Chapter 11: Public Relations and Crisis Communication in Sport Lecture 12 {Date}

Lecture Outline History and trends of PR Practicing effective PR: Models, element, and factors Managing media relations Managing community relations Managing communication during crisis: Responses, crisis kit

Profile of Sport Communication: Indianapolis Colts Public funding for stadium Convince key stakeholders Achieved through PR campaign Focused on star power Used economic impact report Monitored external environment Identified areas of greatest concern

PR and Crisis Communication in Sport Effective PR strategies ensure that sport entities communicate in a most favorable manner with key constituents Sport PR is the management of sport information flow between a sport entity and its key publics, both internal and external, in order to present the sport organization in the most favorable manner possible and in order to establish mutually beneficial relationships Heart of sport PR is the image of sport organization

Identifying Historical Perspectives and Trends in PR Need to assess and manage public perception: May influence product purchases, ticket sales, coverage, organizational policies Recent influences on sport PR Social issues Globalization and expansion of sport Technology Controversies Nature and scope of player–press relationship

Practicing Effective PR Challenging to cultivate positive relations and perceptions Practicing effective PR focuses on Transfer of information Persuasion of perceptions Facilitation and maintenance of favorable relationships Three elements of PR: Informing, persuading, integrating

Four Models of PR Press agentry and publicity model: Focuses on obtaining favorable coverage from the media Public information model: Distribution of unbiased and accurate information regarding the sport entity Two-way asymmetrical model: Intended to persuade an organization’s key publics through message development Two-way symmetrical model Most appropriate in establishing positive relations Advocates conflict resolution through facilitation of mutual understanding

Elements of Persuasion Strategic PR influences perceptions Changing opinions and beliefs is challenging for organization: Organization must provide effective forms of evidence Use of facts and figures Emotions of individuals Personalization of information Focus on individuals’ needs

Factors That Influence Perception Motives for sport product affiliation Sport product performance Level of involvement with the sport product Demographic and sociocultural influences Frequency of sport media exposure

Managing Media Relations Mass media coverage: Ideal way to promote a business and gain exposure Sport PR pros Concentrate on how to use this coverage to the full advantage of the organization Must play attention to the manner in which it cultivates and manages media relationships

Developing Positive Relationship With Media Treat media as a representative, direct link to consumers Cultivate positive and working relations with media Integral in shaping the image of their respective sport entity Provide media with much-needed “scoop” on organization

Understand Journalistic Environment Allows sport PR pros to Anticipate when they will be contacted by the media Know when they should contact with the media Elements of newsworthiness: Action, conflict and contrast, emotion Info journalists will need Facts, figures, statistics, attendance figures Confirmation of reports, obtaining official reactions

Anticipate Contact Major announcement Explanations Legal issues Prepare for this Craft responses Gather information

Tools for Maintaining Contact With Media Sport media release Newsworthy media releases Characteristics of well-written media releases Sport media conference Media kit and media guide Fact sheet Interviews

Newsworthy Media Releases Should be of general interest Characteristics of effective media releases Follow Associated Press (AP) style Written using the inverted pyramid Include several components: Date, “for immediate release,” headline Include contact information Concise (not exceeding two pages) Well written = More likely to use the media to deliver message

Sport Media Conference Disseminates info of high importance to all members of the media at once Allows members of the media to interact with key personnel to ask questions and obtain quotes Consider… Scheduling and newsworthiness Script and coordinate Length and speakers Prepared responses to questions

Media Kit, Media Guide, Fact Sheet Media kit and media guide Use to showcase the sport entity May be online or may be in print Fact sheet Bulleted format One page Key points of reference for media Bullets regarding announcement or issue Background info on organization, history, accomplishments, athletes, involvement in community

Interviews Positive interviews cultivate media relations and shape perceptions Poor interviews can result in negative perceptions and relationships Hints Anticipate questions; key points to reinforce Personalize interview Rehearse, relax, and be conversational Make sure questions are understood Ask to repeat questions if needed Maintain eye contact Be straightforward and truthful Present basic facts and then elaborate Additional suggestions

Managing Community Relations Examples: Food drives, reading programs, charity Benefits Assist organization in reinforcing and enhancing its image Communicate the values and mission of organization to the public Allow organization to engage community and emphasize key organizational aspects Community relations programs should be included As part of organization’s overall PR and marketing strategy As part of managing public perception

Managing Communication During Crisis A crisis is any threat to a sport entity’s image, reputation, and perception An entity’s reputation is one of its major assets Responding to crisis Involves responding to media inquiries Requires an organization’s response May result in implementation or modification of organizational policy Examples of crises in sport

Guidelines for Responding to Crises The objectives of any crisis plan should be to quickly and accurately communicate information that can assist in managing the crisis and that can stabilize or minimize damage to the sport-focused organization’s reputation Follow several key steps Research and brainstorm Assess Follow chain of command Notify Control

Crisis Kit Items needed for the setup and operation of the communication center Media relations checklist Policies and procedures Appendixes Final draft of the plan Schedules for rehearsing the plan Steps in crisis management

Summary History and trends of PR Practicing effective PR: Models, elements, and factors Strategies Managing the media Building community relations efforts Managing crisis situations

Discussion Questions How are PR campaigns used in sport? How can sport organizations use the media to their advantage when communicating with key publics? What are some typical crisis situations in sport and how can sport PR pros prepare? How are the four models of PR applied? Which PR model is most effective in sport? Of the trends influencing the growth of sport public relations, which do you perceive as most important? How do motives and level of involvement affect individuals’ perceptions? How can a crisis situation tarnish or enhance the image of an organization? How can interviewing skills tarnish or enhance media relations?