Chapter Exploring Unmediated Communication Tactics C H A P T E R

Objectives Describe how unmediated communication tactics relate to community relations Specify advantages of unmediated communication tactics for public relations Identify the benefits unmediated communication tactics bring to the sport organization (continued)

Objectives (continued) Recognize the types of unmediated communication tactics commonly used in sport Discuss key considerations when planning unmediated communication tactics Note how unmediated communication tactics may be leveraged to generate revenue for the sport organization

Community Relations in Sport Unmediated communication Corporate social responsibility

Unmediated Communication Two-way contact that does not pass through a channel or medium

Unmediated Communication Tactics Public speeches Personal appearances Promotional tours Clinics Open houses

Advantages Interaction is face-to-face Audience typically predisposed to be interested and supportive High degree of message control

Results Development of personal connections with members of key publics Production of goodwill and favorable attitudes Generation of publicity Ability to at least indirectly generate revenue

Speakers Bureaus Some sport organizations establish speakers bureaus –Exclusive representation –Nonexclusive representation Speakers bureau functions –Identify speakers –Secure opportunities –Prepare speakers

Preparing Speakers General coaching Audience analysis and objective identification Q&A preparation Speech development Support material development

Personal Appearances Examples –Autograph sessions –Meet-and-greet Athletes may be difficult to secure; other representatives may be effective Preparing representatives is a key to success

Promotional Events Caravan tours common among major professional teams and college programs Other tactics –Draft parties –Customer appreciation days

Clinics On-field or court tactic for teams, fitness providers, sporting goods retailers Considerations –Careful scheduling –Advance promotion –Coordination among key parties –Delineation of key messages

Open Houses Provide opportunities for community members to tour facilities and meet organizational representatives Key considerations –Prepare facility –Promote heavily –Provide incentives for attendance –Secure information about guests

Other Tactics Professional or academic conferences Exhibitor fairs Special service tactics

Generating Revenue Platform for distributing promotional messages and organizational media Sales opportunities either on site or as follow-up