Public Relations Steir – Chapter 10 15 February 2007
Class Reminders <ul><li>Article Analysis  #2 – Submit next Tuesday </li></ul><ul><ul><li>* Clearly identify   5  key learn...
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...
Review of Fundraising <ul><li>What types of “ resources ” can be “ raised ” for the benefit of a sport-fitness organizatio...
Preview to Public Relations <ul><li>Q1 : Public Relations = Media Relations + _____ </li></ul><ul><li>Q2 : The difference ...
Public Relations Defined <ul><li>Public Relations  = your definition? </li></ul><ul><li>“… a multifaceted form of communic...
Public Relations Public Relations Media  Relations Community  Relations *   Effective PR programs (MR + CR) create publici...
Media Relations <ul><li>“… designed to formulate and shape favorable opinion via the mass media ”  </li></ul><ul><li>React...
Community Relations <ul><li>Community Relations  = your definition? </li></ul><ul><li>“… strategic programs used to enhanc...
Recent Community Relations Notes From Sports Business Journal <ul><li>NFL  celebrates 30-year relationship with the United...
Community Relations Initiatives By Professional Sport Teams <ul><li>St. Louis Cardinals </li></ul><ul><li>Chicago Cubs </l...
Community Relations <ul><li>Player Involvement is Key  –   Why? </li></ul><ul><li>Player presence & involvement attracts f...
Public Relations Functions   (Mullin, 324) <ul><li>What are some? </li></ul><ul><li>Inform and Communicate </li></ul><ul><...
Public Relations Functions  (Mullin, 324) <ul><li>Inform and Communicate  –  with who ? </li></ul><ul><li>With alumni and ...
Public Relations Functions  (Mullin, 324) <ul><li>Shape and Enhance Image  –  How ? </li></ul><ul><li>“… demonstrate to th...
Public Relations Functions  (Mullin, 327) <ul><li>Promote Employee Relations  –  How ? </li></ul><ul><li>Create an open “f...
Public Relations Functions  (Mullin, 327) <ul><li>Gain Political or Popular Support  –  How ? </li></ul><ul><li>Implement ...
Public Relations Functions  (Mullin, 329) <ul><li>Recruit and Develop Business  –  How ? </li></ul><ul><li>Portray the “ex...
Public Relations Functions  (Mullin, 329) <ul><li>Launch New Products or Innovations  – how? </li></ul><ul><li>Use an effe...
Public Relations Functions  (Mullin, 329) <ul><li>Generate and Collect Feedback  –  how? </li></ul><ul><li>“ monitor the  ...
Public Relations Functions  (Mullin, 329) <ul><li>Cope with Crisis  –  How? </li></ul><ul><li>Being proactive by implement...
Media Impact on Sport Public Relations <ul><li>Changed the way sports were presented and accepted in American Households –...
Summary-Conclusion <ul><li>Public relations is an essential element in the marketing mix </li></ul><ul><li>Effective media...
Next Week – Feb 20 and 22nd <ul><li>Bring Article Analysis #2 (Marketing/Promotion) </li></ul><ul><li>on Tuesday (2/20) </...
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Public Relations

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Public Relations

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

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