Download Chapter 14

Chapter 14
PUBLIC RELATIONS
AND MARKETING
PUBLIC RELATIONS, PHYSICAL
EDUCATION, AND SPORT
REASONS FOR PUBLIC RELATIONS:
• CLARIFY IMPORTANCE
• INCREASE RECOGNITION
• EDUCATE THE PUBLICS
• IMPROVE UNDERSTANDING
• GAIN TRUST AND CONFIDENCE
• SHAPE ATTITUDES AND
ACTIONS BY PERSUASION
“PUBLIC RELATIONS” DEFINED
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PLANNED EFFORT TO INFLUENCE
PUBLIC OPINION THROUGH
COMMUNICATIONS AND ACTIONS
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POSITIVE RELATIONSHIP OF AN
INSTITUTION OR ORGANIZATION
TO ITS CONSTITUENCIES
THE MANY PUBLICS
CONSIDER •
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RACE
GENDER
ETHNICITY
ECONOMIC STATUS
DISABILITIES
RELIGION
ETC.
PURPOSES OF SCHOOL
PUBLIC RELATIONS
• PROVIDING PUBLIC INFORMATION
• PROMOTING CONFIDENCE IN SCHOOL
• GATHERING SUPPORT FOR PROGRAMS
AND FUNDRAISING INITIATIVES
• PROMOTING VALUE OF EDUCATION
• IMPROVING COMMUNICATION
• EVALUATING SCHOOL PROGRAMS
• CORRECTING MISUNDERSTANDINGS
PLANNING THE PUBLIC
RELATIONS PROGRAM
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ESTABLISH SOUND P.R. POLICIES
IDENTIFY PROGRAMS TO PROMOTE
IDENTIFY CONSUMERS’ DESIRES
DECIDE FACTS AND IDEAS TO SHARE
WITH TARGETED POPULATIONS
• EFFECTIVELY PLAN P.R. STRATEGIES
• IDENTIFY COMMUNICATION
PROCESSES AND SPOKESPERSONS
GUIDELINES FOR SOUND
PUBLIC RELATIONS
• CONSIDER INTERNALLY
BEFORE EXTERNALLY
• DETERMINE THE “IMAGE”
• OUTLINE AND WRITE DOWN
• SELECT PROPER “PR” PERSONS
• CONSIDER PUBLICS
• FUND ADEQUATELY
ESSENTIALS OF PUBLIC
RELATIONS PROGRAMMING
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PROGRAM AND STAFF
PRINT MEDIA / NEWS RELEASES
PICTURES AND GRAPHICS
COMMUNICATIONS
DISCUSSION AND ADVISORY GROUPS
RADIO AND TELEVISION
FILMS AND VIDEO
POSTERS, BROCHURES, EXHIBITS
NEWS RELEASES
• GET THE MESSAGE ACROSS - (WHO,
WHAT, WHEN, WHERE, HOW, & WHY)
• USE ASSOCIATED PRESS (AP) FORMAT
• BE CONCISE - (ONE PAGE SHOULD DO)
• IDENTIFY MEDIA PERSONNEL/OUTLETS
AND CULTIVATE RELATIONSHIPS
• MAIL RELEASES IN ADVANCE OF EVENT
• INCLUDE ALL RELEVANT MATERIALS
• SEND A NOTE OF THANKS
RADIO AND TELEVISION
PREPARATION
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KNOW YOUR MESSAGE
KNOW THE PROGRAM
KNOW THE BROADCASTER
KNOW THE TARGET AUDIENCE
TAILOR THE MESSAGE
TAILOR THE PRESENTATION
PRACTICE!
PUBLIC RELATIONS
IN ACTION
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JUMP ROPE FOR HEART
HOOPS FOR HEART
MOVE TO IMPROVE (NASPE)
NATIONAL GIRLS/WOMEN IN SPORT DAY
NATIONAL PHYSICAL FITNESS AND SPORT
MONTH
• THE PRESIDENT’S COUNCIL ON PHYSICAL
FITNESS AND SPORTS
PUBLIC RELATIONS IN
SCHOOLS & COMMUNITIES
• MOST EFFECTIVE MEDIA FOR SCHOOLS
– THE TOTAL PHYSICAL EDUCATION AND
SPORT PROGRAM
– PERSONAL CONTACT
– NEWSPAPERS
– PUBLIC SPEAKING
– DEMONSTRATIONS AND EXHIBITS
MARKETING PHYSICAL
EDUCATION/SPORT PROGRAMS
• MARKETING – TRIES TO IDENTIFY CONSUMER DESIRES
FOR PRODUCTS AND SERVICES
– TARGETS SPECIFIC POPULATIONS
– PROMOTES PRODUCTS AND SERVICES
– DEVELOPS STRATEGIC MARKETING PLANS
PRINCIPLES OF MARKETING
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CUSTOMER PRINCIPLE
COMPETITION PRINCIPLE
PRACTICE PRINCIPLE
CROSS-FUNCTIONAL PRINCIPLE
CONTINUOUS IMPROVEMENT
PRINCIPLE
• STAKEHOLDER PRINCIPLE
THE MARKETING PROCESS
• ORGANIZATION MISSION
AND OBJECTIVES
• MARKET OPPORTUNITY ANALYSIS
• MARKETING STRATEGY
• IMPLEMENTATION
• EVALUATION
MARKETING STRATEGY
• SELECT ONE OR MORE TARGET
MARKETS
• SET MARKETING OBJECTIVES
• DEVELOP AND MAINTAIN AN
APPROPRIATE MARKETING MIX
(the six Ps)
THE SIX Ps
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PRODUCT/PROGRAM
PRICING STRATEGIES
PLACE OR DISTRIBUTION STRATEGIES
PROMOTION STRATEGIES
PRODUCTION/PROGRAM STRATEGIES
PUBLIC IDENTIFICATION