This week i commented on Nicole Spear's blog.
http://cmns1290nicolespear.blogspot.com
Tuesday, September 25, 2007
Sunday, September 23, 2007
Week 11 Readings
I think the key points to remember from this weeks readings were....
that of research and evaluation. Research is undertaken at all stages of the public relations process. Many issues can arise when a practitioner is asked to prepare or evaluate a campaign or program.The solution however, to these particular issues are arrived through relevant research processes of asking questions and obtaining answers. The information gathered during the imitial phase of research provides 'input' into the planning of a communication program.Researh during the development and implementation stages of a strategy contribute to more effective 'outputs'. In order to proceed with nay research the practitioner must be aware of the range of methodologies available and the most appropriate use of these public relations plannig and development. A researcher also has the ultimate choice between qualitative and quantitative methodologies, depending on the type of information required.One must note that there are alos other wide ranges of research available to a public relations practitioner giving them the ability to select options, taking into consideration the time, money and skills available.
Research is an essential task for a public relations practitioner, used to identify the requirement for a communication program, to assist in establishing that program, to check progress and to evaluate the effectiveness. It is important for a public relations practitioner to have a clear understanding of the publics that must be addressed and the type of message or messages that must be given to the publics. The use of research positions public relations ' as a purposive, goal - directed, and problem- solving management function.'
Deciding to undertake research can present challenges for the public relations practitioner. Time, money and availability of human resources are three of the most difficult obstacles standing in the way of a thorough research program.Research can be a very costly part of a budget.Deciding what to research is also another challenge for public relations practitoners. It is vital that care must be taken to ensure a balance between conducting enough research to be useful and conducting too much research - wasting money and time.Goal and objective setting for both the research tasks and the communication program is a significant part of the plannig process an should always be taken into consideration the research capability of an organisation. Public relations practitioners need to have a good and clear understanding of the principles of research and the ability of being able to identify how to acquire additional skills when required.
Inputs determine what goes into the project or program, outputa are the actual elements of the program or campaign, and outcomes are the result of those outputs on the target audience or public. Public relations practitioners conduct research in order to determine which inputs and outputs to use.
A public relations practitioner must follow the following guidelines in research and evaluation:-
.Input research
.Output research
. Methodologies
.Formal and informal research
.Qualitative and quantitative research
Once a general methodology has been selected , the public relations researcher needs to consider which techniques will achieve the agreed research objectives. A selection of techniques should therefore be taken into consideration not only the objectives, but also the time, budget and skills available. Some of the rsearch techniques include:-
. Surveys
. Mail
. Telephone
. Face - to face
. Internet
. In - depth interviews
. Focus groups
. Ethonographic studies
. Case studies
. Analysis of existing data
. Organisational culture study
. Feedback analysis
. Media monitoring
. Content analysis
. Benchmark research
. Statistical research
. Environmental monitoring
. Communication audits
. Corporate communication archives
.Testimonials
Expert review
Internet monitoring
.Measurement of online presence
.Advertising value equivalents (AVEs)
. Secondary information sources.
The PRIA's code of Ethics provides the public relations practitioner with the benchmark for sound ethical practice. It is important for the practitioner to be conscious of coercion,dishonesty,hurtful manner and manipulation of data to meet any other ends than the stated objective or hypothesis. The following points show the standards provided for good guideline for practitioners:-
. Give full disclosure of the research procedure.
. Make sure results are accurately reported and distributed freely and widely.
. Keep respondent information confidential ( or anonymous) as promised.
. Do not promise clients and sponsors what cannot be delivered.
. Do not harm. (McElreath 1997).
The readings made me think more about public relations theory/ practice in that.....
It is significant in researching for a public relations practitioner to apply the input, output and outcome stages of a public relations campaign or program.It is also important to note that formal and informal research methods can be used to gather information, with the choice of methodology dependingon the levels of reliability needed, the information required and the project's budget. Input and output research are both significant and neccessary to research for a plan. Measuring achievements through various outcomes will eventually enable and broaden more effectiveness of a program at all of these three stages and not only provide input into the future of public relations programs but enable various goals and successes through these processes to be made.
that of research and evaluation. Research is undertaken at all stages of the public relations process. Many issues can arise when a practitioner is asked to prepare or evaluate a campaign or program.The solution however, to these particular issues are arrived through relevant research processes of asking questions and obtaining answers. The information gathered during the imitial phase of research provides 'input' into the planning of a communication program.Researh during the development and implementation stages of a strategy contribute to more effective 'outputs'. In order to proceed with nay research the practitioner must be aware of the range of methodologies available and the most appropriate use of these public relations plannig and development. A researcher also has the ultimate choice between qualitative and quantitative methodologies, depending on the type of information required.One must note that there are alos other wide ranges of research available to a public relations practitioner giving them the ability to select options, taking into consideration the time, money and skills available.
Research is an essential task for a public relations practitioner, used to identify the requirement for a communication program, to assist in establishing that program, to check progress and to evaluate the effectiveness. It is important for a public relations practitioner to have a clear understanding of the publics that must be addressed and the type of message or messages that must be given to the publics. The use of research positions public relations ' as a purposive, goal - directed, and problem- solving management function.'
Deciding to undertake research can present challenges for the public relations practitioner. Time, money and availability of human resources are three of the most difficult obstacles standing in the way of a thorough research program.Research can be a very costly part of a budget.Deciding what to research is also another challenge for public relations practitoners. It is vital that care must be taken to ensure a balance between conducting enough research to be useful and conducting too much research - wasting money and time.Goal and objective setting for both the research tasks and the communication program is a significant part of the plannig process an should always be taken into consideration the research capability of an organisation. Public relations practitioners need to have a good and clear understanding of the principles of research and the ability of being able to identify how to acquire additional skills when required.
Inputs determine what goes into the project or program, outputa are the actual elements of the program or campaign, and outcomes are the result of those outputs on the target audience or public. Public relations practitioners conduct research in order to determine which inputs and outputs to use.
A public relations practitioner must follow the following guidelines in research and evaluation:-
.Input research
.Output research
. Methodologies
.Formal and informal research
.Qualitative and quantitative research
Once a general methodology has been selected , the public relations researcher needs to consider which techniques will achieve the agreed research objectives. A selection of techniques should therefore be taken into consideration not only the objectives, but also the time, budget and skills available. Some of the rsearch techniques include:-
. Surveys
. Telephone
. Face - to face
. Internet
. In - depth interviews
. Focus groups
. Ethonographic studies
. Case studies
. Analysis of existing data
. Organisational culture study
. Feedback analysis
. Media monitoring
. Content analysis
. Benchmark research
. Statistical research
. Environmental monitoring
. Communication audits
. Corporate communication archives
.Testimonials
Expert review
Internet monitoring
.Measurement of online presence
.Advertising value equivalents (AVEs)
. Secondary information sources.
The PRIA's code of Ethics provides the public relations practitioner with the benchmark for sound ethical practice. It is important for the practitioner to be conscious of coercion,dishonesty,hurtful manner and manipulation of data to meet any other ends than the stated objective or hypothesis. The following points show the standards provided for good guideline for practitioners:-
. Give full disclosure of the research procedure.
. Make sure results are accurately reported and distributed freely and widely.
. Keep respondent information confidential ( or anonymous) as promised.
. Do not promise clients and sponsors what cannot be delivered.
. Do not harm. (McElreath 1997).
The readings made me think more about public relations theory/ practice in that.....
It is significant in researching for a public relations practitioner to apply the input, output and outcome stages of a public relations campaign or program.It is also important to note that formal and informal research methods can be used to gather information, with the choice of methodology dependingon the levels of reliability needed, the information required and the project's budget. Input and output research are both significant and neccessary to research for a plan. Measuring achievements through various outcomes will eventually enable and broaden more effectiveness of a program at all of these three stages and not only provide input into the future of public relations programs but enable various goals and successes through these processes to be made.
Tuesday, September 18, 2007
week 10 Comment
Today i commented on Chloe Harlum's blog.
http://www.cmns1290chloeharlum.blogspot.com
http://www.cmns1290chloeharlum.blogspot.com
Sunday, September 16, 2007
Week 10 Readings
I think the key points to remember from this weeks readings were...
that of strategy, planning and scheduling by John Allert and Clara Zawawi. This chapter enabled a PR practitioner to think and practise strategically in order to be relevant in today's organisation. The stages of the strategic process in public relations are:-
. creation of organisational vision and mission statement
. creation of PR vision and missin statements
. establishment of performance indicators
. budgeting
. writing of a strategic PR plan,
. Scheduling of PR plan activities.
Historically, strategy is referred to the role of a military commander and his art and skill. Strategy is not a series of campaign steps or tactics, it is the underlying rationale that guides the selection of these tactics or stages. From a PR perspective, strategies must be designed for communicatio with all target groups, such as employees, government, pressure groups and local community. Corporate culture, ideology, values and beliefs, systems and business processes influence the PR strategic planning in social, economic and political contexts.
The Grunig study outlines the main five characteristics which are summarised by the view that the excellent communication or PR department:-
. is run by managers who make communications policy decisions and accept responsibility for the success or failure of the programs
. contributes significantly to the prganisation's stgrategic plan and organisational decision - making
. works with top management to solve organisational problems that involve communication relationships
. facilitates two - way communication between top management and key stakeholders, helping them understand each other and developing win- win situations
. uses formal and informal research techniques to understand the environment inside and outside the organisation to identify key issues.
A good reputation for a strategically managed PR pays off because well - regarded organisations generally:
. command premium prices for their products
. recrit better- calibre staff
. attract greater loyalty from internal and external stakeholders or publics
. have more stable revenues
. face fewer risks of crisis
. are given greater latitute to act by their constitutents.
A mission statement is simply:-
. consistent with and supportive of an organisation's vision
. the road map that describes how the organisation will move to reach its vision
. the means of telling people why the organisation is in business, &
. the source of strategies that collectivley create a business plan.
The ten - point structure of the communications plan which has been proven to meet the needs of many types of organisations is as follows:-
1 executive summary
2 the communication process
3 background
4 situation analysis
5 main message statement
6 stakeholders
7 messages for key stakeholders
8 implementation
9 budget
10 monitoring and evaluation.
It is important to note that the writer of an effective strategic communication plan must always remain conscious of the principles pf effective communication, by: being open and honest, two - way and responsive, being receiver orientated, timely, clear and consistent and comprehensive.
Budgeting is alsoimportant as it is all about direction, monitoring and control of the organisational resources.Scheduling and lists are alos extremely significant in strategic communications plannig for PR practitioners.
The readings this week have made me think more about PR theory/ practise in that....
the strategic and systematic design of PR plans is vital to the effective identification, implementation, and management of the PR goals and objectives that complement and support organisational goals and objectives. It is evident through the readings of this chapter then that all can be achieved of a PR practioner by following these required steps in acheiving effective strategy, planning and scheduling.
CHAPTER 10 ADDITIONAL - TACTICS
I think the key points to remember from this weeks readings were....
the area of tactics by Marian Hudson. There are a huge range of tactics available to PR professionals which include:- publicity, newsletters, direct mail, advertising, corporate publications, functions, speaking opportunities, internet sites, information kits, media relations, brochures, competitions, videos, lobbying,meetings,competitions and so on. It is useful to remember that most tactics are visible and easily identifiable, many campaigns owe their success to the use of tactics that are not overt- such as keeping out the media spotlight.
Tactics can be broken up into two major groups: controlled and uncontrolled. Controlled tactics are those over which the PR practitioner maintains control of every aspect of the process- from messages creation and crafting to final distribution. Uncontrolled tactics are those that can be altered or even blocked completely. Ther most obvious uncontrolled tactic is media relations, where the practitioner can provide a media release and train a spokesperson.
There are several methods of effective delivery which consist of:- mail, faxes, news distribution agencies, email, cd- roms,couriers,videos,video confrencing,personal delivery,and websites. Media relations is a complex tactic which requires careful consideration. Outcomes cannot be controlled or guaranteed, as the agenda of the media outlet will always be paramount. Brochures,leaflets,flyers and other printed materials are some of the most commonly used tactics. They each serve an important purposer in a broad range of campaigns, often employed in tandem with other tactics, particulary where detail, persuasion or a lasting reference document is required.
The readings made me think more about PR theory/practise in that...
It is now evident to me that there is no guaranteed corrrect set of tactics that will ensure successful implementation of a PR campaign. It is significant to note that tactics must relate back to strategy and they are both linked between how it is executed or delivered to target audiences. Tactics must also be selected with regard to target audiences, teir appropriatness ass a vehicle for the message, their advantages and disadvantages as well as the available budget. It is clear to see that success relies on analytical and creative skills of the PR practitioner to consider tactics in the importance of a complex range of implicating factors. PR practitioners are successful in what they do and how they nail tactics in Pr planning and strategy.
that of strategy, planning and scheduling by John Allert and Clara Zawawi. This chapter enabled a PR practitioner to think and practise strategically in order to be relevant in today's organisation. The stages of the strategic process in public relations are:-
. creation of organisational vision and mission statement
. creation of PR vision and missin statements
. establishment of performance indicators
. budgeting
. writing of a strategic PR plan,
. Scheduling of PR plan activities.
Historically, strategy is referred to the role of a military commander and his art and skill. Strategy is not a series of campaign steps or tactics, it is the underlying rationale that guides the selection of these tactics or stages. From a PR perspective, strategies must be designed for communicatio with all target groups, such as employees, government, pressure groups and local community. Corporate culture, ideology, values and beliefs, systems and business processes influence the PR strategic planning in social, economic and political contexts.
The Grunig study outlines the main five characteristics which are summarised by the view that the excellent communication or PR department:-
. is run by managers who make communications policy decisions and accept responsibility for the success or failure of the programs
. contributes significantly to the prganisation's stgrategic plan and organisational decision - making
. works with top management to solve organisational problems that involve communication relationships
. facilitates two - way communication between top management and key stakeholders, helping them understand each other and developing win- win situations
. uses formal and informal research techniques to understand the environment inside and outside the organisation to identify key issues.
A good reputation for a strategically managed PR pays off because well - regarded organisations generally:
. command premium prices for their products
. recrit better- calibre staff
. attract greater loyalty from internal and external stakeholders or publics
. have more stable revenues
. face fewer risks of crisis
. are given greater latitute to act by their constitutents.
A mission statement is simply:-
. consistent with and supportive of an organisation's vision
. the road map that describes how the organisation will move to reach its vision
. the means of telling people why the organisation is in business, &
. the source of strategies that collectivley create a business plan.
The ten - point structure of the communications plan which has been proven to meet the needs of many types of organisations is as follows:-
1 executive summary
2 the communication process
3 background
4 situation analysis
5 main message statement
6 stakeholders
7 messages for key stakeholders
8 implementation
9 budget
10 monitoring and evaluation.
It is important to note that the writer of an effective strategic communication plan must always remain conscious of the principles pf effective communication, by: being open and honest, two - way and responsive, being receiver orientated, timely, clear and consistent and comprehensive.
Budgeting is alsoimportant as it is all about direction, monitoring and control of the organisational resources.Scheduling and lists are alos extremely significant in strategic communications plannig for PR practitioners.
The readings this week have made me think more about PR theory/ practise in that....
the strategic and systematic design of PR plans is vital to the effective identification, implementation, and management of the PR goals and objectives that complement and support organisational goals and objectives. It is evident through the readings of this chapter then that all can be achieved of a PR practioner by following these required steps in acheiving effective strategy, planning and scheduling.
CHAPTER 10 ADDITIONAL - TACTICS
I think the key points to remember from this weeks readings were....
the area of tactics by Marian Hudson. There are a huge range of tactics available to PR professionals which include:- publicity, newsletters, direct mail, advertising, corporate publications, functions, speaking opportunities, internet sites, information kits, media relations, brochures, competitions, videos, lobbying,meetings,competitions and so on. It is useful to remember that most tactics are visible and easily identifiable, many campaigns owe their success to the use of tactics that are not overt- such as keeping out the media spotlight.
Tactics can be broken up into two major groups: controlled and uncontrolled. Controlled tactics are those over which the PR practitioner maintains control of every aspect of the process- from messages creation and crafting to final distribution. Uncontrolled tactics are those that can be altered or even blocked completely. Ther most obvious uncontrolled tactic is media relations, where the practitioner can provide a media release and train a spokesperson.
There are several methods of effective delivery which consist of:- mail, faxes, news distribution agencies, email, cd- roms,couriers,videos,video confrencing,personal delivery,and websites. Media relations is a complex tactic which requires careful consideration. Outcomes cannot be controlled or guaranteed, as the agenda of the media outlet will always be paramount. Brochures,leaflets,flyers and other printed materials are some of the most commonly used tactics. They each serve an important purposer in a broad range of campaigns, often employed in tandem with other tactics, particulary where detail, persuasion or a lasting reference document is required.
The readings made me think more about PR theory/practise in that...
It is now evident to me that there is no guaranteed corrrect set of tactics that will ensure successful implementation of a PR campaign. It is significant to note that tactics must relate back to strategy and they are both linked between how it is executed or delivered to target audiences. Tactics must also be selected with regard to target audiences, teir appropriatness ass a vehicle for the message, their advantages and disadvantages as well as the available budget. It is clear to see that success relies on analytical and creative skills of the PR practitioner to consider tactics in the importance of a complex range of implicating factors. PR practitioners are successful in what they do and how they nail tactics in Pr planning and strategy.
Monday, September 10, 2007
Sunday, September 9, 2007
Week 9 Readings
I think the key points to remember from this weeks readings were.....
that of Sponsorship and Event Management in the Johnston and Zawawi Public Relations textbook in chapter 13. This chapter raises issues concerning organisations and the use of specific tactics and sponsorship and special events to achieve their goals. Sponsorship is one of the most expensive tactics which can be chosen by an organisation, but the goodwill delivered by a well-chosen and managed sponsorshp can be commensurately large.Events which often include careful timing and planning, can demand the greatest attention to detail of all available tactics.The larger the event the more likely it is to require sponsorship. It is significant to note though that to understand that events which are created to fulfil public relations objectives need to fit well with an overall public relations strategy.
Sponsorship is the purchase of specific rights and benefits with an event, organisation or individual.Sponsorship is popular with many organisations because it generates goodwill and provides opportunities to enhance the image and reputation of the organisation by association.It also provides a focal point for sales and marketing efforts. Its important to note the outline of selection of sponsorship benefits set out by Geldard and Sinclair:-
. exclusivity (the ability to lock out competitors);
. image association;
. hospitality for client entertainment;
. product sampling;
. signage rights;
. merchandising;
. networking with people of importance;
. media coverage;
. use of personnel for advertising; and
. promotions and sales opportunities.
There are several types of sponsorship and i will mention what they are and describe briefly what they are about. I found this vitally important in the readings this week.
Philanthropic Sponsorship
. This type of sponsorship is as close to a donation as sponsorship can get.
. It's communtiy based.
. It offers measurable benefits in the form of taxation considerations, however, as well as generating community goodwill towards an organisation.
. Philanthropic sponsorship can also engender goodwill employees.
Corporate Sponsorship
. Sponsorship of an event or activity not normally linked to sponsoring company's general business.
. Sponaor popular or high - profiled events or activity, and thus to reap benefits of this positive connection in the minds of the organisation's public.
Marketing Sponsorship
. Most popular form of sponsorship.
. Cost effective sales and marketing strategy.
. It offers cash and goods in return for tangible revenue- oriented results.
. Used primarily to premote products and services to targeted market segments and/ or to reinforce a produc t or brand or premote sales activities.
PR practitioners must know how to write a sponsorship proposal. Understanding the motives and goals for the target audience is crucial when writing a sponsoraship proposal.Before approaching sponsorship one msut work out what rights and benefits are being offered. Once this is complete a PR practitioner will be in a position to formulate a sponsorship proposal to submit to prospective sponsors.Experienced practitioners suggest researching the target organisation thoroughly by requesting a copy of the annual report, looking at its internet site for information on its other sponsorships.They would also look at attended evetns sponsored by the organisation and researching and examining likely sponsor benefits.
Ambush marketing - occours when a company misrepresents itself as being associated with an event when it has no official, legal or moral rights to do so.Ambush marketing can destroy the idea and concept of sponsorship and the viability of some events.It is also an unpopular market move. All steps should be taken to prevent your sponsorship. There are ways however to prevent ambush marketing. most common avenuse for event ambush marketing are:-
. advertising in event publications
. signage sales, and
. sponsorship pf an individual or sporting team.
Despite the risk of 'ambush' sponsorship can be a real and hughley successful tactic.
Event Management
. Range from confrences,sporting,launches,openings,community or political meetings,breakie or dinner,lectures and anything else imaginable.
. Events are an opportunity to make news.
. A carefully managed event can achieve a variety of PR goals and objectives.
. Reasons for staging an event include generation of media coverage, creating a platform for product demonstration, and corporate/client entertainment and revenue generation.
. Events can be expensive so adequate budgeting is neccessary, along with strong financial management.
. Staffing is vital.
Media coverage is significant and Richards recommends that:-
. a media release be issued about the event and sponsorship;
. media functions be staged within the event;
. an event handbook be distributed to the media; and
. event tickets be made available to the media.
Product demonstration is a special event that can be an ideal forum for a company to launch or market a specific product with a view to attracting future sales as well as generating publicity. It can present opportunities for credible third party endorsements of a particular product.
Corporate/ client entertaining - is where some events are simply staged to impress key clients and develop business opportunities. It is a valuable sponsorship benefit. Many organisations use major sporting events as an opportunity to get closer to their clients and key publics through the purchase of corporate hospitality.
Revenue generation - Is where special events cna make money if they are carefully planned and budgeted for. It has the potential to generate revenue as well as achieve objectives such as publicity, goodwill and future business opportunities.
Feasibility, planning, execution,evaluation, budgeting,risk management must also be addressed in an efficient and professional manner to gain the right sponsorship and event management.
The readings this week made me think more about PR theory/practise in that...
Special events and sponsorship represent a high profile aspect of PR that focuses public attention, on an event, organisation or product intensely over a short period of time.Sponsorship is a two - way street and it is significant to remember that with responsibility for positive benefits being taken by the event organisers as well as sponsorship offers there is no guarantee of recall by the public. It is important to have events and sponsorship to draw and gain interest and attention. Being a PR practitioner can lead to a vast variety of different fields and opportunities for sponsorship and event management.
that of Sponsorship and Event Management in the Johnston and Zawawi Public Relations textbook in chapter 13. This chapter raises issues concerning organisations and the use of specific tactics and sponsorship and special events to achieve their goals. Sponsorship is one of the most expensive tactics which can be chosen by an organisation, but the goodwill delivered by a well-chosen and managed sponsorshp can be commensurately large.Events which often include careful timing and planning, can demand the greatest attention to detail of all available tactics.The larger the event the more likely it is to require sponsorship. It is significant to note though that to understand that events which are created to fulfil public relations objectives need to fit well with an overall public relations strategy.
Sponsorship is the purchase of specific rights and benefits with an event, organisation or individual.Sponsorship is popular with many organisations because it generates goodwill and provides opportunities to enhance the image and reputation of the organisation by association.It also provides a focal point for sales and marketing efforts. Its important to note the outline of selection of sponsorship benefits set out by Geldard and Sinclair:-
. exclusivity (the ability to lock out competitors);
. image association;
. hospitality for client entertainment;
. product sampling;
. signage rights;
. merchandising;
. networking with people of importance;
. media coverage;
. use of personnel for advertising; and
. promotions and sales opportunities.
There are several types of sponsorship and i will mention what they are and describe briefly what they are about. I found this vitally important in the readings this week.
Philanthropic Sponsorship
. This type of sponsorship is as close to a donation as sponsorship can get.
. It's communtiy based.
. It offers measurable benefits in the form of taxation considerations, however, as well as generating community goodwill towards an organisation.
. Philanthropic sponsorship can also engender goodwill employees.
Corporate Sponsorship
. Sponsorship of an event or activity not normally linked to sponsoring company's general business.
. Sponaor popular or high - profiled events or activity, and thus to reap benefits of this positive connection in the minds of the organisation's public.
Marketing Sponsorship
. Most popular form of sponsorship.
. Cost effective sales and marketing strategy.
. It offers cash and goods in return for tangible revenue- oriented results.
. Used primarily to premote products and services to targeted market segments and/ or to reinforce a produc t or brand or premote sales activities.
PR practitioners must know how to write a sponsorship proposal. Understanding the motives and goals for the target audience is crucial when writing a sponsoraship proposal.Before approaching sponsorship one msut work out what rights and benefits are being offered. Once this is complete a PR practitioner will be in a position to formulate a sponsorship proposal to submit to prospective sponsors.Experienced practitioners suggest researching the target organisation thoroughly by requesting a copy of the annual report, looking at its internet site for information on its other sponsorships.They would also look at attended evetns sponsored by the organisation and researching and examining likely sponsor benefits.
Ambush marketing - occours when a company misrepresents itself as being associated with an event when it has no official, legal or moral rights to do so.Ambush marketing can destroy the idea and concept of sponsorship and the viability of some events.It is also an unpopular market move. All steps should be taken to prevent your sponsorship. There are ways however to prevent ambush marketing. most common avenuse for event ambush marketing are:-
. advertising in event publications
. signage sales, and
. sponsorship pf an individual or sporting team.
Despite the risk of 'ambush' sponsorship can be a real and hughley successful tactic.
Event Management
. Range from confrences,sporting,launches,openings,community or political meetings,breakie or dinner,lectures and anything else imaginable.
. Events are an opportunity to make news.
. A carefully managed event can achieve a variety of PR goals and objectives.
. Reasons for staging an event include generation of media coverage, creating a platform for product demonstration, and corporate/client entertainment and revenue generation.
. Events can be expensive so adequate budgeting is neccessary, along with strong financial management.
. Staffing is vital.
Media coverage is significant and Richards recommends that:-
. a media release be issued about the event and sponsorship;
. media functions be staged within the event;
. an event handbook be distributed to the media; and
. event tickets be made available to the media.
Product demonstration is a special event that can be an ideal forum for a company to launch or market a specific product with a view to attracting future sales as well as generating publicity. It can present opportunities for credible third party endorsements of a particular product.
Corporate/ client entertaining - is where some events are simply staged to impress key clients and develop business opportunities. It is a valuable sponsorship benefit. Many organisations use major sporting events as an opportunity to get closer to their clients and key publics through the purchase of corporate hospitality.
Revenue generation - Is where special events cna make money if they are carefully planned and budgeted for. It has the potential to generate revenue as well as achieve objectives such as publicity, goodwill and future business opportunities.
Feasibility, planning, execution,evaluation, budgeting,risk management must also be addressed in an efficient and professional manner to gain the right sponsorship and event management.
The readings this week made me think more about PR theory/practise in that...
Special events and sponsorship represent a high profile aspect of PR that focuses public attention, on an event, organisation or product intensely over a short period of time.Sponsorship is a two - way street and it is significant to remember that with responsibility for positive benefits being taken by the event organisers as well as sponsorship offers there is no guarantee of recall by the public. It is important to have events and sponsorship to draw and gain interest and attention. Being a PR practitioner can lead to a vast variety of different fields and opportunities for sponsorship and event management.
Sunday, September 2, 2007
Week 8 Readings
I think the key points to remember from this weeks readings were ......
That it is evident and clear that PR practitioners and students studying PR would most certainly benefit from Media Writing courses, PR courses and News writing courses.
. Writing is an essential tool and key element for PR skills
. There are regular practise assessments conducted to ensure that specified programs are maintained to teach and to help PR students to learn and achieve the skills and technical aspects of how to write well.
. There were several common complaints based on PR students and their writing skills most commonly to note was that of grammatical errors and that of paragraph structure and single sentencing.
.This type of writing technique must be very general concise and direct to be able to capture and hold the attention of your reader.
. Web style writing varies to that of Press Relaease writing.
. There is a high need and urgent attention needed to be made to be devoted to client focused writing assignments rather than media - focused assignments.
. The key skill of an efficent writer is to be able to adapt to a variety of writing tasks as versatility as we all know it is the key to success for a PR practitioner.
The readings made me think more about PR theory/practice in that.......
When starting off in the beginning as a PR practitioner it is significant to note that they do not have the writing skills and capability that is required of them when first entering the work place for their jobs. It is highly substantial and important for universities and educational associations and services to provide more quality writing courses and programs and integrate them within the course to allow PR practitioners to develop a more thorough knowledge thus understanding to write more effectivley and sufficently. Students need to be able to write Press Releases along with Feature Articles and for the Web and for Clients. It is also interesting to learn that client based writing is in fact becoming more important and developing rapidly in Public Relations.
That it is evident and clear that PR practitioners and students studying PR would most certainly benefit from Media Writing courses, PR courses and News writing courses.
. Writing is an essential tool and key element for PR skills
. There are regular practise assessments conducted to ensure that specified programs are maintained to teach and to help PR students to learn and achieve the skills and technical aspects of how to write well.
. There were several common complaints based on PR students and their writing skills most commonly to note was that of grammatical errors and that of paragraph structure and single sentencing.
.This type of writing technique must be very general concise and direct to be able to capture and hold the attention of your reader.
. Web style writing varies to that of Press Relaease writing.
. There is a high need and urgent attention needed to be made to be devoted to client focused writing assignments rather than media - focused assignments.
. The key skill of an efficent writer is to be able to adapt to a variety of writing tasks as versatility as we all know it is the key to success for a PR practitioner.
The readings made me think more about PR theory/practice in that.......
When starting off in the beginning as a PR practitioner it is significant to note that they do not have the writing skills and capability that is required of them when first entering the work place for their jobs. It is highly substantial and important for universities and educational associations and services to provide more quality writing courses and programs and integrate them within the course to allow PR practitioners to develop a more thorough knowledge thus understanding to write more effectivley and sufficently. Students need to be able to write Press Releases along with Feature Articles and for the Web and for Clients. It is also interesting to learn that client based writing is in fact becoming more important and developing rapidly in Public Relations.
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