NZQA registered unit standard
11597 version 4
Page 1 of 5
Title
Establish, develop, and manage sponsorship arrangements for
public relations
Level
6
Purpose
Credits
10
This unit standard is for people who have, or seek responsibility
for, establishing and maintaining sponsorship arrangements.
People credited with this unit standard are able to: establish
sponsorship outcomes and develop sponsorship programme
strategies; secure support and negotiate sponsorship
participation; establish, develop, and manage sponsorship
agreements; and monitor, review, and evaluate sponsorship
arrangements; for public relations.
Classification
Business Operations and Development > Public Relations
Available grade
Achieved
Entry information
Recommended skills
and knowledge
Unit 11588, Establish social, ethical, legal, and regulatory
parameters for public relations activities, or demonstrate
equivalent knowledge and skills.
Explanatory notes
1
Definitions
Philanthropic is defined as any activity to provide social enrichment for the greater
common good.
Sponsorship is defined as giving tangible support to an individual, organisation, or
project in return for agreed benefits.
2
Industry guidelines relevant to this unit standard are available from: the Public
Relations Institute of New Zealand, http://www.prinz.org.nz/; The Global Alliance for
Public Relations and Communication Management, http://www.globalalliancepr.org/;
and the International Association of Business Communicators, http://www.iabc.com/.
3
Legislation relevant to this unit standard includes but is not limited to the:
Broadcasting Act 1989
Copyright Act 1994
Defamation Act 1992
Fair Trading Act 1986
Human Rights Act 1993
Major Events Management Act 2007
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11597 version 4
Page 2 of 5
Official Information Act 1982
Privacy Act 1993
Trade Marks Act 2002
Unsolicited Electronic Messages Act 2007.
Outcomes and evidence requirements
Outcome 1
Establish sponsorship outcomes and develop sponsorship programme strategies for public
relations.
Evidence requirements
1.1
The nature of the sponsorship arrangement is established to meet all
stakeholders’ needs.
1.2
Sponsorship outcomes are established for specific situations in terms of the
goals of the organisation and the nature of the sponsorship support sought.
1.3
Outcomes established are defined, quantified, and scheduled in relation to the
sponsorship programme.
1.4
Sponsorship needs are analysed in relation to outcomes, and the form and
extent of support sought are established.
1.5
Sponsorship programme strategies are developed to establish an environment
conducive to securing sponsorship, to identify sources of sponsorship, and to
communicate the nature and purpose of the sponsorship programme and the
worth of the sponsorship cause.
1.6
Sponsorship programme strategies are developed to establish and promote
benefits of sponsorship, and to differentiate forms of sponsorship relevant for
prospective sponsorship sources.
1.7
Philanthropic causes, donation based programmes, sports, and arts
opportunities are identified and assessed in terms of sponsorship needs.
1.8
A sponsorship budget is produced, and revenues and expenses are estimated
in relation to sponsorship sources and programme expenses in accordance with
industry guidelines and public relations practice.
Outcome 2
Secure support and negotiate sponsorship participation for public relations.
Evidence requirements
2.1
Potential benefits to the wider community, potential benefits relevant to
individual sponsors, and potential risks to all participants in the sponsorship
programme are identified.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11597 version 4
Page 3 of 5
2.2
Potential sponsors are researched to develop knowledge of their organisation,
including products, services, and method of operation and their receptiveness to
sponsorship propositions is assessed in accordance with sponsorship
programme strategies.
2.3
Background material relating to the nature and purpose of the sponsorship
arrangement is developed to inform prospective sponsors, and to achieve a
positive perception of the sponsorship project.
2.4
Sponsorship proposals are tailored to meet the needs of individual
organisations in terms of their needs and expectations for the specific
programme, and options for the contributions they may be prepared to make.
2.5
The nature of public relations and sponsorship opportunities are identified in
relation to philanthropic and other community causes, and proposals are
developed for negotiation with prospective sponsors.
2.6
Negotiations are conducted to determine and define the benefits for sponsors,
the nature and extent of their sponsorship, and to specify undertakings made to
them in relation to the specific sponsorship programme.
Outcome 3
Establish, develop, and manage sponsorship agreements for public relations.
Evidence requirements
3.1
Sponsorship agreements are developed in accordance with arrangements
negotiated, and are verified with sponsors and the programme manager.
3.2
Management of sponsorship agreements incorporates processes for ensuring
that undertakings made to and by sponsors are fulfilled.
3.3
Establishment, development, and management of sponsorship agreements
make provisions for the extension of sponsorship arrangements with the
authorisation of sponsors and the programme manager.
3.4
Management of sponsorship agreements incorporates processes for ensuring
that agreed communication undertakings for public relations and promotion are
fulfilled.
3.5
Management of sponsorship agreements and programmes identifies
responsibilities for ensuring that funds received are applied in accordance with
information and undertakings given to sponsors.
3.6
Management responsibilities are defined and allocated in accordance with the
nature of the sponsorship programme, and management performance is
measured against programme outcomes.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11597 version 4
Page 4 of 5
Outcome 4
Monitor, review, and evaluate sponsorship arrangements for public relations.
Evidence requirements
4.1
Monitoring and review processes are developed to maintain an awareness of
the progress of the sponsorship programme.
4.2
Monitoring and review processes incorporate mechanisms for obtaining
feedback from sponsors, and for evaluation of the extent to which undertakings
to and by sponsors have been fulfilled.
4.3
Monitoring and review processes are developed to evaluate the extent to which
sponsorship outcomes have been fulfilled and programme strategies have been
effective, and to recommend variations to strategies if criteria are not being
achieved.
4.4
Monitoring, review, and evaluation are carried out on a planned basis,
consistent with the nature of the sponsorship relationship, and implementation
of the sponsorship programme.
Planned review date
31 December 2019
Status information and last date for assessment for superseded versions
Process
Version Date
Last Date for Assessment
Registration
1
24 October 1997
31 December 2016
Revision
2
16 January 2001
31 December 2016
Review
3
19 November 2010
31 December 2016
Rollover
4
16 April 2015
N/A
Consent and Moderation Requirements (CMR) reference
0113
This CMR can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Please note
Providers must be granted consent to assess against standards (accredited) by NZQA,
before they can report credits from assessment against unit standards or deliver courses
of study leading to that assessment.
Industry Training Organisations must be granted consent to assess against standards by
NZQA before they can register credits from assessment against unit standards.
Providers and Industry Training Organisations, which have been granted consent and
which are assessing against unit standards must engage with the moderation system that
applies to those standards.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016
NZQA registered unit standard
11597 version 4
Page 5 of 5
Requirements for consent to assess and an outline of the moderation system that applies
to this standard are outlined in the Consent and Moderation Requirements (CMR). The
CMR also includes useful information about special requirements for organisations wishing
to develop education and training programmes, such as minimum qualifications for tutors
and assessors, and special resource requirements.
Comments on this unit standard
Please contact NZQA National Qualifications Services nqs@nzqa.govt.nz if you wish to
suggest changes to the content of this unit standard.
NZQA National Qualifications Services.
SSB Code 130301
 New Zealand Qualifications Authority 2016