Sponsorship can be a cost effective way of gaining publicity, especially if properly targetted and a medium, such as a trade magazine, is involved and there are clear opportunities to get your key messages across. It can also be a completely unproductive money pit if it is not negotiated correctly and the mechanism is not there for maximising publicity opportunities.

Our primary function on sponsorship is to ensure that all publicity opportunities are maximised, that all editorial contributions are delivered to the media on time, that all the right press releases are sent to the relevant media and that any problems are dealt with (see Crisis Management). If sponsorship deals are concluded, it is important that we are involved in the planning process are early as possible. If necessary, we are more than willing to negotiate sponsorships, as some companies believe it is desirable to have these matters handled by a third party.