Sponsorship Measurement Basics in About 10 Minutes

[TheMenonkhan]

Awesome ......It really helped me ............

[PowerSponsorship]

CRyan -

My point is that press hits and media equivalencies are a completely inappropriate way to measure sponsorship. Media exposure is the basis of first generation sponsorship thinking (we are now fourth gen). It does not advance a brand's objectives - changing people's perceptions and behaviours - a fact first proven in 1991, with the results replicated many times since then. Measuring media exposure, it follows, will not give you useful information. Measure your objectives, instead.

[cryan71]

By media relations, do you mean press hits you are getting because of the sponsorship? There is a website called cision that helps you tell what the readership and the ad value of those press hits are. However, the raw cision scores don't reflect a true impression. You would have to get your pr team to weigh those scores.

[dronniejshow]

thank

[PowerSponsorship]

Thanks, tstuckrath! I'm glad you found it useful!!

[tstuckrath]

Very good information, Kim. Thanks for sharing.

[PowerSponsorship]

Hi Morty900. Kim Skildum-Reid here.

We just need to keep spreading the word!! Tell your sponsors that you've found this tutorial and that it may have some useful information for them. Point them at other useful books, blogs, articles, or whatever. We can all play a part in the elevation of this industry!!

[morty900]

Again, really helpful and puts the focus on doing the right things right! How do we get all sponsors to understand and embrace this thinking: let there be learning.....

[wildaussie100]

This is really good. Very useful. Thanks.

[kilikas100]

Fantastic...relevant, useful information.