chapter 16 Public Relations

Objectives To understand public relations and its role in positioning and in the formulation of the marketing mix To recognize the importance of effective community relations programming in product positioning and effective marketing efforts To understand the role, scope, and influence of the media and how that role can be used in conjunction with public and community relations programming to alter perceptions and influence public opinion and support

Defining Public Relations “Public relations is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and executes a program of action to earn public understanding and acceptance” (see endnote 3 in book). It is “the profitable integration of an organization's new and continuing relationship with stakeholders, including customers, by managing all communications contacts with the organization that create and protect the reputation of the organization” (see endnote 4 in book).

Public Relations Formula Public relations = Media relations + Community relations

Functions of PR Department Planning campaigns Facilitating interviews Disseminating press releases Compiling statistical information and other helpful promotion information Holding press conferences The ultimate goal for the public relations department is to cultivate a positive image of the company by proactively seeking and accommodating favorable opportunities in the press through these means:

Public Relations Specialist Skills Building Relationships Communication Creating the Public Relations Plan Making the Pitch Managing the Story Talking Points Crisis Management

Media Relations Reactive: Responds to inquiries. Proactive: The point of initiation is the organization rather than some external entity. Interactive: Develops mutually beneficial relationships with the media and assists the media on a variety of issues.

Three Distinct Forms of Community Relations 1.Those initiated by players 2.Those initiated by teams or institutions 3.Those initiated by leagues or governing bodies

Public Relations Integrated With Marketing Interactive marketing communications strategy that seeks to create a variety of media designed to convey the philosophies, goals, and objectives of an organization to identified groups and publics for the purpose of developing a relationship based on comprehension, interest, and support

Public Relations Functions Provide information and general communication (to consumers, shareholders, suppliers, competitors, government agencies, and the general public). Inform and communicate. Shape and enhance image. Promote employee relations. Gain political or popular support. Recruit and develop business. Launch new products or innovations. Generate and collect feedback. Cope with crisis.

Media Impact on Sport Public Relations: Sport in the Daily Mix of Life Athletes away from the playing field: Ball four Sport as entertainment: Monday Night Football Expanded sport coverage: ESPN

Strategic Planning and Public Relations Strategic planning is a philosophy of management based on identifying purpose, objectives, and desired results; establishing a realistic program for obtaining these results; and evaluating the performance. Public relations initiatives should be a part of the strategic plan, and public relations professionals should have input regarding the development of the plan.