1. Utilize publicity to inform stakeholders of business activities
4.03
Utilize publicity to inform stakeholders of business activities

2. WRITE A PRESS RELEASE

3. PRESS RELEASE
FACTUAL ANNOUNCEMENTS SENT TO THE MEDIA TO BE USED AS NEWS ITEMS ON REGULAR BASIS
WHO SENDS Press Releases?
Businesses, Organizations, Individuals, and Government
Locally, Nationally and Internationally
 WHO CREATES Press Releases?
Public Relations Department

4. PURPOSES of PRESS RELEASES
Introduce NEW PRODUCTS
Keep the BUSINESS IN THE PUBLIC EYE
Position the BUSINESS’S IMAGE
Support good EMPLOYEE RELATIONS
Create good COMMUNITY RELATIONS

5. INFORMATION in PRESS RELEASES
HARD COPY
SOFT COPY
Information that should be announced IMMEDIATELY
Public will want to know about it right away
Information that DOES NOT need to be announced immediately
Public WILL NOT CARE if they hear about it now or later

6. STEPS to WRITING A PRESS RELEASE
PREPARE
List the most important facts
Identify which media to use
PUT IMPORTANT INFORMATION FIRST
Inverted Pyramid Approach
“Who, What, When, Where, Why, How”
STICK TO THE FACTS
AVOID USING OPINIONS or EMOTIONS

7. STEPS to WRITING A PRESS RELEASE
4. Write CLEARLY and EASY TO UNDERSTAND
No complex words
5. Write in ACTIVE VOICE (Verbs)
6. EDIT Grammar and Spelling
If send with errors, CONTACT the media to give the correct information IMMEDIATELY

8. SENDING PRESS RELEASE to MEDIA
OBTAIN MEDIA DEADLINES
Send Press Release CLOSE to deadline
NEED to CATCH THE EDITOR’S ATTENTION
THE EDITOR DECIDES WHETHER TO PUBLISH OR BROADCAST THE RELEASE
INCLUDE A CAPTIONED PHOTOGRAPH
Picture that is accompanied by written text called a caption
Send the release to a specific person
Send a COVER LETTER with the release
Send a THANK-YOU NOTE after the release is used

9. PROFESSIONAL PRESS RELEASES
Typed
ARRANGE INFORMATION APPROPIRATELY:
Company NAME/CONTACT Information
WHEN the release should be used
If a PHOTOGRAPH is enclosed
A HEADLINE for the release
The PLACE AND DATE of the news
The BODY of the release
End of the release (“-END-”)

10. DEVELOP A NEWSLETTER

11. NEWSLETTERS
Bulletin issued periodically to inform a group about a business/organization
EXCELLENT MARKETING TOOL
COMMUNICATE WITH THE PUBLIC
Increase business
Market your brand
TYPES of Newsletters
PRINTED
ONLINE

12. EFFECTIVE NEWSLETTERS
“CATCHY” CONTENT
Needs to be interesting to customers/fans
BLEND content articles with ADVERTISEMENTS
Promote your product throughout newsletter
BE POLITE
“Dear Friends”

13. STEPS to WRITING a NEWSLETTER
RESEARCH
Look at other newsletters for ideas
Develop a PLAN
WHO will write it, WHO will read it, WHO will distribute it?
WHAT is the content?
WHEN will it be published?
HOW will it be produced ( or print)?
Design a FORMAT
Number of columns/pictures/articles per page
Colors and Font Types
SELECT PEOPLE to write articles to submit
Create submission DEADLINE
EDIT
DISTRIBUTE

14. DEVELOP A MEDIA GUIDE

15. Sports-related press booklet published by
MEDIA GUIDES
Sports-related press booklet published by
sporting teams
Provide information about
Participants
Location
Price
ENCOURAGE TELEVISION/NEWSPAPER COVERAGE OF THE SPORT
Goals:
Generate interest so the MEDIA WILL PROVIDE COVERAGE
ENCOURAGE SPECTATORS TO BUY TICKETS

16. DEVELOPING a MEDIA GUIDE
BUDGET
How much will is cost?
ADVERTISING
Who will buy advertising space?
Photographs and Graphics
Logos, photos from past seasons, team pictures, etc.
Page design
Layout: where will certain information go?
PRINTING/DISTRIBUTION
Online or Printed?
How will you get it to the fans?

17. EXPLAIN MEDIA RELATIONS

18. MEDIA RELATIONS and SPORTS
keeps us informed, entertained and enlightened of SPORTING EVENTS
SPORTS
Provides MEDIA with news and events which attracts public interest

19. PUBLIC RELATIONS vs. MEDIA RELATIONS
Communicating with ALL the many people an organization may have a relationship with 
Employees
Customers
Fans
Communities’
MEDIA
Interaction with the MEDIA….
Reporters
Journalists
Editors
Print Media
Electronic Media
Online Media
…to communicate organization’s newsworthy information

20. MEDIA RELATION REPRESENTATIVES
BEAT WRITERS
Writer assigned to cover specific topics
Sports: typically assigned to cover specific sport or team
COLUMNISTS
Writer for a specific publication
TV Game Broadcasters
Radio Game Broadcasters
Photographers

21. MEDIA RELATIONS POSITIVE EFFECTS NEGATIVE EFFECTS MONEY
Media companies pay for the rights to show a sporting event
Sports shown on the TV generate sponsorships
ROLE MODELS
Endorsements of famous athletes
INSPIRATION
Encourage people to get involved
COACHING AID
Watching games on TV can provide guidance to athletes, coaches or teams
BIAS
Only really popular sports get much attention
LACK OF ATTENDANCE
Games shown on TV-ticket sales often drop
ATTENTION
Attention paid to pro athlete private lives more than sport
DEMANDS
Media coverage impacts games (timing, commercials, etc.)

22. MEDIA RELATIONS and CRISIS
Athletes have become CELEBRITIES because of increased MEDIA COVERAGE
Their PERSONAL LIVES are covered by the Media
Must OVERCOME NEGATIVE PUBLICITY
Ex: After criticism for being overpaid, a pro-athlete became a volunteer spokesperson for Special Olympics

23. CULTIVATE MEDIA RELATIONSHIP

24. POSITIVE MEDIA RELATIONSHIPS
Developing POSITIVE RELATIONSHIPS with the Media:
GENERATES PUBLICITY
More publicity = More sales = More Money!
MAXIMIZE FAVORABLE NEWS AND EVENT COVERAGE
PLAN A MEDIA DAY
Give media chance to VISIT EVENT VENUE IN ADVANCE
ENCOURAGE MEDIA TO PUBLICIZE THE PREPARATIONS
Must be HONEST AND PROFESSIONAL
PUBLIC RELATIONS PROFESSIONALS should present themselves this way

25. TYPES of MEDIA RELATIONSHIPS
INTERACTIVE
Both media and sport entity have ONGOING, TWO-WAY COMMUNICATION
BUILD TRUST AND GOODWILL
BUILDS MUTUALLY FAVORABLE
Both parties must get something out it
PROACTIVE
Consider POSITIVE MESSAGES the company wants to send
REACTIVE
Consider potentially NEGATIVE NEWS and establish how the company will respond