Chapter 8 Media Promotions and Relations Media Promotion and Relations C H A P T E R 8

Event Media Promotion and Relations Communicating the information about the event to the target market will provide them with the necessary information to make an informed decision to attend and participate in the impending event. –Media promotion is the concept of integrating the various communication strategies to convey the organization’s message. –Media relations is the give-and-take relationship that must be groomed and nurtured by the sport organization in an effort to maintain a position with the media outlet who in turn promotes and broadcasts the sporting event.

Three Rs of Media Relations Relating –Media relations are the most popular form of public relations in the sport industry. –The goal is the development of positive relationships with members of the media and organization. –Media relations are founded on the principle of producing positive publicity while lessening the impact of negative publicity for a sport entity. –Event managers rely on publicity to spread the word about the event. (continued)

Three Rs of Media Relations (continued) Retaining –Retaining favor with the media requires special care; courtesy is expected. –This falls into the hands of the sport information director (SID). –SID creates press releases, media guides, and articles that provide media with content. Repairing –Building a positive relationship requires an investment of time and energy. Repairing a severed relationship will require more.

Symbiotic Relationship For event managers, the symbiotic relationship between the media and an institution is critical to the success of the event. –The media needs you just as much as you need them. –The media needs content to fill the pages. –Be diligent in distributing information in a timely manner, respecting the media’s deadlines.

Promotional Tools A promotion plan embodies promotional goals, strategies, and tactics and the budget and evaluation process defined in your planning stage. –Price promotion includes things such as discounts and coupons. –Value-added enticements include premium giveaways. Minor league baseball relies heavily on these. –Sponsor activation is most visible in NASCAR. It can be seen before, during, and after the event, making NASCAR fans more likely to be loyal purchasers of products.

Social Media Ten reasons you should engage in social media: 1.Cost effectiveness 2.Reach 3.Connectivity 4.Timeliness 5.Flexibility 6.Opportunities (mass distribution is more accessible) 7.Easier referrals 8.Increased web traffic 9.Branding opportunities 10.Hiring

Evaluating Your Success Actions like purchasing tickets, apparel, or other sport products are the most tangible form of feedback. Intangible forms of feedback like attitudinal changes and nonverbal cues are just as important. Along the way you will pick up new fans and retain old ones. The goal will now be to retain the new fans. –The most important thing is to keep lines of communication open. –Constant communication and transparency are critical.