly moved by the recent Manchester event titled ‘What Is The City But Its People?’ What a great way to highlight the resilience and uniqueness of the local community after the recent terror atrocities! Emotionally charged, the event presented a “self-portrait of the city” by showcasing everyday inhabitants, walking a long runway while highlights of their life stories are displayed on large screens and read aloud. Among those taking part were taxi drivers who had taken people home free of charge after they were involved in the recent bombing.

Analysing the event from a purely strategic angle, the objective was multi-fold: to remind businesses and the tourist industry that Manchester is still a city to visit and invest in and to boost morale in the wider community by highlighting the strength in diversity. The reason for its success is simple. Study after study has shown that the modern public and, by extension, the modern consumer, is more receptive to and engages with a brand stronger if it is perceived to be authentic. The Mancunians walking down the catwalk are being rightly congratulated for being themselves, regardless of gender, race, religion, sexual orientation or eccentricities.

Events have long had a crucial role in driving awareness for a variety of purposes. Firstly, they present theatre that the average consumer does not usually see. In the case of the ‘What Is The City But Its People?’ there is an element of the wacky. Events also provide an opportunity to develop strong connectivity with those attending. Because anyone was entitled to participate, audience members felt a strong emotional bond to those walking the runway as they felt it could be them.

Here are some of our practical PR tips to help events planners maximise their event opportunities:

1) Begin early – the sooner you start the campaign, the better. Not only does it allow for a solid foundation with which to ramp up activities closer to the event, it also provides time to deal with the unforeseen.
2) Do research – local press and broadcasters are always on the lookout for interesting news stories, find out which desk is most relevant and court them.
3) Decide on key messages and develop press packs – key in ensuring that the event speaks with one voice and prevents messaging from going off piste.
4) Ensure momentum is maintained – once the noise has subsided, it is assumed that the work is completed.

At Clareville, whether it be little or large, we recognise the power of an event, whether it be exhibitions or meetings, as part of a wider PR campaign. With clients including PayExpo Europe, IMEX in Frankfurt, IMEX in Vegas and the recent opening of the new Unlimited Company from Simplyhealth’s concept store, we have the expertise and insight to deliver impactful events with business objectives at its core.

We would love to tell you more. Please contact [email protected]