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5.1 - Public Relations

5.1 - Public Relations. Public relations is the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization. Public relations professionals work hard in the sports world to create positive images of the game and the players. Negative Image.

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5.1 - Public Relations

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  1. 5.1 - Public Relations • Public relations is the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization. • Public relations professionals work hard in the sports world to create positive images of the game and the players.

  2. Negative Image • Michael Vick • Plaxico Burress • Adam “Pacman” Jones • Ron Artest • Dante Stallworth • Manny Ramirez • Terrell Owens

  3. Positive Image • Albert Pujols • Chase Utley • Phil Mickelson • Jay Wright • LeBron James • Cristiano Ronaldo • Venus/Serena Williams

  4. Special Events • Businesses can be involved with sports in many ways. • Ultimately, their goal is to establish goodwill. • Goodwill is a general willingness to work with or assist a person or organization based on a positive reputation or relationship.

  5. Chapter 5 Public Images

  6. Elements of Good Public Relations • Attentive Listening • Problem Solving • Understanding Customers’ Needs • Put Customers First • Successfully Network to Promote Products • Evaluate the Experience to Determine Strengths and Weaknesses.

  7. Athletes and Public Goodwill • Big Brothers • Big Sisters • Special Olympics • March of Dimes • Boys and Girls Club Of America • Ronald McDonald House

  8. 5.1 - Assignments • Page 118- Intermission • Page 121- Intermission • Page 122- Encore # 1-4

  9. 5.2 - Fans • Fans give athletes loyalty, positive media attention, and a following that results in ticket sales, and sales of promotional materials such as t-shirts, trading cards, jackets, hats, and other memorabilia.

  10. Licensing and Merchandising • A company needs a license before it can market products with the likeness of sports figures, team emblems, or other official sports insignias. • The owner of a logo receives, royalties, or a negotiated percentage of all gross sales of the particular products.

  11. Licensing in Collegiate Sports • Officially licensed Collegiate Products earn over $2.5 billion in revenue for American Universities. • Many Universities have initiated trademark licensing programs to ensure that those logos are associated with quality goods and services.

  12. Ohio State University and Nike • Ohio State has a five year corporate sponsorship with NIKE worth $9.3 million in cash and sports equipment. • Under the agreement, Ohio State receives $850,000 in cash and $1 million in merchandise and equipment in exchange for showcasing the NIKE swoosh logo on Buckeye items.

  13. “Evergreens” • Product manufacturers love to create “evergreen products” that remain valuable from year to year. • Sports trading cards are an example of this phenomenon.

  14. Baseball Cards • Baseball cards were first added to cigarette packs in the 1880’s to promote sales. • In the 1930, baseball cards were added to bubble gum packages to increase sales.

  15. 5.2 - Assignments • Page 124- Intermission • Page 127- Intermission • Page 128- Encore # 1-4

  16. 5.3 – Publishing and Speaking Engagements • Athletes and coaches with strong reputations and winning personalities can make a great deal of money on the lecture circuit. • Inspirational books work in much the same way. Athletes often write about how they reached their level of success.

  17. Athletes/Coaches Books • Mike Krzyzewski (2) • Terrell Owens • Lance Armstrong • 1993 Phillies • Bobby Knight

  18. 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 transfers it to paper for a fee. • A sports author often hires a literary agent who, for a percentage of the sales, will plan the marketing campaign and book appearances.

  19. Public/Motivational Speaking • Public speakers need a different set of tools to do well: • Excellent speaking and communication skills • Well-written speeches • Ability to handle unexpected questions and comments in a comfortable manner • Creating a message that the audience is interested in hearing

  20. 5.3 - Assignments • Page 130 – Intermission • Page 132 – Intermission • Page 133- Encore # 1-4

  21. Chapter 5 Project- Extra Innings • Please complete the Extra Innings Project on Page 137. You may work with a partner or choose to work independently. You will present your ideas and work to the class.

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