SPONSORSHIPâ€”AN IMPORTANT PR TOOL:PR & Communication Audit

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Fundamentals of Public Relations MCM 401

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

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!"

Fundamentals of Public Relations MCM 401

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

Fundamentals of Public Relations MCM 401

Communication Audit

Communication

Inside the

Outside the

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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