Public Relations

Steir – Chapter 10

15 February 2007

Class Reminders

• Article Analysis #2 – Submit next Tuesday

– * Clearly identify 5 key learning pts, add opinion

• WebCT activities – grades are updated– * Reminder – at least 2 postings for each chapter discussion

• Weekly Articles – make sure you select and use detailed articles, not just short press releases– Comments in the margin throughout the article

• Today’s Topic = Public Relations

Review of Marketing MixWhat are the 5 “P’s” of marketing?

(1) The Product, service, or idea

(2) The Place where the product will be most readily acceptable, distributed, and/or shared

(3) The Price the market will bear for the product, service, or idea

(4) The Promotional activity or strategy associated with promoting the product, service, or idea to the public

(5) The Public - potential consumers (target market)

Supplementary “Ps” = (6 & 7) Process and Personnel

Review of FundraisingWhat types of “resources” can be “raised” for the benefit

of a sport-fitness organization?

(1) Monetary Donations

(2) Services– Accounting– Legal – Medical and Health

(3) Goods and Products– Food– Equipment– Supplies

Preview to Public Relations

Q1: Public Relations = Media Relations + _____

Q2: The difference between reactive and proactive media relations?

Q3: Describe what the primary function of a NCAA SID is?

Q4: Community relations programs are typically initiated in 3 main ways?

Q5: Describe how publicity is sometimes not controllable?

Public Relations Defined

Public Relations = your definition?

“…a multifaceted form of communication, with the intent to foster a positive company or product image” (Mullin, 317)

“…marketing plans and tactics designed to alter or reinforce consumer perceptions, attitudes, or levels of awareness” (Mullin, 317)

Public Relations

Public Relations

Media Relations

Community Relations

* Effective PR programs (MR + CR) create publicity – publicity sometimes not controllable

Media Relations

“…designed to formulate and shape favorable opinion via the mass media”

Reactive vs. Proactive vs. Interactive Approach?

Reactive = personnel respond to questions and requests from the media & interested parties (SID, Tony Dungy, Post-game interviews)

Proactive = organization initiates contact with media (reports scores, sends media guides)

Interactive = developing long-term, two-way relationship with media outlets

Community RelationsCommunity Relations = your definition?

“…strategic programs used to enhance public understanding, approval. and acceptance” “giving back to the community”

Individual and/or corporate philanthropy

CR Programs typically initiated by:- Player (Tiger Woods Foundation)- Team (Orlando Magic Youth Foundation)- League (NFL and the United Way)

Recent Community Relations Notes From Sports Business Journal

NFL celebrates 30-year relationship with the United Way

Warren Sapp donated $25,000 to the Florida Citrus Sports Foundation to build a new 20-station computer lab for the organization’s annual summer camp

Atlanta Hawks teamed with Home Depot to renovate run-down basketball courts for Atlanta public schools

Community Relations Initiatives By Professional Sport Teams

St. Louis Cardinals

Chicago Cubs

Indiana Pacers

St. Louis Rams

Community RelationsPlayer Involvement is Key – Why?

Player presence & involvement attracts funding to the program via sponsorship, which creates media interest and coverage, which lures participation-observers to the program

Role of Player Relations in C.R. Programs

- working with charities, non-profit organizations and special programs (time, autographs, memorabilia, donations) – goal is to develop a win-win situation between player and organiz.

Public Relations Functions (Mullin, 324)

What are some?

Inform and Communicate

Shape and Enhance Image

Promote Employee Relations

Gain Political or Popular Support

Recruit and Develop Business

Launch New Products or Innovations

Generate and Collect Feedback

Cope With Crisis

Public Relations Functions (Mullin, 324)

Inform and Communicate – with who?

With alumni and consumers

With media outlets

With shareholders

With suppliers

With competitors

With government agencies and governing bodies

With the general public

With target markets

Public Relations Functions (Mullin, 324)

Shape and Enhance Image – How?

“…demonstrate to the public that your products are well made, services are first-rate and vital to the industry, and that your organization is a responsible “citizen” and contributor to the community…”

Individuals, teams, leagues, institutions, and corporations integrate marketing and public relations activities to reach target markets

Public Relations Functions (Mullin, 327)

Promote Employee Relations – How?

Create an open “flow” of communication between management and employees

Train employees in public speaking and dealing with the media – (i.e. - NBA trains players)

Promote employee orientation through in-service training programs and seminars

Public Relations Functions (Mullin, 327)

Gain Political or Popular Support – How?

Implement an effective educational public relations program in your community

Q: What are we doing at EIU to accomplish this?

Promote conferences and meetings that will increase understanding and promote growth

Public Relations Functions (Mullin, 329)

Recruit and Develop Business – How?

• Portray the “experience” in positive light

• Personal Selling of Programs, Products, Services (college visits, NFL Draft, etc.)

• Forms of Recruiting – What are some?

- Convincing recruits-draft choices-free agents to sign

- Cities attracting franchises and events to town

- Securing sponsorships for products and events

Public Relations Functions (Mullin, 329)

Launch New Products or Innovations –how?

Use an effective public relations campaign to promote product awareness, product benefits, and product importance (New Orleans Hornets)

Try to be “first” in the consumer’s mind

Offer activities and promotions that will introduce product to the public

Public Relations Functions (Mullin, 329)

Generate and Collect Feedback – how?

“monitor the pulse of the public” (Mullin, 332)

Monitor public interest in acceptance or rejection of your sport products, concepts, or practices

Use surveys, interviews, questionnaires to collect public or consumer feedback

* NCAA reforms due to negative feedback

Public Relations Functions (Mullin, 329)

Cope with Crisis – How?

Being proactive by implementing procedures to place a positive “spin” on controversial public issues (crises) – follow a crisis mgmt. plan

Goal: promote positive public perception

* NFL has developed an internal 10-point crisis-control plan for addressing crisis issues

Media Impact on Sport Public Relations

Changed the way sports were presented and accepted in American Households – sport has been placed in the “daily mix” of our lives

Athletes are “People” = off-field exploits exposed

Focus on entertainment = athletes became performers, entertainers, spokespersons, villains, etc.

Summary-Conclusion

Public relations is an essential element in the marketing mix

Effective media and community relations helps product positioning and marketing efforts

Proactive public relations efforts will help build positive relations with media outlets, target markets, and the public in general

Next Week – Feb 20 and 22nd

Bring Article Analysis #2 (Marketing/Promotion)

on Tuesday (2/20)

Bring Weekly Industry News # 4 (managerial skills)

on Thursday (2/22)

Be prepared to share both with the class