Utilize publicity to inform stakeholders of business activities

1. Utilize publicity to inform stakeholders of business activities 4.03

2. Publicity • NEWSWORTHY INFORMATION • In the media (Print and Broadcast) • About a company, product, or person • Publicity is free • Can be good or bad

3. How do businesses get Publicity??WRITE A PRESS RELEASE(May also be called News Release)

4. PRESS RELEASE FACTUAL ANNOUNCEMENTS SENT TO THE MEDIA TO BE USED AS NEWS ITEMS ON REGULAR BASIS • WHO SENDS Press Releases? • Businesses, Organizations, Individuals, and Government • Locally, Nationally and Internationally • Depending on where the announcement is newsworthy • WHO CREATES Press Releases? • Public Relations Department, Employees, Owner

5. PURPOSES of PRESS RELEASES • Introduce NEW PRODUCTS • Keep the BUSINESS IN THE PUBLIC EYE • Position the BUSINESS’ IMAGE • Known for: Quality? Value? Service? Price? • Support good EMPLOYEE RELATIONS • Create good COMMUNITY RELATIONS

6. INFORMATION in PRESS RELEASES

7. STEPS to WRITING A PRESS RELEASE • PREPARE • List the most important facts • Identify which media to use • PUT IMPORTANT INFORMATION FIRST • Inverted Pyramid Approach • “Who, What, When, Where, Why, How” • STICK TO THE FACTS • AVOID USING OPINIONS or EMOTIONS

8. STEPS to WRITING A PRESS RELEASE 4. Write CLEARLY and EASY TO UNDERSTAND • No complex words 5. Write in ACTIVE VOICE (Verbs) 6. EDIT Grammar and Spelling • If sent with errors, CONTACT the media to give the correct information IMMEDIATELY

9. Press Release Research Templates • http://www.ereleases.com/press-release-template.html • http://www.pressreleasetemplates.net/ Examples • http://www.ereleases.com/pr/rising-golf-star-z-brings-spirit-of-community-support-to-youth-and-sports-fans-of-metropolitan-dc-10450 • http://www.prlog.org/12043014-beyond-the-game-foundation-partners-with-keller-williams-realty-for-holiday-benefit-concert.html • http://www.prlog.org/12034349-ace-air-partners-with-toys-for-tots-to-collect-toy-donations-this-holiday-season.html

10. SENDING PRESS RELEASE to MEDIA • OBTAIN MEDIA DEADLINES • When does the story have to be written? • Send Press Release CLOSE to deadline • CATCH THE EDITOR’S ATTENTION • The EDITOR decides what to publish or broadcast • INCLUDE A CAPTIONED PHOTOGRAPH • Picture that is accompanied by written text called a caption • Send the release to a specific person • Send a COVER LETTER with the release • Send a THANK-YOU NOTE after the release is used

11. PROFESSIONAL PRESS RELEASES • Typed • ARRANGE INFORMATION APPROPRIATELY: • Company NAME/CONTACT Information • WHENthe release should be used • If a PHOTOGRAPHis enclosed • A HEADLINEfor the release • The PLACE AND DATE of the news • The BODYof the release • Endof the release (“-END-”)

12. “You Do” Write a Press Release for 2 of the following: • AKHS _________Team going to States • _______________Band is having a concert in Charlotte • _________________ Introduction of a new product • _________________ Business is supporting a charity • _________________ (professional athlete) is injured for the rest of the season • __________________ (company) is hosting a community event • Release of a new movie • ____________________ has a new album being released

13. DEVELOP A NEWSLETTER

14. NEWSLETTERS Bulletin issued periodically to inform a group about a business/organization • EXCELLENT MARKETING TOOL • COMMUNICATE WITH THE PUBLIC • Increase business • Market your brand • TYPES of Newsletters • PRINTED • ONLINE

15. EFFECTIVE NEWSLETTERS • “CATCHY” CONTENT • Needs to be interesting to customers/fans • BLEND content articles with ADVERTISEMENTS • Promote your product throughout newsletter • BE POLITE • “Dear Friends”

16. STEPS to WRITING a NEWSLETTER • RESEARCH • Look at other newsletters for ideas • Develop a PLAN • WHO will write it, WHO will read it, WHO will distribute it? • WHAT is the content? • WHEN will it be published? • HOW will it be produced (Email or print)? • Design aFORMAT • Number of columns/pictures/articles per page • Colors and Font Types • SELECT PEOPLE to write articles to submit • Create submissionDEADLINE • EDIT • DISTRIBUTE

17. DEVELOP A MEDIA GUIDE

18. MEDIA GUIDES Sports-related press booklet published by sporting teams • Provide information about • Participants • Location • Price • ENCOURAGE TELEVISION/NEWSPAPER COVERAGE OF THE SPORT • Goals: • Generate interest so the MEDIA WILL PROVIDE COVERAGE • ENCOURAGE SPECTATORS TO BUY TICKETS

19. DEVELOPING a MEDIA GUIDE • BUDGET • How much will it cost? • ADVERTISING • Who will buy advertising space? • Photographs and Graphics • Logos, photos from past seasons, team pictures, etc. • Page design • Layout: where will certain information go? • PRINTING/DISTRIBUTION • Online or Printed? • How will you get it to the fans?

20. “YOU DO” Your PROJECT GROUP will do ONE of the following for your team: • Develop a NEWSLETTER using the steps from your notes. • Develop a MEDIA GUIDE using the steps from your notes. • Research other examples of newsletters/media guides online for ideas. • Your newsletter/media guide MUST be printed in COLOR and match the FORMAT of a real newsletter/media guide (booklet).

21. EXPLAIN MEDIA RELATIONS

22. MEDIA RELATIONS and SPORTS • MEDIA: • keeps us informed, entertained and enlightened of SPORTING EVENTS • SPORTS • Provides MEDIA with news and events which attracts public interest

23. PUBLIC RELATIONS vs. MEDIA RELATIONS

24. MEDIA RELATION REPRESENTATIVES • BEAT WRITERS • Writer assigned to cover specific topics • Sports: typically assigned to cover specific sport or team • COLUMNISTS • Writer for a specific publication • TV Game Broadcasters • Radio Game Broadcasters • Photographers

25. MEDIA RELATIONS

26. MEDIA RELATIONS and CRISIS • Athletes have become CELEBRITIES because of increased MEDIA COVERAGE • Their PERSONAL LIVES are covered by the Media • Must OVERCOME NEGATIVE PUBLICITY • Ex: After criticism for being overpaid, a pro-athlete became a volunteer spokesperson for Special Olympics

27. CULTIVATE MEDIA RELATIONSHIP

28. POSITIVE MEDIA RELATIONSHIPS • Developing POSITIVE RELATIONSHIPS with the Media: • GENERATES PUBLICITY • More publicity = More sales = More Money! • MAXIMIZE FAVORABLE NEWS AND EVENT COVERAGE • PLAN A MEDIA DAY • Give media chance to VISIT EVENT VENUE IN ADVANCE • ENCOURAGE MEDIA TO PUBLICIZE THE PREPARATIONS • Must be HONEST AND PROFESSIONAL • PUBLIC RELATIONS PROFESSIONALS should present themselves this way

29. TYPES of MEDIA RELATIONSHIPS • INTERACTIVE • Both media and sport entity have ONGOING, TWO-WAY COMMUNICATION • BUILD TRUST AND GOODWILL • BUILDS MUTUALLY FAVORABLE • Both parties must get something out it • PROACTIVE • Consider POSITIVE MESSAGES the company wants to send • REACTIVE • Consider potentially NEGATIVE NEWS and establish how the company will respond

30. “YOU DO” Individually, you will RESEARCH and WRITE an Essay about CREATING POSITIVE MEDIA RELATIONSHIPS • ESSAY CRITERIA: • 5-7 Paragraphs • Typed • Address WHY IT IS IMPORTANT TO HAVE POSITIVE RELATIONSHIPS with media if you are a sports organization • List and discuss in detail the THREE TYPES of media relationships • ARGUE WHICH TYPE OF RELATIONSHIP you think is the best to have with the media and why