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Communicating Through Events
November 2006 | Volume 4 Issue 11
Despite all the developments in communication in the last few years—blogs, intranets, video conferences—there is still no substitute for in-person events. Events allow you to make a direct impression on your audience, whether you're communicating about a major change with employees or reaching out to potential customers with a new product. This issue provides some practical tips on planning such events, as well as a look at innovative ways that events are being used.
Natasha Spring
Executive Editor |
Features
EMPLOYEE CONFERENCES
by Peter Mayne, ABC
A troupe of disco dancers in gold bodysuits was about to hit the stage. Several of our corporate leaders—dressed as famous pop stars from the 1970s—milled around nervously in the wings. And I remember thinking, “What the heck have we got ourselves into?”
I was part of the employee communication team for a government-owned financial institution: Farm Credit Canada (FCC). We were about to open our 2005 corporate office conference before a crowd of 500 people, many of them accountants. A campy musical opening could be seen as a risky choice. But here's what brought me peace of mind: I knew that behind the glitz, we had built our conference on a solid foundation of business thinking.
EVENT MARKETING
by Tom Domine
Today's audiences are jaded about marketing and savvy about messaging, making it harder than ever for marketers to earn an audience's undivided attention and create a meaningful bond between brand and individual. Whether you're talking about a 10,000-person corporate sales meeting or a multi-city mobile marketing program for consumers, you are more likely to hear words like integration, engagement and participation as criteria for marketing success than terms like impressions and eyeballs.
CASE STUDY
by Cathy Ann Molnar
Throughout 2005, you couldn't turn a corner in Saskatchewan without hearing about or seeing someone celebrating the 100th anniversary of the province joining the Confederation of Canada. It was called the birthday party of the century. Attendance at centennial events in some towns exceeded the population of the towns themselves.
EVENT PLANNING
by Bob Crawshaw
In today's competitive environment the event remains one of the most powerful tools available to communicators. Events are powerful because they provide a physical connection between you and the people you need to reach.
You can use an event to raise awareness of your services or products, generate support for a cause or introduce employees to work practices.
ColumnS
by Natalie Canavor and Claire Meirowitz
How to Write for an Overwritten World
Have you noticed that everyone is a writer these days? Besides all the people who want to publish books, from heads of corporations to bloggers to people who've had tough lives, the digital revolution gives us professionals of every kind issuing their own e-newsletters, vendors deluging us with e-mail messages, and virtually everyone creating web sites and blogs.
by Daria Steigman
Achieving the Right Success
For longtime IABC member Les Potter, giving back gives him an edge
Les Potter is the founder of international communication consultancy Les Potter Inc., in Vienna, Virginia. He's also a well-respected communication professional who's a past IABC chair, past member of the board of the IABC Research Foundation and an IABC Fellow—the organization's highest honor. Potter talked with me about how he came to start a business and the advice he would give to others thinking of making a similar leap into entrepreneurship.
by John Fleming
Messengers of Hope: A new role for communicators?
Tidal waves, hurricanes, genocide, lying politicians, endemic insider trading, nuclear bomb testing, the petro-military complex gobbling up billions, crooked CEOs spending them, religious terrorists, school shootings inspired by the Internet, journalists running away from the stories people need to know (and being fired or shot if they don't run fast enough)—need I depress you further with global warming?
Yes! As communicators we need to be ready for any and all such events.
Case Studies
Communication in the News
Related Resources
Related Resources provides additional articles and resources for understanding this month's topic of communicating through events. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:
- "Surefire Ways to Help You Host a Successful Company Event," by Betsy Martin
- "Your Event Was a Success: Now what?," by M. H. McIntosh
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