Chapter 5Public Image

Chapter OverviewLesson 5.1 Public RelationsLesson 5.2 FansLesson 5.3 Publishing and Speaking Engagements

Lesson 5.1Public Relations

Image is Everything!Public Relations:Creates a _________ public opinion of an individual or organization.______ & _____

Action PlanAcquire letter of _______ that details the firms services. Should answer:Which _____ of media are most appropriate?What will be used to create a favorable image?How will the public relations firm ________ it?Public relations _________ and ________ the events and athletes.

The Big PictureImportance of a positive image extends beyond the athletes and events to include:___________ of eventAttractive ____________________ reputation__________ reputation

Special EventsPromote ___________Willingness to work with or assist a person/organization based on _________ relationship.Keep the _________ happyWhat were the problems with Atlanta during the Olympics?Make public relations workListen to ___________ & problems and find ways to fix them

Athletes and Public GoodwillOct. 1998 ____ contract negotiationsBaseball player strikesMultimillion $ contracts for athletesLook ________Overcome this by __________ moneyFans/Cities can get ____ images tooReassure fans by bringing in extra police to control unruly fans

Lesson 5.2Fans

Fan ClubsWhat attracts you to an athlete?What do fans give:__________Positive _______ attentionTicket and merchandise _______Offers the opportunity for an athlete to build a positive image.

Benefits of Fan ClubsCharge a small ______ to join; some _______What do you get????__________ on merchandiseSpecial _________ or seminars

Licensing & MerchandisingMultibillion billion dollar industryLicense sports merchandise to ___ party companiesProduce, distribute, and sellTeam Licensing Business (TLB) magazinePurchased through:Fan clubsLicensed ___________ storesMagazinesAt sports eventsFastest growing product line__________ and electronic games

EvergreensRemain valuable from year to year_______________Baseball Cards used to promote sales through:Addition to cigarette packsAddition to Bubble gum packsWhat effects trading cards:New ___________Change teams____________ of highly regarded player

Predicting the MarketVery __________Licensing are expensiveOakland Raiders took risk by adding ________ to color schemeFans liked it; increased salesSuccessesStarter, Rawlings, and Champion have consistent recordUpper Deck has done wellKodak boosted sales by becoming Olympic sponsor

Lesson 5.3Publishing and Speaking Engagements

Motivational SpeakingPeople enjoy listening to speeches by well-known individualsAthletes cannot plan on a _________ career in their sportRange from giving __________ talks to small ____________ seminars

Speakers SuccessSpeakers success and the ________ they charge depends more on:Excellent speaking and communication skillsWell-written speechesAbility to handle ___________ questionsMessage that the audience is interested in hearingSense of humor, sincerity, people skills

Aids to SuccessRely on strong marketing and __________ campaignsAn agent to _____ engagementsSpecialists paid __ of fees charged for the speechPromotional Sports Stars, Inc._________ its speakersTop speakers:Rick PitinoTommy LasordaMai Hamm

Price of MotivationRick Pinto receives $20,000 and round-trip, first-class plane tripTalk about _______ building and coachingUses __________ as an acronymSuperstars earn between $7,500-$25,000 for single speaking engagementOther related careers: ________________

Writing their StoriesWell-written _________ will sell wellLeads to national publicity tourBroadens the _______ because of the themes and concerns.

Publishing Process__________ or sports reporters writePrices are determined by public ____________Author receives a _________10% or more of the price for each copy soldCan make several million dollars on best seller