Week 9

This weeks readings looked at using sponsorship and event management as public relations tactics. The use of sponsorship has gained more positive reception over time, and is now regarded as a very effective tactic. Holding events is another tactic employed by public relations practitioners as a way of communicating to publics and attracting media attention.
Sponsorship can be separated into 3 types – philanthropic, corporate, and marketing. Philanthropic sponsorship is practically a donation to a community-based cause, which can develop a positive view of a company in its publics. Corporate sponsorship is when a company sponsors an event not linked to their business, such as a drinks brand sponsoring a sporting event, to gain high-profile exposure. Marketing sponsorship is used to create increased revenue by giving cash and goods to, for example, a high profile celebrity. Ambush marketing is another, more criticized, form of “sponsorship”, in which a company tries to associate itself with an event which it has no official affiliation with. This method is frowned upon, and official sponsors should take precautions to make sure no ambush marketing occurs.
Even management is an key part of a PR practitioner’s job, and covers a wide scope of events, from small to large. Events need, according to research, “strong leadership”, “defined objectives” and “a strong event theme and image”. The main reason behind staging events is to create media interest.

I think that the key point from these readings was that sponsorship and events can be highly effective tools for public relations practitioners, if properly organised and implemented.
The readings made me think more about public relations theory/practice in that creativity is not limited to writing or designing – it is also important to be creative in the strategies you develop, and the events you organise.