Case Study: Inappropriate Media Arrangement Leads to PR Disaster
Arranging events and liaising with the media are parts of the responsibilities of a public relations specialist. However, mishandling these tasks can lead to a disaster, turning an original positive event into a negative one due to improper arrangements.
One recent example is from April 2023 when a theme park in Hong Kong held a 50th anniversary exhibition for a famous Japanese animator. Originally, it was a notable event for fans and Animation, Comics, and Games (ACG) lovers. However, the event turned into something unpleasant with heavy criticism from media and guests as a result of poor arrangements, some even stating angrily that they wouldn’t attend any events organized by the concerned PR company in the future to express their dissatisfaction.
The situation started deteriorating when attendees criticized the arrangements. For instance, they had been waiting in the rain without any shelter before entering, and the original interactive session with the well-known animator, as claimed by the PR firm, turned out to be autograph signing ceremony. As a result, many Key Opinion Leaders (KOLs) and comic artists vented their anger on social media after the event, stating that the invitation list for media was unorganized, and some of them along with dozens of guests were crammed into a narrow corridor to listen to the animator’s opinions, which hindered the interview process. Worse still, some staff mistook guests for fans and made them wait in line, which made them feel disrespected. Apart from the complaints mentioned above, their grievances also include:
#1: The rude and disrespectful manner of reception staff with some even complaining about the use foul language, making guests and media feel uncomfortable.
#2: Poor interview arrangements resulting in reporters being cram into narrow corridors, which nearly caused a stampede.
#3: Restricting guest interaction with the animator including limiting the number of autographs which causes dissatisfaction.
#4: Some guests complained that the organizers and PR company failed to adhere to the original arrangements and did not show proper respect to guests.
Solutions:
Based on the above case, we offer the following analysis to prevent similar incidents from happening again in the future.
Clear Workflow
The event organizers and PR agency should both collaboratively review and establish a clear workflow to ensure that the interview process will run smoothly. That way, it guarantees that the media will get enough space and time to conduct an interview, preventing unpleasant situations, such as overcrowding, from happening.
Know Your Customer (KYC)
Organizers and PR agencies should respect the guests regardless of their background and profession when inviting them to come over for the preview events. Prior to the event, they should understand the guests’ backgrounds and avoid treating them as fans. Instead, they should provide a more personalized experience. For instance, arrangements like exchanging artwork should be communicated in advance to ensure that the comic artist feels respected.
Meet guests’ needs
Organizers should ensure that guests have an enjoyable experience during the event. If guests have autograph requests, there should be no restrictions on the number of autographs. Instead, they should provide better arrangements under controlled conditions. This not only enhances guest engagement but also elevates the overall event quality.
Follow-up communication
After the event, the organizers and PR company should proactively communicate with affected guests and media, offering sincere apologies. They should accept and review feedback from guests and media, treating this incident as a valuable learning experience to improve future event arrangements.
Conclusion
The inappropriate media arrangement during the exhibition serves as a reminder to all PR professionals that the success of an event lies not only in enhancing brand visibility but also in meticulous planning, as well as respecting and understanding the needs of each guest. With 30 years of experience in the PR industry, we have rich expertise in managing and strategizing events of all sizes, ensuring that each event yields positive publicity outcomes for our clients. If you aim to uphold a favourable image and reputation, consider reaching out to the professional team at Newell Public Relations, where we can help you achieve your goals.