Social Impacts of Staging Major Events - Essay Example

?Discuss the positive and negative social impacts of staging major events To start with, there are a number of reasons why staging major events is seen as both positive and negative, in entirety. Positive; because it can mean so much more for the event managers as it brings together the different resources in a capacity which is desired and can hone skills and abilities. It is negative because it becomes a nuisance on most of the occasions. Then again, the need is to balance off the equation and find the perfect fit which will weigh in the major events in the light of the optimism as compared to the negativity that has been thus drawn. Event management and marketing is an important strategic part of the marketing strategic planning within any industry. The role of marketing and event marketing becomes a key element of success for a company strategy in the phase of the life cycle that is near launch and after launch. Event marketing, in the last decade, is increasingly dealt within an integrated marketing communications perspective. Event marketing and management provides a superior competitive advantage when managed within the integrated marketing communications framing. Events are described by O’Toole and Mikolaitis as “a means of communicating corporate messages”1. Pickton and Broderick describe how events are means of targeting and positioning within a given market. The authors show how the message passes across and maximizes its leverage through an integrated marketing communications approach. Events organized directly or indirectly by pharmaceutical companies for example must be held in the towns and offices chosen for logistics, scientific and organizational reasons and be characterized by an appropriate participation of physicians and by an expert scientific program. Town with an exclusively tourist vocation must not be used as venues. The participants invited to meetings must be chosen on an international, national or at least regional basis. This indeed forms the societal link of staging events in different areas and should be understood as such. The positive impacts of staging major events include the fact that they bring in value and ability that can easily be showcased across the board. People will get to know what kind of talent exists and thus comprehend how major events are held within their close proximity. They will also find out how people can dress up, show their own selves and bring out the very best of skills and abilities. Different event management regimes therefore learn from these quarters because they want to tell the people that the world is their own stage and that they can show them what they are made up of what their real worth is, in the long run. The positive impacts of staging major events are that they look classy and have a special demeanor about their own selves. This is one of the reasons why staging major events in the time and age of today is the ‘in’ thing, and the same will develop even further in the coming times. The staging of major events goes down well with the event management companies and organizations which have drafted policies that take care of the details that go along well with the management and staging of such events. There is a discussion that centers on the premise of comprehending how these major events should be tackled and what are the repercussions in the case of an anomaly that might arise in the future. What needs to be understood here is the fact that major events are a source of confidence and encouragement for the audiences and more than that the people themselves who are staging them in the first place. Much research goes within the domains of major events as regards to their staging and management regimes, and one needs to comprehend all of these in order to move ahead further. More than anything else, there is a dire need to realize the true potential of these major events which can literally make or break careers of individuals as well as put the organizations within the industrial concerns of today. The major events also propose the need to remain committed to a singular cause where the intention is to bring on value and quality for the prospective clients, who are indeed the most important pillars within an organizational setting. Therefore the discussion of event management is largely centered on the premise of bringing in success in the long run, for the sake of both the organization as well as the individuals who are behind it. The society learns new tangents all along, and finds out the exact basis through which success could be attained within the shortest possible time, and in doing so is able to extract the best available mileage for the brands and products that are being advertised or marketed in entirety. Also the social angle becomes apparent in the wake of doing things in a right fashion because the society bears the brunt for any misunderstanding or calamity that might come about with the management and staging of such major events. On the flip side, the negative impacts of the staging and management of such major events is also immensely significant to understand. This is because the negativities can give rise to the feeling that these major events might not be something that can see the light of the day. What remains important here is an understanding that these major events should be held in such a way that the society does not suffer at the hands of the corporate giants, multinational companies, and so on and so forth. There is a dire need to empathize with this notion because it brings pure value for the sake of the people who are members of any society within the time and age of today. The negative impacts come about when there are problems left, right and center. These could mean that the societal understandings seem missing within the relevant equations, and that there are serious loopholes in the conformance with the social theory that is quintessential in entirety. Most corporations have a disparate system in which internal personal assistants run the seminars, and the marketing department coordinates the sponsored events and out-sources for the necessary activities. The event manager’s leverage consists of a systematic methodology for researching, designing, planning, coordinating, and evaluating every corporate event. Moving ahead with the negative impacts of staging and managing major events, one must remember that the general environment of these events include global forces impacting them, which may be political, economic, social or technological. These factors play a pivotal role when selecting the venue for an event, for instance. The community context refers to local forces and conditions (other events; competitors; stakeholders; resource availability). Event management and staging cannot be applied to an industry unless it is in compliance with the roles and regulations that govern the industry. The event management regimes embody a whole series of activities that are sensitively correlated with marketing authorizations, information management, promotion and its substantiation, the acceptability of promotions, the distribution of promotion and the transparency of promotion. Gifts and inducements are also among the array of activities that go under this umbrella of events, hospitality, sponsorship and promotions. The importance of an integrated marketing communication approach will be further reinforced and exemplified upon one particular phase of the product life cycle within the pharmaceutical frame set, that of a product launch. In order to better understand the event planning process within the pharmaceutical contest, and the implications that lay underneath a product launch in this pharmaceutical frame set, an introduction to the industry and to the role of marketing and the “pharma customers” is due. In the end, it would be sound to state that staging and managing major events is one of the most important elements behind bringing forces of event management together. These aim to solve the issues that might be seen as both positive and/or negative in the long run and thus what is important here is an understanding that major events will be staged no matter how difficult or tough these turn out to be at the end. What is required here is a vision that sets things apart from what has been thought of in the past. This will solve quite a few issues and look to provide the perfect remedy for staging and managing the major events without providing problematic concerns for the society at large. Hence the positive and negative impacts of staging major events have been touched deeply upon within this paper with the help of an example of the pharmaceutical industry, which has for long shaped the beliefs of the people who are associated with it in one way or the other. All said and done success within such ranks can only be achieved if there are whole-hearted and concerted efforts and endeavors to look after the reins of the society as this will be the cornerstone of achieving both the short term gains and the long run goals which remain important for any event management enterprise and more than that a business that is staging one such major event. Works Cited O’Toole, W., Mikolaitis, P. “Corporate Events Project Management”, John Wiley & Sons, Inc., Chp. 1, p.6, 2002 Read More