Chapter 14 PUBLIC RELATIONS AND MARKETING

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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