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Electronic Media

Electronic Media. Chapter 14. Media Relations. To formulate and shape favorable public opinion via the mass media. THREE APPROACHES. Reactive media relations – Field and respond to inquiries and situations. Proactive media relations – Initiate actions in handling situations.

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Electronic Media

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  1. Electronic Media Chapter 14

  2. Media Relations • To formulate and shape favorable public opinion via the mass media.

  3. THREE APPROACHES • Reactive media relations – Field and respond to inquiries and situations. • Proactive media relations – Initiate actions in handling situations. • Interactive media relations – Develop mutually beneficial relationships with the media and assist the media on a variety of issues.

  4. SYMBIOTIC RELATIONSHIP OF SPORTS AND MEDIA (TV) • 1920’s – radio • 1950’s – TV • 1980’s – cable TV • 1990’s – satellite TV and Internet • (cont.)

  5. Growth of sports driven by TV: *creates new fans *increases interest with existing fans *powerful promotional and marketing tool

  6. ELECTRONIC MEDIA Broadcasters spend more than $5 billion per year for sports programs. Sport marketers should: • Understand the broad spectrum of electronic media options. (cont.)

  7. Understand how each electronic media option can reach specific target audiences and potential consumers. • Understand the value of their sports programs in the media environment. • Examine the costs and benefits of producing their own media products.

  8. Sports valued by media companies • Provides credibility for TV networks • Used to promote other TV programs • Sports teams owned by media companies (reduces advertising costs and increases promotions and marketing strategies)

  9. RADIO • More economical than TV • Helps build audiences • Creates alliances with local businesses • Provides other promotional and marketing opportunities (cont)

  10. Provides cross-promotional opportunities via exchange of tickets, signage, advertising for air-time and promotion of ticket sales. • Provides last minute and spontaneous marketing efforts.

  11. DIGITAL TECHNOLOGY: Convergence – technology combines radio, TV, and computer capabilities so consumers can access a variety of information when they want.

  12. Sports will play an important role in the development of digital technology: • Loyal fans seek out sport teams and players • Sport brands attract audiences • Sports will help drive sales of digital technology

  13. Sport teams and leagues need to develop well designed, interactive, and user friendly web sites.

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