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.

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

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.

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.

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.

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.

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.

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.

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.

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, email and the Web Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

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.

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.

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.

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.

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.

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.