2. Objectives
• Describe how unmediated communication tactics relate to
community relations
• Specify advantages of unmediated communication tactics
for public relations
• Identify the benefits unmediated communication tactics
bring to the sport organization
• Recognize the types of unmediated communication tactics
commonly used in sport
• Discuss key considerations when planning unmediated
communication tactics
• Note how unmediated communication tactics may be
leveraged to generate revenue for the sport organization
3. Community Relations in Sport
• Unmediated communication
• Corporate social responsibility
10. Results
• Development of personal connections with
members of key publics - potentially produce
less sensitivity to price increases & poor
performance
• Production of goodwill and favorable attitudes
(3 main groups of people)
level of impact
lowhigh
Group 1 Group 2 Group 3
11. Results
• Generation of publicity - favorable attention, may
be of interest to the media
• Ability to at least indirectly generate revenue -
opportunity to promote new products, upcoming
games, special pricing promotions, etc...
12. Promotional Events
• Caravan tours common among major
professional teams and college programs
• Other tactics
– Draft parties
– Customer appreciation days
13.
14. Clinics
• On-field or court tactic for teams, fitness
providers, sporting goods retailers
• Considerations
– Careful scheduling
– Advance promotion
– Coordination among key parties
– Delineation of key messages
15. Open Houses
• Provide opportunities for community members
to tour facilities and meet organizational
representatives
• Key considerations
– Prepare facility
– Promote heavily
– Provide incentives for attendance
– Secure information about guests
