Chapter 13 Sponsorship and Event Management

This chapter is about how the organizations use the specific tactics of sponsorship and special events to achieve their goals. I think what we should understand after reading this chapter are as follow.

First, we should grasp the meaning of the sponsorship and its types ( philanthropic sponsorship, corporate sponsorship, marketing sponsorship). Second is to know the basic rules and requirements of how to write a sponsroship proposal which in my concern should be a focus of this chapter. Thirdly, we need to comprehend the other listed concepts related to the whole arrangement of a sponsorship or event such as event management, feasibility, planning, evaluation as well as the budgeting.

At the end of the chapter, three cases were given as an illustration on how to sponsorship by creating events which provide us with a more concret knowlege of how the concepts listed previously were utilised in the real practice.

I think this chapter makes me think more of the importance of the sponsorship which was once overlooked by me or maybe many of the public relation student practioner, whereas this is a very practical knowlege and useful tactics for public relation. Sometimes, the organization will benefit more than they expected if a sponsorship or a public event was sucessfully planned and implemented.