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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
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.