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CHAPTER 14
Public Relations and Event
Marketing and Sponsorships
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Copyright © 2012 Pearson Canada Inc.
Learning Objectives
 Identify the role of public relations, experiential
marketing, 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 strategic management of relationships between
an organization and its diverse publics through the use
of communication to achieve mutual understanding
realize organizational goals and serve the public
interest.” Course textbook, page 406
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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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Public Relations
vis à vis Advertising
Public relations is distinguished from
advertising in two ways:

Advertising is focused on selling products

Public relations is more focused on corporate image
and organizational relationships.

Advertising is controlled and paid for by the subject
organization

Public relations is determined by the media.
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Publicity
Publicity is one aspect of public relations
 the communication of newsworthy information
designed to interest the public in a product,
service or idea.
Publicity can often be generated around:
 Launching new products
 Opening a new store
 Technological breakthrough
 Achievement of some milestone
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The Role of Public Relations
The role of public relations is varied but
generally falls into six key areas:


Corporate Public Relations

Corporate Image building

Advocacy

Crisis Management
Reputation Management
Continued…
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The Role of Public Relations
(cont.)



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Community Relations & Public Affairs
Lobbying
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:
Establish
Objectives
Situation
Analysis
Develop the
PR Strategy
Evaluate
Effectiveness
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Execute Plan
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Handling Crisis Situations
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The Tools of Public Relations
Diverse tools exist to execute public relations
programs. Some are used routinely, others
periodically.
 Media Release
 Media Conference
 Websites
 Social Media
 Annual Reports (and other publications)
 Blogs
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Advantages & Disadvantages
of Public Relations
Advantages
Disadvantages
 Credible source of information
 Lack of control
 Helps to build relationships
 Impact not always
proportional to cost,
effort
 Can influence long term sales
positively
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Experiential Marketing
 Creates an emotional connection with a
consumer in personal and memorable ways:
 A free sample distributed at an event
 Event where the brand is the centrepiece of the event
 Grey Cup train across Canada last year to promote CFL
 A good fit for social media, where consumers willingly
allow brands into their worlds
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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
Culture
& the Arts
The largest sponsorship segment (70%),
sports reaches a “mass” target audience.
Music plays a major role in
entertainment sponsorships.
Cultural sponsorships are aimed
at a “class” target audience.
Partnership between a company and
Cause-Related a non-profit entity for mutual benefit
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Sports Sponsorship
 Tend to be dominated by certain industries and
manufacturers
 Organizations choose between spending locally
(inexpensive) or nationally/ internationally (more
expensive).
 Involvement in sports sponsorship need not be
extravagant or conspicuous
 Commitment depends on the organization’s
marketing objectives.
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Sport Marketing Strategies
Sports marketing is extremely competitive so
companies look for advantage by any means.
Some recent strategies include:
 Venue Marketing and Sponsorship
 Athlete Sponsorship
 “Ambush Marketing”
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Entertainment Sponsorship
 Sponsoring concerts and securing famous
endorsements, corporations establish a celebritycompany association.
 Coca-Cola uses entertainment sponsorships to
develop pop-music and youth-lifestyle 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 nonprofit 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:
 Establish selection criteria
 Select successful events reaching relevant target
 Require category exclusivity
 Use sponsorships to complement other
promotional activity
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Measuring Event Marketing
and Sponsorship Benefits
The following indicators are used to
measure the benefits of sponsorship:
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Awareness
Image
New Clients
Sales
Specific Target Reach
Media Coverage
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Advantages of Event
Marketing & Sponsorship
 Target marketing capability
 Face-to-face access to customers
 Public image enhancement
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Disadvantages of Event
Marketing & Sponsorship
 Cost of big events
 Advertising clutter at events
 Ambush marketing (potentially)
 Effectiveness hard to measure
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