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Chapter 05


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Chapter 05

  1. 1. CHAPTER 5 Public Images 5.1 Public Relations 5.2 Fans 5.3 Publishing and Speaking Engagements CHAPTER 5 SLIDE
  2. 2. LESSON 5.1 Public Relations <ul><li>GOALS </li></ul><ul><li>Discuss the importance of positive public relations for sports. </li></ul><ul><li>Explain how public relations firms assist in creating favorable images. </li></ul><ul><li>Evaluate how athletes can affect public perceptions. </li></ul>CHAPTER 5 SLIDE
  3. 3. Image Is Everything <ul><li>Public relations —the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization </li></ul>CHAPTER 5 SLIDE
  4. 4. An Image Is Born <ul><li>Famous athletes expected to be role models who portray a positive image </li></ul>CHAPTER 5 SLIDE
  5. 5. An Action Plan <ul><li>Which forms of media are most appropriate for promoting the event or tournament? </li></ul><ul><li>What will be used to create a favorable image for the player, team, or event? </li></ul><ul><li>How will the public relations firm promote the event and the cause? </li></ul>CHAPTER 5 SLIDE
  6. 6. The Bigger Picture <ul><li>Sporting event locations needs an attractive presentation </li></ul><ul><li>Businesses need to maintain a reputation for excellence </li></ul><ul><li>Athletes, events, and locations must maintain positive relationships with the community and with fans </li></ul>CHAPTER 5 SLIDE
  7. 7. Special Events <ul><li>Goodwill —a general willingness to work with or assist a person or organization based on a positive reputation or relationship </li></ul><ul><li>Keeping the customer happy </li></ul><ul><li>Making public relations work </li></ul>CHAPTER 5 SLIDE
  8. 8. Keeping the Customer Happy <ul><li>Problems must be solved to create an enjoyable experience for visiting fans </li></ul><ul><li>Transportation and traffic </li></ul><ul><li>Accommodations </li></ul><ul><li>Police protection </li></ul><ul><li>Quality attractions </li></ul>CHAPTER 5 SLIDE
  9. 9. Making Public Relations Work <ul><li>Put customers first </li></ul><ul><li>Personal service & relationships </li></ul>CHAPTER 5 SLIDE
  10. 10. Athletes and Public Goodwill <ul><li>Sports heroes </li></ul><ul><ul><li>Athletes support or create their own foundations and charities </li></ul></ul><ul><ul><li>Spokespersons </li></ul></ul><ul><ul><li>Raising funds and awareness </li></ul></ul><ul><li>Fans and image </li></ul><ul><ul><li>Friendly locals create many benefits for their communities </li></ul></ul>CHAPTER 5 SLIDE
  11. 11. LESSON 5.2 Fans <ul><li>GOALS </li></ul><ul><li>List the advantages of fan clubs to both fans and athletes. </li></ul><ul><li>Discuss the importance of marketing research before undertaking a licensing agreement. </li></ul>CHAPTER 5 SLIDE
  12. 12. Fan Clubs <ul><li>Fans give athletes loyalty, positive media attention, and a following </li></ul><ul><li>A fan club offers a perfect opportunity to build a positive image </li></ul><ul><li>Benefits of fan clubs </li></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><li>Discounts </li></ul></ul><ul><ul><li>Outings or seminars </li></ul></ul>CHAPTER 5 SLIDE
  13. 13. Licensing and Merchandising <ul><li>License —allows companies to produce, distribute, and sell official merchandise </li></ul><ul><li>Royalties —a negotiated percentage of all gross sales of the particular products </li></ul>CHAPTER 5 SLIDE
  14. 14. Licensing in Collegiate Sports <ul><li>Increased demand for officially licensed university memorabilia </li></ul><ul><li>Many universities have initiated trademark licensing programs </li></ul><ul><li>Quality control measures </li></ul>CHAPTER 5 SLIDE
  15. 15. “ Evergreens” <ul><li>Products that remain valuable from year to year </li></ul><ul><li>Sports trading cards </li></ul>CHAPTER 5 SLIDE
  16. 16. Success and New Features Equal Sales <ul><li>New trends </li></ul><ul><li>New athletes </li></ul><ul><li>Changing positions of teams </li></ul><ul><li>Consumer demand </li></ul>CHAPTER 5 SLIDE
  17. 17. Predicting the Market <ul><li>Licenses are expensive to obtain </li></ul><ul><li>Investment in designing, manufacturing, shipping, and distribution </li></ul><ul><li>Marketing and promotion merchandise </li></ul><ul><li>Tracking inventory </li></ul>CHAPTER 5 SLIDE
  18. 18. Successes in the Market <ul><li>Official sponsors of events of leagues </li></ul>CHAPTER 5 SLIDE
  19. 19. LESSON 5.3 Publishing and Speaking Engagements <ul><li>GOALS </li></ul><ul><li>Explain how a sports figure can be successful in the lecture circuit. </li></ul><ul><li>Describe the steps in the creation of popular sports books. </li></ul>CHAPTER 5 SLIDE
  20. 20. Motivational Speaking <ul><li>Many athletes extend their association with sports through speaking engagements </li></ul><ul><li>Aids to success </li></ul><ul><li>The price of motivation </li></ul><ul><li>Ongoing success </li></ul>CHAPTER 5 SLIDE
  21. 21. Writing Their Stories <ul><li>Extend a sports career profitability </li></ul><ul><li>Broadening the audience </li></ul><ul><ul><li>Target audience </li></ul></ul><ul><ul><li>Larger audience because of universal themes and concerns </li></ul></ul>CHAPTER 5 SLIDE
  22. 22. The Publishing Process <ul><li>Ghostwriter </li></ul><ul><li>Book prices determined by public demand and the extend of distribution </li></ul><ul><li>Author receives a royalty </li></ul><ul><li>Literary agent —an individual who, for a percentage of the sales, will plan the marketing campaign and book appearances </li></ul>CHAPTER 5 SLIDE