I
was really excited today as finally my senior executive brought me out from
office to our client’s launching event after one month of internship! It is a
launching event by Chevron Malaysia to introduce a loyalty card program called
Caltex Journey Card which in partnership with Berjaya Corporation’s BCARD
loyalty program. My senior executive, colleagues and I arrived at the launching
venue, Bukit Kiara Equestrian & Country Resort early in the morning around
8am. The reason was that we had set up media registration counter, prepare
press kits & media kits, and also brief the speaker about the speech before
the event starts. The press kits include official news releases, biographical
information about the company, event agenda and flyers of the Caltex Journey
Card. Is it the contents of press kit sound familiar? I think we all have
learnt the way of preparing press kits such as media releases, backgrounder,
factsheet, newsletter, speech, running sheet and event checklist earlier before
in the unit of Public Relations Techniques 220. So what is the difference of
press kit and media kits? Press kits is the information materials about the
client and event that distributed to the media for getting them have the clear
message of the event whereas media kits
act as an appreciation gift or promotional freebies for the media who
attend the event includes of food & beverage vouchers, calendars and
notebooks which related to the client and commercial partners.
 |
| Caltex media kits |
I
have been assigned to the media registration task such as requesting the media
to register their contact detail on a log book upon arrival, distributing media
kits and also guiding the media in the process of complimentary sign up for the
Caltex Journey loyalty card. Media registration is not only doing the following
tasks, it is also the best time to strengthen your media industry network by
having a quick and small conversation with them to establish a good
relationship base. I also found out that normally media person like editor,
reporter and blogger from the automobile and technology section will be more
interested to attend and cover this kind of event news which is related to
petrol industry. My senior associate also have told me that public relations
consultant usually will handle all the media works during event planning such
as distribute media invitations, prepare question and answer (Q & A) sheet
for the press conference, prepare the emcee’s and speaker’s speech, train the
media spokesperson, suggest the client to produce what types of promotional
video can bring out the key messages, meeting with client to discuss the event
program and others. This event made me clearly understood the role that PR
plays in organizing a product launching.
As
a professional public relations consultant, we must be well prepared for this
one-off event because event can be a powerful public relation technique to
bring up the company profile to another higher level and effectively
disseminate the corporate key messages to the large range of diversity target
audiences. Moreover, I finally understood the main reason of why public
relations must participate in the preparing event management task that is because
public relations will plan accordingly with a properly well research based on
latest company business strategies plan and current issues from the aspect of
politic, economic and social. For instance, my senior associate have prepared
the Q&A sheet about the question that might be asked by media such as price
hike of petrol and the upcoming plan of the 100 petrol station outlet of Caltex before the event. This Chevron event
has given me a golden opportunity to gain experience of organizing a product and
press conference. I hope I can attend more events like this in future.
Official launching ceremony of Caltex Journey loyalty card.
Reporter
register at the media registration counter upon arrive.
 |
| Press conference after the loyalty card launched
by Mr.Jeremy Oh, Country Chairmain of Chevron Malaysia and Mr.Gary Yeoh,
Director of Loyalty Sdn Bhd.
Introductory video of Caltex Journey Card was showing during the launching.
Lim
Min Yuan
Curtin Sarawak
15625074 / 7E0B7821
|
