Social and Behavioral Sciences Commons^™

The Place Of Arts And Culture Sponsorships Within The Theory And Practice Of Public Relations, Brenda Carney

Theses

This study is concerned with the role and position of sponsorship, specifically sponsorship of the arts, in public relations. It aims to add to the, as yet considerably sparse, body of knowledge that exists on arts sponsorships from the perspective of the public relations practitioner.

The literature reveals that while sponsorship is used as a vehicle for public relations. it is often activated as part of an integrated marketing and public relations communications campaign. It also highlights the importance of planned communication based on organisational objectives and the different approaches to public relations including relational theory and rhetorical theory. Both …