When people talk about sponsorship, it's natural that they will have an image of the sponsoring organisation trying to boost their image and reputation in their mindset.
This week's readings investigates about how organisations go about using specific tactics of sponsorship and special events in order to achieve their goals.
As mentioned in the readings, Sponsorship refers to the purchase of specific rights and benefits associated with an event, organisation or individual. It is one of the most expensive and popular tactics chose around in any industry. It usually requires a return, creates goodwill and provides opportunities to enhance the image and reputation of an organisation. Being simplistically regarded in the past, sponsorship has become a visible manifestation of community partnering.
I think the key points to remember from this week's readings would be the types of sponsorship and the management of events.
Basically, there are three types of sponsorship - Philanthropic, Corporate and Marketing. From my own point of view, I felt that philanthropic sponsorship is the most beneficial to any organisation. It not only generates community goodwill, it also generates goodwill in employees. On the other hand, marketing sponsorship are often seen as "spin-off" as it only aims to boost the sales by offering cash and goods in return for tangible revenue-oriented results.
It is important how the PR practitioner chooses the right event that will most suit the purpose of creating "fresh & juicy" news that will get the attention of the media. In addition, carefully managed events help to create platform for product demonstration, corporate/client entertainment and revenue generation.
When planning and carrying out of events get expensive, it is inevitable to look for good sponsorship support and achieve credibility in the eyes of the sponsor. However, sponsorship is not an one-way lane! It requires responsibility for positive benefits from the event organiser and the sponsor.
This week's readings investigates about how organisations go about using specific tactics of sponsorship and special events in order to achieve their goals.
As mentioned in the readings, Sponsorship refers to the purchase of specific rights and benefits associated with an event, organisation or individual. It is one of the most expensive and popular tactics chose around in any industry. It usually requires a return, creates goodwill and provides opportunities to enhance the image and reputation of an organisation. Being simplistically regarded in the past, sponsorship has become a visible manifestation of community partnering.
I think the key points to remember from this week's readings would be the types of sponsorship and the management of events.
Basically, there are three types of sponsorship - Philanthropic, Corporate and Marketing. From my own point of view, I felt that philanthropic sponsorship is the most beneficial to any organisation. It not only generates community goodwill, it also generates goodwill in employees. On the other hand, marketing sponsorship are often seen as "spin-off" as it only aims to boost the sales by offering cash and goods in return for tangible revenue-oriented results.
It is important how the PR practitioner chooses the right event that will most suit the purpose of creating "fresh & juicy" news that will get the attention of the media. In addition, carefully managed events help to create platform for product demonstration, corporate/client entertainment and revenue generation.
When planning and carrying out of events get expensive, it is inevitable to look for good sponsorship support and achieve credibility in the eyes of the sponsor. However, sponsorship is not an one-way lane! It requires responsibility for positive benefits from the event organiser and the sponsor.
1 comment:
It is insufficient to say as "mentioned in the readings" and then go on to quote a piece of text from the readings without correct attribution - please follow academic integrity rules.
Melanie
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