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CHAPTER 14
Public Relations and
Event Marketing and
Sponsorships
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Copyright © 2009 Pearson Education Canada Inc.
Learning Objectives



Identify the role of public relations and event
marketing and sponsorships in achieving
organizational objectives.
Describe the various types of public relations
activities
Identify the steps involved in the public
relations planning process
Continued…
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Learning Objectives (cont.)
 Assess the usefulness of a variety of public
relations tools
 Evaluate public relations and event marketing
and sponsorships as a communications
medium
 Identify the unique considerations involved in
the planning and evaluation of event
marketing programs
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Public Relations
The variety of activities and communications
an organization undertakes to monitor,
evaluate, and influence the attitudes,
opinions and behaviours of groups or
individuals who constitute their publics.
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Public Relations versus
Advertising
Public relations is distinguished
from advertising in two ways:
1. Advertising is focused on product
image; public relations is more
focused on corporate image.
2. Advertising is controlled and paid
for by a sponsor (the company the
media story concerns); public
relations is controlled by the
media.
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Publicity
At the product level, publicity is used to
market goods and services.
Publicity is one aspect of public relations
It is the communication of newsworthy information
designed to familiarize the public with the features
or advantages of a product, service, or idea.
Typically, publicity attends:
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Launching new products
Opening a new store
Technological breakthrough
Achievement of some milestone
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The Publics
PR is sensitive to two different publics:
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Internal
Publics
Employees, distributors,
suppliers, shareholders,
and regular customers
External
Publics
Media, governments,
prospective shareholders,
financial community, and
community groups
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The Role of Public Relations
The role of PR generally falls into six
areas:
1. Corporate Public Relations
 Corporate Advertising
 Advocacy Advertising
 Crisis Management
2. Reputation Management
3. Product Publicity
4. Product Placement and Branded Content
Continued…
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The Role of Public Relations
(cont.)
5. Buzz Marketing (word-of-mouth)
6. Media Relations
7. Community Relations & Public Affairs

Lobbying
8. Fund Raising
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Public Relations Planning
A PR plan is dictated by the situation. It can:
 be proactive and carefully set out in advance
and be implemented with precision or
 be reactive and only undertaken because of
some unforeseen circumstance occurring
The success or failure of a PR plan can
impact on the bottom line
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Public Relations Planning
PR planning usually involves five steps:
Situation
Analysis
Establish
Objectives
Develop the
PR Strategy
Evaluate
Effectiveness
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Execute Plan
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The Tools of the Trade
The tools available to execute public
relations programs are diverse. Some
are used routinely while others are
used periodically.
 Press Release
 Press Conference
 Publications
 Posters and Displays
 Web Sites
 Blogs
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Advantages & Disadvantages of
Public Relations
Advantages
Disadvantages
 Credible source of
information
 Lack of control
 Can influence sales
positively
with waste
 Costs associated
 Helps to build
relationships
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Event Marketing
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Event
Marketing
Integrating a variety of
communication
elements to support an
event theme.
Event
Sponsorship
Financial support of an
event in return for
advertising privileges.
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Primary Types of Sponsorship
Sports
Entertainment
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The largest sponsorship
segment (70%), sports reaches
a “mass” target audience.
Music plays a major role in
entertainment sponsorships.
Culture
& the Arts
Cultural sponsorships are aimed
at a “class” target audience.
Cause-Related
Partnership between a company
and a non-profit entity for mutual
benefit
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Sports Sponsorship
Sports sponsorship are dominated by
some of the largest manufacturers,
service companies, and retailers
Ford, General Motors, Molson, Labatt, RBC
Financial, BMO Financial Group, Visa,
MasterCard
82% of the North American executives perceive
event marketing to be strategic and efficient
business tool.
A key indicator of success is the effect the
association with a sponsored event has on
consumer awareness of brand or company.
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Level of Sports Sponsorship
From grassroots (local) levels to global
events, sponsorships can pay dividends
for companies.
Global
International
National
Regional
Local
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Sport Marketing Strategies
Sports marketing is extremely competitive
so companies look for advantage by any
means. Some recent strategies include:
 Ambush Marketing
 Venue Marketing and Sponsorship
 Athlete Sponsorship
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Entertainment Sponsorship
Sponsor concerts and secure endorsements
from high-profile personalities in the hope that
the celebrity-company relationship will pay off in
the long run.
Coca-Cola uses entertainment sponsorships as a
vehicle for developing pop-music and youthlifestyle marketing strategies.
Festivals (film, comedy, music) offer
opportunities to reach a cross-section of adult
target audiences.
Montréal International Jazz Festival attracts GM,
TD Canada Trust, Loto Quebec, and Bell.
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Cultural and Arts
Sponsorships
Art and cultural event opportunities
embrace dance, film, literature, music,
painting, sculpture, and theatre.
Effective for companies who prefer to reach a
more selective and upscale audience (e.g.,
Mercedes).
Primary benefit that companies gain from
sponsoring the arts is goodwill from the public.
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Cause Marketing Sponsorship
Partnership between company and a
non-profit entity for mutual benefit
The relationship between the parties has
significant meaning to consumers
CIBC Run fro the Cure (partners are Canadian
Breast Cancer Foundation and CIBC both trying
to raise funds to help find a cure for breast
cancer)
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Strategic Considerations for
Event Marketing
“Fit” between the event and the sponsor
is essential. It is important to:
 Select events offering exclusivity
 Use sponsorships to complement other
promotional activity
 Choose the target carefully
 Select an event with image that sells
 Establish selection criteria
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Measuring the Benefits of Event
Marketing and Sponsorship
The following indicators are used to
measure the benefits of sponsorship:
Awareness
Image
New Clients
Sales
Specific Target Reach
Media Coverage
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Advantages & Disadvantages of
Event Marketing & Sponsorship
Advantages
 Target marketing
capability
 Face-to-face
access to customers
 Public image
enhancement
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Disadvantages
 Cost of big events
 Advertising clutter at
events
 Ambush marketing
(potentially)
 Effectiveness hard to
measure
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