Promotion LAP 19 Play to the Fans Building Fan Support

Objectives Discuss the role of public relations and publicity in building fan support. Implement public-relations and publicity strategies to build and maintain fan support.

Discuss the role of public relations and publicity in building fan support.

Singer revealed to be lip-syncingSinger revealed to be lip-syncing Lots of media buzz and fall-outLots of media buzz and fall-out Publicity and public relations—very important!Publicity and public relations—very important!

Ways Publicity Can Be Generated Unexpected incidents Personal behavior Special occasions Product or organizational changes/expansions

Sport/Event Marketers and Publicity Publicity—part of overall public- relations strategyPublicity—part of overall public- relations strategy Good publicity helps build:Good publicity helps build:  Goodwill  Profitability  Fan support

Sport/Event Organizations’ Publics Spectators Business community Local community Media Employees

Sport/Event Organizations’ Publics: Spectators Attend sports and events Follow certain athletes or celebrities Support is driven by:  Tradition  Attitude  Performance

Sport/Event Organizations’ Publics: The Business Community Become sponsors Are affected by the team or event’s performance

Sport/Event Organizations’ Publics: The Local Community Support sports/events through tax revenue Are affected economically by sport/event success Can develop a sense of pride and identification

Sport/Event Organizations’ Publics: The Media Benefits and hurts sport/event organization’s image, depending on coverage Must be treated well by sport/event organization

Sport/Event Organizations’ Publics: Employees Spread publicity through word of mouth Include athletes whose behavior can influence overall publicity

Implement public- relations and publicity strategies to build and maintain fan support.

Characteristics of Successful Public-Relations Efforts Consistent reinforcement of a specific image over time Two-way communication Promotion of goodwill

Characteristics of Successful Public-Relations Efforts Proactivity Counteractivity Investment of time, money, and personnel

Steps for Creating and Implementing PR Strategies to Build Fan Support Identify key organizational relationships.Identify key organizational relationships. Evaluate the characteristics of each relationship.Evaluate the characteristics of each relationship.  Viewpoints? Expectations?  Do research!

Steps for Creating and Implementing PR Strategies to Build Fan Support Analyze current situation with each fan base.Analyze current situation with each fan base.  Strengths  Weaknesses

Steps for Creating and Implementing PR Strategies to Build Fan Support Create goals.Create goals.  Short-term  Long-term  Complementary to overall organizational goals

Steps for Creating and Implementing PR Strategies to Build Fan Support Select the appropriate tools/sources to communicate the PR and publicity message.Select the appropriate tools/sources to communicate the PR and publicity message.  Keep audience in mind.  Use combinations.

Steps for Creating and Implementing PR Strategies to Build Fan Support Implement plan and disseminate information at appropriate time.Implement plan and disseminate information at appropriate time. Measure, assess, adapt regularly.Measure, assess, adapt regularly.

Keeping public happy How far do athletes and celebrities need to go?

Acknowledgments Original Developers: Christopher C. Burke, Sarah Bartlett Borich, MBAResearch Version 2.0 Copyright © 2014 MBA Research and Curriculum Center

Digital-based photography sources: ThinkStock Photos Various images used in this presentation are ©2013 ThinkStock Photos. All rights reserved Picture of Walk-off home run thanks to SD Dirk from Flickr and Ookaboo! Picture of Indianapolis Motor Speedway thanks to CZmarlin from Wikimedia Commons and Ookaboo! Picture of Cato June thanks to Jfitch from English Wikipedia and Ookaboo!

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