At PFF majority of my time was spend in the sponsorship department. Here i wrote many sponsorship proposals, contracts and asset registers. Heres a snap shot of what i have learnt:
Sponsorship is a powerful public
relations practice that can be used strategically to achieve an organisation’s
goals. According to Strategic Public Relations, by Kim Harrison (2011),
sponsorship can be defined as:
“Sponsorship is the purchase of the right to
associate the sponsor’s name, products or services with the sponsored
organisation’s service, product or activity in return for negotiated commercial
benefits” (Harrison 2011).
Sponsorship is a very effective way
to market or communicate as it creates strong emotional connections to a brand
or product. PFF offers three types of sponsorship to other organisations. These
are:
1.
Financial investment
2.
Value in kind (goods instead of cash)
3.
Corporate hospitality
Depending on the organisation’s
budget or marketing objectives they have the option to sponsor the whole
festival, an event, or components of an event such a beverages, venue, or media
coverage. Although there are a variety of sponsorship options, sponsorship is
only effective there is a synergy between the organisation’s goals, objectives
and culture (Harrison 2011). PFF employs strategic public relations practices
when approaching a potential sponsor.
The organisation must align with PFF’s branding, reputation and
communication objectives. This is vital to ensure that the partnership will be beneficial to both organisations.
After my time at PFF i really felt like i have gained a detailed insight into the importance and uses of sponsorship. I feel that the internship has allowed me to develop a tougher understanding of a very useful tool in public relations.
Thanks for reading x
No comments:
Post a Comment