Reading For Week 9

In chapter 13 of the prescribed text, Johnston and Zawawi take a look at the effects of sponsorship and how it can be utilised by PR practitioners to acheive their objectives.

I think the key points to remember from this week's readings were:

1. In relation to tactics such as newsletters, blogging, and even VNR's, sponsorship will involve far larger sums in money, both in expense to the corporation and usually in the returns back to them.
2. It should not be confused with donations, philanthropy or bequests. (Something I found particularly important to bear in mind!) Those acts are made without the expectation of some form of return, whereas sponsorship expects a return. However, there are examples of 'philanthropic sponsorship', which is as close to a donation as sponsorship can get. This is usually in instances where areas such as arts, medicine, education and research are sponsored.
3. Event management. I felt my mind was opened to more possibilities, as I realised just how broad the range of events practitioners have to choose from really is. It also illustrated how the success of managing an event can make or break a practitioners career.

The readings made me think more about public relations theory/practice in that 'spin doctoring' really goes so much further than simply covering your tracks. I felt I knew this already, but not to the extent and with the clarity I have now. The idea of ambush marketing is a perfect example and I found that section a very interesting read. I'll now have a very different mindset when seeing logos flashed around at major events, and really consider the authenticy of such instances. I feel there's a lot more to question about names that appear to attach themselves to events or causes than I previously realised.