A Critical Assessment of the Effectiveness of Public Relations and Relationship Marketing - Assignment Example

The purpose of this paper is to provide a critical assessment of the effectiveness of public relations and relationship marketing in relation to the successful promotion of an event. The writer will provide definitions of each of the theories, descriptions of five events and an assessment of the effectiveness of PR and RM in relation to each of the events that are describe. A critical assessment regarding the ways each methodology was used as a successful tool is included in the document. Definitions: In order to assess the effectiveness of PR and RM as promotional tools in event planning it is necessary for the writer to provide a framework of understanding based on definitions of each model. For the purpose of this paper the following definitions found in the Dictionary of Marketing Terms (___) will be used: Public Relations: "That form of communication management that seeks to make use of publicity and other non paid forms of promotion and information to influence the feelings, opinions or beliefs about the company, its products or services or about the value of the product or service or the activities of the organization to the buyers, prospects or other stakeholders." Relationship Marketing (RM): "Marketing with the conscious aim to develop and manage long-term and/or trusting relationships with customers, distributors, suppliers or other parties in the marketing environment." In this examination of the effectiveness of PR and RM in successful event promotion the term "Event Management" will be used to describe the work of professionals involved in promoting events. Event Management will be seen in the context of the following definition and diagram created by Julia Silvers (2003): "Event management is an intricate weaving of the process and the scope of management functions. As illustrated below, the functional units (grouped by domain) form the warp fibers-the foundation threads of the fabric of an event. The processes-or weft threads-are interwoven through these foundations for each event, with the evaluation thread from one event forming the research thread for the next event. If you eliminate one of the threads, the fabric of the event is weakened, leaving holes or places where it may unravel." Methodology: Extensive research of the literature as well as a number of Internet Sources have resulted in a decision to examine the professional services of one specific company that specializes in all aspects of event planning. The company philosophy and reports on five events they have successfully coordinated will be examined in relation to how PR and RM have been utilized effectively in each situation. The company selected for this purpose is Fundraising Partners Northwest. Event Promotion and Use of PR/RM - In the description of their services on the company website members of Fundraising Partners Northwest state that "the three critical components for success in any fundraising effort are relationships, an effective case for support and teamwork." The company has an excellent track record with regard to promoting and successfully overseeing events. One of the ways the company utilizes relationship techniques that seems to create a platform for success is to meet with clients to discuss their own unique needs and develop strategies for ongoing "support and teamwork." This use of RM in the initial stages of any work the group does has proven to be effective in the company's management of events and other services. By helping to "clearly articulate" each organization's unique needs Fundraising Partners Northwest is able to prepare strategies for meeting goals by "combining tested practices with original ideas." The attached report on the Symphony of Seafood event that was initiated in 1999 by the company is a good illustration of 'well orchestrated' combined use of Public Relations and Relationship Marketing. In 1999, the Alaska Fisheries Development Foundation, sponsoring organization of the Alaska Symphony of Seafood, came to FPN principals Val Motley and Amy Barnes and asked them to plan and grow the Alaska Symphony of Seafood (Symphony), then in its eighth year. They took a look at the event and decided that in order to increase market exposure, the Symphony should go on the road. Four years later the Symphony has events in Chicago, Boston, New Orleans and Anchorage. The goal of the Symphony of Seafood is to reward and publicize innovative uses of Alaska salmon, whitefish and shellfish and to increase the number of people eating Alaskan seafood. The first component of this "four-movement" Symphony is a private competition held in Chicago where expert judges gather to sample and review the newest value added products. Following the judging, a public reception is held to allow judges to talk with chefs, manufacturers, buyers, sellers and the media about the products they tasted. The reception is followed by a gala soiree with a people's choice judging held in Anchorage, where more than 300 attendees sample a variety of new, value-added products. The 2004 gala soiree drew a record crowd, including Governor Frank Murkowski, U.S. Senator Lisa Murkowski and Lt. Governor Loren Leman. For the "finale," the winners of the contest are escorted to the International Boston Seafood Show and the Louisiana Seafood Expo in New Orleans to showcase their products and expose even more people to the healthy, fabulous tasting seafood that originate in Alaskan waters. Promotion of the seafood event was done by an effective public relations campaign that involved advertising, invitations along with news reports and other media attention. The event itself is an excellent illustration of ongoing and effective relationship marketing in that people from every area the event is held are looking forward to it - it is something that draws people from all walks of life togetherit brings seafood to life and creates a synergy that could never have happened with a typical print or electronic media type of advertising campaign. Relationship Marketing was clearly a key component in the work this company has been doing with regard to helping candidates with their campaigns in and fundraising efforts as illustrated in this excerpt from the web site. The key to winning almost every political race is the amount of money raised. The partners of FPN have more than a decade of political fundraising experience working with federal, state and local campaigns across the United States. FPN professionals work with political clients to develop and execute customized fundraising plans that outline the specific tools needed to successfully reach mutually agreed upon fundraising goals. Services include: Developing, managing and directing the implementation of the fundraising plan and all of its activities, including: calling programs, in-person solicitation, special events, direct mail and telemarketing. Developing diverse and hardworking finance committees, and providing them with the tools they need for success. Conducting resource reviews to determine prior donor and prospective donor contacts. Developing collateral materials for use by the candidate and the finance committee. Providing on-site coaching assistance to maximize fundraising calls and meetings. Working with campaign leadership to develop an accurate donor database for prospect tracking; measuring event, call and mail success; tracking finance committee progress; following up on pledges, contribution thank you notes and appropriate reporting. Working with campaign leadership to handle the day-to-day aspects of fundraising, including scheduling calls/meetings, and sending event invitations, blast faxes, e-mails, follow-up letters, thank you letters, etc. Conducting regular review of fundraising program performance and adjusting the plan when necessary. Like the overall political campaign strategy, fundraising appeals need to be refined, modified and changed as the situation dictates. Note: it is obvious that the professional event organizers spent ample time with their clients to create rapport as well with all members of the campaign leadership. Their strategic and effective use of public relations to promote the plans that were developed along with excellent use of relationship marketing are the keys to success that exceeded a fundraising goal of $6 million for Afton Swift! A third successful outcome in event management showcased on the Fundraising Partners Northwest Website is regarding their involvement with Premiere Blue Cross in 2003. This endeavour involved raising money for the College of Nursing at Seattle University by organizing a breakfast fundraising event. The primary focus here seems to have been public relations in that "The final theme and graphics were used in all collateral materials including solicitation materials, save the date postcard, invitation and programs. The event culminated with $275,000 in sponsorship participation. Relationship Marketing was crucial in the development of a plan to help Safeco Insurance raise $1 million over a five year period to benefit the University of Washington's Diversity Scholars Program. Fundraising Partners Northwest came up with a unique plan that created relationships with thousands of people who have attended the event since it began in 2002. Special entertainment that appeals to the crowd at the yearly Safeco event includes "live broadcasting of major leagues baseball's all star gamethe highlightoccurs when student speakers take the stage" and "share stories about how the Safeco Scholarship Fund has changed their lives" "In 2005 more than $465,000 was raised, bringing the total raised to over $1 million." Conclusion: As a result of critically examining the events documented in this report as well as a number of others that were part of the general research this writer has seen that while PR and RM are each uniquely different models they must each be present to some degree in the planning of any successful event. It does appear that relationship marketing is essential to the successful outcome of all types of events. In fact, without relationship with the clients and the communities they were involved with throughout the course of developing all the events described in this paper it seems the outcomes would have been far less impressive. Examples of projects organized with little thought for the need to include relationship marketing are few and far between and for this reason it would seem that the need to include this component is essential for highly successful outcomes. References Allen, J., O'Toole, W., McDonnell, I., & Harris, R. (2005). Festival and special event management (3rd ed.). Milton: John Wiley & Sons Australia. Dictionary of Marketing Terms; (source of definitions); Retrieved November 26, 2005 from: www.marketingpower.com/mgdictionary.phpSearchfor=public+relations&searched=1 Fundraising Partners Northwest Website; Case Studies; Retrieved November 26, 2005 from: www.fundraisingpartnersnw.com/development/html Goldblatt, J. J. (1997). Special events: Best practice in modern event management. New York City, NY: Van Nostrand Reinhold. Rutherford Silvers, Julia; Website: Event Management, Body of Knowledge Project. Retrieved November 26, 2005 from: www.juliasilvers.com Shone, A., & Parry, B. (2001). Successful event management: A practical handbook. London: Continuum Van Der Wagen, L. (2001). Event management. Melbourne: Hospitality Press. Read More