Utilize publicity to inform of business activities

1. Utilize publicity to inform of business activities 4.03

2. Publicity • NEWSWORTHY INFORMATION • In the media (Print and Broadcast) • About a company, product, or person • Publicity is free • Can be good or bad

3. How do businesses get Publicity??WRITE A PRESS RELEASE(May also be called News Release)

4. PRESS RELEASE FACTUAL ANNOUNCEMENTS SENT TO THE MEDIA TO BE USED AS NEWS ITEMS • WHO SENDS Press Releases? • Businesses, Organizations, Individuals, and Government • Locally, Nationally and Internationally • Depending on where the announcement is newsworthy • WHO CREATES Press Releases? • Public Relations Department, Employees, Owner

5. PURPOSES of PRESS RELEASES • Introduce NEW PRODUCTS • Keep the BUSINESS IN THE PUBLIC EYE • Position the BUSINESS’ IMAGE • Known for: Quality? Value? Service? Price? • Support good EMPLOYEE RELATIONS • Create good COMMUNITY RELATIONS

6. INFORMATION in PRESS RELEASES

7. STEPS to WRITING A PRESS RELEASE • PREPARE • List the most important facts • Identify which media to use • PUT IMPORTANT INFORMATION FIRST • Inverted Pyramid Approach • “Who, What, When, Where, Why, How” • STICK TO THE FACTS • AVOID USING OPINIONS or EMOTIONS

8. STEPS to WRITING A PRESS RELEASE 4. Write CLEARLY and EASY TO UNDERSTAND • No complex words 5. Write in ACTIVE VOICE (Verbs) 6. EDIT Grammar and Spelling • If sent with errors, CONTACT the media to give the correct information IMMEDIATELY

9. Press Release Research Templates • http://www.ereleases.com/press-release-template.html • http://www.pressreleasetemplates.net/ Examples • http://www.ereleases.com/pr/rising-golf-star-z-brings-spirit-of-community-support-to-youth-and-sports-fans-of-metropolitan-dc-10450 • http://www.prlog.org/12043014-beyond-the-game-foundation-partners-with-keller-williams-realty-for-holiday-benefit-concert.html • http://www.prlog.org/12034349-ace-air-partners-with-toys-for-tots-to-collect-toy-donations-this-holiday-season.html

10. SENDING PRESS RELEASE to MEDIA • OBTAIN MEDIA DEADLINES • When does the story have to be written? • Send Press Release CLOSE to deadline • CATCH THE EDITOR’S ATTENTION • The EDITOR decides what to publish or broadcast • INCLUDE A CAPTIONED PHOTOGRAPH • Picture that is accompanied by written text called a caption • Send the release to a specific person • Send a COVER LETTER with the release • Send a THANK-YOU NOTE after the release is used

11. PROFESSIONAL PRESS RELEASES • Typed • ARRANGE INFORMATION APPROPRIATELY: • Company NAME/CONTACT Information • WHENthe release should be used • If a PHOTOGRAPHis enclosed • A HEADLINEfor the release • The PLACE AND DATE of the news • The BODYof the release • Endof the release (“-END-” or “###”)

12. Sample Press Release • When to release • Contact information • Headline • Date and Place • Body or story • End of the Release ###

13. 4.03 Activity 1 Write a Press Release for 1 of the topics below. Be sure to look at the example press releases for a template and include all information. • AKHS _________Team going to States • _______________Band is having a concert in Charlotte • Introduction of a new product • _________________ (professional athlete) is injured for the rest of the season • Release of a new movie • Include: When to release info, contact information, place and date, headline, 3-4 short paragraph body, and end of release symbol

14. DEVELOP A NEWSLETTER

15. NEWSLETTERS Bulletin issued periodically to inform a group about a business/organization • EXCELLENT MARKETING TOOL • COMMUNICATE WITH THE PUBLIC • Increase business • Market your brand • TYPES of Newsletters • PRINTED • ONLINE

16. Information to include on EFFECTIVE NEWSLETTERS • “CATCHY” CONTENT • Needs to be interesting to customers/fans • Fun Facts • BLEND content articles with ADVERTISEMENTS • Promote your product throughout newsletter • BE POLITE • “Dear Friends” • Photographs • Player/Celebrity Bio • Sponsors • Advertisements • Team Schedule • Upcoming Events • Recap of previous game • Review previous event or concert

17. STEPS to WRITING a NEWSLETTER • RESEARCH • Look at other newsletters for ideas • Develop a PLAN • WHO will write it, WHO will read it, WHO will distribute it? • WHAT is the content? • WHEN will it be published? • HOW will it be produced (Email or print)? • Design aFORMAT • Number of columns/pictures/articles per page • Colors and Font Types • SELECT PEOPLE to write articles to submit • Create submissionDEADLINE • EDIT • DISTRIBUTE

18. 4.03 Activity 2 • With a partner, create a newsletter for fans of your favorite team or entertainer. • 1 page newsletter using microsoft Word or Publisher • See the list of information to include on effective newsletters. Research team newsletters online. • Your newsletter requirements are: • 3-5 photos • Player/Entertainer Bio • Upcoming games/events • Recap of previous game/event • 3-5 Sponsor logos • Information on how/where to buy tickets • 1 interesting article or story about the team/entertainer

19. DEVELOP A MEDIA GUIDE

20. MEDIA GUIDES Sports-related press booklet published by sporting teams • Provide information about • Participants • Location • Price • ENCOURAGE TELEVISION/NEWSPAPER COVERAGE OF THE SPORT • Goals: • Generate interest so the MEDIA WILL PROVIDE COVERAGE • ENCOURAGE SPECTATORS TO BUY TICKETS

21. DEVELOPING a MEDIA GUIDE • BUDGET • How much will it cost? • ADVERTISING • Who will buy advertising space? • Photographs and Graphics • Logos, photos from past seasons, team pictures, etc. • Page design • Layout: where will certain information go? • PRINTING/DISTRIBUTION • Online or Printed? • How will you get it to the fans?

22. EXPLAIN MEDIA RELATIONS

23. MEDIA RELATIONS and SPORTS • MEDIA: • keeps us informed, entertained and enlightened of SPORTING EVENTS • SPORTS • Provides MEDIA with news and events which attracts public interest

24. PUBLIC RELATIONS vs. MEDIA RELATIONS

25. MEDIA RELATION REPRESENTATIVES • BEAT WRITERS • Writer assigned to cover specific topics • Sports: typically assigned to cover specific sport or team • COLUMNISTS • Writer for a specific publication • TV Game Broadcasters • Radio Game Broadcasters • Photographers

26. MEDIA RELATIONS

27. MEDIA RELATIONS and CRISIS • Athletes have become CELEBRITIES because of increased MEDIA COVERAGE • Their PERSONAL LIVES are covered by the Media • Must OVERCOME NEGATIVE PUBLICITY • Ex: After criticism for being overpaid, a pro-athlete became a volunteer spokesperson for Special Olympics

28. CULTIVATE MEDIA RELATIONSHIPS

29. POSITIVE MEDIA RELATIONSHIPS • Developing POSITIVE RELATIONSHIPS with the Media: • GENERATES PUBLICITY • More publicity = More sales = More Money! • MAXIMIZE FAVORABLE NEWS AND EVENT COVERAGE • PLAN A MEDIA DAY • Give media chance to VISIT EVENT VENUE IN ADVANCE • ENCOURAGE MEDIA TO PUBLICIZE THE PREPARATIONS • Must be HONEST AND PROFESSIONAL • PUBLIC RELATIONS PROFESSIONALS should present themselves this way

30. TYPES of MEDIA RELATIONSHIPS • INTERACTIVE • Both media and sport entity have ONGOING, TWO-WAY COMMUNICATION • BUILD TRUST AND GOODWILL • BUILDS MUTUALLY FAVORABLE • Both parties must get something out it • PROACTIVE • Consider POSITIVE MESSAGES the company wants to send • REACTIVE • Consider potentially NEGATIVE NEWS and establish how the company will respond