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SEM 4.03 A - Promotion PE - Utilize publicity to inform stakeholders of business activities PI - Write a press release

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PRESS RELEASE Factual announcements sent to the media to be used as news items on a regular basis Who sends press releases? Businesses, Organizations, Individuals, and Government Locally, Nationally and Internationally Who creates press releases? Public Relations Department Marketing

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PURPOSES of PRESS RELEASES Introduce new products Keep the business in the public eye Position the businesss image Support good employee relations Create good community relations Types of press releases in SEM Game advance previews an upcoming game/rival Hometown release highlight of player sent to their local media outlets News release information about the team (scores, schedule, statistics and ticket prices

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Information in Press Releases HARD COPYSOFT COPY Information that should be announced immediately Public will want to know about it right away Stories that deal with formal serious information Information that does not need to be announced immediately Public will not care if they hear about it now or later Stories that are informal or lighthearted

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Procedures for writing a press release 1.Prepare List the most important facts Identify which media to use Know the medias print deadline 2.Put important information first Inverted Pyramid Approach Who, What, When, Where, Why, How 3.Stick to the facts Avoid using opinions or emotions Use statistics, factual data and team/player goals

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4. Write clearly and easy to understand No complex words 5. Write in active voice (Verbs) 6. Edit Grammar and Spelling If sent with errors, contact the media to give the correct information immediately 7. Attach a captioned photograph Photograph with text about the picture Procedures for writing a press release

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Sending press release to the media Obtain and acknowledge media deadlines Sending press releases close to deadline is better Catch the editors attention with a hook The editor decides whether to publish or broadcast the press release as time and space is limited Getting published is not due to buying advertising space Include a captioned photograph hook? Picture that is accompanied by written text called a caption Send the release to a specific person Send a cover letter with the release Send a thank you note after the release is used

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Create professional press releases Typed Arrange information appropriately Company name/contact Information When the release should be used If a photograph is enclosed A headline for the release The place and date of the news The body of the release End of the release (-END-)

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SEM1 4.03 Activity Write a Press Release for one of the following using the format in the 4.03 PPT Ardrey Kell High School _________Team going to States _______________Band is having a concert in Charlotte _________________ NFL Team is going to the Superbowl _________________ NBA Team is being purchased by _______ _________________ (professional athlete) is injured for the rest of the season _______________________(corporate sponsor) is dropping sponsorship with __________________ (NASCAR Driver) _______________professional athlete is found guilty of possession of illegal drugs

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SEM 4.03 A - Promotion PE - Utilize publicity to inform stakeholders of business activities Develop and generate a SEM newsletter

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Newsletters Bulletin issued periodically to inform a group about a business/organization Excellent marketing tool Communicate with the public Increase business Market your brand Send next years schedule to current ticket holders Types of newsletters Printed Online

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Effective newsletters Catchy content Needs to be interesting to customers/fans Written for the target market audience Blend content articles with advertisements Promote your product throughout newsletter Provide relevant information Maximize your revenue stream Be polite Dear Friends Visually appealing Published on a regular basis

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Steps to writing a newsletter 1. Research Look at other newsletters for ideas 2. Develop a plan WHO will write it, WHO will read it, WHO will distribute it? WHAT is the content? WHEN will it be published? HOW will it be produced (Email or print)? http://www.youtube.com/watch?v=sShMA85pv8M http://www.youtube.com/watch?v=sShMA85pv8M 3. Design a format Number of columns/pictures/articles per page Colors and Font Types 4. Select people to write articles to submit 5. Create submission deadline 6. Edit and proof 7. Distribute

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SEM 4.03 A Promotion PE - Utilize publicity to inform stakeholders of business activities PI - Explain media relations in the SEM industry PI - Develop a media guide PI - Cultivate media relationships PI - Plan a media day

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Media Guides what & why Term - Sports-related press booklet published by sporting teams for the media Provides information about: Participants/players Organizations/teams Location/venue Coaches/managers Ticket prices Statistics/photos Encourages television/newspaper/online coverage of the sport, venue, team or player they have info!!! Goals: Generate interest so the media will provide coverage Encourages spectators to buy tickets

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Developing a Media Guide Budget How much will is cost? Advertising Who will buy advertising space? Photographs and Graphics Logos, photos from past seasons, team pictures, etc. Page design Layout: where will certain information go? Printing - distribution Online or Printed? How will you get it to the fans or media?

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SEM1 4.03 Activity In groups of three create one of the following for a fictitious team of your choice: 1.Develop a Newsletter using the steps from your notes. 2.Develop a Media guide using the steps from your notes. Research other examples of newsletters/media guides online for ideas. Your newsletter/media guide may be printed in color and match the format of a real newsletter/media guide (booklet). You may use existing celebrities but you must create a new team/logo/colors/mascot, etc.

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Media relations and sports MEDIA: Media relations term: cultivating positive relationships with media personalities that facilitate an organization/team in getting favorable and widespread coverage with regular follow up keeps us informed, entertained and enlightened of sporting events SPORTS Provides media with news and events which attracts public interest and builds brand equity of the team Encourages media to cover the team maximize favorable publicity

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Public relations vs. Media relations PUBLIC RELATIONSMEDIA RELATIONS Communicating with all the many people an organization may have a relationship with Employees Customers Fans Communities Media Interaction with the MEDIA. Reporters Journalists Editors Print Media Electronic Media Online Media to communicate organizations newsworthy information

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Media relation representatives Beat writers Writer assigned to cover specific topics Sports: typically assigned to cover specific sport or team http://www.wisegeek.com/what-is-a-sports-beat-writer.htm http://www.wisegeek.com/what-is-a-sports-beat-writer.htm Columnists Writer for a specific publication offers opinions http://en.wikipedia.org/wiki/Columnist http://en.wikipedia.org/wiki/Columnist TV game broadcasters news crew Radio game broadcasters Wire service reporters - nationally Photographers

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MEDIA RELATIONS POSITIVE EFFECTSNEGATIVE EFFECTS Money Media companies pay for the rights to show a sporting event Sports shown on the TV generate sponsorships Role models Endorsements from famous athletes Inspiration Encourage people to action Coaching aids Watching games on TV can provide guidance other participants Increased number of media outlets Bias Only really popular sports get much attention Lack of attendance Games shown on TV-ticket sales often drop Is this true? Attention Attention paid to pro athlete private lives more than sport Demands Media coverage impacts games (timing, commercials, etc.) Increased options for media

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Media relations and crisis Athletes have become celebrities because of increased media coverage Their personal lives are covered by the media Sometimes, due to the money celebrities are paid they are often criticized by fans and media Athletes/teams can use strong media relations to correct this image by showcasing something positive they might be doing for charities, etc.

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Positive media relationships Why develop positive relationships with the media? Generates publicity More publicity = More sales = More Money! Maximize favorable news and event coverage Media will want to work with their favorite teams But you must be honest and professional Public relation professionals must present themselves in this manner to gain a positive relationship

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Types of media relationships Interactive Both media and sport entity have ongoing two-way communication Build trust and goodwill Builds a mutually beneficial relationship Both parties must get something out it a win-win situation Proactive Consider positive messages the company wants to send Planning ahead of the event and utilize risk management Reactive Consider potentially negative news and establish how the company will respond

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Plan a media day Invite the media to your venue prior to the event This will encourage the media to publicize the preparations of the event creates excitement Pitch stories, ideas, hold a news conference Provide space, equipment, WIFI, feed and entertain the media Build trust by being honest and professional

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SEM1 4.03 Activity Individually, you will research and write an essay about Creating positive media relationships ESSAY CRITERIA: 5-7 paragraphs minimum 5 sentences per paragraph Typed 14 point font double spaced Address why it is important to have positive relationships with the media if you are a sports organization List and discuss in detail the three types of media relationships Argue which type of relationship you think is the best to have with the media and why