Presentation Transcript

1. PUBLIC IMAGESChap.5

   Margaret M. Rigo R. Nick S.
2. TABLE OF CONTENTS 5.1 PUBLIC RELATIONS 5.2 FANS 5.3 PUBLISHING AND SPEAKING ENGAGEMENTS
3. Marketing firms, athletes, and fans all contribute to positive public relations. Most sports for them to be able to stand out not only do they need to play their sport well, but they must provide a positive image to their audience. To get this done they need to make a promotion by donating money to worthy causes, making them self look like role models and making sure that the fans are convincing to display good sportmanship.
4. Image is everything: The thing that interest more the fans is not much the sport but the ability and their image. Many people who don’t watch weekly football tune into the Super Bowl, but the publicity surrounding the event attracts a large audience. Public relations is the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization. An image is born Professional athletes tend to face added scrutiny in the press, especially when they get into trouble with the law or act in a way that is unflattering to their role. All the athletes suppose to be role models not only for there self or kids but for the people that look up to them the fans. And when athlete make front page 95% is because they got arrested and that’s when the people stereotype the athlete.
5. An action plan: A sport manager should acquire a letter of intent that details the firm’s services and responsibilities in promoting a player, a team, or a particular sport event before contracting with a public relations firm. Which forms of media are most appropriate for promoting the event or tournament? TV, radio, newspapers, magazines, and internet What will be used to create a favorable image for the player, team, or event? Associating a major event with a public cause, such as disabled or homeless children's, can create a wider audience for the event. How will the public relations firm promote the event and the cause? Successful ad campaigns will increase awareness and sales.
6. The bigger picture: Is the most important thing when it comes to a positive image extend beyond the athletes and events. Also as business need to maintain a reputation for excellent service, cleanliness, and safety. TO BE SUCCESSFUL YOU MUST MAINTAIN POSITIVE RELATIONSHIP WITH THE COMMUNITY AND WITH FANS.
7. SPECIAL EVENTS: Business can be involved with sports in many ways. They sponsor a team or event, advertise in the event program, and accommodate fan’s needs. Keeping the customer happy: Cities hope that by knowing their visitors and meeting their needs, they will be seen as well coming and tourist friendly. Making public relations work: The goal of public relations is to create a satisfying experience for customers. They always put the customer first, use networking successfully to package and promote a good product, and evaluate the experience to determine its strengths and weakness.
8. ATHLETES AND PUBLIC GOODWILL: Athletes and sports should be sole models to the public. But when is comes to cancelling a game or change in days of the event it make the fans disinterest on the game. Sports heroes The may thing that make the athletes look good is the type of sport they play the image that the sport gives to the athlete is what make them heroes. Fans and Image: When fans have a bad reputation, public relations firm must work harder to ensure the visitor have an enjoyable experience.
9. Fans 5.2 Fans Clubs Fans are as important to star athletes as the athlete heroes are to their fans. A fan club offers a perfect opportunity for an athlete to build a positive image. Through the club, the athlete can communicate directly with fans. Benefits of fan clubs: Fan club member often receive a small discount on merchandise and discount motivates fans to buy. Some athletes offer special outings or seminar to fan club members, again resulting in profits to the sport and unique opportunities for the fans. Frequently, the profit or a percentage of them are donated to the athlete’s favorite foundation or charity. Such a gesture improves the athlete image and promotes goodwill.
10. LICENSING AND MERCHANDISING: Company need a type of license before is can market product with the likeness of spots figures, team emblems, or other official sports insignias. Logos can be licensed to manufacturers of various good who then display the logo on their products. Licensing in collegiate sports: The increased popularity of collegiate sports has increase the demand for officially licensed university memorabilia. Success and new features equal sales: New trends, new athletes, changing positions of teams, and consumer demand are all variable that effect merchandise sale. Fans can be fickle, supporting one player or team when they are on top but dropping them the next season if of a highly regarded player.
11. Predicting the market; Manufacturers must analyze the market to determine the risk involved with becoming licensed to reproduce particular sports image. Successes in the marketing: Foe each successful license, there are hundreds that go by the wayside. Failures are often the result of underfunding, incorrectly reading the market, or a lack of patience.
12. Piblishing and speaking engagements 5.3 MOTIVATIONAL SPEAKING: Many people enjoy listening to speeches by well-known individuals, making public speaking a natural job extension for professional athletes and coaches. Athletes can’t plan on a life long career many extend their association with sports through speaking engagements. Aids to success: Speakers rely on strong marketing and promotional campaigns and an agent to book speaking engagements. Potential speakers may hire speechwriters, coaches, and other specialist to help them create a positive public image.
13. WRITING THEIR STORIES: Another way to extend a sport career profitably will be a good story about personal experience, failures, triumphs, and lessons learn. Broadening the audience: The target market for book written by sports celebrities is people who are involved in their particular sport. Some books will draw a large audience because of universal theme and concerns. The publishing process: Many sports “authors” do not actually write their own books. Instead, they tell their stories to a ghostwriter, often a sportswriter or sports reporter, who then commits it to paper for a fee.
14. Chapter 5 vocabulary Lesson 5.1: Public relations: is the arm of marketing that concers itself with creating a favorable public opinion for an individual or organization. Goodwill: is a general willingness to work with or assist a person or organization based on a positive reputation or relationship. Lesson5.2: License: gives you permission to produce, distribute, and sell the merchandise. Royalties: a negotiated percentage of all gross sales of the particular products. Lesson 5.3 Literary agent: a person who for a percentage of the sales, will plan the marketing campaign and book appearances.