Publicity/Public Relations Advanced Sports Marketing K. Brink Hillgrove High School

Objectives Define and discuss publicity/public relations Identify trends in public relations Discuss how to prepare a news release Prepare an actual news release for promotion project!!

Why have public relations? Present a positive image to customers, employees, and the general public Examples: Grand opening of a mall Interview with a company official about hiring plans Launch of a new product or product line Announcement of employee promotions or retirements The goodwill generated by such public relations events benefits the business in many ways. Well-planned and organized public relations efforts can increase sales, reinforce a good reputation, and increase the willingness of consumers to respond to advertising efforts for the company’s products.

Why have public relations? Examples Continued… Presentation of an award to the company or to one of its employees Company-sponsored event Community activity, such as a scholarship program sponsored by the business Charitable activity, such as a walkathon for a local charity, in which the business participates Cultural activity, such as support for a new exhibit at a museum

PR Focuses Public Relations Focuses on 5 Key Areas Customers Employees Corporate Media Community

Customer Relations Customer advisory boards- panels of consumers who make suggestions about products and businesses Consultants Consumer Affairs Specialists- design programs to reflect customer needs for information on topics such as nutrition, health and wellness, and product safety Good communication b/w employees and customers is vital in promoting a favorable business image. Courtesy, helpfulness, interest, tolerance, and friendliness help make customers come back. This repeat business is what makes a company successful. Many businesses go even further. They offer special suervices and amenities in order to maintain good customer relations. These services and amenities may include on=premise restaurants, child-care facilities, gift wrapping, check-cashing services, fax and copying services, and free delivery. CAB’s============ Manufacturers, wholesalers, and retailers use customer advisory boards to test new products. A supermarket might want to learn about customer preferences regarding store hours and preferred cultural or health food products to stock. It may also want to learn whether customers like in-store promotional devices, such as electronic coupons and videocarts. By consulting with the advisory board, the supermarket can adjust or change policies, products, or promotional efforts to meet customers’ needs. Some larger dept stores also hire consultants to assist customers with their purchases. Fashion, cosmetic, travel, bridal, and interior decorating consultants, as well as personal shoppers are ex’s of employees with specialized training who are hired by some retail firms. National companies often employ consumer CAS’s==================

Employee Relations Loyal and well-motivated employees who feel they are important to the company Examples: Tuition reimbursement for college courses Newsletters for and about the company and its employees Recreational programs Employee recognition programs for improvements in performance and efficiency

Corporate Relations Corporate relations: Communicating the identity, mission, and goals of a company to the public through advertising, promotions, and publicity. Logo development, participation in social activities, website, ads, sales promotions, etc.

Media Relations Media Relations: involves working with various media for the purpose of informing the public of an organization's mission, policies and practices. Media Day: A day used just prior to a major sporting event where the media are invited to come and do interviews with players, coaches, and other major players in the event. Ex. Superbowl, Nascar, etc.

Types of Media Broadcast Media: TV, Web Videos, Movies, Radio Print Media: Newspaper, Magazines, Online via websites, Outdoor advertising/Billboards, direct mail, newsletters Specialty Media: Using online blogs, Facebook, t- shirts, pens, cups, etc, to brand the company logo.

Community Relations Community Relations- refers to the activities that a business uses to acquire or maintain the respect of the community Examples Sponsoring Special Olympics Providing mentors for marketing students Matching employee donations to local charities Businesses foster good community relations by participating in and sponsoring activities that benefit the civic, social, and cultural life of a community. Companies encourage employees to join and remain active in civic organizations, such as the optimists, rotary club, or the lions. In addition, involvement with school community organizations, such as business advisory committees, business and school partnership programs, or the local chamber of commerce, provide recognition for individual employees and present a favorable image for the business. EX: Brad able to go to Chamber from GEICO

Public Relations Specialists Work with customers, employees, media, civic and professional groups, legislators, government officials, consumer activists, stockholders, environmentalists, and suppliers. Work in both public & private sector Principal task is to publicize good news about a company and its products--- and to control the damage done by any negative news. Public: schools, hospitals, universities, government agencies, charitable organizations, and the military

Now You’re the Public Relations Specialist Writing a Press Release: NEVER use the word publicity Answer who, what, where, when, and why Avoid opinions, unless directly quoting Brief, but thorough Media should think of the information as news, not publicity!