Plan for Nokia Product Launch Event in London: PR Strategies, Sustainability Measures, and Crowd Management

The data contains a plan for Nokia's product launch event in London. It includes background information, PR and media management strategies, sustainability measures, and crowd management. The event aims to connect people and enhance sales. Reflective logs on seminars and activities are also included. 

Running head: EVENT MANAGEMENT
EVENT MANAGEMENT
Name of the student
Name of the university
Author note

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Table of Contents
Part 1: Plan for Nokia product launch event in London..................................................................2
1. Background of the Nokia event...............................................................................................2
2. Management of PR and Media................................................................................................2
3. Sustainability and Environmental Impact................................................................................8
4. Crowd Management and Spectator Safety..............................................................................8
Part 2: Reflective logs on the seminars and activities.....................................................................9
References......................................................................................................................................14

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Part 1: Plan for Nokia product launch event in London
1. Background of the Nokia event
The event that will be undertaken by the concerned organization, Nokia, will aim at
making the target audience aware of the new product launch in UK markets. The new product
launch will be initiated through collaboration with the HMD Global. On the other hand, the
concerned venture will focus on making the target audience aware of the different environmental
and social sustainability measures that would be initiated by the business. The event will aim at
assisting the organization to gain a competitive advantage in London while enhancing the rate of
sales volume. The design of the event will be aligned with the theme of the organizational
mission “Connecting People”, which will emphasize on bridging the barriers between nations
related to caste, creed religion, culture and nationality.
The event will be commenced by the concerned organization in the Royal Albert Hall,
London in 10th March, Sunday, with the purpose of attracting the attention of most of the target
customers. The place was chosen based on the convenient location and the popularity, which will
again help the business in drawing the attention of the intended audiences. On the other hand, the
date and timing for the event is fixed with the consideration of maximizing the involvement of
the target audience. The event will help the organization in making the intended audience aware
of the new and improved propositions apart from the CSR initiatives.
2. Management of PR and Media
Nokia will initiate steps to identify the goal of commencing with the event and the
manner in which the message might be transmitted to the intended audience. In this relation, the
PR and media strategies of the organization will be dependent on the goals. The organization

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will undertake celebrity endorsement as their PR strategy, which will support the organization
through generating interest among the intended audience and excite the same to attend the event.
The celebrity endorsement would also support Nokia in seeking the social capital while
reflecting an appeal to the intended audience. As a part of the strategy, the organization would
seek the cooperation of celebrities like Emma Bunton, Freema Agyeman, Tom Hiddleston and
Jourdan Dunn. The presence of the celebrities from the different races and genres would also
support the organization in upholding their mission of “Connecting People” as a symbolic
regime.
Nokia will also make use of a variety of social media vehicles like Facebook and Twitter
while making the intended audience aware of the venue and time of the event as the media
strategy. The updates on the Facebook and twitter pages of the organization would make the
intended audience aware of the event and the goals of the business in undertaking the same. The
concerned organization will be targeting the niche market in London. On the other hand, suitable
communication with the intended audience on the purpose of undertaking the event would enable
the concerned organization in drawing the attention of the intended audience towards their
offerings.
Durst and Wilhelm (2012) stated that suitable communication with the stakeholders and
the intended audience helps an organization in maintaining the efficiency of the operations as per
the goals of the same. The suitable utilization of social media vehicles will enable the
organization in maximizing the reach and degree of target audience for the event. On the other
hand, the utilization of the suitable social media platforms will enable the event organizers in
maximizing the reach of the message of the event and drawing the attention of huge number of
intended audiences (Ziakas 2014).

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Dowson and Bassett (2015) noted that efficient PR initiative assists an organization in
bridging the gap between the perceived value and the actual value offering. Therefore, the
management of the PR initiatives will support the organization in making the concerned
audience aware of the different specific information relating to the event. The sustainable PR
operations will assist the business venture in making the intended audience aware of the event
occurrence and the topic that will be discussed during the same. The delineation of the event
information would support the concerned organization in drawing the attention of the intended
audience rather than the people who are not interested.
The utilization of Facebook and Twitter as media vehicles would support the aim of the
organization in identifying the size and degree of target audience. Ziakas (2014) stated that the
delineation of the degree of target audience and reach helps an organization in identifying the
success factors of the event. Therefore, management of the media and PR initiatives would assist
the concerned organization in establishing a communicative link between the intended audience
and the venture, which would support the efficiency of the event management process.
Goals Activities Responsible
person
Timeframe
Consultation
with the
stakeholders
 Market
research
 Identifying
the
preferences
of the
intended
Market analyst,
event managers,
sponsors,
volunteers, PR
managers,
Marketing
manager,
2 months

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audience
 Consultation
with
relevant
stakeholders
 Planning the
PR and
Media
strategies
 Circulating
the
strategies,
budgeting,
allocating
resources,
involving
the
stakeholders
accounts
manager
Meeting with
the celebrities
and inviting the
same
 Contacting
with the
celebrities
individually
 Briefing
PR managers,
Marketing
manager
1- 2 weeks

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celebrities
on the
content of
the
campaign
 Developing
contract
with the
celebrities
 Finalizing
the deal and
inviting the
celebrities
in the event
Developing
media strategies
 Identifying
the most
used media
vehicles in
London
 Consultation
with the
stakeholders
 Finalizing
Event
managers,
volunteers, PR
managers,
Marketing
manager
3 weeks

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the media
before
uploading
content
Including
content stories
in Facebook and
twitter’s fan
pages
 Developing
content for
the media
vehicles
 Aligning the
content with
the strategic
objectives
of Nokia
 Uploading
the content
on the
different
social media
channels
Market analyst,
content
developers, PR
managers,
Marketing
manager
2 weeks
3. Sustainability and Environmental Impact
The event that will be undertaken by the concerned organization will fulfill the interests
of the economic, social and sustainability through a variety of ways. The different modifications

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that are being undertaken by the concerned organization in the line of product offerings will be
displayed in order to contribute to the economic sustenance of the business. The event will
project the different developments in the android systems that have being initiated by the
business. The event will make the intended audience aware of the recycling activities that are
commenced by the same which will contribute to its competitive edge and the organization’s
progress while adhering to the Resource Conservation and Recovery Act (RCRA). The
organization will also utilize the tagline “Connecting People” which will be used as a quote to
minimize the differences between the individuals and the nations. The application of the tagline
in the societal context will be helping the concerned organization in drawing the attention of the
liberal minded audience towards their offering. On the other hand, the tagline will serve as a link
between the company’s initiatives of bringing forth social changes.
4. Crowd Management and Spectator Safety
Crowd management and spectator safety is one of the major considerations that are
undertaken by event managers while conducting an event. In this relation, the concerned
organization will adhere to a series of steps in order to ensure the safety and security of the
spectators in the event. The event manager of the organization will employ well trained
personnel in the fields of first aid, fire fighters, crime detection and prevention and NVQ
Spectator Safety. On the other hand, the event manager of the concerned organization will also
facilitate the intervention of Front of Stage Safety Barrier teams and Tactical Response Teams
(TRT) in order to ensure the safety and security of the spectators in the event. The Front of stage
safety barriers team will control the crowd and look out for any crisis situation during the event.
The front of stage safety team would also ensure that the crowd does not get up on the stage in

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presence of the celebrities. On the other hand, the first aid team, fire fighters and the crime
detection teams will support in minimizing the adversity of any crisis situations.
The assessment of the accommodation capability of Royal Albert Hall and thereby
issuing tickets will also help the concerned organization in managing the safety and security of
the spectators. Phi, Dredge and Whitford (2014) stated that the inspection of architecture of the
venue and the accommodation strength of the same helps in determining the crowd of the event
and the measures that might be applied by the authorities for ensuring the safety. The concerned
event might face a crowd of 5000 spectators in the Royal Albert Hall. Therefore, the event
organizer might take steps to design significant risk management and spectator safety systems in
order to ensure the safety and security of the spectators. On the other hand, the implementation
of diverse range of crowd management strategies will be helping the concerned organization in
adhering to the safety and security of the audience.
Part 2: Reflective logs on the seminars and activities
The process of event management has helped me in identifying the systematic activities
that might be considered by a manger in order to maintain the efficiency of the operations.
During the activities, I faced issues while communication with the concerned stakeholders which
affected my capabilities of enhancing the rate of collaborative functioning. Lack of proficient
communicative skills might have affected my capability of undertaking discussion with the
stakeholders while fixing the venue. J. Dickson, Benson and Anne Terwiel (2014) stated that
communication with the stakeholders of an event helps a manager in upholding the efficiency of
operations through suitable functioning of systems.

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On the other hand, the lack of suitable communication also affected my capabilities of
determining the degree of target audience, which might have affected the PR initiatives and
choice of media vehicles. However, during the activities, I understood the value of identifying
the target audience to which the event will be positioned. On the other hand, the goal of
undertaking an event plays a major role in the event planning. Therefore, I took steps to make a
comprehensive plan of the event based on the objectives of the organization in drawing the
attention of the niche market towards their new product. I was entitled to work with my peers
and colleagues while forming the plan. However, lack of proficient communication and
collaboration affected my capabilities of facilitating the collaborative approach. In this relation, I
believe that development in the communicative skills would support me in becoming a proficient
event manager at future.
The event management practices included suitable resource allocation as per the needs of
maintaining the safety and security of the spectators. In this relation, the event plan was induced
with a comprehensive risk management plan. Resource allocation for the different activities like
rental for the venue, remuneration for the people working for the event and the like has helped
me in classifying the costs. It will be helping me in future to identify the different resources that
might be required for an event. On the other hand, resource and cost allocation also included a
provision for the risk assessment in the venue and thereby allocate different resources like
trained personnel in order to resolve conflicts in the event. Daniel, Bogdan and Daniel (2012)
stated that resource allocation is one of the major activities that are undertaken by an event
organizer or manager in order to maintain the efficiency of the event in accordance to the
objectives of an organization.

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On the other hand, Halinen, Törnroos and Elo (2013) stated that the allocation of the
different resources and costs assists an event organizer in avoiding the risks of schedule and cost
overruns through systematic functioning of the different departments. Resource and cost
allocation helps an event organizer in identifying the different capabilities and competencies of
an organization while planning the event. Therefore, the activities helped me in identifying the
different measures that might be undertaken by an event manager while allocating resources and
costs to the different tasks. The allocation of the resources and the costs will be helping me to
work systematically in future for ensuring success of the future events. Bülow et al. (2013) stated
that the estimation of the resources that will be required during the event and the cost allocations
for the same helps in identifying the capabilities and competencies of the event organizer.
Assessment of the capabilities and competencies of the organizer will help in structuring the
activities for the event. Therefore, I gained the good idea of managing the resource and cost for
the event in order to maintain the efficacy of the event. The resource allocation for ban event also
incorporate the staff needs of the same. In this relation, I have gained specific knowledge of the
staffing needs for facilitating the event’s success. Hiring talents in the field of technologies and
risk management would help an event manager in supporting the different frameworks. On the
other hand, delineation of the different procedures for screening the new talents for facilitating
innovation in the event has helped me in enforcing changes.
The development of the PR initiatives and the choice of the media vehicles served as an
effective link between the intended audience and the concerned event organizer. The choice of
the media vehicles largely depended on the delineation of the degree of target audience. In this
relation, the delineation of the PR initiatives was based on the amount of reach and the degree of
intended audience. I took consultation with my colleagues I had limited knowledge on the PR

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activities that might be considered in this connection. However, I faced difficulties in developing
the content for the PR activities, which again affected my capabilities of attracting the attention
of the intended audience. After the completion of the event, I recognized the different systematic
ways in which the attention of the intended audience might be gathered.
The systematic functioning of the PR activities will be helping me to develop a positive
insight on the management procedures while undertaking an event. On the other hand, I
understood that the transparency of the PR activities helps an event organizer in maintaining the
proficiency of the event. Ahmad et al. (2012) stated that the transparency in the communicative
practices will be helping the concerned organization in upholding the quality of the event plan in
relation to the concerned organization. On the other hand, Herzberg, Meyer and Weske (2013)
stated that the transparency in the PR initiatives and communicative practices helps in
developing trust and confidence in the minds of the intended audience. Coordination among the
stakeholders and posting relevant data on the social media platforms would help in drawing the
attention of the intended audience. Krumeich et al. (2014) stated that effective communication
through the utilization of the media vehicles helps an event manager in making the intended
audience aware of the objective of the event. During the event activities, I discovered the
necessary steps that might be undertaken by an event manager. On the other hand, the
transparency of the communication would help me to facilitate coordination among the team
members. Therefore, during the event planning and PR initiatives I identified the value of the
activities and the manner in which it guides the attention of the intended audience in accordance
to the goals of an organization.
The implementation of the event is the final stage where maximum amount of
collaboration among the stakeholders are required. Janiesch, Matzner and Müller (2012) stated

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that the collaborative support from the stakeholders play a major role in the success elements of
an event. Collaboration among the stakeholders is maintained through development in the
communication strategies. Therefore, during the activity I understood the value of
communication and collaboration among the stakeholders, which would help me in future to
perform my responsibilities as an event manager. I also identified the chief role of event manager
in organizing an event. The vision and innovativeness in the approach will again assist me in
managing events in the future.
Therefore, the overall assessment of the event will be helping me to develop an insight of
the different required activities related to event planning, venue inspection, staffing, resource and
cost allocation and implementation through coordinated operations of the stakeholders. The
different activities has provided me with an idea of the different systematic steps that might be
undertaken by an event organizer and manager in order to contribute to the success of the event.
The experience assisted me in understanding my role as an event manager while undertaking the
management of an event.

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References
Ahmad, N.L., Yusuf, A.N.M., Shobri, N.D.M. and Wahab, S., 2012. The relationship between
time management and job performance in event management. Procedia-Social and Behavioral
Sciences, 65, pp.937-941.
Bülow, S., Backmann, M., Herzberg, N., Hille, T., Meyer, A., Ulm, B., Wong, T.Y. and Weske,
M., 2013, August. Monitoring of business processes with complex event processing.
In International Conference on Business Process Management(pp. 277-290). Springer, Cham.
Daniel, M., Bogdan, G. and Daniel, Z., 2012. The use of event marketing management
strategies. Procedia-Social and Behavioral Sciences, 46, pp.5409-5413.
Dowson, R. and Bassett, D., 2015. Event planning and management: A practical handbook for
PR and events professionals. Kogan Page Publishers.
Durst, S. and Wilhelm, S., 2012. Knowledge management and succession planning in
SMEs. Journal of Knowledge Management, 16(4), pp.637-649.
Halinen, A., Törnroos, J.Å. and Elo, M., 2013. Network process analysis: An event-based
approach to study business network dynamics. Industrial Marketing Management, 42(8),
pp.1213-1222.
Herzberg, N., Meyer, A. and Weske, M., 2013, September. An event processing platform for
business process management. In 2013 17th IEEE International Enterprise Distributed Object
Computing Conference (pp. 107-116). IEEE.

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J. Dickson, T., M. Benson, A. and Anne Terwiel, F., 2014. Mega-event volunteers, similar or
different? Vancouver 2010 vs London 2012. International Journal of Event and Festival
Management, 5(2), pp.164-179.
Janiesch, C., Matzner, M. and Müller, O., 2012. Beyond process monitoring: a proof-of-concept
of event-driven business activity management. Business Process Management Journal, 18(4),
pp.625-643.
Krumeich, J., Weis, B., Werth, D. and Loos, P., 2014. Event-driven business process
management: Where are we now? A comprehensive synthesis and analysis of literature. Business
Process Management Journal, 20(4), pp.615-633.
Phi, G., Dredge, D. and Whitford, M., 2014. Understanding conflicting perspectives in event
planning and management using Q method. Tourism Management, 40, pp.406-415.
Ziakas, V., 2014. Planning and leveraging event portfolios: Towards a holistic theory. Journal of
Hospitality Marketing & Management, 23(3), pp.327-356.