1. Public Relations Strategies and Tactics Tenth Edition
Dennis L. Wilcox
Glen T. Cameron
This multimedia product and its contents are protected under copyright law. The following are prohibited by law:
any public performance or display, including transmission of any image over a network;
preparation of any derivative work, including the extraction, in whole or in part, of any images;
any rental, lease, or lending of the program.
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

2. Entertainment, Sports, and Tourism
Chapter 18
Entertainment, Sports, and Tourism
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

3. Chapter 18 Objectives
Understand the role of public relations in the entertainment industry and the opportunities for employment
Describe the nature of celebrity culture and how publicists and media create celebrities
Use techniques to promote a play, concert, or other entertainment event
Outline the tactics used by public relations staff to promote a sports team
Describe the work of public relations personnel in the tourism industry
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

4. A Major Part of the American Economy
Attendance at movies in 2009 generated about $10 billion in revenues for the film industry.
The Super Bowl had a TV audience of 116 million in 2010.
During the 2009 recession: fans plunked down $4.4 billion to attend concerts
In 2008: 400 companies put up more than $1.5 billion to sponsor races, cars, and drivers. NASCAR alone had revenues of $3 billion that year.
The hotel industry in the United States is a $135 billion business.
Fifty-eight million overseas visitors came to the United States in 2008.
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

5. The Cult of Celebrity What is a celebrity?
The public’s fascination with celebrities
A dominant factor in today’s mass media is the publicizing and glorifying of celebrities
In some cases, celebrity results from natural public curiosity about an individual’s achievements or position in life
Other times, it is carefully nurtured by publicists for the client’s ego satisfaction or commercial gain
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

6. The Work of a Publicist Early press agents The Hollywood publicist
Hired by Broadway producers to type news releases for shows and hand-carry to press
Also created stunts
The Hollywood publicist
Crisis communications
Generating buzz for new films
Publicists in public relations firms
“Planters”
“Bookers”
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

7. Conducting a Personality Campaign
A campaign to generate public awareness of an individual should be planned just as meticulously as any other public relations project
Practitioners conducting such campaigns should adhere to a step-by-step process:
Interview the client
Prepare a biography
Plan a marketing strategy
Conduct a campaign
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

8. Conducting a Personality Campaign Cont…
News releases
Photographs
Public Appearances
Awards
Websites and social media
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

9. Promoting an Entertainment Event
Attracting attendance at an event requires a well-planned publicity campaign
The primary goal of any campaign for an entertainment event is to sell tickets
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

10. An Example: Publicizing a Play
An announcement that the play will be presented
News releases reporting
The casting of lead characters
Beginning of rehearsals
The opening dates
Feature stories (“readers”)
Photographs of scenes
A brief “opening tonight” story
Using newspapers, and the Web
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

11. The “Drip-Drip-Drip” Technique
Employed by motion picture studios, television production firms, and networks
Steady flow of information about the production
The role of a unit man or woman
The danger of excessive promotion of an event
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

12. The Business of Sports
Public relations plays a critical role in sports, far beyond the promotion of celebrities
Two important areas are
Sports crisis management
Sponsorship management
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

13. The Business of Sports Cont…
Sports publicists use a variety of public relations tactics
Prepare media kits
Write bios on players
Compile stacks of statistics
Wine and dine sports reporters
Maintain the press box
Arrange media interviews
Book player appearances
Handle player crises
Maintain electronic communications on the website, blogs, and social networking pages
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

14. Community Relations
Good relationship with community is necessary for ticket sales
Charitable work
Sports publicists as cheerleaders
Of course, losing teams present unique challenges for sports publicists
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

15. The Tourism Industry
Public relations has an essential role in the making people want to travel
The goal is not only to attract visitors to destinations but in keeping them happy once they arrive
Phases of travel promotion
Stimulating the public’s desire to visit a place
Arranging for the travelers to reach it
Making certain that visitors are comfortable, well treated, and entertained when they get there
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

16. The Tourism Industry Cont…
Travel business booms on the Internet
Appeals to target audiences
Packaging
Appeals to seniors
Coping with threats and crises
Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.