Abstract
Each year is characterized by a series of events plays an important role of meeting business objectives and also motivating communities throughout the world. International events. The events industry in the United Kingdom have incorporated various sectors such as hospitality,recreation,tourism e.t.c.This events industry thus has enhanced the economic growth of the United Kingdom by bringing together people from different cultures and nationalities.
In recent years, the events industry has emerged as a discipline in itself as a result of technological innovation. Adequate knowledge of public relations and relationship marketing is important since it enables the event organizers to meet the various needs of customers. Events preparation calls for the event organizers to possess relationship marketing as well as public relations skills so as to effectively meet the expectations of customers.
Although much has been researched on public relations and relationship marketing, a critical assessment on the effectiveness of public relations and relationship marketing to the successful promotion of an international event remains too researched. A gap still exists and therefore the following essay examines the effectiveness of public relations and relationship marketing to the successful promotion of an international event.
This essay thus examines the meaning of relationship marketing and public relations as well as the main theoretical concepts of public relations and relationship management. Also, the essay uses the Mobile Research Conference that was held in 2010 in order to demonstrate the role of relationship management and public relations in enhancing the events’ success. A conclusion on effectiveness of public relation and public management is given and recommendations therefrom.In.
Introduction
Events industry plays an important role of informing people on the future upcoming events. Marketing has greatly enhanced the success of events industry by building a rapport and satisfying the relationship that exists between the public and the company. Both relationship marketing and public relations are the main aspects of marketing and they play a crucial role of ensuring the success events (Jefkins, et.al. 2004, 39).
Public relations as a field began to be practiced in the late 18th century and it has emerged as an important corporate tool over the years. Public relations are an art that is concerned with presenting a company in the most ideal manner to the public. Public relations enables people to have a feeling of what an organization represents and it is through public relations that people develops either a positive or a negative attitude about an organization (McCusker, 2006, 237).
Relationship marketing on the other hand emerged in the late 1960s but was fully practiced being in the late 1980s.Relationship marketing is concerned with the art of understanding the various needs of customers and building long term relationships therefrom.Relationship marketing thus entails a situation where consumes have control with regards to products and services (Heath,2001,213).
The Mobile Research Conference 2011 also known as MRC is an event that is conducted each year and it is concerned with informing consumers on how they can access information about new brands via their cell phones. The 2011 Mobile Research Conference is the third annual conference and this year’s event is deemed to take place on 18th to 19th April 2011.The MRC conducts mobile surveys and also connects scientific research with the ideal business practices so as to enable the stakeholders to make sound decisions.
Findings
The last years’ MRC event was held at London’s May Fair Hotel and it was aimed at attracting such stakeholders as mobile operators, scientific researchers, software providers, Human resource managers, business developers, marketing heads among others from all parts of the world. The Mobile Research Conference 2010 main objective was to provide a platform where stakeholders can listen and also make opinions concerning the best practices of the mobile industry.
The main of organizers of the Mobile Research Conference 2010 were Global Park and Kalscheurener and the event will be presented by Dr. Lorenz Gräf who is the President. The chairman of the program committee of Mobile Research Conference is Dr. Liz Nelson.Usually; the conference makes use of discussions from panelists, keynotes among others so as to effectively educate the attendees on mobile research.
The panelists usually debates on the latest news concerning mobile research e.g. geo-location e.t.c.This Mobile Research Conference have also partnered with Global park which is a global organization that is aimed at monitoring the behaviors of various stakeholders in a company such as the employees, customers e.t.c. and also obtaining their feedback so as to enable the firm to make sound business decisions.
This years’ conference is intended to deliberate on various topics among them the integration of mobile research findings with other methods, the importance of mobile research, the role of mobile research in sales force, ways of enhancing mobile research among others.
Mobile phones are currently the most widely used form of technology and therefore, the respondents are deemed to conduct the research by use of mobile phones. There will be the introduction of Mobile Research Conference awards commonly referred as MRC Awards during the Mobile Research Conference. The introduction of MRC Awards is aimed at encouraging technological innovation in the field of mobile research.
The public relations concept is aimed at maintaining relationship between the firm and the stakeholders i.e. enhancing the reputation of a firm. Thus public relations helps to promote the company’s image so as to influence clients to purchase the company’s products, the investors to invest in the company’s’ shares, the government among others. Essentially, public relations is concerned with impersonal forms of communication that involves and in most cases, there is placement of company’s information through publications. Public relations focus on the following concepts; strategic or proactive communications i.e. public relations should be aimed at communicating strategically about the organizational concerns (L’Etang, 2004, 237).
Public relations are concerned with opinion assessments i.e. it enables an organization to critically assess the beliefs and attitudes of the public. Public relations thus provides an organization with an environment whereby it can collect public opinions and act appropriately. Public relations help to promote powerful media analysis which helps to assess the public opinion (Harris, 1998, 118).
Public relations play an important role of helping clients to survive during times of crises i.e. it is concerned with crisis communications and recovery. Public relations carries out vulnerability audits and also holds statements that helps in responding to crises. It mobilizes the crisis response team that peacefully helps to turn the client’s crisis into opportunities (Gregory, 2000, 20).
Public relations has initiatives that are aimed at fostering alliances i.e. public relates enables organizations to widely and aggressively promise its activities by establishing business alliances. Business alliances are usually promotes at community level (DeSanto, & Moss, 2002, 209).
Public relation targets advertising as well as the firms’ philanthropy opportunities and it also concerned with image branding and corporate messages (Dilenschneider, 2010, 16-19).
The concept of relationship marketing is aimed at developing close relationship with the clients so as to attract more customers by satisfying their various needs. The main theme behind relationship marketing is to develop collaborative and cooperative relationship between the clients and the firm.
The main concepts of relationship marketing includes the following; relationship marketing is concerned with enhancing the customer loyalty in an organization. Relationship marketing plays an important role of enabling a firm to gain competitive advantage by way of customer retention and customer satisfaction.
Relationship marketing usually focuses on consumer’s behavior intrapersonal aspects and this enhances customer retention. Customer satisfaction implies a repeated customer purchasing behavior and this in turn increases the firm’s profitability. In every organization, the act of enhancing customer loyalty is the most important concern. Relationship marketing thus enables an organization to develop cost effective and long-term links with the clients (L’Etang & Pieczka, 2006, 71).
Relationship marketing also plays an important role of creating marketing partnerships. The partnerships implies that firms are able to help one another and also they are able to create value.
Through relationship marketing, firms are able to analyze information that they collects and apply it to alter their marketing mix and this is essential since it enhances customized marketing. The marketing partnership that is as a result of relationship marketing enables firms to realize economic values i.e. firms affiliates themselves withy particular brands that are capable of driving their economic value.
Relationship marketing is concerned with developing and implementing communication strategies so as to attract the attention of customers and also maintain long lasting relationships. Relationship marketing provides value to the organizations’ products (Reid, & Bojanic, 2009, 47-48).The main elements with regards to relationship marketing includes general advertising, sales promotion and direct marketing.
The different public relations and relationship marketing of the Mobile Research Conference 2011 includes the following; to educate the key stakeholders on the advantages of mobile in conducting research as opposed to other tools such as the computers and internet. The conference is aimed at informing public on the benefits of using mobile internet in conducting consumer research. The use of mobile phones internet is advantageous since it allows the firm to capture information on those consumers who are unconnected.
The MRC 2011 also addresses the public relations and relationship marketing concerning the various countries that the surveys will be conducted. For instance, the MRC have panels across Africa, Asia, England, United States and Russia.
The Mobile Research conference is also aimed at explaining the breakdowns of mobile devices that is used by panelists in conducting the research. Feature phones are the ones that are commonly used in most of the developing nations in carrying out the research whereas most of the developed nations makes use of smart phones. The conference will also inform the stakeholders on plans to build up phones in order to enhance the carrying out of the research.
The other public relations and relationship marketing activities of the MRC is addressing the issue on how to set up a research survey appropriately. The MRC thus will explain to the stakeholders that the panelists interacts with the clients directly so as to obtain the clients’ surveys which goes live within seconds.
Also, the MRC conference will explain to the stakeholders the meaning of mobile only generation and also explain its importance.Usually, the Mobile only generation refers to a group of clients who uses mobile internet in carrying out the research.Basically, most of the web companies have not been successful in reaching this group of clients via computers and therefore, the mobile internet will enable them to download games and music using their mobile phones.
The Mobile Research conference will also explain the public relations and relationship marketing issues regarding the importance of mobile only generation group to companies. During the conference, the stakeholders will get to know how best the marketers can target this market segment (Varey, 2002, 10-15).
Both the public relations and relationship marketing model have been effective with regards to Mobile Research Conference 2011 event. The two models will enable the senior leadership team to determine and evaluate the attitudes of the public, identify the policies and procedures for enhancing the event and also to develop and execute the events’ program (Kotler, & Bowen, 2009, 164).
The activities of the 2010 Mobile Research Conference were effective as a result of the application of public relations and relationship marketing models. For instance, the conference enabled people to discover the importance of mobile phones’ research. The conference was successful following the application of public relations and relationship marketing functions as it enabled people to discover the importance of mobile technology in delivering reliable results to the marketing teams.
Both public relations and relationship marketing are interrelated in one way or another. The two are rivals implying that they competes against one another. Both public relations and relationship marketing competes wit regards to organizational resources.However,a larger proportion of an organizational resources are directed to relationship marketing as opposed to public relations(Institute of Public Relations(Great Britain),et.al.,2004,189).
Also, both public relations and relationship marketing are interrelated in that it can be challenging to separate the duties of the two models.Also,both public relations and relationship marketing can exist on various arrangements in an organizatioin.For instance, both the public relations and relationship marketing can take the form of celibate i.e. either the public relations or relationship marketing exist. They can also co-exist implying that, both the public relations and relationship marketing operates independently from one another.
Both the relationship marketing and public relations can be combative i.e. they can operate at odds. Another form that the two models can take is co-optive i.e. either the public relations or relationship marketing can usurp the other.Also,the two functions can be combined i.e. both the public relations and relationship marketing can be under a common unit. If the two functions are combined, they becomes one function within an organization (Austin, & Pinkeleton, 2006, 239).
The fact that there is no one single definition of public relations implies that it is more often regarded as relationship marketing. Public relations has many definitions whereas relationship marketing on the other hand, relationship marketing has a clear definition that is consistent. The existence of various definitions with regards to public relations implies that public relations is interrelated with relationship marketing (Croft, 2006, 131).
Conclusion
Both relationship marketing and public relations have changed the manner in which the marketers creates brand image as marketers are making use of the availability of a wide variety of media in building relationships with the clients. Globalization coupled with the development in media have played a key role of strengthening the public relations and relationship marketing. Many international events have failed as a result of failure by the event organizers to add value to public relations and relationship marketing.
The effectiveness of public relations and relationship marketing to the successful promotion of an international event. The intense competition in the industry have called for event organizers to apply public relations and relationship marketing so as to establish and maintain long-lasting relationships with the clients. The intense competition calls for the event organizers to be innovative and grab the clients’ attention.
This innovative culture thus enables a firm to keep ahead of the vagaries of the environment. Companies are now coming face to face with new market realities i.e. that the customer is not a burden to the business and rather the customer is the reason the business exists.
The evaluation of the effectiveness of public relations and relationship marketing is one of the most challenging issues as far as international events are concerned.
For successful evaluation of the effectiveness of public relations and relationship marketing there is need for the event organizers to develop consistent methodologies in relation to the event. The evaluation of the effectiveness of the two models entails a sophisticated analysis .The event organizer should use both quantitative as well as qualitative techniques so as to ensure that the event is successful.
The organizers also require having the necessary skills regarding public relations and relationship marketing so as to measure and evaluate the effectiveness of the two models. The event organizers should set specific and measurable goals so as to accomplish the public relations and relationship marketing objectives.Also, there is need for the event organizers to measure the public relations and relationship marketing plans on regular basis and obtain feedback so as to make the changes where necessary.
Recommendations
The organizers of the 2011 Mobile Research conference should consider using public relations and relationship marketing in order to ensure that the event promotion is successful. The event organizers should adopt an innovative culture so as to attract and retain the customers.
There is need for the event organizers to have adequate skills concerning public relations and relationship marketing so as to be able to cater for the various requirements of the stakeholders such as customers. The event organizers should plan carefully while evaluating the public relations and relationship marketing.
Measurement-by –objectives should be used by the event organizers so as to reduce the challenges of public relations and relationship marketing. The event organizers requires preparing statements before the planning stage commences and the statements must be acceptable by all the stakeholders. Adequate knowledge of public relations and relationship marketing is important since it enables the event organizers to meet the various needs of customers.
All stakeholders should be involved in public relations and relationship marketing so as to ensure that the event promotion is effective. Group work should be encouraged so as to ensure that everybody participates in accomplishing the objectives. Marketing managers should also involve the subordinates too and this is important since it ensures that everyone understands what needs to be done.
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