Week 9 Reading

'Sponsorship and Event Management' Chapter from Public Relations Theory and Practice, Edited by Jane Johnston and Clara Zawawi

I think the key points to remember from this week's readings were...
The key points from this reading were how sponsorship can be a very effective tactic for achieveing set goals. These tactics can include building trust banks, developing relationships with their audience and differentating themselves from other similar campaigns. Sponsorship can be expensive, but it can be highly effective if used to its full advantage to create goodwill. It is important to remember that sponsorship is not a donation, and that sponsorship requires something in return, however sponsorship does not have to be about money, it can involve a relationship of sharing manpower and expertise. Sponsorship can also enhance the
the organisation or event's image and reputation. There are several types of sponsorship, these include philanthropic sponsorship, corporate sponsorship and marketing sponsorship. Philanthropic sponsorship is community based sponsorship, Corporate sponsorship is partnering of one organisation with another organisation that is in no way linked. Marketing sponsorship is the most common form of sponsorship and is a cost effective method of sponsorship as the money is exchanged for tangible results.


The readings made me think more about public relations theory/practice in that
The readings made me think more about public relations practice in that obtaining sponsorship is a real challenge that public relations' planning, and depending on the event, different types of sponsorship are appropriate, and it will also depend on the kind of media coverage you hope to achieve.