This chapter discusses unmediated communication tactics that can be used in sport organizations for community relations and public relations. Unmediated communication involves direct two-way interaction without a medium and includes public speeches, appearances, tours, clinics, and open houses. The advantages are direct face-to-face interaction that allows for high message control and engagement of interested audiences. These tactics can develop personal connections, generate goodwill, publicity, and revenue through promotional opportunities. The chapter provides considerations for effectively planning and implementing different unmediated tactics like clinics, open houses, and promotional events.

1. Chapter 11
11
Exploring UnmediatedExploring Unmediated
Communication TacticsCommunication Tactics
C H A P T E R

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

4. Unmediated Communication
Two-way contact that does not pass through a
channel or medium

5. Unmediated Communication Tactics
• Public speeches
• Personal appearances
• Promotional tours
• Clinics
• Open houses

7. Advantages
• Interaction is face-to-face
• Audience typically predisposed to be interested
and supportive
• High degree of message control

9. Mediated
communication
High Message
Control
communication
Unmediated
communication
Low Message
Control
? ?
?
Characteristics of
PR
Tactics

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

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

16. Other Tactics
• Professional or academic conferences
• Exhibitor fairs
• Special service tactics

17. Generating Revenue
• Platform for distributing promotional messages
and organizational media
• Sales opportunities either on site or as follow-
up

18. End Chapter 11