The first version of a story about sponsorship partner selection tends to become the reference version. Internal audiences learn about this aspect of communications and media practice from the news unless you reach them first. The content is relevant to those who own this strand of communications and media practice and to those who are held accountable for its results. Comparative studies of sponsorship partner selection across sectors find the same handful of failure points recurring. Participants develop a defensible line of reasoning for the choices they make about this area of communications and media practice. Ambition around the wider communications and media practice agenda outruns capacity unless the sequencing is deliberate. Cases are chosen to expose the trade-offs in sponsorship partner selection rather than to illustrate ideal conditions. The course gives participants a defensible structure for this part of communications and media practice and the judgement to adapt it. The closing exercise tests whether the participant's plan for the wider communications and media practice agenda survives a hostile question.
Expected Learning Outcomes
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Write materials on sponsorship partner selection that a journalist can use without rewriting.
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Apply a repeatable review cycle to sponsorship partner selection and act on what it produces.
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Prepare spokespeople to handle hostile questioning on sponsorship partner selection.
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Manage communication with regulators and officials about sponsorship partner selection.
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Recognise early indicators that sponsorship partner selection is drifting away from its intended design.
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Establish what evidence would demonstrate that sponsorship partner selection is under control.
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Plan the recovery arc after a reputational event involving sponsorship partner selection.
Who Should Attend
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Quality staff verifying that sponsorship partner selection performs as designed.
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Agency and consultancy advisers supporting clients on sponsorship partner selection.
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Crisis management team members with a role in sponsorship partner selection.
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Operations staff who encounter the consequences of sponsorship partner selection directly.
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Digital and social media managers handling sponsorship partner selection online.
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Government relations and public affairs officers covering sponsorship partner selection.
Course Modules
Open any module to see its sessions and topics.
01
Sponsorship partner selection: misinformation, correction and restraint
2 sessions · 8 points
Session 1Building media relationships on sponsorship partner selection before you need them
Draft materials on sponsorship partner selection that need no rewriting to be published.
Write the three key messages on sponsorship partner selection and test them against hard questions.
Configure monitoring that flags coverage of sponsorship partner selection within the hour.
Prepare the holding statement for sponsorship partner selection in advance.
Session 2The three messages on sponsorship partner selection you will not move from
Compare the cost of sponsorship partner selection with the cost of its absence.
Confirm that those complying with sponsorship partner selection understand why it exists.
Prepare the acknowledgement for sponsorship partner selection that does not evade responsibility.
Rehearse the briefing on sponsorship partner selection that would follow an incident.
02
Sponsorship partner selection: monitoring, sentiment and early warning
2 sessions · 8 points
Session 1Closing out sponsorship partner selection and capturing what was learned
Record what was learned when sponsorship partner selection did not go as planned.
Test the procedure for sponsorship partner selection against a realistic scenario.
Identify the journalists who actually cover sponsorship partner selection and what they need.
Confirm that reporting on sponsorship partner selection reaches the people who can act.
Session 2Answering the hostile question about sponsorship partner selection
Plan the sequence in which improvements to sponsorship partner selection will be introduced.
Anticipate the objections sponsorship partner selection will raise and prepare the answers.
Debrief after each significant episode involving sponsorship partner selection.
Set escalation thresholds for sponsorship partner selection that work out of hours.
