This article was originally published in Trade Show Buzz.

A special "Event Website" might be a perfect way to promote your event. But is it worth effort?

Let's say your company or group decides to hold a special event six or twelve months down road. Eventually somebody on planning committee will suggest group create a special website for event: "We can create an online registration form, include information about special speakers and entertainment, post a schedule, and provide links to accommodation, travel agents, etc., etc."

Sounds like a good idea.

But how can you maximize effectiveness of such a site? Will it be something that people actually refer to and use? Or will creating it just be a waste of time and effort? Do you have somebody in group who can get this kind of site up and running quickly? Or will you have to defer to your already overworked company webmaster or same creative volunteers who are always exploited for such projects?

And will anybody apart from a few select insiders (your committee members) actually be able to find site once it is set up?

Some important issues to consider

Here are some of more important issues to consider before you go ahead and create another website that nobody looks at.

1. Will its content be "deep" enough to make it more than just an online announcement? Many websites start out as good ideas, but quickly fizzle when their creators realize they don't really have much to say. In case of event websites, "depth" of a proposed site will depend on event itself.

For instance, say your Agricultural Society is running a Fall Fair. Wouldn't an event site be ideal for providing details about competition categories, judging criteria, daily schedules of events, as well as online registration forms, entertainment highlights, and general program notes? In other words, an extended event of this sort provides lots of fodder for making a site "deep" enough to be a valuable resource for visitors and participants alike.

On other hand if your committee is in charge of organizing a one night Fireworks Display, then chances are program will be pretty light. There's not much need for a complete website. You would be better off just creating a web page or an announcement and asking webmasters of relevant sites to give you some exposure.

Of course there are lots of events right in middle between these two examples. Family Reunions, for instance. What could be better than a "Jones-05.org" site? You could include contact information, program descriptions, historical photos, comments from family members across country...on and on it goes.

2. Should your "site" be part of another already existing one, or should you register a new domain specifically for your event?

Say you are organizing 50th Anniversary Acme Widgets Company Picnic. The Company already has an active website -- www.acmewidgets.com. And company website already has a skilled webmaster. Would it be better to ask your company webmaster to put your event in a directory on www.acmewidgets.com -- for example, www.acmewidgets.com/50th, or www.50th.acmewidgets.com? Or would you be better off to create a brand new "domain" just for event -- something like www.acme50.com?

Yes, that’s right, it’s where you use fundamental premise of public relations to produce external stakeholder behavior change – kind that leads directly to achieving your managerial objectives.

What it boils down to is (1) your public relations effort must involve more than special events, brochures and news releases if you really want to get your money’s worth, and (2), right PR really CAN alter individual perception and lead to changed behaviors that help you succeed!

You can do it when you bring that fundamental premise of PR mentioned above, into play. It goes like this: people act on their own perception of facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action very people whose behaviors affect organization most, public relations mission is accomplished.

What kind of results can you, as a business, non-profit or association manager, expect from such an approach? Well, for starters, improved relations with government agencies and legislative bodies, stronger relationships with educational, labor, financial and healthcare communities; prospects starting to work with you; customers making repeat purchases; and even capital givers or specifying sources looking your way

And that’s not all. You also could see progress in form of membership applications on rise; new proposals for strategic alliances and joint ventures; rebounds in showroom visits; enhanced activist group relations, and expanded feedback channels; as well as community service and sponsorship opportunities; not to mention new thoughtleader and special event contacts.

Yes, that’s promising quite a bit but that’s what this approach to public relations is capable of delivering.

Of course PR people supporting you as a manager – agency or staff – must be real team members and committed to you, as senior project manager, to PR blueprint and its implementation, starting with target audience perception monitoring.

Ask yourself how important it is that your most important outside audiences really perceive your operations, products or services in a positive light? Then assure yourself that your PR staff buys into that notion wholeheartedly. Be especially careful that they accept reality that perceptions almost always lead to behaviors that can help or hurt your unit.