Leveraging Unmediated Communication in Sports Organizations

1. Chapter 11 C H A P T E R 11 Exploring Unmediated Communication Tactics

2. Objectives • Describe how unmediated communication tactics relate to community relations • Specify advantages of unmediated communication tactics for public relations • Identify the benefits unmediated communication tactics bring to the sport organization (continued)

3. Objectives (continued) • Recognize the types of unmediated communication tactics commonly used in sport • Discuss key considerations when planning unmediated communication tactics • Note how unmediated communication tactics may be leveraged to generate revenue for the sport organization

4. Community Relations in Sport • Unmediated communication • Corporate social responsibility

5. Unmediated Communication Two-way contact that does not pass through a channel or medium

6. Unmediated Communication Tactics • Public speeches • Personal appearances • Promotional tours • Clinics • Open houses

7. Advantages • Interaction is face-to-face • Audience typically predisposed to be interested and supportive • High degree of message control

8. Results • Development of personal connections with members of key publics • Production of goodwill and favorable attitudes • Generation of publicity • Ability to at least indirectly generate revenue

9. Speakers Bureaus • Some sport organizations establish speakers bureaus • Exclusive representation • Nonexclusive representation • Speakers bureau functions • Identify speakers • Secure opportunities • Prepare speakers

10. Preparing Speakers • General coaching • Audience analysis and objective identification • Q&A preparation • Speech development • Support material development

11. Personal Appearances • Examples • Autograph sessions • Meet-and-greet • Athletes may be difficult to secure; other representatives may be effective • Preparing representatives is a key to success

12. Promotional Events • Caravan tours common among major professional teams and college programs • Other tactics • Draft parties • Customer appreciation days

13. Clinics • On-field or court tactic for teams, fitness providers, sporting goods retailers • Considerations • Careful scheduling • Advance promotion • Coordination among key parties • Delineation of key messages

14. Open Houses • Provide opportunities for community members to tour facilities and meet organizational representatives • Key considerations • Prepare facility • Promote heavily • Provide incentives for attendance • Secure information about guests

15. Other Tactics • Professional or academic conferences • Exhibitor fairs • Special service tactics

16. Generating Revenue • Platform for distributing promotional messages and organizational media • Sales opportunities either on site or as follow-up