Chapter 5 Public Image

Chapter Overview Lesson 5.1 Public Relations Lesson 5.2 Fans Lesson 5.3 Publishing and Speaking Engagements

Lesson 5.1 Public Relations

Image is Everything! Public Relations: Creates a _________ public opinion of an individual or organization. ______ & _____

Action Plan Acquire letter of _______ that details the firms services. Should answer: Which _____ of media are most appropriate? What will be used to create a favorable image? How will the public relations firm ________ it? Public relations _________ and ________ the events and athletes.

The Big Picture Importance of a positive image extends beyond the athletes and events to include: ___________ of event Attractive __________ __________ reputation

Special Events Promote ___________ Willingness to work with or assist a person/organization based on _________ relationship. Keep the _________ happy What were the problems with Atlanta during the Olympics? Make public relations work Listen to ___________ & problems and find ways to fix them

Athletes and Public Goodwill Oct ____ contract negotiations Baseball player strikes Multimillion $ contracts for athletes Look ________ Overcome this by __________ money Fans/Cities can get ____ images too Reassure fans by bringing in extra police to control unruly fans

Lesson 5.2 Fans

Fan Clubs What attracts you to an athlete? What do fans give: __________ Positive _______ attention Ticket and merchandise _______ Offers the opportunity for an athlete to build a positive image.

Benefits of Fan Clubs Charge a small ______ to join; some _______ What do you get???? __________ on merchandise Special _________ or seminars

Licensing & Merchandising Multibillion billion dollar industry License sports merchandise to ___ party companies Produce, distribute, and sell Team Licensing Business (TLB) magazine Purchased through: Fan clubs Licensed ___________ stores Magazines At sports events Fastest growing product line __________ and electronic games

Evergreens Remain valuable from year to year _______________ Baseball Cards used to promote sales through: Addition to cigarette packs Addition to Bubble gum packs What effects trading cards: New ___________ Change teams ____________ of highly regarded player

Predicting the Market Very __________ Licensing are expensive Oakland Raiders took risk by adding ________ to color scheme Fans liked it; increased sales Successes Starter, Rawlings, and Champion have consistent record Upper Deck has done well Kodak boosted sales by becoming Olympic sponsor

Lesson 5.3 Publishing and Speaking Engagements

Motivational Speaking People enjoy listening to speeches by well-known individuals Athletes cannot plan on a _________ career in their sport Range from giving __________ talks to small ____________ seminars

Speakers Success Speakers success and the ________ they charge depends more on: Excellent speaking and communication skills Well-written speeches Ability to handle ___________ questions Message that the audience is interested in hearing Sense of humor, sincerity, people skills

Aids to Success Rely on strong marketing and __________ campaigns An agent to _____ engagements Specialists paid __ of fees charged for the speech Promotional Sports Stars, Inc. _________ its speakers Top speakers: Rick Pitino Tommy Lasorda Mai Hamm

Price of Motivation Rick Pinto receives $20,000 and round- trip, first-class plane trip Talk about _______ building and coaching Uses “__________” as an acronym Superstars earn between $7,500-$25,000 for single speaking engagement Other related careers: ________________

Writing their Stories Well-written _________ will sell well Leads to national publicity tour Broadens the _______ because of the themes and concerns.

Publishing Process __________ or sports reporters write Prices are determined by public ____________ Author receives a _________ 10% or more of the price for each copy sold Can make several million dollars on best seller