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With a plethora of sponsorship potential in the market, it is crucial for public relations (PR) practitioners to recognise and answer these questions. You can also think about how you would answer them for a given sponsorship you know about or are interested in:
1. Why should we sponsor?
2. What are our (corporate/organisation) goals and objectives?
3. How do potential sponsorships fit with corporate objectives?
4. What are the opportunities and what are the threats in working with the sponsorship property?
5. How will we measure our investment and its return?
6. How will we decide if we are to do it again?
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