This past weekend, I spoke on sponsorship at the F.A.M.E. PR 101 Workshop in Atlanta, GA. For some reason, I totally skipped the important role in which public relations plays in meeting new partners (remember, we don’t use the word sponsors). Yes, having traction and a repeatable ROI model are key, but they don’t mean anything if you don’t know the people who cut the checks.
Because brand and agency managers are bombarded with requests each week, it’s best to get introduced to them by someone they trust (mentor, colleague, someone they’ve funded, etc.). However, it’s even better if they see you on TV, hear you on the radio, or read about you in print/internet just before/after the introduction. Now, you’re building significant social capital with them. Now, they feel like you’re less of a risk. Now, they feel like they won’t be fired if they fund you.
Good PR firms understand this. The more funding you receive, the more money you have to c0ntinue paying them.
