Having spent the past 18 years working in public relations, I’ve seen firsthand that when it comes to making events a success, good PR is just as important as strong overall planning and execution.
I know this might sound like a bold claim to many organisers who pour their hearts and souls into every event, but before you write me off as a self-serving PR person, allow me to make a case for why public relations should play more than just a supporting role in the world of events.
Using communications to inform, influence and persuade has existed for centuries, dating back to the ancient Greeks, who would send out heralds to promote the Olympic Games throughout the country months in advance. Of course, methods of planning and execution have evolved significantly over the years, but it seems that when it comes to PR, many among the region’s event sector are lagging behind what was common practice all those years ago.
Nowadays, it is not uncommon to hear about how many crucial roles and departments are plugged in too close to the event date. Often, one person or team juggles multiple roles while already handling other core responsibilities. This happens all over the world, but it is particularly prevalent in the Middle East, where project timelines are famously short.
In many organisations worldwide, PR is still seen as a reactive function for when a problem arises, to secure media coverage and, if applicable, influencer engagement. So, it is not entirely surprising that the same gap exists in the Middle East.
Media relations and coverage are only one part of what is possible for stakeholder engagement and reputation building through events. In their book, Successful Event Management: A Practical Handbook, Anton Shone and Bryn Parry insist that: “It is vital that event planners have a thorough understanding of their attendees”. PR provides this understanding and key intel.
Strategic planning is often tied to finances, with the number of visitors and tickets sold contributing to an inherited tendency among many event organisers in the region to think of PR as a limited function. The expectation is to write and issue press releases and manage the press office, with no time to plan communications building up to the event, or maintain momentum to keep the target audience and stakeholders informed and interested after the show.
In today’s ecosystem, working with influencers adds another layer of visibility. However, multiple cases have revealed that reach does not guarantee impact. Finding and working with the right creators for each show also requires time and careful planning. With sufficient time, and a seat at the decision-making table, PR practitioners who are experts at finding stories in seemingly ordinary moments and conversations can do a lot more for an event.
An event can run without dedicated PR or rely on a fragmented approach led by someone juggling social posts, reels, box-office duties and even flowers for the VVIP area, but it misses a major opportunity.
When the active audience and stakeholders feel connected to an organisation or event through carefully planned communications, it not only drives attendance but also increases the perceived value of attending and hosting the event, ensuring continued attendance and trust in subsequent editions and new shows.
Companies that understand this incorporate PR earlier in the event life cycle rather than later, and that is often their unique advantage.
