lesson 11.2 – publicity copyright © 2014 by sports career consulting, llc

Lesson 11.2 – Publicity

Copyright © 2014 by Sports Career Consulting, LLC

LESSON 11.2

SEM Communications

When Roger Ebert reviews a movie on his television show, that particular motion picture is gaining publicity

Publicity

Publicity:

Public information about a company/team, good, or service appearing in the mass media as a news item at no cost to the organization


LESSON 11.2

SEM Communications

Three Primary Components of Publicity

Public Relations

Media Relations Community Relations

Publicity


LESSON 11.2

SEM Communications

Disadvantages of Publicity

Publicity cannot be controlled by the organization

** For example, Roger Ebert may give a particular film a negative review, discouraging consumers from

purchasing tickets and going to the theater

Publicity


LESSON 11.2

SEM Communications

Publicity


When musicians perform at award shows or other major events, they are generating publicity.

Following Bruno Mars' Super Bowl halftime performance in 2014, the singer’s music immediately shot up the Billboard's charts with sales of his second album, "Unorthodox Jukebox," shooting up 180% and his first album, "Doo-Wops & enjoying an incredible increase of 303% (according to billboard.com).

LESSON 11.2

SEM Communications

Often times referred to as “fan” relations

Public Relations

Public Relations:

Activities that promote the image and communications an organization has with its employees, customers and public


LESSON 11.2

SEM Communications

The goal of media relations is to develop and maintain a positive relationship with mass media outlets

Media Relations

Media Relations:

Refers to the relationship between an organization and the media


LESSON 11.2

SEM Communications

Featuring sports and entertainment news related items has proven to be profitable for media organizations

Increases circulation Boosts Ratings Amplifies number of listeners & readers

Media Relations

Magnifying Glass Effect:

Refers to the constant media coverage of newsworthy events taking place, as well as the reactions and interpretations of those events by other sources


LESSON 11.2

SEM Communications

Click here to read a 2013 story published on awfulannouncing.com’s website suggesting the “TMZization of sports is now complete”, criticizing news outlets like ESPN for focusing on gossip or celebrity driven stories rather than covering real sports news

Media Relations


LESSON 11.2

SEM Communications

Every year, the NBA engages in a daylong media blitz to kick off coverage of the NBA All-Star Game and the celebrity-driven events that surround the game

Media blitz:

A term used to reference an intense communications campaign which utilizes various aspects of media to reach as many consumers as possible


Media Relations

LESSON 11.2

SEM Communications

In 2012, the Canadian Football League launched the largest media blitz in league history by spending more

than $10 million to promote the 100th anniversary of the CFL’s championship game (the Grey Cup). The effort included a national tour that brought the championship

trophy to 100 communities throughout the country, government issuance of Grey Cup coins, and the Canadian

postal system issuing 50 million CFL branded stamps.


Media Relations

LESSON 11.2

SEM Communications

Factors influencing negative publicity for athletes and entertainers

Inflated contracts of athletes and entertainers

Drugs and alcohol

Gambling

Violence

Media Relations


LESSON 11.2

SEM Communications


Media Relations


Detroit Tigers star Miguel Cabrera made almost double the yearly median household income in Detroit with every single at-bat during the 2014 season.

LESSON 11.2

SEM Communications


Inflated contracts of athletes and entertainers (some which have a tendency to flaunt their riches)

Media Relations


Boxer Floyd “Money” Mayweather, who earned $105 million last year and topped Forbes’ annual list of the World’s wealthiest athletes for the second year in a row, told USA Today in a story that his hobby is “collecting money” and lives in a 22,000-foot home with multiple garages for his collection of sports cars.

LESSON 11.2

SEM Communications


Media Relations


Former NFL star turned analyst Deion Sanders tweeted his jubilation in 2013 after recovering his $15,000 dog that had been kidnapped

LESSON 11.2

SEM Communications


Media Relations


Oprah Winfrey, worth an estimate $2.9 billion and earning $300 million per year according to celebritynetworth.com, caused a stir when she accused a shop owner in Switzerland of refusing to show her a $38,000 hand bag that she was interested in purchasing.

LESSON 11.2

SEM Communications


Media Relations


In 2014, pro golfer Dustin Johnson announced that he was taking a leave of absence from the PGA Tour while golf.com reported that the leave was allegedly due, at least in part, to substance abuse.

LESSON 11.2

SEM Communications


Media Relations


In 2014, acclaimed actor Philip Seymour Hoffman died from a drug overdose after struggling with addictions to cocaine, heroin and other prescription drugs.

LESSON 11.2

SEM Communications


Media Relations


In 2013, USA Today reported that, according to NFL players, roughly three-quarters of NFL players owned guns, compared with 40% to 45% of households in the general population, according to the National Rifle Association (no actual statistical data exists on gun ownership among NFL players exists, and league spokesman Greg Aiello told USA Today that the estimates were "a wild guess."

LESSON 11.2

SEM Communications


Media Relations


In June of 2014, The NBA suspended Dallas Mavericks guard Raymond Felton on Thursday for the first four games of the season after his guilty plea in a New York gun case.

LESSON 11.2

SEM Communications


Media Relations


In 2104, NFL star Ray Rice was suspended by the league for two games because of a domestic assault charge involving his wife (a penalty many felt was insufficient).

Click here to see a video clip with media reaction to the suspension

LESSON 11.2

SEM Communications


Steroids

Escalating costs for attending events

Recruiting violations in collegiate sports

Media Relations


LESSON 11.2

SEM Communications


Media Relations


In 2013, after years of vehemently denying doping allegations, cycling sensation Lance Armstrong came clean and admitted to using performance enhancing drugs throughout his cycling career during an interview with Oprah Winfrey

LESSON 11.2

SEM Communications


Media Relations


In 2013, former Major League Baseball MVP Ryan Braun was suspended 65 games for using Performance Enhancing Drugs (PEDs) while Yankee slugger Alex Rodriguez was suspended for 162 games, including the entire 2014 season, because of prior offenses.

LESSON 11.2

SEM Communications


Media Relations


A 2009 Marist College Center for Sports Communication poll suggested that 70% of baseball fans thought players who used steroids should not be admitted to the Hall of Fame, 24% believed they should be given this honor, and 6%, at the time, were unsure

LESSON 11.2

SEM Communications


Media Relations


Fast forward to 2013, when Marist conducted a poll asking the same questions just prior to MLB’s suspensions of those involved in the Biogenesis case, and 78% now think players who have used steroids or other performance-enhancing drugs should not be eligible for the Hall of Fame, 18% think they should, and just 4% are unsure.

LESSON 11.2

SEM Communications


Media Relations


Nearly half (49%) of fans polled in Sacramento about Kings’ ticket prices for the new downtown arena suggested that, “Yes, the team plans to cater mostly to high-income customers”.

LESSON 11.2

SEM Communications


Media Relations


The latest Team Marketing Report Fan Cost Index report suggest that, on average, the cost of a family of four attending a Boston Red Sox game is $358.78, a nearly 8% increase over last year (figure includes 2 adult tickets, 2 child tickets, 4 small soft drinks, 2 beers, 4 hot dogs, 2 programs, parking, 2 adult-size caps).

LESSON 11.2

SEM Communications


Media Relations


Comparatively, according to Minor League Baseball, the average cost for a family of four to enjoy a MLB game in 2014 season was $63.55 (price included parking, two adult tickets, two child tickets, four hot dogs, two sodas, two beers and a program or scorecard), helping to position itself as “one of the best budget-friendly options in sports”.

LESSON 11.2

SEM Communications


Media Relations


According to a 2014 report on dallasnews.com, SMU men’s golf coach Josh Gregory’s resigned after NCAA rules violations were uncovered, including sending impermissible text messages to recruits and giving school apparel such as caps to prospects.

LESSON 11.2

SEM Communications


Media Relations


After a two year investigation, the University of Oregon football program was penalized by the NCAA for rules infractions tied to illegal recruiting practices and also placed an 18 month ban on former head coach Chip Kelly (now with the NFL’s Philadelphia Eagles) from coaching at a NCAA affiliated program

LESSON 11.2

SEM Communications


Media Relations


While many felt the sanctions against the University of Oregon were not harsh enough (an ESPN columnist referred to the punishment as a mere “slap on the wrist”), one year after the Penn State sanctions were announced, many wondered if the NCAA penalties levied against Penn State were too harsh (an ESPN poll suggested that 63% of fans felt the NCAA should modify or reduce its penalties against the school)

LESSON 11.2

SEM Communications

Three approaches to media relations

Reactive

Proactive

Interactive

Media Relations


LESSON 11.2

SEM Communications

Could include:

Player interviews

Appearances

Biographies

Athlete/Celebrity profiles

Media Relations

Reactive Approach:

Responds to informational and other inquiries from media sources and external


LESSON 11.2

SEM Communications

Organizations take the initiative in providing information and creating publicity

Includes activities such as the distribution of press kits and press releases

Media Relations

Proactive Approach:

The point of initiation is the organization rather than an external entity or media source


LESSON 11.2

SEM Communications

Organizations take many different approaches to the interactive approach to media relations

Media Relations

Interactive Approach:

Refers to an organization’s effort to create and maintain a strong relationship with the media


Community Relations:

Focus on an individual or organization’s commitment to bettering their respective community


LESSON 11.2

SEM Communications

Community Relations

Community Relations


LESSON 11.2

SEM Communications

The goal of a community relations effort is to assist in achieving an organization’s public relations objectives related to enhancing public understanding, gaining public approval and acceptance, ultimately leading to public support

LESSON 11.2

SEM Communications

Typically implemented in three ways

Player / Celebrity Initiated

Team / Organization Initiated

League / Governing Body Initiated

Community Relations


LESSON 11.2

SEM Communications

The Michael J. Fox Foundation auctioned off a limited-edition collection of Nike shoes inspired by the actor's Back to the Future character last year. The high-profile auction raised $9.4 million for the foundation, the largest private funder of Parkinson's Disease research in the world.

The Michael J. Fox Foundation


LESSON 11.2

SEM Communications


Community Relations Thousands of athletes and

celebrities, from Justin Timberlake and Cristiano Ronaldo (in his underwear), participated in one of the most successful viral fundraising campaigns we have ever seen in this summer’s Ice Bucket Challenge, a cause tied to generating awareness and raising funds for amyotrophic lateral sclerosis (ALS), commonly known as Lou Gehrig’s disease.

LESSON 11.2

SEM Communications


Community Relations

As a result, (as August 2014), the ALS Association has received $22.9 million in donations compared to $1.9 million during the same time period last year, including 453,210 new donors to The Association.

LESSON 11.2

SEM Communications

After tornadoes devastated the Dallas/Ft. Worth area in 2012, the Texas Tech football team visited Lancaster, one of the hardest hit suburbs, to help

with disaster relief efforts


Community Relations

LESSON 11.2

SEM Communications

The Miami Dolphins Foundation (whose mission is devoted to providing and supporting signature education, health, youth athletic programs and

volunteer activities that inspire and engage communities throughout Florida) raised over

$600,000 through its annual “FinsWeekend”, an event that features former and current players, cheerleaders and staff participating in activities

like fishing and golfing


LESSON 11.2

SEM Communications

In 2013, the San Antonio Silver Stars of the WNBA played their annual breast cancer awareness game

on a pink court painted by breast cancer survivors in an effort to raise awareness and funding for the

initiative


LESSON 11.2

SEM Communications

NFL Play 60 Program

From the NFL website:

“As a brand and leader that believes in the power of sport, the promise of young fans and whose players embody health and fitness; the NFL and its Clubs are committed to reversing the

effects of the childhood obesity epidemic. NFL Play 60 program is a national youth health and fitness campaign focused on increasing the wellness of young fans by encouraging them to be active for at least 60 minutes a

day.”


LESSON 11.2

SEM Communications

Many athletes and celebrities have used their “celebrity status” to make a positive impact on issues important to them

Celebrity foundations can help individual athletes and entertainers shed negative images

Foundations

Foundation:

An association established by an organization, athlete orcelebrity to maintain, assist, or finance other institutions or programs that are of an educational, charitable, or social nature


LESSON 11.2

SEM Communications

Our mission is to support and create programs and activities that motivate youth to choose healthy lifestyles and "turn away" from substances such as drugs and alcohol. Turn 2 will reward the positive behavior of these children-especially those demonstrating academic achievement and leadership-with support of our sponsors, partners and the Turn 2 staff. Their commitment and "hands-on" involvement will be key.

We will use the following strategies:

Create "Signature Programs" to guide children each day towards healthy lifestyles plus re-enforce the avoidance of drugs and alcohol.

Fund organizations that help prevent and treat teenage substance abuse.

Host special events as a platform for Derek Jeter to personally deliver his "message" to today's youth.

Leverage the integrity and popularity of Derek to raise awareness in children that good choices must be practiced daily.


LESSON 11.2

SEM Communications

After tornadoes decimated the area surrounding Moore, Oklahoma, OK City Thunder star, Kevin Durant, donated $1 million for tornado relief

through his foundation


LESSON 11.2

SEM Communications

Author J.K. Rowling was recently named president of One Parent Families, a U.K. nonprofit that supports, educates and advocates for single

parents. Rowling, once a single parent herself, has been one of the organization's major supporters

and ambassadors since 2000.


LESSON 11.2

SEM Communications


A study from the Rutgers School of Business found that donors gave 1.4 percent more to charities associated with celebrities—to the tune of $100,000 annually.

Here are the 25 most charitable celebrities last year, according to the Daily Beast.

Blank Slide Available

for Teacher Edits

LESSON 11.2

SEM Communications


Sports & Entertainment Communications

LESSON 11.2 OBJECTIVESLESSON 11.2 OBJECTIVES

1) Define publicity

Publicity is public information about a company/team, good, or service appearing in the mass media as a news item at no cost to the organization




2) Differentiate between publicity, public relations, media relations and community relations

Public relations, media relations and community relations are activities performed by an organization in an effort to generate positive publicity or manage negative publicity

3) Identify the three approaches to media relations

The three approaches to media relations are reactive, proactive and interactive




4) Describe the three ways community relations programs are implemented

Community relations programs are typically athlete or celebrity (entertainer) initiated, team/organization initiated or league/governing body initiated.


lesson 11.2 – publicity copyright © 2014 by sports career consulting, llc

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