5 1 public relations
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5.1 - Public Relations. Public relations is the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization. Public relations professionals work hard in the sports world to create positive images of the game and the players. Negative Image.

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5.1 - Public Relations

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5 1 public relations

5.1 - Public Relations

  • Public relations is the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization.

  • Public relations professionals work hard in the sports world to create positive images of the game and the players.

Negative image

Negative Image

  • Michael Vick

  • Plaxico Burress

  • Adam “Pacman” Jones

  • Ron Artest

  • Dante Stallworth

  • Manny Ramirez

  • Terrell Owens

Positive image

Positive Image

  • Albert Pujols

  • Chase Utley

  • Phil Mickelson

  • Jay Wright

  • LeBron James

  • Cristiano Ronaldo

  • Venus/Serena Williams

Special events

Special Events

  • Businesses can be involved with sports in many ways.

  • Ultimately, their goal is to establish goodwill.

  • Goodwill is a general willingness to work with or assist a person or organization based on a positive reputation or relationship.

Chapter 5

Chapter 5

Public Images

Elements of good public relations

Elements of Good Public Relations

  • Attentive Listening

  • Problem Solving

  • Understanding Customers’ Needs

  • Put Customers First

  • Successfully Network to Promote Products

  • Evaluate the Experience to Determine Strengths and Weaknesses.

Athletes and public goodwill

Athletes and Public Goodwill

  • Big Brothers

  • Big Sisters

  • Special Olympics

  • March of Dimes

  • Boys and Girls Club Of America

  • Ronald McDonald House

5 1 assignments

5.1 - Assignments

  • Page 118- Intermission

  • Page 121- Intermission

  • Page 122- Encore # 1-4

5 2 fans

5.2 - Fans

  • Fans give athletes loyalty, positive media attention, and a following that results in ticket sales, and sales of promotional materials such as t-shirts, trading cards, jackets, hats, and other memorabilia.

Licensing and merchandising

Licensing and Merchandising

  • A company needs a license before it can market products with the likeness of sports figures, team emblems, or other official sports insignias.

  • The owner of a logo receives, royalties, or a negotiated percentage of all gross sales of the particular products.

Licensing in collegiate sports

Licensing in Collegiate Sports

  • Officially licensed Collegiate Products earn over $2.5 billion in revenue for American Universities.

  • Many Universities have initiated trademark licensing programs to ensure that those logos are associated with quality goods and services.

Ohio state university and nike

Ohio State University and Nike

  • Ohio State has a five year corporate sponsorship with NIKE worth $9.3 million in cash and sports equipment.

  • Under the agreement, Ohio State receives $850,000 in cash and $1 million in merchandise and equipment in exchange for showcasing the NIKE swoosh logo on Buckeye items.



  • Product manufacturers love to create “evergreen products” that remain valuable from year to year.

  • Sports trading cards are an example of this phenomenon.

Baseball cards

Baseball Cards

  • Baseball cards were first added to cigarette packs in the 1880’s to promote sales.

  • In the 1930, baseball cards were added to bubble gum packages to increase sales.

5 2 assignments

5.2 - Assignments

  • Page 124- Intermission

  • Page 127- Intermission

  • Page 128- Encore # 1-4

5 3 publishing and speaking engagements

5.3 – Publishing and Speaking Engagements

  • Athletes and coaches with strong reputations and winning personalities can make a great deal of money on the lecture circuit.

  • Inspirational books work in much the same way. Athletes often write about how they reached their level of success.

Athletes coaches books

Athletes/Coaches Books

  • Mike Krzyzewski (2)

  • Terrell Owens

  • Lance Armstrong

  • 1993 Phillies

  • Bobby Knight

The publishing process

The Publishing Process

  • Many “sports authors” do not actually write their own books. Instead, they tell their stories to a ghostwriter, often a sportswriter or sports reporter, who then transfers it to paper for a fee.

  • A sports author often hires a literary agent who, for a percentage of the sales, will plan the marketing campaign and book appearances.

Public motivational speaking

Public/Motivational Speaking

  • Public speakers need a different set of tools to do well:

  • Excellent speaking and communication skills

  • Well-written speeches

  • Ability to handle unexpected questions and comments in a comfortable manner

  • Creating a message that the audience is interested in hearing

5 3 assignments

5.3 - Assignments

  • Page 130 – Intermission

  • Page 132 – Intermission

  • Page 133- Encore # 1-4

Chapter 5 project extra innings

Chapter 5 Project- Extra Innings

  • Please complete the Extra Innings Project on Page 137. You may work with a partner or choose to work independently. You will present your ideas and work to the class.

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