Download Ch 14- Public Relations and Marketing

Ch 14- Public Relations and
Marketing
RYAN LANE
CALEB DAVISON
Public Relations, Physical Education, and Sport
 Public Relations
 Best described as an effective effort to provide good two-way
communication by influencing good and responsible
performance and good character.
 To maintain sound public relations quality programs must
exist, effective and continuous communication, utilized media,
and organizations core values must be present
Purposes of Public Relations in schools
1.
2.
3.
4.
5.
Serves as a positive public
6.
information source about the
schools events
Promotes confidence in school 7.
or school related organizations
Gathers support for school,
8.
programmatic, or organizational
funding and programs
9.
Stresses the value of education
for all individuals
Improving communication,
understanding, and acceptance
among students, teachers,
coaches, parents, and
10.
community members
Establishes communication with
electronic, internet, and print
media
Evaluates school and
organization programs
Evaluates the public attitudes
and issues of concern
Correcting misunderstandings
and misinformation including
crisis management about the
mission and objectives of the
school, its programs and other
organizations
Builds a wholesome
environment for physical
education and sport.
Public Relations in P.E. and Sport
 It’s a necessity because people do not understand the
positive contributions that these programs make to
the community
 The practice of public relations has been related to
education since a publicity bureau was established at
Harvard in 1900
 Public relations is recognized all over not only
because of its involvement in business but also its
breakthrough in the areas of P.E., recreation and
sports.
The Many Publics
 Public is a group of individuals drawn together by
common interests who are in a specific geographical
location, community, or area or are characterized by
some other common feature
 Public opinion along with other factors, helps
determine whether a profession or program is
important whether it meets essential need and
whether it makes a meaningful contribution to
society
Planning the Public Relations Program
 Establish a sound public relations
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 Decide what service or resource
policy
improvements will be needed to
conduct or enhance programs
Identify the target market
Conduct an audit to determine what  Make full use of effective planning
techniques
people do and do not know
concerning your program
 Relate costs to opportunity for
participants to enhance health and
Identify the services, programs, and
achieve fitness
products that are needed and will
yield the greatest dividends
 Decide who is going to perform
specific tasks or assignments at
Decide what facts and ideas will best
particular times
enable the target consumer to better
understand the benefits from quality
programs
Guidelines to sound public relations
 Public relations should be considered
internally before developing externally
 Managers involved in the public relations
process must determine the organizations
image and make suggestions on how this
image can be positively enhanced before
going public
 A public relations program should be
outlined and members of the organization
should have meaningful input and become
familiar with the program
 Those directly in-charge of the public
relations program must have thorough
knowledge of the services being rendered
and know all potential reactions and
outcomes of those involved
 Program should be based on research and
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not on the ideas of management
Adequate funds and resources should be
made available to do the job
The formation of the public relations staff
will be determined by the needs of the
organization
Public relations staff should not seek to be
the face of the company but a face inside the
company
Public relation employees should develop
and maintain a wide sphere of public
context
A good public relations program will employ
all available resources to disseminate crucial
information to the public to ensure
meaningful two-way communication
Program, Staff, and Public Relations
 Program and staff represent the best opportunities
for establishing an effective public relations program
 Some of the most effective community relations
occurs on a person-to-person basis

This could be teacher to student, student to parent, teacher to
citizen, or physical educator or coach to participant
Guidelines for creating a press release to promote
an event
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Complete a news release- get the message 
across
Use writing style and format of media
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outlet to which you are sending the release
Be concise- avoid fancy language and deal 
with facts
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Use a lead and present information in a
decreasing order of importance

Identify the market segments that are to be
addressed
Identify the primary players to who release 
should be sent
Contact key media people and explain the
importance of the news release
Target the release to the appropriate
audience
send the release in plenty of time
Include any other relevant controlled
materials
Follow up the transmitted news release
with a call that it is good to go and to
answer any questions
Do not forget to include your 24 hour
contact information
 Finally send a note of thanks
Broadcasting on other media outlets
 Know the message - what is the best type of media to broadcast your
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message
Know the program - is this program a good media source for your
public relations
Know the target audience - will this media source broadcast who you
are trying to reach?
Tailor the message - change the message for who and where you are
broadcasting
Tailor the presentation - create the message to blend well with the
media outlet
Public relations in action
 Plays a vital role in the arena of physical education,
recreation, and sport
 Effective public relations and their accompanying
marketing programs are an integral aspect of the
profession of physical education and sport

AAHPERD has various public relations such as jump rope for
hoops and heart programs and legislation action center which
provide resources for public consumption
Principles for public relations in school and
communities
 Recognize the importance of an active public relations program
 Create sound policies to guide the program
 Responsibility for public relations is to be shared by the entire staff with authority
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residing with the person in charge
Use many different media sources to display the programs to everyone
Recognize that the total physical education and sport program is the most effective
medium of professional and community relations
Relay accurate facts about physical education and sport to the public
Considerable planning is needed for the effective use of public relations media
The internet plays an important role in promoting programs
Marketing physical education, recreation, and
sport programs
 In the past U.S corporate structures manufactured
goods and then made every effort to sell them
 Now they perform analysis to decide need before
production
 In the same way, physical education and sport
programs have adhered to a similar system
Principles of marketing P.E. and sport
 Customer principle – customers are the life-blood of
the organization so therefore marketing should be
customer driven
 Competition principle – Your school should be
superior in services compared to other schools
 Practice principle- Managers must reach out to the
public to sell their message to create more demand
Principles of marketing P.E. and sport (cont’d)
 Cross-Functional principle – Using all resources in
order to more effectively fund, support, and deliver
school programs and their messages
 Continuous improvement principle- always keep
improving your program
 Stakeholder principle- all stakeholders are to be
considered as programs are marketed and delivered
so no one believes that he/she is marginalized or left
behind
Marketing process in P.E., recreation and sports
 There are several key ingredients and activities that
make up the marketing process
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Organizations mission and objectives
Marketing opportunity analysis
Development of market strategy
Implementation of the strategy
Evaluation of the market efforts
Six P’s of the marketing strategy
 Product/program strategies- core of any organization is its product or
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program
Publics- potential user of the product/program must be identified,
targeted, and informed of the benefits of the program
Place- products/programs must be available, assessable, and where and
how the customers want them
Pricing- Prices are the most visible, flexible, and manipulated of the
marketing mix components
Production – the ability to keep up with the demand for the product,
programs, or services
Promotion – through various marketing efforts and interventions to
stimulate customers interests in awareness of and signing on for the
product/program
ACTIVITY
Why is Public relations needed
for P.E. and Sport?
A. IT’S A NECESSITY BECAUSE PEOPLE DO NOT
UNDERSTAND THE POSITIVE CONTRIBUTIONS THAT
THESE PROGRAMS MAKE TO THE COMMUNITY
B. IT’S A NECESSITY BECAUSE PEOPLE DON’T KNOW
SCHOOLS HAVE SPORTS
C. IT ISN’T NECESSARY.
D. NONE OF THE ABOVE
Which are steps in Planning the
Public Relations Program
A. ALL OF THE BELOW
B. ESTABLISH A SOUND PUBLIC RELATIONS
POLICY
C. IDENTIFY THE SERVICES, PROGRAMS,
AND PRODUCTS THAT ARE NEEDED AND
WILL YIELD THE GREATEST DIVIDENDS
D. DECIDE WHO IS GOING TO PERFORM
SPECIFIC TASKS OR ASSIGNMENTS AT
PARTICULAR TIMES
Which of the following is not a
principle of marketing P.E. and
sport?
A.
B.
C.
D.
CUSTOMER PRINCIPLE
COMPETITION PRINCIPLE
STAKEHOLDER PRINCIPLE
SELLING PRINCIPLE
Which of the 6 P’s of the marketing
strategy is the most visible,
flexible, and manipulated?
A.
B.
C.
D.
PRICE
PRODUCT/PROGRAM
PLACE
PROMOTION
What is the name of this class?
A.
B.
C.
D.
COACHING OF FOOTBALL
MANAGEMENT OF PE AND SPORT
CROSS TRAINING
LIFETIME WELLNESS
That’s All Folks!