Lesson 11.6 – Press Releases Copyright © 2014 by Sports Career Consulting, LLC

LESSON 11.6 SEM Communications Commonly referred to as a news or media release Press Release: A prewritten story about an organization or athlete/entertainer that is disseminated to various media Press Releases Copyright © 2014 by Sports Career Consulting, LLC

LESSON 11.6 SEM Communications Press Releases Should Address Specific Information  Date  Release Statement  Headline  Contact Information Press Releases  The Lead  Text (Body of Release)  Pitch  End Copyright © 2014 by Sports Career Consulting, LLC

LESSON 11.6 SEM Communications Three Categories of Press Releases 1) Pre-Release 2) Live-Release 3) Post-Release Press Releases Copyright © 2014 by Sports Career Consulting, LLC

LESSON 11.6 SEM Communications If a team wanted to release the signing of a key free agent to the media, an advance story would alert the media to a press conference the following day Pre-Release: A press release that occurs before the event takes place Press Releases Copyright © 2014 by Sports Career Consulting, LLC

LESSON 11.6 SEM Communications A second story is released at the actual news release when the new player is formally introduced to the media at the press conference Live-Release: A press release that occurs during the event Press Releases Copyright © 2014 by Sports Career Consulting, LLC

LESSON 11.6 SEM Communications The next few days following the press conference, additional releases are sent out referencing details of the player’s new contract, plans for success and past statistics Post-Release: A press release that occurs after the event has taken place Press Releases Copyright © 2014 by Sports Career Consulting, LLC

LESSON 11.6 SEM Communications Typical Information Communicated Via Press Release  Announcement of a team’s key free agent acquisition  Release of game schedules  Highlights of a new blockbuster film to be released  Announcement of an upcoming promotion  Description of an upcoming community relations event Press Releases Copyright © 2014 by Sports Career Consulting, LLC

LESSON 11.6 SEM Communications Copyright © 2014 by Sports Career Consulting, LLC Discussion Topic Review the press release handout and answer the following questions: * What information is being communicated? * What type of release is this? * Does the release address key information? * Overall, is this an effective release? Why or why not?

LESSON 11.6 SEM Communications Copyright © 2014 by Sports Career Consulting, LLC

Blank Slide Available for Teacher Edits LESSON 11.6 SEM Communications Copyright © 2014 by Sports Career Consulting, LLC

Sports & Entertainment Communications LESSON 11.6 REVIEW (ANSWERS) 1) Create a press release with all its essential elements A good press release includes a date, release statement, catchy headline, contact information, the lead, text, the pitch and the end. Copyright © 2014 by Sports Career Consulting, LLC