By all appearances, the sponsorship/events arm of public relations practice seems quite big, and somewhat daunting considering everything that must be remembered, planned and accommodated for.
Interestingly, I didn't really realise that sponsorship can take different forms, depending on what works best for the sponsor and the organisation. I'm probably most familiar with sponsorship in the form of events and also celebrity sponsorship (like sporting stars that are sponsored by a clothing label) - Marketing sponsorship. I never figured that philanthropic sponsorship was actually sponsorship - I'd always thought of something like that more along the lines of donations... The sponsor doesn't really get anything tangible out of the deal, but their image may consequently be raised in the public eye.
If I was involved in events planning at the early stages, I would be really interested in seeing a sponsorship proposal being put together. How does the PR practitioner (or whoever has the job to write it!) know exactly what to put in there? How can it be best presented to the organisation to achieve the best result? The questions listed for consideration on pp.349-350 were well worth reading, and made me think how much time and research goes into preparation, let alone the time spent actually writing and perfecting the proposal. No surprise, though, when there are hours and hours poured into it, for it to only be skimmed over and fate decided within a few short minutes.
Events management is somewhat of an interest to me personally, so this chapter gave a really good overview of the different parts of events management, from the planning stages, the media coverage, generating revenue and *cringe* disaster aversion... (note to self - employ the use of risk management pp.363-364).
It was a great way to understand the process of planning an event, and it really got me thinking about how much work would have gone into the planning, preparation and outworking of all of the APEC events!! The sheer enormity of such a high-profile event would've meant quite probably years of planning.
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Laurie
You make an important observation regarding event management in the absolute necessity of planning. In fact, it's a central theme in the first year public relations unit that you may begin to understand with the PR plan being an assessment item. As a part of planning and noted in the text towards the end of the chapter is the role of lists in planning any event. Lists or checklists can remind us of the items we need to consider when planning an event. you may wish to look into this a little further and the idea of a critical path.
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