I think the key points to remember from this week's readings were that sponsorship is an effective but expensive tool for a company’s campaign. However, in order for it to be effective, careful planning for different scenarios is essential.
Also, the event that an organisation chooses to sponsor is important as it has to be one that will actually garners media attention and coverage.
The readings made me think more about public relations theory and practice in that there are many ways in which a campaign can go wrong. From the studies featured, it appears that the most important factors that need to be considered are environmental factors and competitors.
Once again, we see that planning, planning and more planning is vital to the success of the execution of a plan. On page 361 of the Zawawi text, the World Cup Triathalon critical path is used to highlight this point.
I can imagine that being the PR practitioner who oversees this event would require a lot of dedication. Not only does he/she have to make sure everything goes according to plan, he/she also has to evaluate the team’s performance and highlight areas to improve on. Also, he/she will have to contend with ambush marketers to make sure that the sponsors are kept happy.
All in all, the business of event management seems a tiring, frustrating, but rewarding one.
(230 words)
2 comments:
Dear Denise,
you mentioned, "I can imagine that being the PR practitioner who oversees this event would require a lot of dedication," i totally agree with you on this point. PR practitioners not only have to organise, manage the event, he/she has got to have a keen eye for details, meticulous with the slightest details so as to ensure everything will go on smoothly.
You need to include correct attribution when referring to your reading.
An example for this week: ...‘On page 361 of the Zawawi text’ (Johnston & Zawawi, 2004), ...
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