PR Flashcards
Definition of Sports
Sports public relations is a brand-centric communication function designed to manage and advance relationships between a sports organization and its key publics.
4 Key Points of the Definition of Sport PR
- Brand: All the representations names, marks, and intangible attributes of an entity that distinguish it in the consumer’s mind.
- Communication-Focused: Healthy relationships are characterized by effective communication.
- Managerial Nature: PR cannot be effective unless it is integrated into the organization’s managerial function.
- Systematic Practice if effectiveness is to be maximized: Systematic practice begins by identifying the organization’s key publics.
Publics
Thought of as a group of people who relate to the sports organization’s similar ways.
Types of Communication
- Intrapersonal Communication
- Interpersonal Communication
- Small Group Communication
- Organizational Communication
Sports Media
TV, Newspapers, Social Media, and new technologies
Sport Communication Services
- Public Relations
- Crisis Communication
- Research (to understand market)
Crisis Communication
Involves managing communication during emergencies or unexpected events that can damage an organization’s reputation.
Integrated Marketing Approach
Strategic approach that aims to integrate different communication channels and messages to achieve a common goal.
Aim of Public Relations
To establish desirable relationships with different publics, which can result in various outcomes, such as fan engagement or favorable media publicity.
Evolution of Sport PR
Digital media and social media have changed the way sports news and information is spread. There are new ways to connection with fans.
Public Relations and Marketing Alignment
Public relations and marketing used to be separate in sports organizations. Now they work together to create messages that fans will like. This in turn gets more fans involved and more revenue.
Importance of Communication Leaders
Communication leaders help sports organizations connection with fans. They spread messages, while building relationships with important stakeholders.
Recent Developments in Sport Media
- Growth of Social Media
- Fragmentation of media environments (more ways for people to keep informed)
- Changes in Legacy Media (Traditional media outlets are not as popular anymore)
New Complexities for Sport PR
Sports PR professionals need to address the following:
How to use social media effectively
How to reach fans in a fragmented media environment
How to deal with the decline of traditional media outlets.
Impact of Social Media on Sport PR
- Democratized Communication (anyone can share information)
- Accelerated Globalization (information travels faster)
- Increased speed of information sharing (positive & negative)
Challenges of Social Media for Sport PR
Disinformation can be spread quickly
Fragmentation of the Media Environment
There are more ways for people to get information now, so its harder to reach everyone with one message.
Growth of Mobile Device usage
More people using mobile devices to access information and entertainment, which is driving the growth of digital streaming services for sports content.
Legacy Media Decline
Legacy media refers to traditional forms of media such as radio, television, and newspapers. Their popularity has declined due to a shift in consumer habits.
Legacy Media
Media that is considered old and outdated, such as radio, television, and newspapers
Cord-Cutting
Reduces the number of people who receive content via TV
Traditional Marketing Mix
The 4Ps of Marketing
- Product
- Price
- Place
- Promotion
Public Relations and the Marketing Mix
Public relations is traditionally viewed as a promotional tactic, but some consider it a separate aspect of the marketing mix, especially for organizations with high media visibility.
Key Difference: Sports Marketing vs. Public Relations
Focus: Sports Marketing focuses on consumers, while public relations focuses on a broad range of audiences.
Goals: Sports Marketing aims to generate sales through exchanges, while public relations aims to build relationships
Public Relation Activities
Media relations, community relations, crisis communication
Sports Marketing Activities
Advertising, sales, and market research
Exchange Relationships
Based on the sharing of benefits between the parties involved. One provides benefits and expects to receive benefits in return.
Communal Relationships
Are dependent on concern for the other party. One provides benefits to the other but expects nothing in return except to see the other party benefit.
Changing Media Environment
Marketing + PR functions are closely aligned
Trend in Sport Communication
There is a growing trend of communication leaders in sports organizations serving as thought leaders. They engage with various stakeholders.
Importance of Communication Leaders in Sports Organizations
Communication leaders help sports organizations achieve their business objectives by guiding a brand’s storytelling efforts to all stakeholders.
PESO Model
A framework for communication professionals that categorizes different communication channels into four groups.
The Four Categories of the PESO Model
- Paid Media: Advertising & Sponsorships
- Earned Media: Public Relations & Media Relations
- Shared Media: Social Media
- Owned Media: Company websites, blogs, and podcasts
Two Common Types of Sports PR
Media Relations: Managing relationships with the media to get positive coverage for a sports team or organization.
Community Relations: Building relationships with the community to generate goodwill and support for a sports organization.
Other Types of Sports PR
- Investor Relations
- Employee Relations
- Customer Relations
- Government Relations
Goals of Sport Media Relations
Generate favorable publicity for sports organizations. Minimize unfavorable publicity for sports organizations.
Models of Sport Media Relations
- Press Agentry and Publicity Model
- Public Information Model
Press Agentry and Publicity Model
Aims to cultivate as much publicity as possible for an organization, even through questionable methods.
Public Information Model
Focuses on providing effective service to members of the mass media without using questionable methods.
Press Agentry VS Public Information Model
Press Agentry is a promotional model that focuses on getting positive media coverage.
Public Information is a more ethical model that focuses on providing accurate and newsworthy information to the media.
Use of Press Agentry and Public Information Models in Sports Media Relations
Press Agentry is more commonly used by minor league teams, non-division athletic programs, and sporting goods manufacturers
Public Information is preferred by professional and major college sports organizations.
Concern in Media Relations
Media relations professionals are concerned about the fairness in coverage by organizations’ owned media channels, such as social media. This is because the rise of social media has led to more organizations communicating directly with their audiences, bypassing traditional media outlets.
Traditional VS. New Media Relations
In the past, media relations professionals focused on building relationships with journalists. Today, they also need to build relationships with social media influencers.
Community Relations and Sports Organizations
Sport community relations refers to the activities that a sports organization undertakes to build relationships with the community in which it resides.
Goals of Sport Community Relations
- To generate goodwill and support for the organization.
- To enhance the organization’s public image.
- To attract and retain fans.
- To fulfill the organization’s social responsibility.
Public Relations and Different Sports Organizations
For-profit organizations (public) need to consider investor relations and financial analysts.
Non-profit organizations need to focus on donor relations.
All organizations need to consider government relations.
Benefits of Public Relations in Sports Organizations
Advances the organization & protects the organization
PR Advances the Organization
Public relations helps sports organizations establish and build their brand. It can also generate revenue through content creation that can be monetized.
PR Protects the Organization
Public Relations helps sports organizations avoid mistakes that could damage their brand image and alienate fans and other important audiences.
What is a Media Guide?
A media guide is a document produced annually by sports organizations that provides detailed information about the organization, its teams, and its personnel.
