Generally the number and range of events in all countries including those in Australia are growing, and events are increasingly viewed as entertainment and big business (Hillary, 1997:2). Events of the future are more and more seen as a way to compete for the public's leisure time among other things, and a way for event sponsors and organizers to reach target markets through enjoyable activities (Hillary, 1997:3).
Generally current and future trends center on preparation that includes a 'feasibility' check which assesses among other things (1) whether the event is a good idea, (2) whether the event managers and marketing agents have the right marketing skills available to do the job, (3) whether the marketing and publicity is targeted in the right communities, (4) whether adequate knowledge of the community is available and (5) how media support and funds will be acquired (Hillary, 1997:4).
Current trends also include sufficient planning for time, including a creation of a timetable of actions that will need to be taken before, during and after an event (Hillary, 1997:4). Among the things a marketing a publicist will examine with regard to this is other events that will be occurring around the same time as the event as well as potential advertising conflicts.
Key players that work directly with marketing and publicist managers during the event management process include financial agents who help determine sources of revenue and expenditure levels, operational managers who will help guide the overall operation and functioning of the event including assisting with management of technology and legal managers who may help negotiate any contracts that need to be arranged with regard to marketing, publicizing and holding an event (Hillary, 1997:4).
These members often work directly with modern day event marketing and publicizing agents in an organizing committee.
The future of marketing and publicizing event management will likely continue to demand increased utilization of technology to get the word out about events and to reach target audiences. In times of old publicists may have relied more on local communities and service organizations to get the word out. Though the current trend is still to rely heavily on these resources, now event planners have the capability of reaching a global target audience with regard to events. The internet is the most commonly used form of technology that event managers are using...
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