Public Relations

1
Public Relations

• Steir Chapter 10
• 15 February 2007

2
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
• Todays Topic Public Relations

3
Review of Marketing Mix
What are the 5 Ps 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
4
Review of Fundraising

• What 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

5
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?

6
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)

7
Public Relations
Public Relations
Media Relations
Community Relations
Effective PR programs (MR CR) create
publicity publicity sometimes not controllable
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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

9
Community Relations

• Community 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)

10
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 organizations annual summer
  camp
• Atlanta Hawks teamed with Home Depot to renovate
  run-down basketball courts for Atlanta public
  schools

11
Community Relations Initiatives By Professional
Sport Teams

• St. Louis Cardinals
• Chicago Cubs
• Indiana Pacers
• St. Louis Rams

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Community Relations

• Player 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.

13
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

14
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

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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

16
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

17
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

18
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

19
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 consumers mind
• Offer activities and promotions that will
  introduce product to the public

20
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

21
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

22
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.

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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

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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