1. Chapter 14
PUBLIC RELATIONS
AND MARKETING

2. PUBLIC RELATIONS, PHYSICAL EDUCATION, AND SPORT
REASONS FOR PUBLIC RELATIONS:
CLARIFY IMPORTANCE
INCREASE RECOGNITION
EDUCATE THE PUBLICS
IMPROVE UNDERSTANDING
GAIN TRUST AND CONFIDENCE
SHAPE ATTITUDES AND ACTIONS BY PERSUASION

3. “PUBLIC RELATIONS” DEFINED
- PLANNED EFFORT TO INFLUENCE
PUBLIC OPINION THROUGH
COMMUNICATIONS AND ACTIONS
- POSITIVE RELATIONSHIP OF AN
INSTITUTION OR ORGANIZATION
TO ITS CONSTITUENCIES

4. THE MANY PUBLICS CONSIDER - RACE GENDER ETHNICITY ECONOMIC STATUS
DISABILITIES
RELIGION
ETC.

5. PURPOSES OF SCHOOL PUBLIC RELATIONS
PROVIDING PUBLIC INFORMATION
PROMOTING CONFIDENCE IN SCHOOL
GATHERING SUPPORT FOR PROGRAMS AND FUNDRAISING INITIATIVES
PROMOTING VALUE OF EDUCATION
IMPROVING COMMUNICATION
EVALUATING SCHOOL PROGRAMS
CORRECTING MISUNDERSTANDINGS

6. PLANNING THE PUBLIC RELATIONS PROGRAM
ESTABLISH SOUND P.R. POLICIES
IDENTIFY PROGRAMS TO PROMOTE
IDENTIFY CONSUMERS’ DESIRES
DECIDE FACTS AND IDEAS TO SHARE WITH TARGETED POPULATIONS
EFFECTIVELY PLAN P.R. STRATEGIES
IDENTIFY COMMUNICATION PROCESSES AND SPOKESPERSONS

7. GUIDELINES FOR SOUND PUBLIC RELATIONS
CONSIDER INTERNALLY BEFORE EXTERNALLY
DETERMINE THE “IMAGE”
OUTLINE AND WRITE DOWN
SELECT PROPER “PR” PERSONS
CONSIDER PUBLICS
FUND ADEQUATELY

8. ESSENTIALS OF PUBLIC RELATIONS PROGRAMMING
PROGRAM AND STAFF
PRINT MEDIA / NEWS RELEASES
PICTURES AND GRAPHICS
COMMUNICATIONS
DISCUSSION AND ADVISORY GROUPS
RADIO AND TELEVISION
FILMS AND VIDEO
POSTERS, BROCHURES, EXHIBITS

9. NEWS RELEASES
GET THE MESSAGE ACROSS - (WHO, WHAT, WHEN, WHERE, HOW, & WHY)
USE ASSOCIATED PRESS (AP) FORMAT
BE CONCISE - (ONE PAGE SHOULD DO)
IDENTIFY MEDIA PERSONNEL/OUTLETS AND CULTIVATE RELATIONSHIPS
MAIL RELEASES IN ADVANCE OF EVENT
INCLUDE ALL RELEVANT MATERIALS
SEND A NOTE OF THANKS

10. RADIO AND TELEVISION PREPARATION
KNOW YOUR MESSAGE
KNOW THE PROGRAM
KNOW THE BROADCASTER
KNOW THE TARGET AUDIENCE
TAILOR THE MESSAGE
TAILOR THE PRESENTATION
PRACTICE!

11. PUBLIC RELATIONS IN ACTION
JUMP ROPE FOR HEART
HOOPS FOR HEART
MOVE TO IMPROVE (NASPE)
NATIONAL GIRLS/WOMEN IN SPORT DAY
NATIONAL PHYSICAL FITNESS AND SPORT MONTH
THE PRESIDENT’S COUNCIL ON PHYSICAL FITNESS AND SPORTS

12. PUBLIC RELATIONS IN SCHOOLS & COMMUNITIES
MOST EFFECTIVE MEDIA FOR SCHOOLS
THE TOTAL PHYSICAL EDUCATION AND SPORT PROGRAM
PERSONAL CONTACT
NEWSPAPERS
PUBLIC SPEAKING
DEMONSTRATIONS AND EXHIBITS

13. MARKETING PHYSICAL EDUCATION/SPORT PROGRAMS
TRIES TO IDENTIFY CONSUMER DESIRES FOR PRODUCTS AND SERVICES
TARGETS SPECIFIC POPULATIONS
PROMOTES PRODUCTS AND SERVICES
DEVELOPS STRATEGIC MARKETING PLANS

14. PRINCIPLES OF MARKETING
CUSTOMER PRINCIPLE
COMPETITION PRINCIPLE
PRACTICE PRINCIPLE
CROSS-FUNCTIONAL PRINCIPLE
CONTINUOUS IMPROVEMENT PRINCIPLE
STAKEHOLDER PRINCIPLE

15. THE MARKETING PROCESS ORGANIZATION MISSION AND OBJECTIVES
MARKET OPPORTUNITY ANALYSIS
MARKETING STRATEGY
IMPLEMENTATION
EVALUATION

16. MARKETING STRATEGY SELECT ONE OR MORE TARGET MARKETS
SET MARKETING OBJECTIVES
DEVELOP AND MAINTAIN AN APPROPRIATE MARKETING MIX (the six Ps)

17. THE SIX Ps PRODUCT/PROGRAM PRICING STRATEGIES
PLACE OR DISTRIBUTION STRATEGIES
PROMOTION STRATEGIES
PRODUCTION/PROGRAM STRATEGIES
PUBLIC IDENTIFICATION