Sponsorship in Public Relations

My company The Voice have  done a lot of sponsorship in and around Botswana for the past few years.It sponsors people especially by involving editorial department who publish their issues and  pr practitioners  include them in feature articles.
The P.R department came up with an idea called "The Voice Will Fix it" were it work with the journalistas to fix the problem that the people/public have.
An example of such feature article is of Didi on the Real Enchalada dated pg FRiday 7,August 09 and Shahnaz at Vic Falls.
What the pr department does is  they sponsor one person in one year and do them whatever they are looking for.If its a holiday they provide hotel,air ticket,food,luxury for free.
In that way they are trying to build the image/reputation of their company, a good relationship with their public.
All these people have one thing in common,"dreams" and the Voice p.r departmnent fix it to them,either stress, bad relationships, adventure.
They organise events in which a person had time to meet or go to their dream land.