Understanding and appreciating the cost and budget that the
business or an organization willing to provide is consider as a biggest
challenge for a Public Relation practitioner. In my point of views, to be aware of your company financial
situation, the position in the market and the way they allocated their resource
is the key element PR practitioners have to observe when we start planning a
budget for an event.
Australia Asia Business Weekly is a small newspaper company
which held Miss Chinese WA event (non-profit) every year. Therefore as a public
relations for the pageant, it is very important to get more sponsor to support
this non profit event.
Today I was asked to try getting a few more new sponsor company
for the event. At the beginning I thought it is a piece of cake for me,
however, not until I opened the white page and made the first call, I knew it
is a difficult job. When I got through the call and started explaining the
event and asking for sponsor, most of the receptionist told me that they would
pass the massage to their manager and get back to me when the decision are
made.
Then I tried searching with social network, eg. facebook and
twitter, look for some potential sponsor company and send out more than 20
emails.
Although there is a budget for the event , it is limited and we
are always remind to keep the expenditure low and maintain a positive cash
flow. I was very stressed and afraid that I can’t get any new sponsor
successfully. Therefore, I went to the senior colleague and asked for some
help, and below is the tips they give me:
1.
Don’t be shy and just keep trying
2.
Try not only call unknown(new people), use your own
network
3.
Emphasize the benefit they can gain via sponsoring our
event
P.s. I did learn something very important today. When we choose
our sponsor, it is essential to pay attention on the types of these companies.
We have to consider the relationship among those sponsor companies, if they are
competitor; we have to make choice carefully.
Anyway, I have tried my best and hopefully, there will be some
good news comes to me.
Winkywink;)
Winkywink;)
1 comment:
Hi Winkywink!
I really like your perspective in regards to looking into the economic situation of your placement organisation. I agree- it is very important to be aware of your employers financial situation to some extent. Not only to ensure (in the instance we were paid employees!) you have job security, but also to be aware of how you can assist your employer to reach new markets through its financial means and to make invaluable contacts at other organisations.
I can imagine making those cold calls searching for sponsors must have been quite intimidating. Your three steps sound spot on too. Trying not be shy is the key isn't it?, but it is so difficult. I bet over time it just got easier and easier for you. I found that the first few phone calls I had to make to recruit wineries to be involved in the Sidewalk Street Fiesta through my placement, has left me feeling a little shaky. By calling your friends, acquaintances and networks first you can practise and test out your pitch with people who are more inclined to hear you out. It only takes a little bit of positive responses it stopped being so scary. After awhile I started to get a kick out of it. There isn't many people who would be intentionally rude if you are also polite and like you said, "emphasize the benefit they can gain". A few years ago when I worked as a receptionist, one of my bosses told me to smile when I answered the phone, because people can actually hear a smile in your voice. This has helped me when I am on the phone in my placement.
It all sounds like fun and I'm sure lots of organisations would love to be involved with a Miss Chinese WA event, as well as to receive some media publicity through the Australia Asia Business Weekly.
Good luck with your placement, hope you have a great time.
Keely Robertson
Bentley Campus
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