• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading

Sponsorship is used as a promotional vehicle in public relations. The word sponsor derives from the Latin word for guarantor. To sponsor something is to support an event, activity, person, or organisation financially or through the provision of products or services. Sponsorship is typically done for promotional purposes, to generate publicity, or to obtain access to a wider audience. Kitchen (1997) says sponsorship seems to be a Cinderella subject in academic literature but it is certainly not a Cinderella in the allocation of corporate and marketing PR budgets, with vast sums being spent by organisations on sports sponsorship and a lesser extent on arts sponsorship. He cites work of Goldberg (1983), which highlights the main objectives for sponsoring companies. These included enhancing community relations, ...

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