Public Relations and Publicity. Sports and Entertainment Marketing. PUBLIC RELATIONS/PUBLICITY. Public Relations : Activities that promote the favorable image and communications a company has with its employees, customers, investors, and public.
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Sports and Entertainment Marketing
Public Relations: Activities that promote the favorable image and communications a company has with its employees, customers, investors, and public.
Publicity: Free mention of a product or company in the media. Placing positive and newsworthy information about a business, its products or its policies in the media.
BIG IDEA: Build Your IMAGE
External public includes the community, sanctioning bodies (NCAA), intermediary publics (agencies), and competition.
Internal public includes employees, volunteers, athletes, manufacturers, and suppliers.
Marketers use the following tools to create image:
News/press releases:A prewritten story about a company that is sent to various media. Main tool used to gain coverage
Press kits/Press Guides:Contains articles, news releases, feature stories, photographs about a company, product, or person.
Should assist the media in reporting your story.
Press conferences: Meeting set up by business for an announcement to the media of a newsworthy event
Publicity is a tool to use by marketers, but be aware that as a marketer, you can not control how the media will share your story.
There is both positive and negative publicity. (Negative publicity can do harm and create a negative image)
Public opinion is one of the most powerful forces in society.
Public Relations fills the following roles for a marketer:
Image shaping or enhancement
Educational efforts to gain support
Launch of a new product or innovation
Coping with crisis