I think the key points to remember from this week's readings are that when there is a corporate sponsorship, the company that is providing the sponsorship, more often than not, wishes to get something out from the deal.
This can be advertisement, endorsement, boost in reputation, to be seen as charitable, or environmental friendly, civic minded, etc...
PR Practitioners should always keep in mind how to frame a sponsorship request, if the event requires sponsors. In the textbook, it is explained that benefits to the company providing the sponsorship is much more critical than the reasons for the event and how the event would be held.
Also, it brings up points about ambush marketing and how the risk can be minimized. This brings to mind to a New Year event at Downtown East resort Count Down concert, where the DJs who were the hosts for the evening kept repeating about how they wish to thank the sponsors, Meebo, Western Union, etc, etc, to bring about brand awareness of the companies that so "generously" contributed to the concert to bring joy to the community.
With the hosts repeating the legitimate sponsors and with their logos displayed prominently, it is hard for competitors to ambush anyone outside.
The readings made me think more about how as internal PR of a corporate entity, it is crucial for the company to participate in sponsorship programs as promote corporate citizenry. This is quite important as in the global community, as companies that appear only to be profit driven and yet does not contribute back to society, is very much frowned upon.
However, on a negative note, it is also possible for a capitalist company that wishes to disguise its greed for profit, to improve its image by employing sponsorship deals, and treat it like an investment to further market and publicise its name. Although this might seem like deceiving the public, actually, it would also benefit the public as the main point of getting sponsors is still achieved, no matter what the intent of the company.
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2 comments:
Dear Lester,
You mentioned that:
“benefits to the company providing the sponsorship is much more critical than the reasons for the event and how the event would be held”.
I would agree that companies seek to maximize their investment in sponsorship.
However I disagree that it is not equally critical to look into the “reasons for the event” and “how the event would be held”.
On the contrary, to reap the maximum benefits from sponsorship, it is vital for sponsoring firm to first identify “the reasons for the event”. This is essential in finding the right fit between a firm’s specific associations and a sponsored cause. I have highlighted in my blog (week 8) that a low fit may have negative implications for the organization.
Secondly, companies should be inquisitive in “how the event would be held” and be actively involve in the planning process. This is important to deter ambush marketing that threaten to undermine sponsorship efforts.
Yes Jufri, I see your point as I have read through your blog. Associations with companies, especially through sponsorship, should be thought through carefully.
My point was derived from a point which corporate companies, greedy for benefits, would focus more on the benefits to the company, rather than the reasons for the event being held.
In this case, i did not take into account that the company providing the sponsorship would have professional PR advice as well.
But in the case that the sponsorship company has a PR Dept that is ethical and focused in its dealings, then yes, your point is definitely to be considered in all aspects to ensure that the event sponsored is carried out effectively.
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