Theory of events An event

Theory of events

• An event is the most significant component in the process of information dissemination. This theory helps lobbyists to create effective events.

Methods of events’ creation. • Method of combining of non-combinable things. It means that it is possible to unite some things which cannot be united in ordinary situation. For example, you can use this method upgrading old car and make it more attractive. You can make a car “Oka” which is styled under off-road car or tractor, etc. This technique can be used in PR actions in auto shops, or as an advertisement of some product.

• Small cars are used when big number of people gets in them, when small cars go with high speed, etc. As small cars are incompatible with something bigger, they are a good way of this method’s realization. Another example: in his youth Adriano Celentano made concerts in roads. He came and sang detained the traffic. He was taken to police but newspapers wrote about his personality and he increased his popularity.

There are 2 ways of using of method of combining of non-combinable things: • You combine an object which you advertise with something which is not typical for this object or do something which is not done with this object in ordinary. • You mix 2 incompatible objects or notions but no one of them has any direct concern with advertised object. But later during lobbying action you join this object.

Method of competition. • It is very popular method of PR. There can be competitions between people, different kinds of games and festivals, etc. For example, races with beer mugs can be action of a restaurant or action of protest. Not an event is important but its introduction (подача).

• Even a football match can be a form of protest. E. g. a team wears T-shirts of one color and a stadium repeats this. Competitions can be done on any sports. The matter is originality of idea and the number of participants.

Method of charity. • There are used many kinds of charity, especially in international PR. Objects of charity can be different – from penguins to people. Sometimes originality of an action gives additional public reaction. This method is frequently used in “black” PR. E. g. , the delivery of humanitarian aid can influence on political situation and change the attitude of population towards government.

Method of scandals. • Manageable scandals are good instrument of influence, especially on officials and businessmen. Scandals can be used in order to promote products, good, services as well in “white” as in “black” PR. For example, a former agent of intelligence service wrote a book about intelligence service. It was prohibited to publish. It was publish in Internet and was produced in Russia. Then a book was sent to Britain secretly. Then after courts and scandals it was allowed to publish and became a bestseller. Safe scandal is a scandal which does not lead to criminal or tax responsibility or can affect someone’s deep interests.

Method of direct advertising. • Sometimes a lobbying campaign can be realized using extraordinary direct advertising. It means that a lobbyist should create non-traditional advertisement which makes additional public reaction in society. For example, a lobbyist can make a banner which makes people doubt in the quality of product of an opponent. Direct advertisement is used in many states in order to solve ecologic problems and struggle with factories which pollute environment.

Method of participation. • Very important person (VIP) can participate in your lobbyist action or you can participate in some famous event. It is simple and complicated method simultaneously. It is simple because in this case a lobbyist should not imagine something creative. It is complicated because it is difficult to organize the real participation in famous event or to invite VIP person to your event.

• But a lobbyist can make interesting action using monuments or building (they are accessible in any time unlike VIP men). For example, it is possible to organize an action of protest in the famous monument (to climb on it). Police can take you but public reaction will be yours.

Method of reply. • Any significant event presupposed some reply or reaction on it. Actions of VIP man presupposed some reply as well. These reactions can be selfstanding kinds of action. For example, Elton John created a song after the death of Princess Diana. This album became popular immediately. Meetings of protest against war in Iraq were all over the world. Summits of leaders of great powers accompany with protests of anti-globalists.