Public relations involves establishing mutual understanding between an organization and the public through planned efforts. It aims to connect with the public to achieve organizational objectives and influence public opinion. Some key PR tools include press releases, interviews, corporate films, company magazines, sponsorships, donations, and social media presence. Sponsoring events allows companies to connect with target audiences while gaining branding opportunities. Companies must carefully select, design, execute, and evaluate sponsorships and organized events to achieve their objectives. Ambush marketing involves competing companies deflecting attention from official sponsors of an event.

1. Event Marketing & Public Relations
UNIT – 7

2. Public Relations – PR

3. Public Relations
• It is a deliberate, planned and sustained effort
to establish and maintain mutual understanding
between an organization and public
• Companies need to build and maintain PR.
• By ‘public’ is meant the communities of
people with whom the organization can have
direct or indirect association

4. Public Relations
• PR is about the manner of connecting with
public so that organizational objectives are
achieved.
• PR deals with influencing, analyzing and
measuring public opinion.
• PR helps in maintaining the public image of
the company.
• Through PR, the companies can present the
message in the form of ‘news’

5. Characteristics of Public Relations
• It has a broad scope
• It involves the use of money, it is not FREE
• It involves personal approach and contacts
• It cannot be negative
• It is under the control of the organization
unlike publicity which is outside the
organization’s control.

6. PR Vs Publicity

7. Tools of Public Relations
• Some popular PR tools are:
• Press release: companies can release
information in the press regarding any major
activity they have done.
• Interviews: interviews of company leaders can
be published in popular business magazines
• Corporate films: these are films which are
produced by the companies with the purpose
of building their corporate image

8. Tools of Public Relations
• Company magazines: companies can publish
their own magazines or journals
• PR advertising: companies can use advertising
to project itself as an ‘institution’ interested in
society’s welfare
• Events: events like road shows and dinners can
be planned to attract masses so that media
attention is drawn

9. Tools of Public Relations
• Sponsorships: companies can sponsor regional,
national and international events that are
frequented by their target groups
• Donations: companies can donate for various
causes that they believe in for the social
benefit
• Website & Social Media: companies should
have a strong online presence in order to
inform about the activities of their brand

10. Advantages of maintaining good PR
• Helps in maintaining good reputation and
goodwill of the company
• Helps in brand positioning
• Helps in building brand image
• Helps keeping the company and the brands in
limelight
• Helps in associating the brand with a cause
that people care about

11. Event Marketing –
Sponsorship

12. Sponsorship
• Companies can connect with their target
audience by sponsoring events
• Sponsorship is the financial or material support
or help in any form given for an event,
program or any activity that is not linked
directly to company’s business.
• Sponsorship can be done in exchange for
advertizing or it can be philanthropic also

13. Sponsorship
• Companies can sponsor events like – sports,
festivals, fairs, annual events etc. where they
get branding and advertising opportunities
• Philanthropic activities can be done in the
fields of arts, education etc with a purpose of
giving something back to the society
• E.g. in IPL, each team is sponsored by a
different company.

14. Sponsorship Management
• The process of sponsorship management is
shown below:
Brand Objective
Choice of Event
Designing Sponsorships
Execution of the event
Evaluation

15. Sponsorship Management
• Companies can sponsor any event, however
they need to be clear about the brand image,
hence objective of sponsorship is important
• Companies have choice of events that they can
sponsor – sports events, TV programs,
sponsoring arts etc.
• Designing the sponsorship – this includes
planning of all the marketing activities
surrounding the sponsorship program.

16. Sponsorship Management
• The event once planned must be executed to
get maximum visibility for the brand
• After the event has been launched, the
outcome needs to be measured in order to
gauge the effectiveness of sponsoring the
event.
• Research studies can be conducted to study the
spectator’s brand recall, attitude change etc

17. Event Management
• Companies can connect with their target
audience by organizing events.
• Event management can be defined as ‘an
application of project management practices to
create and develop events’
• Each event should have an objective, it needs
to be planned and executed properly to achieve
its objectiv.

18. Event Management
• The various steps involved in the successful
management and execution of an event are:
Sponsorship Objective
Planning for the event
Managing and Executing the event
Measuring and Control
Feedback

19. Different Types of Events companies
can organize
• Corporate events – product launches, trade
fairs, award shows etc
• Cultural events – musical events, film
screenings, Diwali mela etc
• Sports events – cricket, hockey, Olympics etc
• Private and social events – anniversaries of
business organizations, executives etc.

20. Ambush Marketing
• Ambush marketing is also called parasitic
marketing.
• Companies spend a lot of money in sponsoring
the events however, the competitors can
deflect the public attention towards them and
way from the sponsoring company by
indulging in ambush marketing.

21. Ambush Marketing
• Ambush marketing is defined as a practice in
which another company, often a competitor
intrudes upon public attention surrounding an
event, thereby deflecting attention towards
themselves and away from the official sponsor
• E.g. cricket world cup 1996 where coca cola
was the official sponsor but Pepsi campaigned
itself with the line ‘nothing official about it’