Tuesday, September 16, 2008

Week Ten

I found this weeks reading really quite interesting as I have always considered event management as a section of public relations that I would be fascinated by. I was also interested in it because the research I found whilst doing the annotated bibliography on sponsorship of events made me think that it is a very complex, yet rewarding tool used by public relations practitioners, and it was intriguing to learn more about it.

They key points I learnt from this weeks readings were that sponsorship is an expensive tactic, if not the most expensive. However, it can also bring in a great response if managed correctly, especially generating goodwill and an opportunity to enhance the organisations reputation. There are three different types of sponsorship, including philantric sponsorship (generally community based, donation style), corporate sponsorship (sponsorship of an event (generally high profile) outside of what the company's normal business entails), and marketing sponsorship (most popular form involving offering goods for a return of profitable results).

I found it extremely interesting to note that a sponsorship proposal, which may have taken several hours to complete, will on average only be considered for three minutes by those in the decision making position. Similar to the media release, this shows the importance of short, sharp and straight to the point proposals. I also found ambush marketing quite a scary and unethical concept, especially the point that regardless of whether the organisation takes all the neccessary precautions to 'protect' the sponsorship, it can still become a victim of ambush marketing. This once again outlines the importance of public relations pracitioners not only being aware of the practical and written requirements, but also legal requirements that could help them protect the sponsorship.

They key points I learnt about even management is that the amount of events a public relations practitioner can choose from is quite large and diverse (some include conferences, launches, openings). If carefully planned, prepared and executed, an event can achieve a number of public relations goals and objectives. The need for a public relations strategy designed specifically for the event is essential to see that these events run as smoothly as possible and the importance of a careful budget is emphasised. Events are a great opportunity to attract positive media attention, however it is important to not just plan your event around the media. The evaluation of an event is a great idea and can incorporate three primary methods; debriefing meeting, event assesment, and business activity assesment. This is a great way to discover whether your event was a success or not and how to improve it for next time.

My learning builds upon previous learning about public relations in that the knowledge of a PR practitioner must be broad and versatile; there is just so much you need to know and understand to ensusre you carry out your work effectively. This reading also re-emphasised the notion that the media are not the only targets of our work, they are only a small portion, although their coverage does aid considerably. It also outlined again the importance of PR practitioners being able to write quick and concise projects and outlines that get the message across quickly whilst still drawing in interest, as the people who read it will not spend a lot of time reviewing it.


Maxine said...


Your blog gives an excellent review of what was covered in this weeks reading. I found your point about the fact that a proposal that may have taken hours to plan and prepare may only be looked at for a few minutes. As i was studying the topic in greater detail this week I can tell you that big corporations are often swamped with sponsorship proposals so a concise, well written proposal is very valuable. I also agree with your statement that ambush marketing is an unethical strategy that can damage both the sponsor and the event.

Renee said...

Hey Kelly,
You have provided a really detailed summary of the week's material which was extremely well written. You covered all of the major aspects of the reading.
The point you made about a PR practitioner understanding the legal requirements in sponsorship agreements was really interesting. I never thought about it until I read your blog and I think you have made a really valid and important point.
I also thought it was important that you mentioned the need for a practitioner to be versatile. Similarly, I keep learning more and more each week about how broad PR is and I agree that a broad and versatile knowledge is essential for effective PR to take place.

Elyse said...

Hi Kellie.

I found it insightful how you stated that sponsorship is very diverse. This relies on a process that encompasses all types of sponsorship, therefore, meaning PR practitioners need to be aware of all complexities that may be created

Jo said...

hey kel, I know exactly what you mean. It is vital for PR professionals to beware of ambush marketing in the industry. I also found it particulalry interesting to note that no matter how much effort goes into writing a sponsorship proposal most organisation will only consider it for a short amount of time. This makes it extremely stressful for PR professionals to get to the point in an effective and smart way.