Staged Events

Media events sometimes get a bum rap. Words such as "fake" or "contrived" are often tossed at them and sometimes, I should note, rightfully so. At the same time, it is a mistake to paint them so negatively with a broadbrush stroke. When done well, they do serve an important purpose in helping showcase a specific message or theme. Media or staged events bring attention to issues in a way that other strategies such as press releases, robo calls or postings on Facebook are not able to. What better way to illustrate this point than by selecting a couple of examples in the lives of ordinary folks.

A married couple is about to reach their 50th wedding anniversary. To celebrate this milestone their children organize an elaborate dinner at the couple's favorite restaurant. They invite special friends and family members to participate in the evening's celebration. Such a staged event is designed to honor the couple and highlight the high regard and love others feel for them. To call such an event "fake" would be a mistake. The child of a young couple is about to reach its first birthday. The parents invite family and friends to celebrate this milestone in their baby's life. Much like the anniversary celebration, this event is most definitely staged, yet no one can doubt the sincere feelings driving it. 

Be definition, these kind of activities are designed to generate attention. There is little, if anything, subtle about them. Yet beyond the glitz that  may accompany them, more often than not there is a serious purpose that underscores these media strategies. In a few weeks the 2013 Academy Awards program will be held. One would be hard-pressed to identify any single event dripping more with over-the-top glitz and glamour than that. Beneath the splash, however, is the core purpose of this annual event: to pay tribute to the motion picture industry, to honor the work of its members, and to encourage the rest of us to continue to support it. Such a media event is the best communication strategy for this ever-popular industry.