Creative communication Group, DPRG has released its third whitepaper which explores the readiness of broadcast as a medium for effective communications in the events industry.
“This white paper comes at a time when brands around the world are being forced to adapt quickly, looking outside their comfort zones for new methods of interacting with their audiences both internal and external,” said Callum Gill, white paper author and DRPG’s head of insight and innovation.
Callum Gill.“The research laid out in this document should go some way to allaying fears around this medium and helping businesses to see the value in embracing the virtual.”
Through nine sections, including marketplace, crisis, audience, the art of broadcast, stakeholder buy-in and opportunity, the paper answers four questions:
- Whether broadcast is the right solution to deploy in lieu of events
- If audiences will engage with it
- If the technology is sound
- Can we use it to measure return and impact
Misconceptions
Gill explained through his research and industry experience that the success of broadcast communication partially lies in debunking the misconceptions around the technology, audiences and barriers that have previously obstructed the widespread implementation of virtual events.
“What’s most important though is our audience’s readiness to engage. They have been ready for quite some time. The relationship we have with work and communications has profoundly changed in the last few years,” said Gill.
Terminology
The paper also identifies and defines terminology which is often misunderstood in the events sphere.
- Hybrid events are those where a main live environment still exists, and technology is deployed to bring remote sites or delegates into the event surroundings.
- Virtual events are where the entire event, end-to-end is digital.
The whitepaper was launched during the weekly thought leadership broadcast DRPG bitesize talks that explore the issues being faced by businesses in the current climate. The broadcasts, which go out every Thursday at 3pm, share insight, advice and best practice for anyone facing the repercussions of the current COVID 19 crisis.
Download the whitepaper here.
A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.
