sponsorship and research

This week's readings define sponsorship as above. The two key points to take away from the readings are:

1. the types of sponsorship
2. the types of research

Sponsorship is the purchase of specific rights and benefits associated with an event, organization or individual. Sponsorship should not be confused with donations, philanthropy or bequests.

The three types of sponsorship are:

1. philanthropic sponsorship,
   
2. corporate sponsorship and
   
3. marketing sponsorship.

Philanthropic sponsorship generates community goodwill towards an organisation. Corporate sponsorship refers to the sponsorship of an event or activity not normally linked to the sponsoring company's general business. Marketing sponsorship offers cash and goods in return for tangible revenue- oriented results.

The readings show that sponsorship of events may not necessarily be remembered by public especially when the event is commonplace and unable to gain interest or attention. The reading shows that in practice as a public relations practitioner, the sponsorship of events needs to be chosen carefully. An event that is likely to go unnoticed may not be worth sponsoring.

The two types of research are:

1. formal and informal research
2. qualitative and quantitative research

Formal research is characterised by scientific procedures, methodologies and analysis whereas informal research has no agreed rules and procedures, and is cheaper and more immediate than formal research.

Qualitative research uses 'discovery- based methods' whereas quantitative methods use 'verification- based methods'. Quantitative research can be replicated whereas qualitative research cannot be done so.

With the explaination of these research methods, the readings help in the practice of public relations where the role of corporate monitor requires us to conduct research. As such, using the most suitable methods will aid in finding research results.

tactics and PR in business

The two key points to remember from this week's readings would be:

1. the various PR tactics
   
2. controlled vs uncontrolled communication

This week's readings talk about the various public relations tactics such as newsletters, printed material, annual reports, and advertising. Besides the various public relations tactics that were mentioned in this week's readings, I did my own reading up on blogs as a tactic as my public relations debate this week deals with blogs as a public relations tactic aiding in two way symmetric communication. These various public relations tactics have their advantages and disadvantages however what is most important is its ability to facilitate two-way symmetrical communication. Amongst the various public relations tactics, using the internet has been deemed as an effective tool. This is because when an audience is interested in the subject- matter, they will actively seek out information at a time when you want to communicate it. The readings made me think more about public relations practice and its effects. Newsletters are able to build a long term relationship with the target audience whereas advertisements are more likely to generate a powerful impact by triggering emotions through the use of visual images and sound.
Thus, we need to apply our tactics in accordance to the effect we hope to achieve.

Also, I learnt from the definitions of controlled vs uncontrolled communications from the readings.

Controlled tactics are those over which the public relations practitioner maintains control of every aspect of the process- from message creation and crafting to final distribution. Uncontrolled tactics are those that can be altered or even blocked completely.

Examples of controlled tactics will be advertisements whereas uncontrolled tactics will be media releases. Media releases are sent to the journalists however the outcome on newspapers may differ from what was initially sent to the journalists. Journalists are given the right to edit the media release (or even not publish it) since this is free publicity for the corporation. On the other hand, advertisements are paid spaces thus the outcome will be as desired or planned.

This has made me realise that the controlled public relations tactics may not be as effective as the uncontrolled tactics. Thus, it is crucial that public relations practitioners are able to write a good media release such that journalists will not have much opportunities to edit. A good media release will noy only be free publicity but perhaps even more trusted by the readers.