And the Secret Ingredient to Event Success is…

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When planning an event make sure and think PR, PR, PR. Whatever the purpose for hosting the event, public relations is key to have in a planner’s pocket for ultimate success. Sports teams and organizations use endless public relations strategies before, during, and after a game or tournament. Whether it’s clogging your twitter feed with details about the upcoming game, bugging you with emails to purchase tickets, or continuously updating the website with information on the event, event organizers should undoubtedly utilize PR to create a buzz of excitement and public awareness.

When using public relations for event planning, the tools and skills used can effectively generate attendance along with ticket sales, secure sponsors and advertisers, and encourage media to cover the event. Public relations specialists need to “think outside the box” when honing in on an event to produce a favorable outcome.image1

The use of PR for sports teams and organizations events is constant. The tactic they focus most on is none other than social media, because of the staggering ability to reach the target audience (fans) in seconds. It is critical that sports teams and organizations use public relations specialists during a game or tournament in order to keep fans engaged and involved. If fans aren’t aware of a game coming up or while it is happening, you’ve suddenly lost the buzz of excitement factor for your team.

Here are a few tips for achieving effective public awareness and appeal:

1. Know Your Audience

Any PR specialist will drill this pivotal objective into your head over and over again. If you don’t know who your audience is, you don’t know how to reach them or how they respond to information. By knowing your viewers and listeners you can tailor your messages for the best reaction and most view-ability. In the end, an event is only successful if you have effectively gained attention to it and created outreach. Awareness of who you are tailoring your message to will instruct you on which channels to release information and how to structure your key message.

2. Have a Hook

Every event needs to stand out more than the other. Because of this, it is important to focus attention on the attraction of your event and relay that in your message. Is there a particular athlete playing in the event? Is there something special about the location? Is the game more significant than any other regular game? Find out what the big draw is and capitalize on it. Attendees want to know what the event has to offer and what reason they have to attend.

3. Consistently Keep Fans in the Know

This is where social media really comes in to play. By continuously pushing information out about an event, your audience is always in the know on what’s what. Before, during, and after a game or tournament communicate to your audience what is going on and what is happening next. By doing this, there is no reason to have your event go unheard or unseen.

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The PGA TOUR is very successful in promoting events. Whether it’s through Twitter, Instagram, or their website, they are consistently pushing information to their audience about current or future events. Irregardless of whether it is tweeting live action videos of what’s going on on the course or pumping up their viewers for the upcoming must-see tournament, the PGA TOUR knows who their audience is and what they are looking for.


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