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Professional public relations can offer little to ‘patronage style’ programmes (where money is handed over for logo exposure and corporate entertainment opportunities, but there is little attempt to leverage full value).
For those who wish to take a professional approach, however, the consultancy can offer any, or all, of the following, as appropriate:
- Identification of organisations or individuals who may be suitable to sponsor. ‘Suitability’ will be measured against a ten-point matrix.
- Design and structure of the sponsorship deal to ensure multiple key message delivery platforms, generating sustained coverage of corporate key messages over time.
- Estimated OTS figures to be based on credible calculations and negotiation with media owners / publishers, as well as planned PR activity.
- Measurement of the financial value of the deal against objective criteria.
- Where necessary, research with key target markets to help test the sponsorship proposition.
Possible outcomes may include:
- Advice that the money is better spent elsewhere.
- Negotiation with potential sponsorship vehicles - particularly on structural and platform issues - to make the deal more attractive.
- Recommended acceptance of a sponsorship deal dependent upon safeguards; review milestones; performance-related funding release; contractual considerations; and other issues.
Sponsorship should not be regarded as a charitable act, and most sophisticated recipients of sponsorship funds understand that the benefits must cut both ways.
This analysis is designed to ensure that any sponsorship deal which is accepted, is more likely to withstand critical scrutiny from the business press, shareholders and investors, parent companies, more senior tiers of management etc.