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Chapter 11 Public Relations

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C H A P T E R 11 Public Relations Chapter 11 Public Relations Objectives To understand public relations and its role in positioning and in formulation of the ... – PowerPoint PPT presentation

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Title: Chapter 11 Public Relations


1
Chapter 11 Public Relations
C H A P T E R
11
Public Relations
2
Objectives
  • To understand public relations and its role in
    positioning and in formulation of the marketing
    mix
  • To recognize the importance of effective
    community relations programming in product
    positioning and effective marketing efforts
  • To understand the role, scope, and influence of
    the media and how that role can be used in
    conjunction with public and community relations
    programming to alter perceptions and influence
    public opinion and support

3
Defining Public Relations
  • An interactive marketing communications strategy
    that seeks to create a variety of media designed
    to convey the organizational philosophies, goals,
    and objectives to an identified group of publics
    for the purpose of establishing a relationship
    built on comprehension, interest, and support

4
Public Relations
  • Public relations usually involves implementing
    specific publicity plans and tactics in
    coordination with the marketing strategy,
    designed to alter or reinforce
  • consumer perceptions,
  • attitudes, and
  • levels of awareness.
  • The goal of this function is to earn public
    understanding and acceptance.

5
Public Relations Formula
  • Public relations Media relations Community
    relations

6
Public Relations Specialist Skills
  • Building relationships
  • Communicating
  • Creating the public relations plan
  • Making the pitch
  • Managing the story
  • Establishing talking points
  • Managing crises

7
Media Relations (continued)
  • Reactive responds to inquiries.
  • Proactive initiated by the organization rather
    than some external entity.
  • Interactive develops mutually beneficial
    relationships with the media and assists the
    media on a variety of issues.
  • (continued)


8
Media Relations (continued)
  • Public relations in the sport marketing mix
  • Public relations can highlight the connection
    between athletes, teams, or events and key
    sponsors.
  • Sport public relations in the digital age
  • Technology has rapidly changed the way that sport
    organizations use media to communicate with their
    publics.

9
Community Relations
  • The aim of community relations programs is to
    achieve corporate public relations objectives
    related to enhancing public understanding and
    gaining public approval and acceptance, ideally
    leading to public support.

10
Three Distinct Formsof Community Relations
  • 1. Those initiated by players
  • 2. Those initiated by teams or institutions
  • 3. Those initiated by leagues or governing bodies

11
Sport Community Relations
  • Media relations objectives are typically short
    term whereas community relations objectives are
    typically long term.
  • Humanize athletes
  • Enhance other marketing initiatives
  • Serve as corporate philanthropy
  • Generate goodwill toward sport organization

12
Public Relations Functions
  • Provide information and general communication (to
    consumers, shareholders, suppliers, competitors,
    government agencies, and the public)
  • Shape and enhance image
  • Community relations
  • Employee relations
  • (continued)

13
Sport, Television, and Entertainment Impact on
Sport Public Relations (continued)
  • With an increase in media attention comes greater
    demand, scrutiny, criticism, and controversy
    surrounding sports figures.
  • PR professionals play a significant role in
    providing strategic counsel to help athletes and
    organizations navigate this diverse media
    landscape.
  • (continued)

14
Sport, Television, and Entertainment Impact on
Sport Public Relations (continued)
  • The ultimate goal for the sport PR professional
    is to balance media opportunities available while
    avoiding potential pitfalls that the intense
    scrutiny and media coverage in the digital age
    can present.
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