Chapter 11 Public Relations

Objectives To understand public relations and its role in positioning and in formulation of the marketing mix

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 Defining Public Relations

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.

Public Relations Specialist Skills Building relationships Communicating Creating the public relations plan Making the pitch Managing the story Establishing talking points 7. Managing crises

Media relations is designed to formulate and shape favorable opinion through the mass media. Media relations— communicating with the news media verbally or through other vehicles— must balance public opinion with business strategy. Media day at the ovc

Public Relations Formula Public relations = Media relations + Community relations

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

Three Distinct Forms of Community Relations Those initiated by players Those initiated by teams or institutions Those initiated by leagues or governing bodies

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

Sport, Television, and Entertainment: Impact on Sport Public Relations Shift in media to sport coverage as entertainment: Sports appear in prime time: Monday Night Football. Networks are solely devoted to sports: ESPN. Sport media personalities emerge: Howard Cosell. Numerous media outlets, including nonsport programming, provide public relations professionals many options to promote athletes, coaches, and teams: guests on talk shows.

Sport, Television, and Entertainment: Impact on Sport Public Relations 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.

COPING WITH CRISES: Bob costas hero or heel?

Other crises in sports 1. penn state child sex abuse scandal 2. biogenesis ped scandal mlb stars: (mark mcgwire-sami sosa- barry bond-alex rodriguez) 3. cbs commentator ben wright said: (women in golf lesbians hurt the sport and women’s breast get in way of swing) 4. jimmy the greek?

Coping with crises Pr must aim at strategic responses Must minimize damage caused by the crises Pr professional must work closely with executives, legal counsel, and the team to resolve quickly. Sport is not immune to problems.

TERMS Public relation Media relation COMMUNIITY RELATION DAMAGE CONTROL PR COMMUNICATION PR DIGITAL AGE