Sports and Entertainment Marketing Public Relations and Publicity.

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Presentation transcript:

Sports and Entertainment Marketing Public Relations and Publicity

PUBLIC RELATIONS/PUBLICITY Public Relations: Activities that promote the favorable image and communications a company has with its employees, customers, investors, and public. Publicity: Free mention of a product or company in the media. Placing positive and newsworthy information about a business, its products or its policies in the media. BIG IDEA: Build Your IMAGE

BUILDING YOUR IMAGE External public includes the community, sanctioning bodies (NCAA), intermediary publics (agencies), and competition. Internal public includes employees, volunteers, athletes, manufacturers, and suppliers.

PUBLIC RELATIONS TOOLS Marketers use the following tools to create image: News/press releases: A prewritten story about a company that is sent to various media. Main tool used to gain coverage News/press releases: A prewritten story about a company that is sent to various media. Main tool used to gain coverage Press kits/Press Guides: Contains articles, news releases, feature stories, photographs about a company, product, or person. Press kits/Press Guides: Contains articles, news releases, feature stories, photographs about a company, product, or person. Should assist the media in reporting your story. Press conferences: Meeting set up by business for an announcement to the media of a newsworthy event Press conferences: Meeting set up by business for an announcement to the media of a newsworthy event

PUBLIC RELATIONS Publicity is a tool to use by marketers, but be aware that as a marketer, you can not control how the media will share your story. There is both positive and negative publicity. (Negative publicity can do harm and create a negative image) There is both positive and negative publicity. (Negative publicity can do harm and create a negative image) Public opinion is one of the most powerful forces in society. Public opinion is one of the most powerful forces in society.

PUBLIC RELATIONS FUNCTIONS Public Relations fills the following roles for a marketer: General communication General communication Image shaping or enhancement Image shaping or enhancement Community relations Community relations Educational efforts to gain support Educational efforts to gain support Business development Business development Launch of a new product or innovation Launch of a new product or innovation Coping with crisis Coping with crisis

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