G. Clayton Stoldt, Catherine Pratt, Steven W. Dittmore chapter 11 Public Relations in the Sport Industry

Introduction Primary aspects of sport public relations Communication in general Common sport public relations jobs Community relations in sport

Communication Basics Most basic skills Becoming an effective communicator General communication models Models of public relations practice

Most Basic Skills Writing –Grammatically correct –Succinct wording –Flow of ideas from one point to another Speaking Ability to boil down large amounts of information into key points that are repetitively emphasized

Becoming an Effective Communicator Practice, practice, practice! Gain related experience –Learning activities in your classes –Volunteering with a sport organization

General Communication Models Hundreds of communication models The most well-known and useful models treat communication as a process

Components of the Communication Process Source The person giving the message Message Words and pictures that the sender produces Channels Delivery of the message from sender to receiver (continued)

Components of the Communication Process (continued) Receiver Person who receives the words and pictures that the sender produces Encoding and decoding Assigning meaning to the communicated message (continued)

Components of the Communication Process (continued) Noise Interferes with the reception of the message Feedback Communication that the receiver sends back to the sender

Communication Pitfalls Selective attention Topics that are of interest Selective perception Interpreting information that reinforces what we already believe Selective retention –Remembering what is comfortable and useful –Forgetting what is uncomfortable and disagreeable

Models of Public Relations Practice One-way communication models Do not necessarily seek input or attention from the public Two-way communication models Require input from target publics

One-Way Communication Models Publicity or press agentry models –Do not seek input from their key publics –Are concerned about getting their message out there –Push the envelope at times to get attention Public information model –Provide information in a credible manner –Example: sports information offices

Two-Way Communication Models Asymmetrical approach The organization uses information about the public to get them to behave as desired Symmetrical approach The organization and the public negotiate mutually acceptable solutions

Media Relations in Sport Sport and the mass media Print media Electronic media What media relations specialists do Careers in media relations Ethical issues in media relations

Sport and the Mass Media Symbolic relationship Each uses the other for its own gain Positive publicity Air time or print space is free and more credible Negative publicity Cannot direct the media not to print or broadcast embarrassing stories

Print Media Newspapers Sport coverage draws in 60% of newspaper readers Magazines –General interest sport publications –Specialized sport publications

Electronic Media Radio 99% of American homes have radios Television sets 98% of American homes have television sets Cable television 69% of American homes have cable television

What Media Relations Specialists Do Success requires –Genuine interest in the field –Strong communication skills –Perseverance –Securing internship opportunities –Securing entry-level job opportunities (continued)

What Media Relations Specialists Do (continued) Duties –Writing news releases –Writing feature stories –Preparing game programs –Overseeing promotional activities –Planning and conducting press conferences

Careers in Media Relations Organizations –Thousands of colleges and universities –Hundreds of major and minor professional sport teams –One or more sport organizations in most cities Competitiveness –Popular and competitive –Employers looking for solid education preparation –Typical majors: sport management, journalism, public relations, communications (continued)

Careers in Media Relations (continued) Capitalize on opportunities –Volunteer and internship experiences –Build network of practitioners Where to start –Minor league teams –YMCA and YWCA Your commitment “First one to arrive, last one to leave”

Ethical Issues in Media Relations Privacy Be sensitive and release only information that will not compromise people’s right to privacy One- and two-way models Protect the boundaries of ethical relationships with key constituents Code of ethics CoSIDA, for example, prescribes a code of ethics

Community Relations in Sport Community relations activities –Center on promoting charitable initiatives –Develop face-to-face contact with stakeholders –Complement media relations work Why engage in activities –Enhance image –Short-term revenue gain –Social responsibility (continued)

Community Relations in Sport (continued) What community relations professionals do –Work for a team, facility, or organization –Create, organize, and execute charitable initiatives –Designed for community enhancement Organizations –Professional entertainment organizations –College and universities, for-profit fitness centers –Sporting goods manufacturers Competitiveness –Fierce competition –Must distinguish yourself –Need proven track record in executing initiatives (continued)

Careers in Community Relations (continued) Capitalize on opportunities –Expand network of contacts –Document your effectiveness in endeavors –Volunteer, serve internship, gain entry-level experience Demand –High –Pay may be less than media relations positions Challenges unique to the industry –Receive many requests for help –Matching initiatives with high-profile coaches and athletes

Ethical Issues in Community Relations Keeping priorities straight “The benefits of a community relations program should be in the program, not the publicity” Giving credit where credit is due Share the spotlight when teaming with other businesses

Other Public Relations Positions Corporate communications Frequently intersects with multiple PR areas Creative specialist Has skills in design, layout, graphic arts, technical areas Employee and volunteer relations Builds strong internal relationships Web site manager Manages organization’s Web sites

Communication Technology and Its Effect on Sport Internet –Single most important development in recent years –39% of US population access sports information Relatively simply and inexpensive World Wide Web Vast array of sources available

Current Challenges for Sport Public Relations Professionals Posting information on-line Print journalist versus broadcast media outlets Noncredible and nonauthorized information –False rumors –Video of a team’s practice Underutilizing direct communication skills Becoming too reliant on technology