Download Public Relations

C H A P T E R
11
Public Relations
Chapter 11 Public Relations
Objectives
• To understand public relations and its role in
positioning and in formulation of the marketing
mix
• To recognize the importance of effective
community relations programming in product
positioning and effective marketing efforts
• To understand the role, scope, and influence of
the media and how that role can be used in
conjunction with public and community
relations programming to alter perceptions and
influence public opinion and support
Defining Public Relations
• An interactive marketing communications
strategy that seeks to create a variety of
media designed to convey the
organizational philosophies, goals, and
objectives to an identified group of publics
for the purpose of establishing a
relationship built on comprehension,
interest, and support
Public Relations
• Public relations usually involves
implementing specific publicity plans and
tactics in coordination with the marketing
strategy, designed to alter or reinforce
– consumer perceptions,
– attitudes, and
– levels of awareness.
• The goal of this function is to earn public
understanding and acceptance.
Public Relations Formula
• Public relations = Media relations +
Community relations
Public Relations Specialist Skills
• Building relationships
• Communicating
• Creating the public relations plan
• Making the pitch
• Managing the story
• Establishing talking points
• Managing crises
Media Relations (continued)
• Reactive: responds to inquiries.
• Proactive: initiated by the organization
rather than some external entity.
• Interactive: develops mutually beneficial
relationships with the media and assists the
media on a variety of issues.
(continued)
Media Relations (continued)
• Public relations in the sport marketing mix
– Public relations can highlight the connection
between athletes, teams, or events and key
sponsors.
• Sport public relations in the digital age
– Technology has rapidly changed the way that sport
organizations use media to communicate with their
publics.
Community Relations
• The aim of community relations programs is
to achieve corporate public relations
objectives related to enhancing public
understanding and gaining public approval
and acceptance, ideally leading to public
support.
Three Distinct Forms
of Community Relations
1. Those initiated by players
2. Those initiated by teams or institutions
3. Those initiated by leagues or governing
bodies
Sport Community Relations
• Media relations objectives are typically
short term whereas community relations
objectives are typically long term.
– Humanize athletes
– Enhance other marketing initiatives
– Serve as corporate philanthropy
– Generate goodwill toward sport organization
Public Relations Functions
• Provide information and general
communication (to consumers,
shareholders, suppliers, competitors,
government agencies, and the public)
• Shape and enhance image
• Community relations
• Employee relations
(continued)
Sport, Television, and Entertainment:
Impact on Sport Public Relations
(continued)
• With an increase in media attention comes
greater demand, scrutiny, criticism, and
controversy surrounding sports figures.
• PR professionals play a significant role in
providing strategic counsel to help athletes
and organizations navigate this diverse
media landscape.
(continued)
Sport, Television, and Entertainment:
Impact on Sport Public Relations
(continued)
• The ultimate goal for the sport PR
professional is to balance media
opportunities available while avoiding
potential pitfalls that the intense scrutiny
and media coverage in the digital age can
present.