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SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 20
SPONSORSHIP--AN IMPORTANT PR TOOL
Overview
This lecture will cover the importance of sponsorship as a public relations effective tool and its benefits.
The important public of public relations i.e. employees will also be discussed with its importance and how
to keep good communications with them are essential points discussed in this lecture as well.
Why Sponsorship?
"A wise man will make more opportunities than he finds."
-- Francis bacon
4 Questions?
1. Why Sponsor?
2. What should you sponsor?
3. What are the total costs involved?
4. How can the sponsorship be organized?
Sponsorship--An Important PR Tool
1.
Why Sponsor?
·
Want to enter a new segment of market.
·
Increase familiarity with your name.
·
Want to improve customer relations.
·
Enhance your corporate image.
·
Show how your products perform.
·
Want maximum media coverage.
·
Support your distributors.
·
Want your company known in export markets.
·
Want to increase goodwill.
·
To be able to offer Hospitality to business guests.
What To Sponsor?
·
SPORTS
·
ARTS & CULTURE
·
PUBLICATIONS
·
PROFESSIONAL AWARDS
·
EDUCATIONAL
·
CHARITABLE CAUSES.
How Does PR Support Employees Communication
Important Questions
·How much employees know about board room decisions?--
Should they or should they not?
·How much interest management takes in employees' attitudes and aspirations.
·To what extent modern technologies like internet, mobile phones, pagers and PC's are exploited for better
communication with employees.
How Does PR Communicate With Employees
·Knowing
the difference between Management -- Employee and
Employee -- Management
communications ­ downward & upward & even sideways internal communication.
·Do you have anyone directly responsible for managing such communication? "as it is a challenge!"
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Fundamentals of Public Relations ­MCM 401
VU
What Are Employees Aspirations?
·
Are they secure?
·
Are their salaries higher?
·
Do they have longer holidays?
·
Do they have shorter working hours?
·
Do they have greater safety?
·
Do they have opportunities for promotion?
·
Are they given equity ownership?
·
Do they have more participation in decision making?
Other Methods
E- Newspapers.
Using website to keep information available.
Video Magazines.
Occasional playing of information on video or through interactive CD.
Notice Boards.
Controlled notice boards are very effective way to communicate with employees.
PR & Communication Audit
·
Employees very critical of company's advertising.
·
Employees require more access to policy information.
·Issue a questionnaire to employees to know what they want & expect on various subjects.
·
Employees expect more profit than shown.
Positive Indicators.
·
Reduction in staff losses.
·
Reduction in absenteeism.
·
Increased take up of equity schemes.
·
Better understanding of organization's policies.
·Better understanding of the organization's managerial structure, & who is responsible for each function.
·
There is evidence of greater job satisfaction.
PR & Communication Audit
Very
Good
Fair
Poor
Bad
Good
Working conditions
Salary / wages
Bonus / Profit sharing
Promotion prospects.
Staff training program.
Special facilities
Communication with Management
Company business Prospects.
Company environment Behavior.
Company's image
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Fundamentals of Public Relations ­MCM 401
VU
Communication Audit
Communication
Communication
Inside the
Outside the
Organization
Organization
Communication Audit
Shapes the MESSAGE
To build the POSITIONING
Which defines CORPORATE IDENTITY
To earn a REPUTATION
(Which DIFFERENTIATES the organization from its competitors)
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING