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Public Relations

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Transcript

  • 1. Public Relations Steir – Chapter 10 15 February 2007
  • 2. Class Reminders
    • Article Analysis #2 – Submit next Tuesday
      • * Clearly identify 5 key learning pts, add opinion
    • WebCT activities – grades are updated
      • * Reminder – at least 2 postings for each chapter discussion
    • Weekly Articles – make sure you select and use detailed articles, not just short press releases
      • Comments in the margin throughout the article
    • Today’s Topic = Public Relations
  • 3. Review of Marketing Mix What are the 5 “P’s” of marketing? (1) The P roduct , service, or idea (2) The P lace where the product will be most readily acceptable, distributed, and/or shared (3) The P rice the market will bear for the product, service, or idea (4) The P romotional activity or strategy associated with promoting the product, service, or idea to the public (5) The P ublic - potential consumers (target market) Supplementary “Ps” = (6 & 7) P rocess and P ersonnel
  • 4. Review of Fundraising
    • What types of “ resources ” can be “ raised ” for the benefit of a sport-fitness organization?
    • (1) Monetary Donations
    • (2) Services
      • Accounting
      • Legal
      • Medical and Health
    • (3) Goods and Products
      • Food
      • Equipment
      • Supplies
  • 5. Preview to Public Relations
    • Q1 : Public Relations = Media Relations + _____
    • Q2 : The difference between reactive and proactive media relations?
    • Q3 : Describe what the primary function of a NCAA SID is ?
    • Q4 : Community relations programs are typically initiated in 3 main ways?
    • Q5 : Describe how publicity is sometimes not controllable ?
  • 6. Public Relations Defined
    • Public Relations = your definition?
    • “… a multifaceted form of communication, with the intent to foster a positive company or product image ” (Mullin, 317)
    • “… marketing plans and tactics designed to alter or reinforce consumer perceptions, attitudes, or levels of awareness ” (Mullin, 317)
  • 7. Public Relations Public Relations Media Relations Community Relations * Effective PR programs (MR + CR) create publicity – publicity sometimes not controllable
  • 8. Media Relations
    • “… designed to formulate and shape favorable opinion via the mass media ”
    • Reactive vs. Proactive vs. Interactive Approach ?
    • Reactive = personnel respond to questions and requests from the media & interested parties (SID, Tony Dungy, Post-game interviews)
    • Proactive = organization initiates contact with media (reports scores, sends media guides)
    • Interactive = developing long-term, two-way relationship with media outlets
  • 9. Community Relations
    • Community Relations = your definition?
    • “… strategic programs used to enhance public understanding, approval. and acceptance” “giving back to the community”
    • Individual and/or corporate philanthropy
    • CR Programs typically initiated by:
    • - Player (Tiger Woods Foundation)
    • - Team (Orlando Magic Youth Foundation)
    • - League (NFL and the United Way)
  • 10. Recent Community Relations Notes From Sports Business Journal
    • NFL celebrates 30-year relationship with the United Way
    • Warren Sapp donated $25,000 to the Florida Citrus Sports Foundation to build a new 20-station computer lab for the organization’s annual summer camp
    • Atlanta Hawks teamed with Home Depot to renovate run-down basketball courts for Atlanta public schools
  • 11. Community Relations Initiatives By Professional Sport Teams
    • St. Louis Cardinals
    • Chicago Cubs
    • Indiana Pacers
    • St. Louis Rams
  • 12. Community Relations
    • Player Involvement is Key – Why?
    • Player presence & involvement attracts funding to the program via sponsorship, which creates media interest and coverage, which lures participation-observers to the program
    • Role of Player Relations in C.R. Programs
    • - working with charities, non-profit organizations and special programs (time, autographs, memorabilia, donations) – goal is to develop a win-win situation between player and organiz.
  • 13. Public Relations Functions (Mullin, 324)
    • What are some?
    • 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
  • 14. Public Relations Functions (Mullin, 324)
    • Inform and Communicate – with who ?
    • With alumni and consumers
    • With media outlets
    • With shareholders
    • With suppliers
    • With competitors
    • With government agencies and governing bodies
    • With the general public
    • With target markets
  • 15. Public Relations Functions (Mullin, 324)
    • Shape and Enhance Image – How ?
    • “… demonstrate to the public that your products are well made, services are first-rate and vital to the industry, and that your organization is a responsible “citizen” and contributor to the community …”
    • Individuals, teams, leagues, institutions, and corporations integrate marketing and public relations activities to reach target markets
  • 16. Public Relations Functions (Mullin, 327)
    • Promote Employee Relations – How ?
    • Create an open “flow” of communication between management and employees
    • Train employees in public speaking and dealing with the media – (i.e. - NBA trains players)
    • Promote employee orientation through in-service training programs and seminars
  • 17. Public Relations Functions (Mullin, 327)
    • Gain Political or Popular Support – How ?
    • Implement an effective educational public relations program in your community
    • Q: What are we doing at EIU to accomplish this?
    • Promote conferences and meetings that will increase understanding and promote growth
  • 18. Public Relations Functions (Mullin, 329)
    • Recruit and Develop Business – How ?
    • Portray the “experience” in positive light
    • Personal Selling of Programs, Products, Services (college visits, NFL Draft, etc.)
    • Forms of Recruiting – What are some?
    • - Convincing recruits-draft choices-free agents to sign
    • - Cities attracting franchises and events to town
    • - Securing sponsorships for products and events
  • 19. Public Relations Functions (Mullin, 329)
    • Launch New Products or Innovations – how?
    • Use an effective public relations campaign to promote product awareness , product benefits , and product importance (New Orleans Hornets)
    • Try to be “ first ” in the consumer’s mind
    • Offer activities and promotions that will introduce product to the public
  • 20. Public Relations Functions (Mullin, 329)
    • Generate and Collect Feedback – how?
    • “ monitor the pulse of the public ” (Mullin, 332)
    • Monitor public interest in acceptance or rejection of your sport products, concepts, or practices
    • Use surveys, interviews, questionnaires to collect public or consumer feedback
    • * NCAA reforms due to negative feedback
  • 21. Public Relations Functions (Mullin, 329)
    • Cope with Crisis – How?
    • Being proactive by implementing procedures to place a positive “spin” on controversial public issues (crises) – follow a crisis mgmt. plan
    • Goal : promote positive public perception
    • * NFL has developed an internal 10-point crisis-control plan for addressing crisis issues
  • 22. Media Impact on Sport Public Relations
    • Changed the way sports were presented and accepted in American Households – sport has been placed in the “ daily mix ” of our lives
    • Athletes are “People” = off-field exploits exposed
    • Focus on entertainment = athletes became performers, entertainers, spokespersons, villains, etc.
  • 23. Summary-Conclusion
    • Public relations is an essential element in the marketing mix
    • Effective media and community relations helps product positioning and marketing efforts
    • Proactive public relations efforts will help build positive relations with media outlets, target markets, and the public in general
  • 24. Next Week – Feb 20 and 22nd
    • Bring Article Analysis #2 (Marketing/Promotion)
    • on Tuesday (2/20)
    • Bring Weekly Industry News # 4 (managerial skills)
    • on Thursday (2/22)
    • Be prepared to share both with the class