1. Chapter 11 Public Relations

2. Objectives
To understand public relations and its role in positioning and in formulation of the marketing mix

3. Defining Public Relations
An interactive marketing communications strategy that seeks to create a variety of media designed to convey the organizational:
philosophies,
goals,
and objectives to an identified group of publics for the purpose of establishing a relationship built on comprehension, interest, and support
Defining Public Relations

4. Public Relations
Public relations usually involves implementing specific publicity plans and tactics in coordination with the marketing strategy, designed to alter or reinforce
consumer perceptions,
attitudes, and
levels of awareness.
The goal of this function is to earn public understanding and acceptance.

5. Public Relations Specialist Skills
Building relationships
Communicating
Creating the public relations plan
Making the pitch
Managing the story
Establishing talking points
7. Managing crises

6. Media relations is designed to formulate and shape favorable opinion through the mass media.
Media relations— communicating with the news media verbally or through other vehicles— must balance public opinion with business strategy.
Media day at the ovc

7. Public Relations Formula
Public relations = Media relations + Community relations

8. Community Relations The aim of community relations programs is to
achieve corporate public relations objectives related to
enhancing public understanding
gaining public approval and acceptance,
ideally leading to public support.

9. Three Distinct Forms of Community Relations
Those initiated by players
Those initiated by teams or institutions
Those initiated by leagues or governing bodies

10. Sport Community Relations
Media relations objectives are typically short term whereas community relations objectives are typically long term.
Humanize athletes
Enhance other marketing initiatives
Serve as corporate philanthropy
Generate goodwill toward sport organization

12. Sport, Television, and Entertainment: Impact on Sport Public Relations
Shift in media to sport coverage as entertainment:
Sports appear in prime time: Monday Night Football.
Networks are solely devoted to sports: ESPN.
Sport media personalities emerge: Howard Cosell.
Numerous media outlets, including
nonsport programming, provide public relations professionals many options to promote athletes, coaches, and teams: guests on talk shows.

13. Sport, Television, and Entertainment: Impact on Sport Public Relations
With an increase in media attention comes greater demand, scrutiny, criticism, and controversy surrounding sports figures.
PR professionals play a significant role in providing strategic counsel to help athletes and organizations navigate this diverse media landscape.

14. Media Relations Reactive: responds to inquiries.
Proactive: initiated by the organization rather than some external entity.
Interactive: develops mutually beneficial relationships with the media and assists the media on a variety of issues.
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15. Media Relations Sport public relations in the digital age
Technology has rapidly changed the way that sport organizations use media to communicate with their publics.