By Michele Lucarelli, Senior Account Executive
Partnerships can be powerful tools in public relations, but also can be risky if not handled properly. Whether the challenge is relying on the partnering organization or working to incorporate both parties’ interests into a plan, there are simple ways to ensure that partnerships result in a mutually rewarding experience.
The promotional poster for one of many influencer receptions GM has hosted at the Wolf Trap.
For the past four years, the General Motors (GM) Public Policy and Washington Communications office has tasked my team to bring to life the unique GM corporate sponsorship of The Wolf Trap Foundation for the Performing Arts. The Wolf Trap is America’s National Park for the Performing Arts and enhances the nation’s cultural life through a wide range of artistic and education programs.
The GM/Wolf Trap sponsorship is unique in that it’s much more than a simple monetary sponsorship; it’s a partnership where GM and Wolf Trap work together to better the Foundation and surrounding community by creating initiatives such as installing electric vehicle charging stations on-site and facilitating child-vehicle safety demonstrations in conjunction with Safe Kids for patrons and other National Park visitors.
Through experiences like these, we know that partnerships are key. For the summer performance season we’re launching a program called the GM Wolf Trap “Date Night” Experience, which is comprised of multiple partnerships we helped forge. We identified fellow Wolf Trap corporate sponsors who were willing to partner on this special experience, designed to make the most of GM’s sponsorship, engage DC influencers and mutually benefit all parties involved. As a result, GM’s “Date Night” participants will receive a GM vehicle loan, two tickets to a Wolf Trap performance (which includes VIP lounge passes and a parking pass), a one night’s stay at the Hilton and a welcome bouquet from Karin’s Florist.
Along the way, we learned a thing or two about partnerships. Check out the helpful hints below for building strong partnerships.
