1. chapter 16 Public Relations

2. 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

3. 5 P’s of the Marketing Mix Product (Unique) Price (Most flexible) Place (Distribution channels) Promotion (Create and maintain demand) Public Relations?

4. 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). In simple terms, it is about stakeholder relationships. Stakeholders include: customers, players, alumni, fans, media, community, government, those inside the organization, etc…

5. Public Relations and Communications Public Relations utilizes all channels of communication and selects the best to carry the “appropriate” message. 1.Digital media (television) 2.Written media 3.Verbal communications (including radio) 4.Social media 5.Publicity 6.“Rumor mill”

6. Public Relations Formula Public relations = Media relations + Community relations

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

8. Community Relations: Three Distinct Forms 1.Those initiated by players (player interactions…formal and informal) 2.Those initiated by teams or institutions – team visits to schools 3.Those initiated by leagues or governing bodies (League Initiatives NFL Play 60)

9. Question? What do you think a community is looking for in a local professional or college sports organization?

10. 5 Typical 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:

11. 9 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.

12. Public Relations Specialist 7 Skills (Do you have what it takes?) 1.Good at building relationships 2.Communication in every form 3.Creating the Public Relations Plan 4.Making the Pitch (elevator pitches) 5.Managing the Story (“spinning” 6.Talking Points (finding a common message) 7.Crisis Management (calm, cool, and collected – first 24 hours important)

13. Biggest PR Problems of last 10 years http://bleacherreport.com/articles/1151351-20- biggest-sports-pr-disasters-of-the-last- decade/page/21

14. Public Relations Professional Randy Rice http://www.youtube.com/watch?v=KyiqZ3k447 A

15. Public Relations Integrated With Marketing “ Interactive Marketing Communications” “Interactive marketing communications is a 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”

16. Media Impact on Sport Public Relations: Sport in the Daily Mix of Life Athletes away from the playing field: Ball Four: A “tell all” book written about the 1960’s New York Yankees by former player Jim Bouton in 1970. It told of rampant drug abuse and bad player behavior Sport as entertainment: Monday Night Football changed what people did on Monday nights in America Expanded sport coverage: ESPN allowed us to know about every game without watching it.

17. Strategic Planning and Public Relations “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.