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.