Mcdonald's Strategic Sponsorship Relationship with Fifa

3026 Words13 Pages
Table of Contents INTRODUCTION 3 SPONSORSHIP 4 Definition: 4 Sponsorship Objectives: 4 Types of sponsorship: 4 McDonald’s and FIFA: Strategic Sponsorship Relationship. 5 Introduction: 5 McDonald’s Publics: 6 McDonald’s Sponsorship of FIFA Games 6 McDonald’s Public Relations Objectives for Sponsoring FIFA Games. 7 Conclusion 8 References. 9 INTRODUCTION "An Image is not simply a trademark, a design, a slogan or an easily remembered picture; it is a studiously crafted personality profile of an individual, institution, corporation, product or service." (Daniel Boorstin, 1973). Business gurus all over the world have continuously emphasized the importance of building and sustaining positive perceptions in the minds of an organization’s stakeholders (Seitel, 2007). However, Public Relations as evolved to become more than just building and sustaining organization’s image, it has grown to become more structuralized and systematic, in the last 3 decades, public relations as gone from being viewed as ‘‘what we can do’’ to ‘’what we need to do’’ (Kamau, 2009). In other words, the concept of Public Relations has gone from being conceptualized as an art to becoming an applicable scientific technique used in management. Theoretically, Public Relations has been defined as the art and science of analysing trends, predicting their consequence, counselling organization’s leaders and implementing planned programs of actions which will serve the organization and its public positively- where the publics of an organization refers to its stakeholders like consumers of the organization’s products, its employees, its shareholders, its suppliers and dealers, and several other vested interests (Cutlip, 1994). Public relations, has defined earlier involves communicating with an organization’s publics, this communications are usually created according to the
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