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Public Relations
 

Public Relations

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http://sportsponsorshipandmedia.blogspot.com

http://sportsponsorshipandmedia.blogspot.com

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    Public Relations Public Relations Presentation Transcript

    • PUBLIC RELATIONS
    • DEFINITION
      Communication of information to
      consumers through the strategic use of
      media
      The shaping of public opinion through
      persuasive communication
    • CHARACTERISITICS
      More subtle than advertising
      Cost-free
      Communication reliant
    • PUBLIC RELATIONS NEED
      To manage the communication between an organisation and its public
      To shift attitudes
      To integrate PR with marketing, advertising and sponsorship
    • PUBLIC RELATIONS NEED cont.
      To build community relationships
      To generate ‘free’ publicity
      To inform
    • PUBLIC RELATIONS NEED cont.
      To gain public acceptance
      To promote perspectives, services, products...
      To combat public perceptions and views
    • WHO ARE THE PUBLIC?
      Community
      Potential clients
      Opinion leaders
      Fans
    • WHO ARE THE PUBLIC cont.
      Investors, financiers, money markets
      Specific groups & target audiences
      Decision makers
      Government
    • CLUB PUBLIC RELATIONS
      All clubs need positive public relations
      The president, CEO or head coach is critical
      Have a clear PR and media plan
      Monitor other clubs’ successes
    • CLUB PUBLIC RELATIONS cont.
      Good reputations are earned
      Good impressions are investments
      Establish credibility
      Plan communications and responses
    • PUBLIC RELATIONS MODES
      Branding
      Annual reports
      Newsletters
      Media releases
    • P R MODES cont.
      Direct mail
      Presentations
      Using celebrities
      Letters to the editor
    • P R MODES cont.
      Community service
      Personal contact
      Photographs
      Websites and social media
    • THE MARKETING FIT
      Marketing is the trading of services and products
      Advertising is the purchase of space for placing a message
      PR is a planned process to shape public attitudes and opinions
    • HAVE WE...
      Seen a rise in sales?
      Seen a growth in perceptions of our image?
      Enhanced our brand awareness?
      Made effective use of the media?