Utilize publicity to inform stakeholders of business activities 4.03

WRITE A PRESS RELEASE

PRESS RELEASE FACTUAL ANNOUNCEMENTS SENT TO THE MEDIA TO BE USED AS NEWS ITEMS ON REGULAR BASIS WHO SENDS Press Releases? – Businesses, Organizations, Individuals, and Government Locally, Nationally and Internationally WHO CREATES Press Releases? – Public Relations Department

PURPOSES of PRESS RELEASES Introduce NEW PRODUCTS Keep the BUSINESS IN THE PUBLIC EYE Position the BUSINESS’S IMAGE Support good EMPLOYEE RELATIONS Create good COMMUNITY RELATIONS

INFORMATION in PRESS RELEASES HARD COPYSOFT COPY Information that should be announced IMMEDIATELY Public will want to know about it right away Information that DOES NOT need to be announced immediately Public WILL NOT CARE if they hear about it now or later

STEPS to WRITING A PRESS RELEASE 1.PREPARE – List the most important facts – Identify which media to use 2.PUT IMPORTANT INFORMATION FIRST – Inverted Pyramid Approach – “Who, What, When, Where, Why, How” 3.STICK TO THE FACTS – AVOID USING OPINIONS or EMOTIONS

4. Write CLEARLY and EASY TO UNDERSTAND – No complex words 5. Write in ACTIVE VOICE (Verbs) 6. EDIT Grammar and Spelling – If send with errors, CONTACT the media to give the correct information IMMEDIATELY STEPS to WRITING A PRESS RELEASE

SENDING PRESS RELEASE to MEDIA OBTAIN MEDIA DEADLINES – Send Press Release CLOSE to deadline NEED to CATCH THE EDITOR’S ATTENTION – THE EDITOR DECIDES WHETHER TO PUBLISH OR BROADCAST THE RELEASE – INCLUDE A CAPTIONED PHOTOGRAPH Picture that is accompanied by written text called a caption Send the release to a specific person Send a COVER LETTER with the release Send a THANK-YOU NOTE after the release is used

PROFESSIONAL PRESS RELEASES Typed ARRANGE INFORMATION APPROPIRATELY: – Company NAME/CONTACT Information – WHEN the release should be used – If a PHOTOGRAPH is enclosed – A HEADLINE for the release – The PLACE AND DATE of the news – The BODY of the release – End of the release (“-END-”)

DEVELOP A NEWSLETTER

NEWSLETTERS Bulletin issued periodically to inform a group about a business/organization EXCELLENT MARKETING TOOL – COMMUNICATE WITH THE PUBLIC – Increase business – Market your brand TYPES of Newsletters – PRINTED – ONLINE

EFFECTIVE NEWSLETTERS “CATCHY” CONTENT – Needs to be interesting to customers/fans BLEND content articles with ADVERTISEMENTS – Promote your product throughout newsletter BE POLITE – “Dear Friends”

STEPS to WRITING a NEWSLETTER 1. RESEARCH – Look at other newsletters for ideas 2.Develop a PLAN – WHO will write it, WHO will read it, WHO will distribute it? – WHAT is the content? – WHEN will it be published? – HOW will it be produced ( or print)? 3.Design a FORMAT – Number of columns/pictures/articles per page – Colors and Font Types 4. SELECT PEOPLE to write articles to submit 5.Create submission DEADLINE 6.EDIT 7.DISTRIBUTE

DEVELOP A MEDIA GUIDEMEDIA GUIDE

MEDIA GUIDES Sports-related press booklet published by sporting teams Provide information about – Participants – Location – Price ENCOURAGE TELEVISION/NEWSPAPER COVERAGE OF THE SPORT Goals: – Generate interest so the MEDIA WILL PROVIDE COVERAGE – ENCOURAGE SPECTATORS TO BUY TICKETS

DEVELOPING a MEDIA GUIDE BUDGET – How much will is cost? ADVERTISING – Who will buy advertising space? Photographs and Graphics – Logos, photos from past seasons, team pictures, etc. Page design – Layout: where will certain information go? PRINTING/DISTRIBUTION – Online or Printed? – How will you get it to the fans?

EXPLAIN MEDIA RELATIONS

MEDIA RELATIONS and SPORTS MEDIA: – keeps us informed, entertained and enlightened of SPORTING EVENTS SPORTS – Provides MEDIA with news and events which attracts public interest

PUBLIC RELATIONS vs. MEDIA RELATIONS PUBLIC RELATIONSMEDIA RELATIONS Communicating with ALL the many people an organization may have a relationship with Employees Customers Fans Communities’ MEDIA Interaction with the MEDIA…. Reporters Journalists Editors Print Media Electronic Media Online Media …to communicate organization’s newsworthy information

MEDIA RELATION REPRESENTATIVES BEAT WRITERS – Writer assigned to cover specific topics Sports: typically assigned to cover specific sport or team COLUMNISTS – Writer for a specific publication TV Game Broadcasters Radio Game Broadcasters Photographers

MEDIA RELATIONS POSITIVE EFFECTSNEGATIVE EFFECTS MONEY Media companies pay for the rights to show a sporting event Sports shown on the TV generate sponsorships ROLE MODELS Endorsements of famous athletes INSPIRATION Encourage people to get involved COACHING AID Watching games on TV can provide guidance to athletes, coaches or teams BIAS Only really popular sports get much attention LACK OF ATTENDANCE Games shown on TV-ticket sales often drop ATTENTION Attention paid to pro athlete private lives more than sport DEMANDS Media coverage impacts games (timing, commercials, etc.)

MEDIA RELATIONS and CRISIS Athletes have become CELEBRITIES because of increased MEDIA COVERAGE – Their PERSONAL LIVES are covered by the Media – Must OVERCOME NEGATIVE PUBLICITY Ex: After criticism for being overpaid, a pro-athlete became a volunteer spokesperson for Special Olympics

CULTIVATE MEDIA RELATIONSHIP

POSITIVE MEDIA RELATIONSHIPS Developing POSITIVE RELATIONSHIPS with the Media: – GENERATES PUBLICITY More publicity = More sales = More Money! – MAXIMIZE FAVORABLE NEWS AND EVENT COVERAGE PLAN A MEDIA DAY – Give media chance to VISIT EVENT VENUE IN ADVANCE – ENCOURAGE MEDIA TO PUBLICIZE THE PREPARATIONS – Must be HONEST AND PROFESSIONAL PUBLIC RELATIONS PROFESSIONALS should present themselves this way

TYPES of MEDIA RELATIONSHIPS INTERACTIVE – Both media and sport entity have ONGOING, TWO-WAY COMMUNICATION BUILD TRUST AND GOODWILL – BUILDS MUTUALLY FAVORABLE Both parties must get something out it PROACTIVE – Consider POSITIVE MESSAGES the company wants to send REACTIVE – Consider potentially NEGATIVE NEWS and establish how the company will respond