Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Chapter Twelve: Business, Sports, Tourism, and Entertainment This multimedia product and its contents are protected under copyright law: any public performance or display, including transmission of any image over network; preparation of any derivative work including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Overview Media Relations Media Relations Customer Relations Customer Relations Employee Relations Employee Relations Investor Relations Investor Relations Marketing Comm Marketing Comm Environmental Relations Environmental Relations Philanthropy Philanthropy Entertainment Public Relations Entertainment Public Relations Conducting a Personality Campaign Conducting a Personality Campaign Promoting an Entertainment Event Promoting an Entertainment Event Sports Publicity Sports Publicity Travel Promotion Travel Promotion

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Media and Customer Relations Media Relations Media Relations Many CEOs see journalists as the enemy Many CEOs see journalists as the enemy PR must educate both the organization and the press PR must educate both the organization and the press Customer Relations Customer Relations Safe, quality, honesty expected from businesses Safe, quality, honesty expected from businesses Critiques travel fast via Internet Critiques travel fast via Internet PR must actively listen to consumers and convey concerns back PR must actively listen to consumers and convey concerns back

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Diversity and Activism Minority markets are growing and increasing in affluence Minority markets are growing and increasing in affluence PR pros must be familiar with ethnic media, language differences PR pros must be familiar with ethnic media, language differences Consumer activists may grow out of customer dissatisfaction Consumer activists may grow out of customer dissatisfaction Tips for dealing with activists Tips for dealing with activists

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Employee Relations Employees are ambassadors Employees are ambassadors PR often works with human resources on employee communications PR often works with human resources on employee communications Employee morale may be improved by Employee morale may be improved by Employee recognition Employee recognition Skill development Skill development Career development Career development

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Specific Employee Issues Sexual harassment policies must be communicated Sexual harassment policies must be communicated Layoffs must be communicated to employees before released to the media Layoffs must be communicated to employees before released to the media Outsourcing or off-shoring rationale should be communicated carefully Outsourcing or off-shoring rationale should be communicated carefully Ethnic and religious minority groups must be considered in communications and work environment Ethnic and religious minority groups must be considered in communications and work environment

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Investor Relations High-pay specialty High-pay specialty Requires knowledge of finance and government regulations Requires knowledge of finance and government regulations SEC rules about IPO communication SEC rules about IPO communication SEC rules about mergers SEC rules about mergers

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Marketing Communications  Marketing Public Relations (IMC)  Product Publicity  Contests, polls  Product Placement  Product integration  Cause-related Marketing  Collaborating with nonprofits  Sponsorships  Selection criteria

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Doing Good  Environmental Relations  Trend toward cooperation between corporations and activists  Philanthropy  Community relations  Be careful about touting good deeds  Strategic philanthropy

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Entertainment Primary serve as publicist Primary serve as publicist Damage control is a key task Damage control is a key task Ethical issues Ethical issues

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Personality Campaign Preparation Preparation Get newsworthy facts through interview Get newsworthy facts through interview Develop a short bio Develop a short bio Determine what about the personality is to be “sold” Determine what about the personality is to be “sold” Conducting the campaign Conducting the campaign News release and photo ops News release and photo ops Public appearances Public appearances

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Promoting an Event Publicity drives ticket sales Publicity drives ticket sales Repetition and steady output of information (drip, drip, drip) Repetition and steady output of information (drip, drip, drip) Planters and bookers Planters and bookers Product tie-ins Product tie-ins

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Sports Publicity Sports publicists embrace the normal PR toolbox but they also try to stir fan emotion Sports publicists embrace the normal PR toolbox but they also try to stir fan emotion Promoting “heroes” Promoting “heroes” Managing crises Managing crises Developing sponsorship ties Developing sponsorship ties

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Travel Promotion Stimulating desire to visit Stimulating desire to visit Online and in travel publications and programs Online and in travel publications and programs Arranging for traveler to reach the destination Arranging for traveler to reach the destination Cooperation with tour booking Cooperation with tour booking Assuring a good time while tourists are there Assuring a good time while tourists are there

Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Tourism Issues Cater to specific groups via travel packaging Cater to specific groups via travel packaging Senior citizens are largest special travel audience Senior citizens are largest special travel audience Crisis management is required Crisis management is required