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chapter
11
Public Relations in the Sport Industry
G. Clayton Stoldt, Catherine Pratt,
Steven W. Dittmore
Introduction
Primary aspects of sport public relations
• Communication in general
• Common sport public relations jobs
• Community relations in sport
Communication Basics
• Most basic skills
• Becoming an effective communicator
• General communication models
• Models of public relations practice
Most Basic Skills
• Writing
– Grammatically correct
– Succinct wording
– Flow of ideas from one point to another
• Speaking
Ability to boil down large amounts of information into
key points that are repetitively emphasized
Becoming an Effective Communicator
• Practice, practice, practice!
• Gain related experience
– Learning activities in your classes
– Volunteering with a sport organization
General Communication Models
• Hundreds of communication models
• The most well-known and useful models
treat communication as a process
Components
of the Communication Process
• Source
The person giving the message
• Message
Words and pictures that the sender produces
• Channels
Delivery of the message from sender to receiver
(continued)
Components
of the Communication Process (continued)
• Receiver
Person who receives the words and pictures that the
sender produces
• Encoding and decoding
Assigning meaning to the communicated message
(continued)
Components
of the Communication Process (continued)
• Noise
Interferes with the reception of the message
• Feedback
Communication that the receiver sends back to the
sender
Communication Pitfalls
• Selective attention
Topics that are of interest
• Selective perception
Interpreting information that reinforces what we
already believe
• Selective retention
– Remembering what is comfortable and useful
– Forgetting what is uncomfortable and disagreeable
Models of Public Relations Practice
• One-way communication models
Do not necessarily seek input or attention from the
public
• Two-way communication models
Require input from target publics
One-Way Communication Models
• Publicity or press agentry models
– Do not seek input from their key publics
– Are concerned about getting their message out there
– Push the envelope at times to get attention
• Public information model
– Provide information in a credible manner
– Example: sports information offices
Two-Way Communication Models
• Asymmetrical approach
The organization uses information about the public to
get them to behave as desired
• Symmetrical approach
The organization and the public negotiate mutually
acceptable solutions
Media Relations in Sport
•
•
•
•
•
•
Sport and the mass media
Print media
Electronic media
What media relations specialists do
Careers in media relations
Ethical issues in media relations
Sport and the Mass Media
• Symbolic relationship
Each uses the other for its own gain
• Positive publicity
Air time or print space is free and more credible
• Negative publicity
Cannot direct the media not to print or broadcast
embarrassing stories
Print Media
• Newspapers
Sport coverage draws in 60% of newspaper readers
• Magazines
– General interest sport publications
– Specialized sport publications
Electronic Media
• Radio
99% of American homes have radios
• Television sets
98% of American homes have television sets
• Cable television
69% of American homes have cable television
What Media Relations Specialists Do
• Success requires
–
–
–
–
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Genuine interest in the field
Strong communication skills
Perseverance
Securing internship opportunities
Securing entry-level job opportunities
(continued)
What Media Relations Specialists Do
(continued)
• Duties
–
–
–
–
–
Writing news releases
Writing feature stories
Preparing game programs
Overseeing promotional activities
Planning and conducting press conferences
Careers in Media Relations
• Organizations
– Thousands of colleges and universities
– Hundreds of major and minor professional sport teams
– One or more sport organizations in most cities
• Competitiveness
– Popular and competitive
– Employers looking for solid education preparation
– Typical majors: sport management, journalism, public relations,
communications
(continued)
Careers in Media Relations (continued)
• Capitalize on opportunities
– Volunteer and internship experiences
– Build network of practitioners
• Where to start
– Minor league teams
– YMCA and YWCA
• Your commitment
“First one to arrive, last one to leave”
Ethical Issues in Media Relations
• Privacy
Be sensitive and release only information that will not
compromise people’s right to privacy
• One- and two-way models
Protect the boundaries of ethical relationships with key
constituents
• Code of ethics
CoSIDA, for example, prescribes a code of ethics
Community Relations in Sport
• Community relations activities
– Center on promoting charitable initiatives
– Develop face-to-face contact with stakeholders
– Complement media relations work
• Why engage in activities
– Enhance image
– Short-term revenue gain
– Social responsibility
(continued)
Community Relations in Sport
(continued)
• What community relations professionals do
– Work for a team, facility, or organization
– Create, organize, and execute charitable initiatives
– Designed for community enhancement
• Organizations
– Professional entertainment organizations
– College and universities, for-profit fitness centers
– Sporting goods manufacturers
• Competitiveness
– Fierce competition
– Must distinguish yourself
– Need proven track record in executing initiatives
(continued)
Careers in Community Relations
(continued)
• Capitalize on opportunities
– Expand network of contacts
– Document your effectiveness in endeavors
– Volunteer, serve internship, gain entry-level experience
• Demand
– High
– Pay may be less than media relations positions
• Challenges unique to the industry
– Receive many requests for help
– Matching initiatives with high-profile coaches and athletes
Ethical Issues
in Community Relations
• Keeping priorities straight
“The benefits of a community relations program should
be in the program, not the publicity”
• Giving credit where credit is due
Share the spotlight when teaming with other
businesses
Other Public Relations Positions
• Corporate communications
Frequently intersects with multiple PR areas
• Creative specialist
Has skills in design, layout, graphic arts, technical
areas
• Employee and volunteer relations
Builds strong internal relationships
• Web site manager
Manages organization’s Web sites
Communication Technology
and Its Effect on Sport
• Internet
– Single most important development in recent years
– 39% of US population access sports information
• E-mail
Relatively simply and inexpensive
• World Wide Web
Vast array of sources available
Current Challenges
for Sport Public Relations Professionals
• Posting information on-line
Print journalist versus broadcast media outlets
• Noncredible and nonauthorized information
– False rumors
– Video of a team’s practice
• Underutilizing direct communication skills
Becoming too reliant on technology