1. Chapter 11 Public Relations

2. Objectives
To understand public relations and its role in positioning and in 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. Defining Public Relations
An interactive marketing communications strategy that seeks to create a variety of media designed to convey the organizational philosophies, goals, and objectives to an identified group of publics for the purpose of establishing a relationship built on comprehension, interest, and support

4. Public Relations
Public relations usually involves implementing specific publicity plans and tactics in coordination with the marketing strategy, designed to alter or reinforce
consumer perceptions,
attitudes, and
levels of awareness.
The goal of this function is to earn public understanding and acceptance.

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

6. Public Relations Specialist Skills
Building relationships
Communicating
Creating the public relations plan
Making the pitch
Managing the story
Establishing talking points
Managing crises

7. Media Relations (continued)
Reactive: responds to inquiries.
Proactive: initiated by the organization rather than some external entity.
Interactive: develops mutually beneficial relationships with the media and assists the media on a variety of issues.
(continued)

8. Media Relations (continued)
Public relations in the sport marketing mix
Public relations can highlight the connection between athletes, teams, or events and key sponsors.
Sport public relations in the digital age
Technology has rapidly changed the way that sport organizations use media to communicate with their publics.

9. Community Relations
The aim of community relations programs is to achieve corporate public relations objectives related to enhancing public understanding and gaining public approval and acceptance, ideally leading to public support.

10. 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

11. Sport Community Relations
Media relations objectives are typically short term whereas community relations objectives are typically long term.
Humanize athletes
Enhance other marketing initiatives
Serve as corporate philanthropy
Generate goodwill toward sport organization

12. Public Relations Functions
Provide information and general communication (to consumers, shareholders, suppliers, competitors, government agencies, and the public)
Shape and enhance image
Community relations
Employee relations
(continued)

13. Sport, Television, and Entertainment: Impact on Sport Public Relations (continued)
With an increase in media attention comes greater demand, scrutiny, criticism, and controversy surrounding sports figures.
PR professionals play a significant role in providing strategic counsel to help athletes and organizations navigate this diverse media landscape.
(continued)

14. Sport, Television, and Entertainment: Impact on Sport Public Relations (continued)
The ultimate goal for the sport PR professional is to balance media opportunities available while avoiding potential pitfalls that the intense scrutiny and media coverage in the digital age can present.