CW002: Content Development PR Practice and Skillset Module Code: MG507
Student ID: 21017802
Word Count (excluding charts/tables/references)
3792
CW002: Content Development PR Practice and Skillset Contents: Executive Summary – Page 2 Introduction – Page 3 A Positioning for the K800 in the UK Market – Page 4
PR Practice and Skillset | Student ID: 21017802
Overall Event Structure – Page 5, 6 & 7 Facility Layout – Event Location & Venue – Page 8 & 9 Event Narrative & Theme – Page 10 Event Timetable – Page 11 & 12 Press Conference Timeline – Page 12 & 13 Recommended Budget – Page 14, 15 & 16 Post-Event (Next Steps) – Page 16, 17 & 18 Conclusions & Recommendations – Page 19 Appendices (1): Final Consumer News Release – Page 20
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Appendices (2): Video News Crew Brief & Storyboard – Page 21
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Appendices (3): PowerPoint Slides for Internal Briefing – Page 22 & 23 References – Page 24, 25 & 26
Executive Summary: This report will explain, evaluate and justify the recommended overall plan for the upcoming UK launch of Lenovo’s K800 smartphone. Bucks First PR aims to conduct a multi-dimensional launch event which will take place on Monday 11th February 2013. In order for the K800 to position itself well within the UK market, the event is to include a press conference (live for UK media and journalists), special briefing for potential dealers/buyers and launch party. However, it is understood that not all invited guests will attend the event. As a result, it is extremely important to still reach these people and ensure Lenovo’s key messages are received by their target audience and UK media. This can be achieved via a main news story designed specifically for general news
it must attract members of the target audience. Second, it must communicate a key message. Third, it must be considered newsworthy enough by the media for them to cover it or be interesting enough to generate buzz.” (Weinreich, 2011, p.188)
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As the event is essentially the start of Lenovo’s PR campaign, the launch should meet three criteria. “First,
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and consumer media, video footage and through next stages of the PR campaign.
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Introduction: One way of looking at planning a launch is to think of it as a “photo opportunity”. “A good picture may indeed be worth a thousand words and nowhere is this more apposite than in event management” (Franklin et. al, 2009, p. 82). An overall structure for the event must be put into place. Effective event management is fundamental to the success of Lenovo’s product launch. Bucks First PR recommends taking five key stages/functions into consideration; Bowdin et. al (2010, p.245) explains event conceptualisation as “crucial” to a product launch and requires extensive research, insight and creativity.
Conception
5 Key Stages
Please see page 5 for marketing details.
Marketing
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Planning Implementation
To venue choice, catering, decorations, budget, theme... Careful event planning is crucial. Theming is especially central to an effective event. Morris & Goldsworthy (2012) reinforce “hope for the best, plan for the worst”. Efficient event management can help to achieve great ROI, captivate target audiences and achieve high publicity (Close et. al, 2006). If done correctly, event production can accomplish initially-set objectives.
Post-Event
5 Functions
Please see “Post-Event: Next Steps” on pages 16/17/18.
Visitor Services Operations (Production) Marketing
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Finance
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Administration
Implementing effective guest services can many advantages for Lenovo. Welcoming guests politely and professionally, offering canapés and drinks and providing information and hospitality when necessary can ultimately enhance customer loyalty/interaction and potentially increase purchase intentions for the future (Dahlen et. al, 2010). Please see “5 Key Stages – Planning & Implementation” above. Please see page 5 for marketing details and pages 14/15/16 for the event’s financial budget. Administration is often an area which can be overlooked but is essential for any event. The event invitation itself should be well-produced in terms of style and substance to provide a positive first impression amongst guests. In addition to this, guests will be greeted with a welcome pack upon their arrival at the event. This should include important information regarding the event and should reflect the event’s theme. This will ensure guests they are in the right place and what the evening will entail.
(Spider Chart 1: 5 Key Stages & 5 Functions)
A launch event alone is not a successful one. Conducting the event is simply the beginning of Lenovo’s first quarter’s campaign. Three principal next steps will also be summarised to help achieve set goals and objectives. Overall, a successful product launch can gain Lenovo the opportunity to “interact directly with potential consumers, generate enhanced presence for the business and create a forum for two-way communication” (Tench & Yeomans, 2006, p.419).
A Positioning for the K800 in the UK Market: Brassington (2007, p.211) explains that positioning a product in the market is a “crucial decision which could affect its overall product lifecycle and its resilience in a market over time”. The UK smartphone industry is bursting with several smartphones with impressive specifications, all made by numerous manufacturers. As an emerging company in the UK, Lenovo need to position their product well within the marketplace. The compact style and impressive performance of the K800 are similar to the HTC, already popular with customers. This signifies clear competition and suggests Lenovo’s target market. The target audience of Lenovo’s K800 is typically adult professionals; the smartphone boasts speedy 3G telecommunications technology and Intel Medfield-based Android service, perfect for workers on the go. By nature, people dislike taking risks and instead “stick with what they know” buying from a manufacturer
for customers (Martin K, 2011, phonedog.com). Consequently, positioning the K800 well can be a difficult task for Lenovo. How can the brand overcome this? As Lenovo are one of the first companies to announce partnership with global technology brand, Intel, the company can use this as their unique selling point to attract customers. Intel is already a well-known and trusted brand in the UK which could persuade audiences to purchase. Likening the K800 to an already popular product on the market but marketing it as a “newer, better version” for example, could also establish the smartphone well within the industry.
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coverage etc. “Making a commitment with something you’re not fully trusting of can be a hard thing to do”
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they feel comfortable with. This could be due to past experience, recommendations, positive media
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Overall Event Structure: Planning the Event The importance of a well-planned event lies in “integrating various aspects of marketing communications and ensuring a consistent core message to all stakeholders” (Masterman & Wood, 2005, p.7). Generally, this can achieve key business goals, increase customer value and competitive advantage. Lenovo essentially aim to “introduce a new product to the media and prospective buyers” (Goldblatt, 1990, p.289/290). However, if no one knows the event is being held, no one will attend, no one will buy the product and no media coverage will be achieved. This is where marketing is critical. The ultimate success of the event will be determined by PR strategies employed. “You must determine why the event is unique, deserves coverage and then locate media correspondents whom you must persuade to PR Practice and Skillset | Student ID: 21017802
attend and cover your launch.” (Goldblatt, 1990, p.120/121) When aiming to invite guests to attend the event, some define this as “persuasion: providing the public with enough information to persuade them to make a positive decision about a product, service or issue” (Goldblatt, 1990, p.119). This strategy includes traditional press releases, pre-produced public announcements, a photo opportunity, marketing through the Lenovo website/social networks etc. Another critical component of a product launch is the budget. It is expected there will be numerous adjustments to the budget throughout the event management process. For example, financial data includes fixed and variable costs; fixed costs include overheads such as room hire, staff wages, equipment etc. the costs of these do not change and “occur no matter how many people attend the event” (Bowdin et. al, 2010, p.310). Food and drink are dependent on the number of guests. It’s best to over-cater than predict too little as this could leave a negative/unprofessional impression amongst guests. Equally important is how to budget time management. “Theophrastus once said, ‘time is the most valuable thing a man can spend’”. It is CW002: Content Development
essential to “budget time well and relate this directly to financial priorities” (Goldblatt, 1990, p.29/31).
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Conducting the Event A live video stream will be run during the event by a video news crew and photographer. By executing this, Lenovo aim to communicate their key message to the UK market and generate high-quality footage for a variety of channels; an external video news release highlights package, a promo for dealers and other media outlets and a version for Lenovo’s Chinese management conference.
Without the benefit of recording the event, the key message may disappear as the audience exits. Video footage “can be replayed frequently to remind the viewer of its message and be used for future reference, future use, or even future profits for the organisation. It can also reach new audiences who couldn’t benefit from the initial live event.” (Goldblatt, 1990, p.79/161) The video can also be easily adapted to other languages for Lenovo’s Chinese management conference. The video news crew and photographer should reflect the essence of the event without becoming a distraction and make guest’s feel comfortable. “Still photography and creative videography does more than simply capture the event on film”. Guests can be interviewed on their opinions of the launch/K800 and speeches/performances can be recorded. “The final video can be used as a promotional tool to attract new audiences. “Video and still photographs can also be used for publicity. By selecting appropriate shots and creating a VNR using event footage, this can be reprinted and circulated to key media outlets for positive coverage” (Goldblatt, 1990, p.164/165). Please
Event Structure By staging the launch event for the K800, Bucks First PR hope to attract media coverage, generate publicity and gain some control over what is reported for Lenovo. “Successful events have real news value; appeal to media gatekeepers; offer photo, video, or sound opportunities; and communicate the company’s intended message” (Broom, 2009, p.31). The overall structure for the launch is to include the following;
Conference 2) Special Briefing
A press conference and media briefing will take place in The Newgate Suite for the first stage of the product launch. Around 80 journalists and 50 other members of the UK press have been invited to obtain as much media coverage as possible for Lenovo’s K800. Third party app vendors are also invited for the event’s launch party. Speeches will be made from Lenovo’s CEO (or spokesperson) and K800 chief technology officer from China. As the smartphone is being launched in the UK for the first time, UK Lenovo management will also be in attendance and be required to make speeches. All Lenovo staff are expected to present a special briefing for dealers/channel. This should consist of an unveiling of the K800 and presentation/demo of its features. The floor will then be open to audience questions. All aspects of the press conference will be recorded by a video crew available for VNR and for those unable to attend. In addition to this, as Lenovo have secured a six-month exclusive contract with mobile network provider, 3; management will be obliged to attend and make a short speech if possible.
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1) Press
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find brief & storyboard for video news crew in appendices 1 (page 21).
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Bucks First PR staff are to express a closing/thank you speech at the end of the press conference and guests will then be required (if desired) to make their way to The Upper River Room for informal drinks & canapés etc. for the launch party. 3) Launch Party
Around 150 extra guests have been invited to Lenovo’s K800 themed-launch party to view/test the smartphone for themselves. Attendees from the previous press conference will also be present at the launch party if they wish. For the second stage of the event, a launch party will be conducted in The Mermaid’s Upper River Room. A wide selection of canapés and drinks will be on offer as well as a technical demo-area for third party app vendors and guests. This will give guests the exclusive opportunity to experience the K800’s features and benefits for themselves as well as give media associates the chance to review the newly-launched smartphone. When
PR Practice and Skillset | Student ID: 21017802
inviting guests, it is important to consider a “fall-out rate”. Although 250 guests have been invited overall, it is predicted that not all will attend. It is vital however, to cater for the full 250 to avoid disappointment and unprofessionalism. (Table 1: Event Structure for Lenovo’s K800 Launch. Please find additional details/timeline for these event activities on page 11/12.)
Evaluating the Event The launch event is simply the start of Lenovo’s first quarter campaign. A clear summary of three next steps need to be outlined when evaluating the event (please find recommended principal actions regarding post-event on page 16/17/18). “Bowden-Green recommends the first step is to measure output, i.e. the number of press releases issued and key messages covered. Next, the outtakes should be measured, such as circulation figures and printed space in publications. Finally, the outcomes need to be evaluated, for example website hits, mentions/hash tags of the brand’s name on social media sites, number of sales leads generated etc. The output, outtakes and outcomes should be measured in terms of how well the activity met or exceeded
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initial business objectives” (Theaker, 2011, p.376).
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Facility Layout – Event Location & Venue: When conducting an event, it’s essential that the facility chosen is relevant as well as practical. The number of guests must also be taken into consideration in order to predict a suitable size/capacity. In relation to Lenovo’s K800 launch, the facility must include; a large room (including seating, projector, sound system etc.) appropriate to hold a press conference/special briefing as well as a large open space for a launch party to include a technical demo-area and canapé/drinks buffet. A K800 demo-area will be available at the launch party for third-party apps vendors and guests. This can “encourage prospective buyers to engage with the product and enable them to experience the benefits hands-on” (Theaker, 2011, p.372) Taking these requirements into consideration, Bucks First PR recommend the most suitable location for the stunning views of the city’s most popular and spectacular sites; it’s bursting at the seams with inspiring and flexible rooms ready to stage any event. Recognised for its location and views over the Millennium Bridge, The Shard and more, The Mermaid is sure to instantly create a positive impression amongst guests due its remarkable repertoire of features. The Mermaid has great travel connections and has previously hosted a diverse range of events, specifically large dinners, product launches and press conferences, perfect for Lenovo’s launch. The venue has a number of different rooms available for hire to suit any type of event. Bucks First PR recommends incorporating The Newgate Suite and The Upper River Room for the event (hire costs can be found for these in the event’s budget on page 14/15/16).
PR Practice and Skillset | Student ID: 21017802
K800’s UK launch is “The Mermaid Conference & Events Centre” based in the heart of London. Offering
“The reception area (where guests will be welcomed by staff) may create the first impression but the main most time, and where your principal message must be communicated in a memorable manner.” (Goldblatt, 1990, p.42)
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function facility will determine the overall design effectiveness. This is the area where guests will spend
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The Newgate Suite
The Newgate Suite, overlooking The Thames is the perfect space for the K800 press conference, presentation/demo and key speeches. It has an overall capacity of 330 people and can be easily adapted and transform into smaller suites for specific meetings or conventions with key media correspondents.
“With a full audio package including LCD projector, built-in screen and lectern with built-in microphone” (the-mermaid.co.uk) the Newgate Suite is an ideal space to hold Lenovo’s press conference and special briefing for its guests.
PR Practice and Skillset | Student ID: 21017802
(Spider Chart 2: The Newgate Suite Details)
The Upper River Room
As explained previously, the launch party (including food and drink) and technical demo area for guests will be held in a different space to the press conference. Instead, the party will be conducted in The Mermaid’s Upper River Room. This reduces the amount of delays and travelling for guests as although it is a different venue/room, it is part of the same facility. (Spider Chart 3: The Upper River Room Details)
The Upper River Room offers spectacular floor-toceiling windows running throughout the venue. “With views along The Thames, guests won’t fail to be impressed.” (the-mermaid.co.uk). Ideal for Lenovo’s launch party, the facility has a capacity of up to 300 people for drinks and canapé buffet. A technical demoarea can also be easily constructed and incorporated into the room for guests to test/review the K800.
Both rooms are fairly simple in style, allowing Lenovo and Bucks First PR to decorate and present the CW002: Content Development
venue as desired to tie in with the chosen theme (as explained in the following section). Bowdin et al. explains
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this as “an empty canvas on which the event is to be painted” (2006, p.388). The Mermaid also offers discounted 4*/5* nearby accommodation for guests who require this. Bucks First PR have pre-arranged this for international Lenovo staff from China, Lenovo UK management and are open to bookings for any additional guests who would like to benefit from this service.
Event Narrative & Theme: “To gain coverage, it’s important to have a good story to tell” (Theaker, 2011, p.372). A launch event “needs a visual story, a strong issue or theme – it’s not enough to announce product X, you must have a narrative” (Tench & Yeomans, 2006, p.319/418). The event needs to give “a journalist something to write or talk on air about… This should be a key objective of any PR campaign” When conducting the launch, the chosen theme should not take any focus away from the product, “it should simply harmonise it”. Bucks First PR believes that the Chinese heritage and originality of Lenovo should be the main narrative’s feature alongside the modern, technological image of the K800 and its launch into the UK market. The suggested creative event-theme will be “Around the World in One Night”. As the event is to be held
Goldblatt (1990, p.43/44) explains “when attempting to satisfy the needs of guests, remember the five senses are the most powerful tools – appealing to the sense of smell is particularly effective because it’s closely tied to memory”. A selection of 20 canapés (including hot/cold, meat, fish & vegetarian options) will be served on behalf of the venue’s inhouse catering at the launch party. Keeping the theme in mind, all are traditional foods from across China, Great Britain, Asia, The Mediterranean etc.
Lenovo’s K800 Launch Theme
Chinese dragon dance entertainment will also be provided at the finale. This allows the theme to integrate all launch activities. As this ties in with the brand’s roots, international guests are more likely to feel welcome whilst providing an impressive atmosphere and paying homage to the brand’s foundation.
A multitude of Chinese and British decorative pieces will also be put into place across the venue to create an “East meets West” atmosphere to integrate the overall theme. All staff are also required to greet guests in traditional Chinese wear (provided); this will present the theme clearly and offer a cultured and professional welcome. (Spider Chart 4: Event Narrative/Theme)
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in Central London, it is likely there will be numerous guests from the UK and of numerous nationalities.
A theme serves an umbrella, supported by the spokes of individual party elements. Each is primarily, like any one of these is weak, the entire theme is less effective. All event elements should be well connected to the central theme for it to be successful.” (Goldblatt, 1990, p.54/193) Finally, to ensure continuity and provide a platform for external communication, the “East meets West” theme can be maintained throughout the remainder of the K800’s first quarter’s campaign after the event has been conducted. PR, marketing, and other media content can present this theme to audiences in order to gain a recognisable and strong brand image for Lenovo.
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the event itself, to attract consumer attention, captivate the buyer and ultimately persuade them to buy. If
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Event Timetable: Having identified and summarised the overall event management plan, “it is necessary to be more specific and identify the precise process by detailing all event requirements” (Stayte & Watt, 1998, p.16). Time management is extremely important and must be controlled efficiently. To ensure the launch is kept running smoothly and any problematic issues are kept to a minimum, Bucks First PR has conducted an overall timetable for the event, as shown in the table below. Overall Event Summary for Lenovo’s K800 UK Launch Event (Monday 11th February 2013)
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PR Practice and Skillset | Student ID: 21017802
At least one day prior to the event, the following tasks must be completed: 1. A site visit to The Mermaid must be completed by the PR team to overlook event spaces and review where activities are due to take place. 2. All event welcome packages (including canapé menu) are to be finished and printed to give to guests on arrival of the day of the launch. 3. All flights/arrivals of staff needed for the event (including video crew, photographer, entertainment & caterers) need to be confirmed in advance and appropriate travel arrangements organised. 4. Final contingency plan to be created.
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8:00 am – 4:30 pm
Team of 6 Bucks First PR staff are to arrive at The Mermaid centre from 8:00 am onwards on Monday 11th February 2013 to meet with hired staff provided on behalf of The Mermaid. The Reception Foyer, The Newgate Suite and The Upper River Room are to be thoroughly checked, organised, decorated and reviewed by all staff members until 3.00 pm when guests start to arrive. This time should also be used for Mermaid staff to be assigned appropriate instructions/tasks while the event is running by the PR team. The video news crew should arrive during the morning of the event to be briefed by PR staff on storyboard details for filming purposes (details of this can be found in appendices 2). Video camera equipment and K800 demo areas should also be set up in advance before 3.00pm. These should be accurately tested for any technological problems beforehand. Pre-arranged entertainment, Lenovo key speakers and spokesperson from 3 are also due to arrive during the morning for a meeting with Bucks First PR. This will also be used for a rehearsal opportunity of speeches, presentation, press conference and dance performance. Booked caterers on behalf of The Mermaid should arrive early afternoon to begin setting up. Glasses of champagne/juice/water etc. and welcome packages should be readily prepared at the main door ahead of guests’ arrival at 3:00pm onwards. All event areas must be configured and prepared before doors open at 5:00 pm for greetings, press conference, media/consumer briefing and launch party. Security & PR staff are to be visible at all times to guests.
5:00 pm – 6:00pm
Guests are due to arrive from 3:00pm onwards. Bucks First PR and Lenovo staff should be ready to greet guests at the door. All attendees are to be greeted politely and professionally by all staff members with a glass of champagne/juice/drink of choice. A welcome package is also to be handed to every guest upon their arrival. This includes times and further details on event activities and times. A 20-piece canapé menu is also given in writing before they are available at the launch party starting from 6:00pm. Cloakroom attendants are to take coats and any other personal belongings guests may choose to responsibly leave in the venue’s cloakroom for the remainder of the event. Shortly before 4:00pm all guests are to be directed by PR staff to The Newgate Suit for stage 1 of the event (press conference and media/consumer briefing).
7:00 pm – 10:00 pm
After stage 1, guests are to be directed to The Upper River Room for stage 2 (launch party and demo area) by staff. Again, all guests are to be greeted with drinks of their choice and a variety of 20 options of canapés (hot & cold, meat, fish & vegetarian). Stage 2 of the event is a much more informal atmosphere where guests can relax, have a drink and ask any questions they may want to ask Lenovo, 3 or PR staff. A demo-area is also available for guests to test the K800 for themselves. This is also an opportunity for media journalists to review the product for news purposes. A finale performance by Chinese Dragon dancers from Costello Entertainment will take place during the launch party A final closing speech and toast is to be made at the end of the launch party/overall evening by Lenovo speakers and the PR team to thank everyone for coming and to indicate any additional information regarding the launch.
10:00 pm onwards
After final closing speeches, guests are to make their way out of The Mermaid premises from 10:00pm onwards. Guests can also use this opportunity to ask any final questions they may have. Lenovo guests who have planned accommodation with Bucks First PR are to be directed to The Grange St. Paul’s Hotel 5 minutes away by organised transportation. Once all guests have left, all staff members are required to leave all event areas as they were originally left. All decorations are to be taken down (and possibly kept for any future Lenovo events/marketing material etc.) and all spaces are to be cleaned and tidied well.
(Table 2: Detailed Event Timetable for Lenovo’s K800 Launch Event at “The Mermaid”)
Press Conference Detailed Timeline:
– 6:00
All event organisers (including The Mermaid staff, security, Bucks First PR team, Lenovo & 3 staff) as well as camera crews etc. must arrive at least an hour before the press conference is to begin to allow time to double-check “the physical and technical set-up of the room and get equipment into place” (howstuffworks.com, Dave Roos). This is also a necessary opportunity for key speakers to rehearse speeches, presentations etc. A sound/technology check for the microphone/projector may also be worth doing to avoid costly and time-consuming problems after the conference starts.
5:45
Guests arriving in The Reception Foyer should be directed by staff members to The Newgate Suite where they will be welcomed for the press conference due to start at 6:00.
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5:00
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6:00 pm – 7:00 pm
Guests are to be directed by staff to The Newgate Suite for stage 1 (press conference and media/consumer briefing) of the event. This is to be a very formal atmosphere where guests can learn more about Lenovo and the K800 in a theatre-style setting. This also gives members of the media, journalists etc. an opportunity to gain accurate and valuable information regarding the launch. It is Lenovo and Bucks First PR’s responsibility to incorporate as much information as possible during this stage of the event in order to gain potential media coverage. This information will be communicated through speeches made by Lenovo’s CEO’s (Chinese & British), the K800 engineers, as well as a spokesperson from mobile network provider, 3. A presentation/mobile-demo will also take place here via a large projector. Stage 1 will last approximately 2 hours. After this, guests will be redirected at 7:00pm for stage 2 of the event (please see below).
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5:45 – 6:00
All guests (journalists, media correspondents, photographer/videographer, etc.) and Lenovo/3 speakers are to make their way (as guided by PR staff/security) to The Newgate Suite for the first stage of the launch event; the press conference and special briefing. All guests/appropriate staff must be in their proposed places ready for the press conference to begin at 6:00 pm. It is the role of Bucks First PR to ensure this; lateness can be frustrating for guests and can look unprofessional, resulting in bad PR/negative brand image.
6:00
Guests are to take their seats at The Newgate Suit for the press conference to begin. Chinese & UK Lenovo management and technological staff are to begin the conference with a short welcome speech.
6:05 – 6:15
The K800 will be unveiled in presentation-format. The large LCD projector will include close-up images of the smartphone for guests to easily view. All Lenovo key speakers will then proceed to elaborate on the benefits the smartphone has to offer. All details regarding the K800’s features, performance, price, dealers etc. are to be announced and discussed in thorough detail as possible.
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6:15 – 6:20
covered yet. Including lots of speeches and waiting until the end for question-time at a press conference can
6:20
As explained previously, Lenovo have signed a contract for 6-months exclusivity with mobile provider, “3”.
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A short speech is to be made by a 3 spokesperson reinforcing this. A special briefing will then take place for
6:35
dealers/channel. Lenovo are to clearly state how to contact the brand for availability of the K800 to be sold.
6:35
A brief demo to be presented by Lenovo technological staff on how the K800 works and the benefits it has to
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offer. This gives different areas of the UK press an idea of how the new smartphone may position itself in the
6:45
market. Key speakers should reinforce guests that they have an opportunity to test/review the K800 for themselves at the launch party after the conference has ended.
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specifications. This gives a chance for guests to express their opinion or ask anything which has not been sometimes annoy guests and cause them to become bored.
6:45
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Key Lenovo speakers are to ask the audience if they have any questions so far regarding the K800
7:00
The audience floor will then be open to any final questions guests may have. This allows media representatives to ask questions about the brand/product they may use for future news/press purposes. As a result, Lenovo & Bucks First PR must take full advantage of this and get across as much useful information regarding the brand and K800 as possible to help achieve positive media coverage and key business goals. This time can also be used for final photo/video opportunities.
7:00
Final thank you speech is to be made by all Lenovo/Bucks First PR for audience’s time/attendance. All guests will then be required to make a room-change to The Upper River Room for the launch party segment of the event. End of press conference.
(Table 3: Detailed Timeline for Lenovo’s K800 Press Conference)
Recommended Budget: Budget Sheet Bucks First PR
Any items marked with an asterisk (*) are cost estimates. All other items are exact prices. Copywriting & Mailings Press Release 1 (As shown in CW001 Content £450* Design Report): “Lenovo To Launch Promising & Unique New Smartphone in the UK” (to be published pre-event) Press Release 2 (Main News Story): “Must-Have £450* K800 is exclusively launched at The Mermaid, London for first time by Lenovo” (to be published as main news story) Pre-Event (Staff, Film Crew, Guest Invitations etc.) Project Management Venue Checking & Organisation of The Newgate Suite Cost to check & review venue prior to launch day is (Stage 1) provided free of charge by The Mermaid centre. Cost to check and organise the newgate suite & upper Venue Checking & Organisation of The Upper River Room river room in the morning before the event is due to (Stage 2) take place is included as part of the overall quotes for room hire (shown at “the event – stage 1 & 2”) Planning, Research & Marketing The Event £500* “East meets West” Decorations & Chinese Attire for Staff £1,750* Media Admin, Print & Selling Costs for Invitations & Welcome Pack £250* Travel 2 visiting Lenovo management & key speakers from China £7,200* (flight fares x2) Consultancy travel to and from venue for key speakers from £500* Lenovo and 3, journalists, etc. Staff Video News Crew to film aspects of the product launch (wages, £1,350* food & drink, travel expenses, editing etc.) “BluefinTV” The Mermaid Staff Wages (Cloakroom Attendants and Security) £180 @ roughly £45 per person (x4) – All other staff e.g. waiters/waitresses, greeters are provided free of charge by The Mermaid (cost of this is covered in overall quote) Lenovo Staff & Spokesperson for “3” Wages for key £1,750* speeches/attendance at the event (x5) Daily Rate for Bucks First PR (x5) £1,350 Photographer (incl. travel expenses, wages, food & drink, £800* printing costs for photos)
PR Practice and Skillset | Student ID: 21017802
Project Title:
Erica Wenham Lenovo The Mermaid, Blackfriars, London Lenovo’s K800 UK Launch Event (Including: Press Conference, Media Briefing & Launch Party)
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Contact: Client: Venue Address:
Currency: GBP£ Job Code: BFP507
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PR Practice and Skillset | Student ID: 21017802
Entertainment (Chinese Dragon Dance) incl. travel expenses, £600* dance performance, accommodation - “Costello Entertainments” Other K800 prototypes for Lenovo to present & for guests, Provided free of charge by Lenovo journalists, media (etc) to view/test/review (x20) General expenses (telephone, internet access, fax, copying, £50* stationary, general mail etc.) Toilet Facilities & First Aid Cost is included as part of overall hire quote. The Event (Stage 1 – Press Conference & Demo) Reception Foyer (including cloakroom) for meet & greet and Free of charge post-event venue. Complimentary welcome soft drinks/beer/wine Cost is included as part of the “4 hrs unlimited drink of choice @ £30 per person” quote (shown at “the event – stage 2”) Hire of “The Newgate Suite” £4,000 AV Equipment Generic Lighting & Sound System Free of charge LCD Projector, Screen & Microphone Cost is included as part of the “all day hire of The Newgate Suite” The Event (Stage 2 – Launch Party & Demo) Hire of “Upper River Room” (7pm-10pm) £2,000 20 item canapés (hot & cold/vegetarian & meat selection) @ £40 x 300 (incl. staff) = £12,000 £40 per person 4 hrs unlimited beer/wine/soft drinks @ £30 per person £30 x 300 (incl. staff) = £9,000 Post-Event Overnight 5 Star Accommodation (including breakfast) £860* (x4) Post-Press Release Approximate cost shown at “copywriting & mailings” Post-Event Cleaning & Event Closure (e.g. cleaning £60* products/recycling etc.) Sub Total £45,100 Contingency @ 5% £2,225
Final Total
£47,355
(Table 4: Recommended Budget Spreadsheet for Lenovo’s K800 UK Launch)
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As shown, the recommended budget for Lenovo’s K800 UK Launch is £47,355. This includes contingency
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costs of at least 5%. Heath (2001, p.367) explains that “a successful PR program must include a crisis communications plan, informal and/or formal research, and strategic planning.” Costs marked with an asterisk are estimates and may need to be modified. Including contingency costs is vital for any event as they deal with potential circumstances that could add risk to the event (Bowdin et. al, 2010). The set-up for the launch will take place in the morning before the event is due to take place by Bucks First PR and The Mermaid staff. 5 members of the Bucks team (please find cost of wages within the budget sheet) are to be employed for the day. It is extremely important that all PR staff are visible to guests at all times.
They will welcome guests on arrival; provide any assistance they may need as well demonstrating a professional and polite personality to reflect Lenovo’s brand. Additionally, to reflect the event’s theme, a selection of canapés and drinks will be available for guests. This will be provided by The Mermaid’s in-house catering charging per-head (costs shown within the budget). Although, as explained previously; due to fall-out rates not all invited guests are likely to attend the launch party. It is still beneficial for Bucks First PR to over-cater, although more expensive, under-catering may cause problems and leave an unprofessional impression amongst guests. Finally, a video news crew, BluefinTV, are to be hired for the evening in order to produce video footage of the launch for future-use. It will essentially be used for an external VNR highlights package, a promo for potential dealers and a final version for Lenovo’s Chinese management conference.
to attend the event itself. This can provide maximum coverage and publicity for Lenovo and their key messages can be reached to wider audiences. Overall, the budget includes planning/research costs as well as creative work (decor, food & drink, costumes etc.), all necessary for a successful launch.
Post-Event (Next Steps): In order to continue to build momentum and ensure key goals and objectives are being met, it is important for Lenovo to follow up with the target audience after the launch event. Too many companies make the mistake of focusing all efforts on the initial announcement and event. “The key to a successful launch is consistently communicating the product through a wide variety of PR mediums over a length of time (press releases, social media etc.). In other words, a launch alone is not a successful launch” (Vanden Bos,
PR Practice and Skillset | Student ID: 21017802
The final video can also be published onto Lenovo’s social networks and website for those who were unable
inc.com, 2010). The event is simply only the start of a campaign. Bucks First PR recommends
(1) Feedback Questionnaires
Once the event has been staged, it is important for Lenovo to keep track and monitor progress afterwards. This can be achieved through feedback questionnaires. In order to ensure they are filled out by all guests, it may be a good idea for Lenovo to offer some sort of giveaway or incentive if the questionnaire is completed (discount vouchers, for example). The forms should include specific questions about guests’ “overall perception of the event and whether objectives were achieved to determine whether the event was successful” (Goldblatt, 1990, p.256), e.g. “Do you think you would purchase the K800 when it is released in stores? If yes, why? If no, why not?”
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incorporating three principal actions for Lenovo over the following quarter for the follow-up of the event;
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“What are your opinions on the K800 so far?”, “How can Lenovo improve?”, “Is there anything you would like to see from Lenovo in the future?” etc. This helps the company to identify and measure what’s working and what isn’t – “evaluate the traffic before, during, and immediately after the event, as well as any resulting PR coverage”. (2) Exclusive Competitions
Bucks First PR outline potential sales promotions that can be incorporated into the first quarter’s campaign, for example; “The First 500 Customers To Purchase The K800 With 3 Get Entered Into A Competition For A Chance To Win ___” (The product a customer can be in a chance of winning could be another electronic product from Lenovo’s range to boost additional awareness of the organisation and its products, for example the Lenovo tablet). These incentives are much more likely to influence customers to buy the product as they feel like they are being offered more for their money. Implementing a competition like this can also generate quick sales and a fast ROI. Brassington and Pettitt (2007, p.369) explain “the promoted product is saying ‘Buy ME, and buy me NOW’… the
PR Practice and Skillset | Student ID: 21017802
ephemeral nature reinforces the urgency of taking up the invitation immediately”. It essentially invites a customer to consider the product, think about their “buying decision” and to do it quickly. By implementing a sales promotion reinforcing “the first 500 customer can win…” prevents customers putting off trial of the product. This is because the “extra something” will not be around for long so they jump at it while it is available. Lenovo can also use this as an opportunity to gain statistical information for future use about the customer base such as age, address, contact details etc. for potential marketing/sales purposes. Overall, tactical promotions such as these have one single objective; “to increase sales” (Tench and Yeomans, 2006, p.439). (3) Platform Expansion
It is important to follow up with customers, networked friends, journalists etc after the launch event. This can be achieved through implementing online platforms such as social network websites, blogs etc. and “staying in constant contact with those that have helped in the success of
(Social Media
the product” (produclaunchx, 2011). By opening up these communication channels with
& Blogging)
stakeholders, long-term success can be accomplished. The use of platform expansion can act as an
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audience facilitator. Many organisations now recognise this opportunity when targeting specific
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audiences. This is because the use of managing these platforms can help drive traffic, awareness and sales for the brand and product. (Tench & Yeomans, 2009, p.313). Blogs can also allow companies to promote an open approach to the public, in a hope that this not only increases brand awareness and sales, but also helps to give them a “human voice” and engage with their audience. A blog can be useful for anyone that was unable to attend the launch event. In order for Lenovo to reach these people, blogging can help to still get their key messages across.
As explained earlier, the K800 event is to be filmed by a video news crew; the final footage from this can then be uploaded onto the blog. A HubSpot research study (2010) showed that businesses which blog more, consistently acquire additional customers and have more consistent sales than those who don’t. Brown (2010, p. 6/15) explains that if well invested time and effort is put into social media; it can become a “business enabler”. Social networking can be heard across the world in a short period of time and can help to amplify key messages, gain advocates, identify influencers, effectively engage and connect with customers on a more personal level and improve the quality of customer relations, satisfaction and brand loyalty. “Newsletters may also be sent to clients and potential clients, informing them of company news and developments. B2B is an area that is seeing increasing use of technology in communications. This also helps to demonstrate the product to potential buyers and journalists, but should have a
As explained previously, Lenovo have agreed a six-month exclusive contract with mobile network provider, 3. Lenovo can take further steps in the future to increase the number of retailers/dealers where the K800 is available for purchase. As the brand has already signed a six-month exclusive contract with 3, this may restrict some audiences. By expanding into further into the market, Lenovo can increase their potential customer base, increase sales/ROI and achieve initially set goals and objectives. (Table 5: 3 principal actions for next steps post-event)
It’s also worthy to measure how successful these actions are performing. For example, by increasing social networks, Lenovo can identify its success by the viewers/followers number, Google Analytics, SEO etc. The results can help “to see how the company is doing so the overall PR strategy can be revisited and, if necessary, revised” (Harrison, 2000, p. 56). Each aspect of the campaign launch anticipates positive media
PR Practice and Skillset | Student ID: 21017802
proper structure and be worthwhile for the journalist” (Theaker, 2011, p.372).
coverage. Overall, this helps to “make potential customers aware of the product’s imminent existence so more cost-effective than advertising.” (Harrison, 2000, p. 5) By focusing on what’s happening post-launch; Lenovo can gain the opportunity to create long-lasting relationships with customers and the media. It’s also important for Lenovo to follow-up with any interested parties that have ordered the K800 or have shown interest in what they are doing (journalists, dealers, media channels etc.) By keeping track of this information, Lenovo can set up great opportunities for the future (productlaunchx, 2011).
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they already recognise the name when they see mentions in the media. This makes a PR campaign much
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Conclusions & Recommendations: Overall, some professionals argue that timing of a press conference is crucial. If it’s too late in the day, journalists and other media correspondents will be unlikely to file their stories before their deadline and as a result, the conference may not be covered in the media straight away or as much the brand would like it to. As the report suggests, Lenovo’s press conference for its K800 launch is to be conducted in the earlyevening. However, this may be too late for members of the media to attend or to cover a story about it in the press. Consequently Bucks First PR recommends perhaps altering the time to help achieve set goals. Lenovo need to keep in mind they are selling the idea of coverage. The media needs to be persuaded to generate coverage of the K800 launch. The need to attract potential buyers in the smartphone industry is becoming increasingly difficult; the cost of advertising is growing and “merchants today are seeking the
CW002: Content Development
PR Practice and Skillset | Student ID: 21017802
straightest possible path to reach their target market” (Goldblatt, 1990, p.255). By appropriately
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positioning themselves and attracting prominent media coverage can help to achieve this path and meet key business goals. “All public relations activities – campaign strategy development, publications, budgets, launch events, and the like – need to be closely tied to the organisation’s goals, objectives and values” (Theaker, 2011, p.376). Foster (p.212, 2012) emphasizes “put your message across in the best possible light, the right tone. After all, that is what public relations is all about.”
Appendices (1) – Final Consumer News Release: Erica Wenham, Bucks First PR Monday 11th February, 2013 FOR IMMEDIATE RELEASE Must-Have K800 smartphone exclusively launched in the UK for the first time Chinese electronics brand; Lenovo, are set to launch the K800 smartphone for the first time in the UK this afternoon. Already proving extremely popular with customers worldwide, the K800 is captivating both aesthetically and technologically.
camera (and more!) it’s no surprise the launch is set to take the UK by storm. Hosted at London’s prestigious Mermaid Events Centre, overlooking spectacular views of the city, guests are sure to be impressed. The advanced features that lie beneath the stylish exterior of Lenovo’s K800 are sure to make this the new must-have smartphone of 2013. To celebrate the launch into the UK and the brand’s original heritage, the launch will be themed as “East meets West”. With a stunning venue and exciting new product, the launch is anticipated to generate high interest and customers are sure to not be disappointed. To obtain further information regarding Lenovo please visit http://www.lenovo.com/uk/en/.
PR Practice and Skillset | Student ID: 21017802
Equipped with impressive specifications including speedy telecommunication, 4.5” HD screen, 8 megapixel
-END-
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For details regarding the launch event please do not hesitate to contact ericawenham@bucksfirstpr.co.uk.
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Appendices (2) – Video News Crew (BlueFinTV) Brief & Storyboard: Brief: Video footage of Lenovo’s K800 launch must effectively capture the highlights and main activities of the event. Features that must be included are: -
The Mermaid’s Newgate Suite and Upper River Room to provide an understanding of where the event was staged;
-
Decor, costumes, themed canapés etc. to present the “Around The World” and “East Meets West”
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PR Practice and Skillset | Student ID: 21017802
theme of the launch/ first quarter’s campaign;
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-
Press conference/speeches/K800 presentation & demo footage;
-
Close-ups/video footage of the smartphone demo and it’s benefits/specifications;
-
Guests reactions/interviews
-
Footage of launch party and test demo-area
-
Closing speeches/thank you’s from Lenovo and Bucks First PR
Storyboard: Background music should be instrumental traditional Chinese music to be played throughout the video. Music should only be used as background noise and be kept to a soft, low volume and should not distract attention away from the visual. Still photographs are to also be included throughout the video. Images should especially include staff in traditional Chinese attire, themed canapés, decor, press conference, launch party, K800 demos and guests. Scenes are to be as followed; Opening shot of Mermaid. Must include footage of The Newgate Suite & Upper River Room. Special close-ups of decor should also be included to reinforce event theme.
Close-ups of Lenovo & Bucks First PR staff (in traditional Chinese clothing) welcoming guests as they arrive. This should give viewers the impression Lenovo are a likeable & professional brand.
Video footage of the K800 press conference. Special attention should be made to Lenovo’s speeches/K800 presentation/demo, special media/dealer briefing and guests’ reactions & questions.
Video footage of closing speech from the conference. Close-up shots of the K800 and its benefits/specifications Footage can then be employed for future-use to help generate sales.
Scene 1
Scene 2
Scene 3
Scene 4
Video footage of the launch party. Again, special attention should be made to decor, themed canapés, guests’ actions and demo area.
Close-up shots of the K800’s technical demo area, guests/media correspondents testing the K800 for review and third party apps vendors.
Short and to-the-point interviews with attendees in regards to their opinions so far of Lenovo, the K800 and event as a whole.
Final footage of Chinese dragon dance entertainment and final closing/thank you speech from Lenovo & Bucks First PR. Last image to be still photograph of the K800.
Scene 7
Scene 8
Scene 5 Scene 6 (Table 6: Storyboard for Video News Crew)
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PR Practice and Skillset | Student ID: 21017802
Appendices (3) – PowerPoint Slides for Internal Briefing:
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CW002: Content Development PR Practice and Skillset | Student ID: 21017802
References: BluefinTV. Blue Fin Television. [Online] Available from: <http://www.bluefintv.com/> [Accessed 2 February 2013] Brassington, F. and Pettitt, S. (2007). Essentials of Marketing. Essex, England: Pearson Prentice Hall. Brown, E. (2010). Working the Crowd: Social Media Marketing for Business. Swindon UK: British Informatics Society. Bowdin, G., Allen, J., O’Toole, W., Harris, R., McDonnell, I. (2006). Events Management 2nd ed. Oxford: Butterworth-Heinemann. Bowdin, G., Allen, J., O’Toole, W., Harris, R., McDonnell, I. (2011). Events Management 3rd ed. Oxford: Butterworth-Heinemann. Broom, G.M. (2009), Cutlip and Center’s Effective Public Relations. 10th ed. Upper Saddle River, NJ: Pearson Education.
community and brand, Journal of Advertising Research, 46 (2) 420-433. Costello Entertainments. Dancers for Hire [Online] Available from: <http://www.costelloentertainments.co.uk/3770/175/artists/dancers.aspx> [Accessed 2 February 2013] Dahlen, M., Lange, F., and Smith, T. (2010), Marketing Communications: A Brand Narrative Approach. Chichester UK: John Wiley Franklin, B., Hogan, M., Langley, Q., Mosdell, N. and Pill, E (2009). Key Concepts in Public Relations. London UK: Sage Publications. Foster, J. (2012). Writing Skills for Public Relations: Style and technique for mainstream and social media. 5th ed. London, UK: Kogan Page.
PR Practice and Skillset | Student ID: 21017802
Close, A.G., et al (2006). Engaging the consumer through event marketing: linking attendees with the sponsor,
Goldblatt, J.J. (1990), Special Events – The Art and Science of Celebration. New York: Van Nostrand Reinhold.
Heath, R.L. (2001), Handbook of Public Relations. Thousand Oaks, CA: Sage. HubSpot, Roshni Mirchandani, (2010). “Companies That Blog More Have More Consistent Sales” [Online] Available from: http://blog.hubspot.com/blog/tabid/6307/bid/5620/Companies-That-Blog-More-Have-More-ConsistentSales.aspx [Accessed 21 January, 2013]
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Harrison, S. (2000), Public Relations: An Introduction. 2nd ed. London, UK: Thomson Learning.
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HowStuffWorks, Dave Roos. “How Press Conferences Work” [Online] Available from: <http://money.howstuffworks.com/business-communications/how-press-conferences-work1.htm> [Accessed 7 February 2013] INC, Peter Vanden Bos, (2010). “How to Plan a Product-Launch Event” [Online] Available at: <http://www.inc.com/guides/2010/06/planning-a-product-launch-event.html> [Accessed 21 January 2013] Masterman, G. and Wood, E. (2005). Innovative Marketing Communications: Strategies for the Events Industry. Oxford, UK: Butterworth Heinemann. Morris, T., and Goldsworthy, S. (2012), PR Today: The Authoritative Guide to Public Relations. Basingstoke, UK: Palgrave Macmillan. Phonedog, Taylor Martin, (2011). “Will buyers be more prone to stick with manufacturers they know?” [Online]
PR Practice and Skillset | Student ID: 21017802
Available from: < http://www.phonedog.com/2011/02/04/will-buyers-be-more-prone-to-stick-withmanufacturers-they-know/> [Accessed 2 February 2013] Productlaunchx, (2011). “Product Launch Plan” [Online] Available at: <http://www.productlaunchx.com/category/product-launch-plan> [Accessed 21 January 2013] Stayte, S. and Watt.D.C (1998), Events: From Start to Finish. Reading: ILAM, Institute of Leisure and Amenity Management. Tench, R. and Yeomans, L. (2006). Exploring Public Relations. Essex, England: Pearson Prentice Hall. Tench, R. and Yeomans, L. (2009). Exploring Public Relations. 2nd ed. Essex, England: Pearson Prentice Hall. Theaker, A. (2012). The Public Relations Handbook 4th ed. Abington, Oxon: Routledge. The Mermaid. “Organising Introduction” [Online] Available at: < http://www.the-mermaid.co.uk/organisingintroduction/> [Accessed 5 February 2013]
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The Mermaid. “Location” [Online] Available at: < http://www.the-mermaid.co.uk/location/> [Accessed 5 February
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2013] The Mermaid. “Rooms Archive – The Newgate Suite” <http://www.the-mermaid.co.uk/rooms/newgate-suite/> [Accessed 5 February 2013] The Mermaid. “Rooms Archive – The Upper River Room” <http://www.the-mermaid.co.uk/rooms/riverrooms/> [Accessed 5 February 2013]
Weinreich, N.K. (2011), Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good. Thousand Oaks, CA: Sage Publications. All images courtesy of The Mermaid and Google Images (no copyright infringement intended).
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Total References: 30
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