Choosing an event venue, speechwriting tips, more

What's the best venue to hold your PR event?

What's the best venue to hold your PR event?

First, think about your audience, says Eventage's Matt Glass. Is it the media? Consumers? Both? "For media, you certainly want to be in a central location, unless your event is so unique and newsworthy that you can draw them from afar," he says.

For consumers, make sure you hit the right audience at the right time, he adds. Moms and kids probably won't be in the financial district and CEOs probably won't be at the mall at noon on a Tuesday.

Glass explains that sometimes a brand's attributes and messaging can help you determine the best venue. The backdrop of where you are speaks a lot about what you're trying to say. So a place like Times Square might be a good fit for a telecommunications or entertainment brand, while a city park might be better for a new, environmentally sensitive product.

"Remember that parks departments across the country also own prime un-parklike real estate in the middle of major cities," Glass notes. "This can give you the 'business' background you're looking for, as well as the space you need to produce an attention-getting event."

Speechwriting
How do you strike the right balance when writing a speech?

"A truly memorable speech becomes so partly because it strikes exactly the right balance been content and entertainment," says Edelman's Marilynn Mobley.

To achieve this balance, she advises to first script the entire speech, even if you don't plan to present it word for word. Then, physically dissect the speech and pay attention to the clues. Go through the entire script and mark each sentence with a highlighter, using different colors for humorous comments, statistical information, quotations, and so on.

The next step is to take the speech and spread it on the floor or paste it to a wall so you can stand back and see the entire colored speech at once. You will instantly see if you have specific types of information "bunched" or if you go for long periods with no humor, for example.

"Your goal should not be to have equal parts of each color," says Mobley. "Rather, it should be to quickly grasp where you may need to rearrange, add, or subtract specific types of content. Once you're satisfied with the balance, it's time to learn the speech well enough to deliver it without reading it."

Asian-American marketing
Why should my clients include Asian-American communities in their communications and outreach campaigns?

"With over 14 million Asian Americans in the US right now, boasting the highest median household income in the nation of over $65,000, your clients can't afford to ignore the fastest-growing segment of the population," says Leslie Yngojo-Bowes of US Asian Wire.

The consumer spending clout of Asian Americans alone exceeds over $400 billion, as investment holdings surpass $1 trillion. Education levels are high among Asian Americans, with over 48% earning a BA or higher.

Their inclusion in communications and multicultural campaigns will ensure that your clients' messages are reaching highly affluent, well-educated Asian communities. In addition, Asian-American print, broadcast, and online media outlets continue to grow, serving the majority of Asian audiences nationwide who rely on community media outlets for their news and information.

"By effectively targeting and reaching this important segment of the US population, it will enhance your clients' existing communications efforts," says Yngojo-Bowes.

Send your questions to toolbox@prweek.com. Please contact Irene Chang if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.

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