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Chapter 6 - SPB 309
- 1. Chapter ?? 6 Focusing onthe SportFocusing on the Sport Organization–MediaOrganization–Media RelationshipRelationship C H A P T E R
- 2. Objectives • Define massmedia • Denote the significance of rights fees in the success of sport organizations • Describe adaptations sport organizations have made to accommodate television • Identify historical methods of public relations in sport
- 3. Mass Media Defined •Traditionally, scholars have divided mass media forms into print and electronic. -Print media are newspapers, magazines, and books. -Electronic media are radio, television, and film. (continued) where do new forms of media like mobile fit in?
- 4. Mass Media Defined •Pedersen, Miloch, and Laucella (2007) conceived a strategic sport communication model in which one of three components focused on sport mass media. • They distinguish among three segments of sport mass media – Publishing and print communication – Electronic and visual communication – New media What are the pros and cons of each? How do they work together in PR?
- 5. Sport and Massmedia are two partners delivering sport content to consumers What led to the partnership between sport and media? Improvements in communication! telegraph & newspapers Improvements in transportation!
- 6. Early Newspapers (print) Evolution= factual --> creative
- 7. The media turned Athletesinto Heroes! Athletes into Heroes!
- 8. Electronic Media andRights Fees • Early Broadcast (radio/TV) initiated the importance of rights fees for sporting events • Mass media outlets pay league rights fees for permission to broadcast sporting events • Rights fees contribute a significant amount to league yearly revenues • Profit Sharing (Sports Broadcasting Act) • See Table 6.2 on rights fees of major sporting events Why is the media willing to pay so much???
- 9. Evolution of Sport PublicRelations • 1800s baseball management–labor dispute – Brotherhood of Professional Baseball Players – The Players League
- 10. College Sports PublicRelations walter camp Father of Football Exposure of College Football knute rockne Sport Brand Equity More than 1,800 members
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- 13. Power of MassMedia (Sage, 1998) (Sage, 1998) Sources of Power •Constitutional protection - profession vs. activity •Universal access to the public - 74% of households in north America have internet. Balancing mass media needs and org. media •Corporate organization - reduction of outlets, increase in size of media companies, changes in media needs/wants (vertical integration, no rights fees) •Ability to construct ideology - gatekeepers
- 14. Mass Media Structures •Print media • Electronic media
- 15. Print Media • Newspapers •Magazines • Wire service Electronic Media • Radio • Television – Broadcast television – Cable and satellite television – Ratings and shares • Internet • Streaming Differences in engagement and sports content?
- 16. Relationship Between Mass Mediaand Sport • Symbiotic relationship - sports as a social institution, rights fees, free publicity, media ratings and viewership/readership • Creation of programming - X Games, Goodwill games • Sister relationships: ESPN and ABC
- 17. Sport Adaptations forTelevision • Baseball – Designated hitter – League expansion – Divisional split – Additional postseason competition – World Series night scheduling • Football – Monday Night Football – Rule changes – Television time-outs – Wild-card playoff berths (continued)
- 18. Future of SportPublic Relations • Breaking news on an organization’s own website • Instantaneous dissemination of information – Facebook, Twitter, Blogs, Instagram
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