Public Relations Steir – Chapter 10 15 February 2007 Class Reminders Article Analysis #2 – Submit next Tuesday * Clearly identify 5 key learning pts, add opinion WebCT activities – grades are updated * Reminder – at least 2 postings for each chapter discussion
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Steir – Chapter 10
15 February 2007
What are the 5 “P’s” of marketing?
(1) The Product, service, or idea
(2) The Place where the product will be most readily acceptable, distributed, and/or shared
(3) The Price the market will bear for the product, service, or idea
(4) The Promotional activity or strategy associated with promoting the product, service, or idea to the public
(5) The Public - potential consumers (target market)
Supplementary “Ps” = (6 & 7) Process and Personnel
What types of “resources” can be “raised” for the benefit of a sport-fitness organization?
(1) Monetary Donations
(3) Goods and Products
Q1: Public Relations = Media Relations + _____
Q2: The difference between reactive and proactive media relations?
Q3: Describe what the primary function of a NCAA SIDis?
Q4: Community relations programs are typically initiated in 3 main ways?
Q5: Describe how publicity is sometimes not controllable?
Public Relations = your definition?
“…a multifaceted form of communication, with the intent to foster a positive company or product image” (Mullin, 317)
“…marketing plans and tactics designed to alter or reinforce consumer perceptions, attitudes, or levels of awareness” (Mullin, 317)
*Effective PR programs (MR + CR) create publicity – publicity sometimes not controllable
“…designed to formulate and shape favorable opinion via the mass media”
Reactive vs. Proactive vs. Interactive Approach?
Reactive = personnel respond to questions and requests from the media & interested parties (SID, Tony Dungy, Post-game interviews)
Proactive = organization initiates contact with media (reports scores, sends media guides)
Interactive = developing long-term, two-way relationship with media outlets
Community Relations = your definition?
“…strategic programs used to enhance public understanding, approval. and acceptance” “giving back to the community”
Individual and/or corporate philanthropy
CR Programs typically initiated by:
- Player (Tiger Woods Foundation)
- Team (Orlando Magic Youth Foundation)
- League (NFL and the United Way)
NFL celebrates 30-year relationship with the United Way
Warren Sapp donated $25,000 to the Florida Citrus Sports Foundation to build a new 20-station computer lab for the organization’s annual summer camp
Atlanta Hawks teamed with Home Depot to renovate run-down basketball courts for Atlanta public schools
St. Louis Cardinals
St. Louis Rams
Player Involvement is Key –Why?
Player presence & involvement attracts funding to the program via sponsorship, which creates media interest and coverage, which lures participation-observers to the program
Role of Player Relations in C.R. Programs
- working with charities, non-profit organizations and special programs (time, autographs, memorabilia, donations) – goal is to develop a win-win situation between player and organiz.
What are some?
Inform and Communicate
Shape and Enhance Image
Promote Employee Relations
Gain Political or Popular Support
Recruit and Develop Business
Launch New Products or Innovations
Generate and Collect Feedback
Cope With Crisis
Inform and Communicate – with who?
With alumni and consumers
With media outlets
With government agencies and governing bodies
With the general public
With target markets
Shape and Enhance Image – How?
“…demonstrate to the public that your products are well made, services are first-rate and vital to the industry, and that your organization is a responsible “citizen” and contributor to the community…”
Individuals, teams, leagues, institutions, and corporations integrate marketing and public relations activities to reach target markets
Promote Employee Relations – How?
Create an open “flow” of communication between management and employees
Train employees in public speaking and dealing with the media – (i.e. - NBA trains players)
Promote employee orientation through in-service training programs and seminars
Gain Political or Popular Support – How?
Implement an effective educational public relations program in your community
Q: What are we doing at EIU to accomplish this?
Promote conferences and meetings that will increase understanding and promote growth
Recruit and Develop Business – How?
- Convincing recruits-draft choices-free agents to sign
- Cities attracting franchises and events to town
- Securing sponsorships for products and events
Launch New Products or Innovations –how?
Use an effective public relations campaign to promote product awareness, product benefits, and product importance (New Orleans Hornets)
Try to be “first” in the consumer’s mind
Offer activities and promotions that will introduce product to the public
Generate and Collect Feedback – how?
“monitor the pulse of the public” (Mullin, 332)
Monitor public interest in acceptance or rejection of your sport products, concepts, or practices
Use surveys, interviews, questionnaires to collect public or consumer feedback
* NCAA reforms due to negative feedback
Cope with Crisis – How?
Being proactive by implementing procedures to place a positive “spin” on controversial public issues (crises) – follow a crisis mgmt. plan
Goal: promote positive public perception
* NFL has developed an internal 10-point crisis-control plan for addressing crisis issues
Changed the way sports were presented and accepted in American Households – sport has been placed in the “daily mix” of our lives
Athletes are “People” = off-field exploits exposed
Focus on entertainment = athletes became performers, entertainers, spokespersons, villains, etc.
Public relations is an essential element in the marketing mix
Effective media and community relations helps product positioning and marketing efforts
Proactive public relations efforts will help build positive relations with media outlets, target markets, and the public in general
Bring Article Analysis #2 (Marketing/Promotion)
on Tuesday (2/20)
Bring Weekly Industry News # 4 (managerial skills)
on Thursday (2/22)
Be prepared to share both with the class