Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Chapter 05

556 views

Published on

Published in: Business, Technology
  • Be the first to comment

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

×