Seminars

Forms of sponsorship: - exclusive-

- collective

- participation in management, expertise, or even work of a company.

Sponsorship is based on a company’s budget. Sponsors investments are made into sports, arts, business, education, charity.

Criteria of successful sponsorship: 1) much information about sponsorship in mass media;

2) growth of the company’s popularity; 3) rising of popularity among the staff, especially potential members of the company.

Task.

What kind of sponsorship would you recommend for:

Big bank

Cleaning flats service company

Food company.

Glossary

Survey опрос

Specific PR специфические формы связей с общественностью

Feed-back обратная всязь

Lobby лобби

Sponsorship спонсорство

Task for office hours- Forms of sponsorship

Task for IWS- Lobby in government

Reference

Mandatory

Aги У. Все о PR, Питер, 2008, глава «Специфические PR»

Recommended

Ф. Хенслоу, Практическое руководство по Паблик Рилейшнз, СПб, 2009

10. PR evaluation

1. Analysis and evaluation

Evaluation of PR- campaign is its results measurement, control of PR actions in correspondence to its plan. PR campaign must be evaluated not only at the end of the campaign, but also it should be monitoring throughout the entire process. A successful plan will be reviewed constantly. As PR activity has no any standards it difficult to measure and evaluate it.

There are 3 stages in assessment of PR-actions result:

1) communication product- quantity and quality of press-releases, articles, video and other information products prepared during PR-plan realization; number of contacts with mass media;

2) intermediate effect- feedback/ involvement of public in the organization activity, recognition of the organization by public

3) goals achieving- increase of the organization’s income, sales, increase of market or laws adoption.

Means of PR assessment:

*1) Experiment and monitoring

2) Analysis and feedback

3) Research

2. Evaluation technique

Process of evaluation starts from the beginning of the action. Project may be separated into measurable aims and tasks and after program PR specialist may measure results.

Methods and forms of evaluation

Monitoring- analysis of all information that you have received (how many?). Special agencies can find and record all materials from TV, Internet, radio concerning your company name.

Clipping services- from the wide range of printed mass-media using key-words or your company name

Mass- media impact on public (how many stories have been placed); number of copies of printed mass-media is equal to its impact (100 thousand copies =100 thousand impact). The same method is for radio and TV audience.(how many people read, saw or listened to them)

*Audience information

Key messages-

Interviewsconducted -

Attendance of public events and meetings-

Telephone survey

Rating evaluation

Information bulletins

Web- Site monitoring

Sponsorship measurement

Indirect feedback

3. PR self-evaluation

The self-assessment process is a method for assessing what are you doing, why are you doing it, what you must do to improve the organization performance.

The evaluation may take place in 3 phases:

*Phase one:

Phase two:

Phase three:

Case study: What method of evaluation should you use to make summary of:

- Christmas party with your partners

- Practical seminar with you colleagues

- Corporate competition

Glossary

Evaluation, assessment- оценка

Monitoring- отслеживание, наблюдение

Clipping service- служба, подбирающая вырезки из средств массовой информации

Impact- воздействие

Self- evaluation-самооценка

Task for office hours -Methods of self-evaluation

Task for IWS –Contemporary forms and methods of PR-action evaluation

Reference

Mandatory

Aги У. Все о PR, Питер, 2008, глава «Оценка»

Recommended

Ф. Хенслоу, Практическое руководство по Паблик Рилейшнз, СПб, 2009

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