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Community relations. Although sports media relations generally publicizes what happens on the field, community relations communicates what happens off the field.
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Although sports media relations generally publicizes what happens on the field, community relations communicates what happens off the field.
Community relations may be defined as organizational activity designed to foster desirable relationships between the sport organization and the communities in which it is either located or has strategic interests. • Related to corporate social responsibility (an organization’s discretionary practices that positively effect its community (Freitag, 2008).
Some community relations options • Speakers’ bureau • Charitable programs (toy drives, collect canned food, cancer walks) • Volunteerism (visit children in hospital, retirement homes, schools) • Monetary donations • In-kind donations (tickets, etc.) • Youth camps and clinics; autography sessions • Special “days” at events
Goals of sport community relations • Build public awareness • Generate favor with fans and students at school • Increase community and team morale • Contribute to community’s well-being • Reach publics not targeted by traditional PR activities • Get media attention (esp. if teams not getting traditional attention because of mediocre record, etc.)
At college level keep in mind, most student-athletes are happy to be part of your school’s community- relations efforts, the demands on their time are extreme. Don’t over schedule them.
And we come back to writing: That means you have to let media know of opportunities to cover this