WEEK NINE

The key message from this weeks reading was the importance of sponsorship and the benefits to a company if they use sponsorship as a tactic. The reading defined sponsorship as , “the purchase of specific rights and benefits associated with an event, organization or individual” (Johnston and Zawawi, 2007, p.347). Benfits from sponsoring an event include good will and opportunities to enhance image and reputation. Other benefits include exclusivity, image association, hospitality for client entertainment, product sampling, signage rights, merchandising, networking with people of importance, media coverage, use of personnel for advertising and promotion and sales opportunities. I believe another key idea to take from the reading is the importance of avoiding ambush marketing which occurs when a company misrepresents itself as being associated with an event but has no moral or legal right to do so. The readings reinforced how media coverage is a crucial component for sponsor. The ways to attract media coverage where useful. Suggestions were media release, media functions staged at the event, event handbook to be distributed to the media, event tickets available to the media.


The readings made me think more about PR in practice as they highlighted the different types of sponsorship types available. They also gave specific examples and steps to be includes in proposals to submit to prospective sponsors. The vital component is the inclusions what’s in it for the target audience that is sponsor benefits. The Telstra sponsorship criterion was useful in setting out minimum requirements for sponsorship proposals. The steps in achieving a successful event (and hence a number of pr goals) were useful in establishing the detail that needs to be put into the planning of can event. These were staffing, planning, market research, dates, sponsorship plans, budget and financial control.

NOTE: THIS WEEK I CRITIQUED ALEX NORMANS BLOG

Chapter 13 – Sponsorship an Event Managements in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed