1. Definition of Large-scale Events
Large-scale events are organized social coordination activities that are purposeful, planned, and step-by-step, involving many participants. Three important concepts must be grasped in this definition:
First, large-scale events must have a clear purpose. They often consume significant resources, including manpower and materials. For example, introducing a product to a major city may require millions in communication costs. Recently, we conducted an IPO public relations campaign for a Shanxi company in Shenzhen, with expenses reaching millions. Why organize such a large event despite the high cost? Naturally, it is for the company's communication needs, to attract more people to buy its stock—that is the goal of the event. It is impossible to spend money on an event without a purpose, and it is not worthwhile if the purpose is not clear. We often encounter manufacturers who, seeing other companies' anniversary celebrations, want to hold their own, demanding more excitement, larger scale, and higher specifications, but they do not know what information to communicate. Clearly, they lack purpose.
Second, there must be planning. Everything should be planned, and large-scale events require even more meticulous planning.
Third, the participation of many people is an important concept. Since it is a large-scale event, many people should participate, but not every event with many participants qualifies as large-scale. If a company with 10,000 employees holds a general meeting, that involves many people, but can you call it a large-scale event? The fundamental difference between large and small events lies not only in the number of participants but in the degree of social engagement.
2. Characteristics of Large-scale Events
1. Must have a clear purpose. It should not be a general purpose but one established around the overall organizational image strategy and short-term public relations goals. When discussing this in academic settings, many students ask: if an organization's PR goals conflict with social needs, how should the PR consultant handle it? The answer is simple: an organization's image can only be established if it stays in harmony with society. If it uses deceptive tactics, even if it temporarily captures the market or increases market share, it will eventually be forced out.
There is a domestic case: a shopping mall, to promote sales, organized staff to walk around carrying products. This absolutely violates PR ethics and is deceptive, doing no good for the company's image. Therefore, the purpose of an event should be viewed from a comprehensive social standpoint, not just from the perspective of a single enterprise.
2. Broad social communicability. A large-scale PR event itself is a medium, functioning like a mass communication channel, but it only becomes effective once the event is organized. Once the event takes place, it generates good communication effects. It should also be noted that the event attracts public and media participation, so information is disseminated through media or the public. This is an important characteristic to consider in planning.
3. High investment. Large-scale events typically require substantial funding and expenses; it is impossible to organize a large event with minimal funds. While one can advocate for frugality, high investment is a fundamental characteristic. Unless there is a special need, large-scale events should not be used casually.
4. Rigorous operability. In organizing large-scale events, there is only one chance for success or failure. Unlike filming movies or TV shows, where multiple takes can be edited, large-scale events are live broadcasts; once a mistake occurs, it cannot be remedied. There is a profound lesson: before Hong Kong's return, a youth gathering event for Guangzhou, Hong Kong, and Macau was held in Guangzhou. The original plan included a ceremony where representatives from the three regions exchanged flags to mark the beginning of exchanges. This information had already been released to the media. However, when the meeting started, the staff forgot to bring the flags to the venue, and it was too late to retrieve them, so the ceremony had to be canceled. This was a sensitive period, and the issue immediately attracted media attention, especially from Hong Kong media, who wondered if policies had changed. It was a regrettable mistake due to staff negligence. Newspapers often report such incidents: an event fails due to poor management, resulting in casualties or significant property loss, and the planners, organizers, or leaders are dismissed or prosecuted. Therefore, the meticulousness of planning and implementing large-scale events cannot be taken lightly.
3. Planning Large-scale Events
In terms of procedure, planning and implementing large-scale events must fully follow the four-step public relations method:
First, project initiation: determine whether the event should be done and why. It must be very clear.
Second, conduct research and feasibility studies. Research is well-known, but large-scale event planning has its own specifics. For example, research content includes national policies and regulations on large-scale events, public concerns, historical cases of similar events, venue conditions, and timing options.
Feasibility study is a crucial step. It covers social adaptability, including the adaptability of the social environment and target public, financial adaptability, and benefit feasibility. From a benefit perspective, would such an event be more cost-effective than advertising? If media advertising is more effective, the event may not be necessary. Also, consider the adaptability of social material levels; large-scale events require many social resources, and many creative ideas need material support, so planners must grasp modern scientific achievements. Finally, there is the adaptability of emergency response: what contingency measures are needed? For outdoor events, consider weather conditions; for field events, focus more on safety facilities. These are all part of feasibility studies.
Third, refine the theme and generate creative ideas. In addition to individual creativity, emphasize the concept of group creativity. We do not advocate the idea of a personal planning master. Today is not like the Three Kingdoms era when a single Zhuge Liang could devise clever plans; instead, it relies on group planning from different disciplines. When Sun Yat-sen University invited me to teach planning, their original case assignment required each student to create a complete case plan individually. I suggested changing it to group planning. They did this for three years with good results. This does not negate individual creativity; the group creative process always includes individual creativity. Modern planning requires multidisciplinary synthesis and collective wisdom, not the masterpiece of a single master.
Fourth, plan validation. Plans must be validated scientifically, usually using positioning optimization, rotation optimization, and advantage transplantation methods.
4. Issues to Note in the Implementation Process
1. Implementation operation design. Based on work experience and research, great importance should be attached to the operational design of the implementation plan. We have seen events organized by some units, even professional agencies, where the creativity is good, but due to lack of operational design, many problems arise during implementation, deviating from the original intent or not reaching the original level. Therefore, after the principle plan is determined, further operational design is needed, which must include accurate financial budgeting. Many units budget 1 million for an event but end up spending 1.6 million, which cannot be considered successful from a modern management perspective.
2. Handle approval procedures. Some find approval procedures cumbersome and troublesome. However, in practice, approval from relevant units should be sought. Here is a case: a unit in Guangzhou organized an elderly respect event, which was a good thing. They found many sponsors, including a fireworks factory that sponsored fireworks. At that time, Guangzhou did not require approval for setting off fireworks in the city, but activities in public places required approval. This unit was at the bureau level and believed they had the right to hold the event on their own premises without reporting to relevant authorities. The event was lively, with performances and sponsors giving gifts to the elderly, and finally fireworks. But as soon as the fireworks were set off, the public security authorities pursued the matter. Why? Because they did not obtain approval and lacked knowledge of civil aviation regulations; setting off fireworks on an aircraft flight path is illegal regardless.
3. Management of implementation procedures. Procedural management is a scientific management concept. Only through procedural implementation can there be standardized and scientific management. Therefore, implementation design should focus on designing standardized operating procedures.
4. Program training. In large-scale events, if participating staff do not understand the overall planning intent, they cannot contribute constructively to the implementation of the event strategy. Therefore, staff need program training; only those who are informed can contribute effectively.
5. Design evaluation criteria. A large-scale event should have accurate evaluation criteria. Currently, many plans overlook designing evaluation criteria, and clients rarely request evaluation plans or are willing to pay for professional evaluation reports. Evaluation criteria should be designed during planning so that clients can scientifically evaluate the event after completion based on the set standards.
5. Planning Techniques
There are many planning techniques; today we will discuss two methods.
First, there should be an atmosphere design that effectively expresses the theme. Today, in the conference hall, we see the theme image display boards, which are clear and bilingual, bringing out the theme atmosphere and the concept of international public relations exchange. This is thoughtful planning. Attention should be paid to venue design and atmosphere design to bring out the theme, which many people often overlook. They only consider creativity in a specific activity segment, ignoring the creativity of the venue itself.
Second, create the "eye" of the event. The concept of "eye" is derived from the "eye" of an article or a song. In middle school, I read Zhu Ziqing's prose "The Back View," where he uses plain description to depict his father buying oranges—this is the most expressive part, the "eye" of the article. Singers know that many songs may not be sung in full, but one or two lines are memorable; those are the most catchy parts, the "eye" of the song. Large-scale event planning similarly needs to create such a highlight, with a climax designed to be more communicable. This is the core and key of large-scale event creativity.
In the planning and implementation of large-scale events, many other techniques can be utilized. As long as we continuously summarize and improve, we can create more and more influential large-scale events.