I think the two key points to remember from this week's readings were:
1. Types of Sponsorship
2. Elements to ensure benefits in sponsorship
There are different types of sponsorship; Philanthropic sponsorship, Corporate sponsorship and Marketing sponsoring. The ultimate goal of any kind of sponsorship is mutual benefit between two elements, the sponsor and the event.
The readings made me think more about public relations theory/practice in that it is difficult to evaluate the benefits of sponsorship. It is acknowledged that sponsorship has its importance, but little research has been put in place to determine its value and effectiveness. There is no, or little tangible measurements which proves sponsorship success outcomes on events and the strengthening of relationships between consumers, the event, and the corporate company.
Therefore, it is paramount to put in place several elements in order to ensure that there would be benefits derived from sponsorship. Okay, perhaps not Ensure and make sure that there will definitely be benefits, but pointers which might/ have a higher chance of leading to benefits.
There are two main elements which play significant parts on the success or failure.
Firstly, Relatedness. (Johan and Pham, 1999) says that consumers better recall a sponsor’s product when that product is related to the sponsor. Therefore, if a community event and the sponsors have no direct relation with each other, community events does not necessarily benefit from sponsorship, and vice-versa. A good example of the sponsors fitting the image of the sponsored event is the “Yes Yes Yes! To safe Sex” campaign which highlights the importance of safe sex and harsh consequences of HIV. MTV and BODYSHOP are the corporate sponsors of the community event with proceeds going to Staying Alive Foundation and campaign partner Patient Care Centre.
Secondly, the Objectives. It is said that consumers have a better recall of better a sponsor’s product when they had a preference for that product before the sponsorship. Therefore, if the PR company tries to use sponsorships as a medium through which it hopes to elevate its reputation or alleviate its bad reputation, it might not be beneficial to the community event and instead dilute the benefits of the community event. From Public Relations Review, Volume 32, Issue 2, June 2006, Pages 144-150 Jiyang Bae and Glen T. Cameron proves that participants showed positive attitude toward the company when they felt the company had an altruistic motive for charitable giving, rather than for a company with self interested motive.
These two are just a mere 2 out of the sponsorship checklist which might bring about a higher chance of successful sponsorship.
Thursday, February 26, 2009
Wednesday, February 18, 2009
#6
I think the two key points to remember from this week's readings were:
1. Relationship marketing and loyalty programme
2. Public Relations and corporate social responsibility
Even though public relations is business, one should not entirely advocate it to profits. In public relations, there are two kinds of results to measure success. The tangible measure is of course the monetary aspect of it while the intangible measure are the relationships built with the client and the community.
The readings made me think more about public relations theory/practice in that every project in PR is not a one off business deal. More often that not, it is sustainable over time. Building good relationships with clients and the community ensures that the business continues to strive in the future.
Personally, loyalty programmes are extremely useful if executed appropriately. It has the capacity to bind and connect the user to a specific brand of goods even if there is a spectrum of similar products in the industry. Take bubble tea for example, a once hot craze in Singapore, with many bubble tea shops springing up along the same street. Happy Cup, for one, issues loyalty cards to their customers and with every 10 cups bought, the customer is entitled to a free cup of bubble tea.
Customers are always in search for cheap deals, and such cheap thrills entice them. Loyalty cards may sway customers away from competing companies and create an aquired preference in them. In a way, it binds the customer to a certain brand and away from other competitors. I would think it works for all sorts of products, from daily necessities such as bread to restaurant meals.
Yet, as I've mentioned, a business should not entirely focus primarily on business and monetary returns per se. It is essential to give back to society, and help those in need. Not only is it a worthwhile practice, it can also improve the image of the company and because of that, clients might feel compelled to work with certain companies because of the good deeds they are doing. An example is Macdonalds where every 5cents from each Happy Meal goes to charity. Perhaps established companies might want to adopt a charity like Perfect 10 radio station adopting a different charity each year, so as to give back to society.
As such, Public relations is not merely just money money money, but aspects such as building relationships with clients and the community can also be considered.
1. Relationship marketing and loyalty programme
2. Public Relations and corporate social responsibility
Even though public relations is business, one should not entirely advocate it to profits. In public relations, there are two kinds of results to measure success. The tangible measure is of course the monetary aspect of it while the intangible measure are the relationships built with the client and the community.
The readings made me think more about public relations theory/practice in that every project in PR is not a one off business deal. More often that not, it is sustainable over time. Building good relationships with clients and the community ensures that the business continues to strive in the future.
Personally, loyalty programmes are extremely useful if executed appropriately. It has the capacity to bind and connect the user to a specific brand of goods even if there is a spectrum of similar products in the industry. Take bubble tea for example, a once hot craze in Singapore, with many bubble tea shops springing up along the same street. Happy Cup, for one, issues loyalty cards to their customers and with every 10 cups bought, the customer is entitled to a free cup of bubble tea.
Customers are always in search for cheap deals, and such cheap thrills entice them. Loyalty cards may sway customers away from competing companies and create an aquired preference in them. In a way, it binds the customer to a certain brand and away from other competitors. I would think it works for all sorts of products, from daily necessities such as bread to restaurant meals.
Yet, as I've mentioned, a business should not entirely focus primarily on business and monetary returns per se. It is essential to give back to society, and help those in need. Not only is it a worthwhile practice, it can also improve the image of the company and because of that, clients might feel compelled to work with certain companies because of the good deeds they are doing. An example is Macdonalds where every 5cents from each Happy Meal goes to charity. Perhaps established companies might want to adopt a charity like Perfect 10 radio station adopting a different charity each year, so as to give back to society.
As such, Public relations is not merely just money money money, but aspects such as building relationships with clients and the community can also be considered.
Friday, February 6, 2009
#5
I think the two key points to remember from this week's readings were:
1.Strategy tactics
2.Research
Public relations is a job which is fast paced and requires many projects as a go. As such, time is an important element and it is paramount that strategy tactics and research skills are utilized in order to be more time efficient and ensure a more successful outcome.
The readings made me think more about public relations theory/practice in that Time is often a key factor in Public Relations. The onslaught of projects and such often requires time and the heavy involvement in one project usually means lesser time left for the undertaking of the other project. Therefore, it is cardinal that strategical and research skills are undertaken.
Strategy tactics and research are more or less similar, and are inter-exchangable.
First and foremost, the most important thing is to identify the perimeters of the topic of the project. Next, aims and objectives should be set (as said before in objective setting) as goals to work towards.
Secondly, this is where research work comes in. It is crucial to point out the competitors who are partaking in the similar project, try to estimate their strengths and capitalise on their weaknesses. Upon finding out other's strength and weaknesses, we should also reflect on our personal qualities and try to use our strength to our advantage and either minimise our weaknesses or completely eradicate them.
Research skills on the topic should also be efficient, only find out information required, and draw information from reliable sites instead of less credible ones like Wikipedia. Also, past literature are indispensible as we can exploit the results of their research, analyse them and more time can be spent on research which is not yet available.
Therefore, good technical skills in PR cannot be neglected as time waits for no man in a fast paced world of PR.
1.Strategy tactics
2.Research
Public relations is a job which is fast paced and requires many projects as a go. As such, time is an important element and it is paramount that strategy tactics and research skills are utilized in order to be more time efficient and ensure a more successful outcome.
The readings made me think more about public relations theory/practice in that Time is often a key factor in Public Relations. The onslaught of projects and such often requires time and the heavy involvement in one project usually means lesser time left for the undertaking of the other project. Therefore, it is cardinal that strategical and research skills are undertaken.
Strategy tactics and research are more or less similar, and are inter-exchangable.
First and foremost, the most important thing is to identify the perimeters of the topic of the project. Next, aims and objectives should be set (as said before in objective setting) as goals to work towards.
Secondly, this is where research work comes in. It is crucial to point out the competitors who are partaking in the similar project, try to estimate their strengths and capitalise on their weaknesses. Upon finding out other's strength and weaknesses, we should also reflect on our personal qualities and try to use our strength to our advantage and either minimise our weaknesses or completely eradicate them.
Research skills on the topic should also be efficient, only find out information required, and draw information from reliable sites instead of less credible ones like Wikipedia. Also, past literature are indispensible as we can exploit the results of their research, analyse them and more time can be spent on research which is not yet available.
Therefore, good technical skills in PR cannot be neglected as time waits for no man in a fast paced world of PR.
#4
I think the two key points to remember from this week's readings were:
1.The context and delivery of the presentation
2.Working as part of a group
Presentations are an essential aspect of public relations. Presentations are not merely just an avenue for the transmission, and exchange of information. Rather, presentations play a crucial role in the way receivers view the information via the different types of delivery methods.
The proliferation of technology today has aided the delivery of presentations, heightening the level and value of presentations. However, it should be noted that a good presentation does not only rely on technology, but rather the synergy between group members, the ability to capture the attention of the audience, yet be able to adequately put your point across to your audience.
The readings made me think more about public relations theory/practice in that it is desirable for a public relations personnel to possess good presentation skills. As a PR person is constantly meeting new people in order to boost their/ company's profile, it is important to have good presentation skills as it affects the way others perceive them.
However, even though it is easy to say that PR people should have good presentation skills, it is not easy to acquire it. Good presentation skills might be a natural quality of some people, but for most people, achieving good presentation skills require practice and time.
On the same note, the improvement of presentation skills are not only through constant practice, but also require the PR person to read up on skills needed, discover their strength and weaknesses and to put into practice what they have learnt through interaction between people.
It should be noted that in a society which values teamwork and social skills, most presentations are done in a team rather than individually. As such, the execution of presentations become more complex as it involves different people with diverse personalities and working styles. It is essential to identify the qualities of group members and allocate roles according to their capabilities.
Perhaps it is important to pick someone in the group with leadership qualities to guide the group in the right direction towards the completion of the task. The leader can also be the mediator and decision maker when the situation arises, as different people have conflicting opinions and viewpoints.
1.The context and delivery of the presentation
2.Working as part of a group
Presentations are an essential aspect of public relations. Presentations are not merely just an avenue for the transmission, and exchange of information. Rather, presentations play a crucial role in the way receivers view the information via the different types of delivery methods.
The proliferation of technology today has aided the delivery of presentations, heightening the level and value of presentations. However, it should be noted that a good presentation does not only rely on technology, but rather the synergy between group members, the ability to capture the attention of the audience, yet be able to adequately put your point across to your audience.
The readings made me think more about public relations theory/practice in that it is desirable for a public relations personnel to possess good presentation skills. As a PR person is constantly meeting new people in order to boost their/ company's profile, it is important to have good presentation skills as it affects the way others perceive them.
However, even though it is easy to say that PR people should have good presentation skills, it is not easy to acquire it. Good presentation skills might be a natural quality of some people, but for most people, achieving good presentation skills require practice and time.
On the same note, the improvement of presentation skills are not only through constant practice, but also require the PR person to read up on skills needed, discover their strength and weaknesses and to put into practice what they have learnt through interaction between people.
It should be noted that in a society which values teamwork and social skills, most presentations are done in a team rather than individually. As such, the execution of presentations become more complex as it involves different people with diverse personalities and working styles. It is essential to identify the qualities of group members and allocate roles according to their capabilities.
Perhaps it is important to pick someone in the group with leadership qualities to guide the group in the right direction towards the completion of the task. The leader can also be the mediator and decision maker when the situation arises, as different people have conflicting opinions and viewpoints.
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