Group discussion basic english 1 1 topic the important of event management in public relations

CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM Độc lập –Tự do –Hạnh phúc Học phần : Tiếng anh cơ bản 1.1 Giảng viên: Dương Thị Hồng Thắm Lớp HP : TACB231-07 Nhóm: 6 1 Phạm Minh Ánh NT Introduction

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MINISTRY OF EDUCATION AND TRAINING

THUONG MAI UNIVERSITY

GROUP DISCUSSION

BASIC ENGLISH 1.1

Topic: The important of event management

in public relations

Group: 6-Class TACB231-07

Teacher:Mrs Duong Thi Hong Tham.

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CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM

Độc lập –Tự do –Hạnh phúc

BIÊN BẢN HỌP NHÓM

(Lần 1)

Học phần : Tiếng anh cơ bản 1.1

Giảng viên: Dương Thị Hồng Thắm

Lớp HP : TACB231-07

Nhóm: 6

I Thời gian và địa điểm

1.Địa điểm : Thư viện

2.Thời gian: 16h ngày 19 tháng 9 năm 2023

II Số thành viên tham gia: 5/5

III Nội dung thảo luận

1 Phân tích nội dung chủ đề cả nhóm thảo luận đưa ra ý kiến

2 Lên dàn ý cho bài thuyết trình và phân chia từng nội dung cho các thành viên để thu thập thông tin

IV Đánh giá chung về kết quả học tập

Các thành viên tham gia đầy đủ buổi họp nhóm và hăng hái trong công việc chung

Ngày 19 tháng 9 năm 2023

Nhóm trưởng

Phạm Minh Ánh

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(Lần 2)

Nhóm: 6

1.Địa điểm : Nhóm chat zalo

1 Tổng hợp thông tin

2 Bỏ các thông tin không quan trọng

3.Cả nhóm góp í chỉ ra lỗi sai trong bài của các thành viên để bổ sung các nội dung sai và thiếu

Các thành viên hăng hái trong công việc nhóm

Ngày 25 tháng 9 năm 2023 Nhóm trưởng

Phạm Minh Ánh

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(Lần 3)

Nhóm: 6

1.Địa điểm : Nhóm chat Zalo

1 Các thành viên trình bày nhiệm vụ của mình trước nhóm

2 Nhóm trưởng: Tổng hợp thành một bản thảo hoàn chỉnh, biên bản họp nhóm,biên bản phân công nhiệm vụ

Các thành viên nhiệt tình và tích cực trong công việc

Ngày 2 tháng 10 năm 2023

Nhóm trưởng

Phạm Minh Ánh

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Nhóm: 6

1 Phạm Minh Ánh (NT) Introduction and Defining

Event Management, Public

Relations

2 Vũ Tiến Dũng The role of reputation in PR and

Event management as a PR

strate

3 Nguyễn Thị Thu Hoài Types of PR events + Event

planning and execution+

Measuring event success

experiences + Leveraging events for brand exposure+

Case studies

5 Nguyễn Thế Kiên Measuring the impact of events

and conclusion

Ngày 2 tháng 10 năm 2023 Nhóm trưởng Phạm Minh Ánh

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Table of Contents

I Introduction 1

II Body 1

1 Theoretical Models and Frameworks 1

1.1 Defining Event Management 1

1.2 Defining Public Relations 2

1.3 The role of Reputation in PR 2

1.4 Event Management as a PR Strate 2

2 Events in the PR Landscape 3

2.1 Types of PR Events 3

2.2 Event Planning and Execution 4

2.3 Measuring Event Success 5

3 Building Brand Image and Recognition 5

3.1 Creating Memorable Experiences 6

3.2 Leveraging Events for Brand Exposure 6

3.3 Case Studies 6

4 Measuring the Impact of Events 7

III Conclusion 7

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INTRODUCTION

EM and PR are two related fields in the process of promoting and creating a brand for an organization or an event EM and PR interact to create a brand, while EM manages the event Plan to organize and carry out events, while PR builds and maintains relationships, enhances interaction with customers and partners Therefore, the relationship between

EM and PR is very important in the modern media world

The importance of EM in PR is huge because it helps businesses build reputation and trust from customers EM helps businesses reach a large number of customers, increase market understanding to come up with appropriate strategies to improve your position in the market

BODY

1.Theoretical models and framework.

1.1 Defining event management:

Event management (EM) is the process of planning and organizing events such as conferences, exhibitions, weddings and other types of event EM developed in the 1980s and grew rapidly to become a major industry in the world It involves coordinating various aspects of the event including venue selection, catering entertainment and

logistics Besides, there is also the management of budget, time and personnel to ensure everything is done according to plan For example: When you manage a painting

exhibition event, the event manager’s job is to plan, find suppliers and manage staff to complete the event on time and successfully, creating, satisfaction news for customers

EM has also achieved certain achievements with the rapid development of the event management industry expected to reach 1.1 billion USD (2021) Big events such as the Olympic, World Cup, international exhibitions have taken place successfully and

attracted millions of people

1.2 Defining public relations:

Public relations is a field in marketing and communications that aims to build, maintain relationships with an organization, individual or business and its public PR creates message that interact with customers and manage crises The purpose is to create positive brand awareness in the eyes of the public to impress and trust customers, partners,

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communities…Question = Example: when your company discovers that its product has a serious technical error, what will you do?

To solve this problem the company should inform their customers, partners about the incident and find a solution You can use the media to explain to your consumers,

partners and provide solutions In this way the company will have the public’s trust demonstrating professionalism → This is crisis management interacting with customers and using traditional means that is PR PR has brought great achievements such as

helping to increase sales According to Nielsen research 92% of customers trust user reviews and 70% of customers trust reviews from strangers online PR also helps increase followers on the web and on social networks According to study by Sprout social

companies with effective PR strategies have 89% more followers online Not only that,

PR can bring in new customers up to 45%

So PR is very important, it leaves an impression on the public However, when doing

PR leaving bad images will also give a bad impression to your customers! So reputation

is probably the first thing we need to pay attention to in our PR strategy If you want to create a good brand message, build your reputation!

1.3 The role of reputation in PR

In PR, building and managing reputation is very important Reputation is evaluated based on the activities and actions of that organization or individual, including how to communicate, manage emergency situations, and target customers, respond to crises and handle complex problems A good reputation increases the credibility and trust of the public in that organizer of product, it also helps create a positive image and attracting public interest enhances the growth and success of that person, organization or product

On the country, a bad reputation can cause serious important, such as loss of public trust, lost of sales and direction to the development of that person, organization or product Therefore , reputation management is an important part of the PR strategy, including building a positive image, creating PR campaigns and dealing with negative situations to maintain and enhance the reputation of that person ,organization or product

1.4 Event management as a PR strategy

This is a quite popular form of PR, used to create good relationships with the public Through genuine events, businesses will convey targeted messages to customers.Besides, users can better understand your brand, product services and want to connect more with your business At the same time, partners also receive the opportunity to introduce

themselves and their products better Organizing events is a great PR way to help

businesses share their vision, create a good brand image with participants and attract

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community attention Through the Internal Communications strategy-employees will bond, understand each other and work together towards the ultimate goal of the business Fulfilling corporate social responsibility well will build a friendly and trustworthy brand image in the eyes of customers

Example of how to execute a PR Marketing campaign

Google: Campaign against the Ebola epidemic

The Ebola virus epidemic broke out seriously in 2014 with a terrible speed spreading among many countries and causing many people to lose their lives Google has launched

a campaign to encourage each person to contribute 15$ and 2$ to the relief fund to fight together against the Ebola epidemic Thanks to that, Google attracts millions of people globally to participate, including large brand corporations As a result, Google

commanded raised 7,5 million $ and helped build a strong company image positive and memorable way

2 Events in the PR Landscape.

2.1 Types of PR Events.

1 Media Relations: This type of PR involves building relationships with media outlets

such as newspapers, television, radio and news websites The goal is to attract attention and bring information about the event to the public through articles or interviews

2 Advertising: Use advertising to increase brand awareness and event announcements

Forms of advertising can be on media, outdoor billboards, on the internet, or through online advertising channels

3 Online Marketing: Provide information and promote events through online channels

such as website, social networks and email marketing Online marketing allows you to

reach and interact with potential customers everywhere.

4 Partnership Relation: Build relationships with partners related to your event such as

sponsors, local businesses or celebrities Partners can financially sponsor, advertise or assist in promoting the event

5 Marketing In General: Use marketing strategies to attract the interest of potential

customers and build public confidence in your event This may include the creation of advertising content, market analysis, customer surveys and communication campaign design

2.2 Event Planning and Excution

Step 1: Establish the purpose of the event

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Each event has a different purpose such as a launch event or a company anniversary This

is the first and most important step, laying a solid foundation for the entire event

organization project template

Step 2: Identify the factors that appear in the event

The human factor is considered the most important when making an event management plan Who are the participants of the event? Which guests are included in the event attendee list? Which speakers will share at the event?

In this step, the event organizer will localize the most important and necessary objects for the event From there, the organizer can choose the appropriate time and location

Step 3: Set up an event budget

To avoid unwanted expenses, the budget becomes an indispensable element in the 9 steps

of event organization The steps to organize the event will be based on the proposed budget and the event organizer will be responsible for monitoring and ensuring that spending does not "get out of control"

Step 4: Establish an event organization team

The event organizing team is the human resource who clearly understands the event planning The team will arrange, coordinate and supervise so that the event runs as smoothly as possible The organizing team includes the reception department, logistics department, foreign affairs department,

Step 5: Choose the main topic for the event

The theme of an event depends on the goal of the event For each topic, the director will come up with different items to suit the event atmosphere as well as convey the necessary content that day

Step 6: Plan to organize and run the event

In the planning table, in addition to the script, the event organizer will provide

contingency plans to satisfactorily resolve arising problems such as: technical problems, program delays, etc

Step 7: Contact units related to the event

The External Affairs Committee is responsible for drafting invitations for guests and speakers and contacting program sponsors The Foreign Relations Department will manage and ensure enough attendees for the event

Step 8: Monitor the progress of the event

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In order to closely follow the program's progress, the entire crew and guests must

coordinate well The event organizer will manage time during the event strictly and coordinate changes if necessary

With any live or online event, unexpected problems can arise At this time, the event organizer will shorten or add other performances to the program to ensure progress Step 9: Evaluate event results

This is the final step of event planning After the event ends, people will measure and evaluate whether the event achieved the goals set at the beginning

2.3 Measuring Event Success

Measuring the success of the event can be done by evaluating previously set indicators and goals Here are some commonly used methods to measure event success:

1 Evaluation based on financial criteria: This is a popular method, measuring based

on income and costs of the event Indicators such as revenue, profit or ROI

(Return on Investment) can evaluate the effectiveness and success of the event

2 Measure by audience participation and impact: An event is successful when a high

number of audiences participate, and they feel satisfied with the experience Factors such as number of attendees, community growth after the event, or

positive feedback from customers can evaluate the effectiveness of the event

3 Measure by social and media goals: If the event has a social goal such as creating awareness of an issue, changing social consciousness, or generating interest from the public, success can be measured through indicators such as social network spread, media interactions,

4 Evaluate based on feedback from attendees: An event is successful when attendees feel satisfied and have a positive experience Customer feedback, post-event surveys, and periodic reviews can measure event success

However, measuring the success of an event is not based on just one single factor, but must consider the overall goals previously set and the specific factors related

to each specific event

For example: May 29, 2025, VNS group, with careful and professional event planning and execution, successfully organized a customer appreciation event and announced a new brand With more than 300 guests and customers attending live and more than 800,000 livestream views on Facebook, the event marked a very successful milestone

Tiêu đề	The Importance of Event Management in Public Relations
Tác giả	Phạm Minh Ánh, Vũ Tiến Dũng, Nguyễn Thị Thu Hoài, Nguyễn Hiền Lương, Nguyễn Thế Kiên
Người hướng dẫn	Dương Thị Hồng Thắm
Trường học	Thương Mại University
Chuyên ngành	Basic English 1.1
Thể loại	Group discussion
Năm xuất bản	2023

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