1 / 17

Chapter 14

Chapter 14. PUBLIC RELATIONS AND MARKETING. PUBLIC RELATIONS, PHYSICAL EDUCATION, AND SPORT. REASONS FOR PUBLIC RELATIONS: CLARIFY IMPORTANCE INCREASE RECOGNITION EDUCATE THE PUBLICS IMPROVE UNDERSTANDING GAIN TRUST AND CONFIDENCE SHAPE ATTITUDES AND ACTIONS BY PERSUASION.

xarles
Download Presentation

Chapter 14

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 14 PUBLIC RELATIONS AND MARKETING

  2. PUBLIC RELATIONS, PHYSICAL EDUCATION, AND SPORT REASONS FOR PUBLIC RELATIONS: • CLARIFY IMPORTANCE • INCREASE RECOGNITION • EDUCATE THE PUBLICS • IMPROVE UNDERSTANDING • GAIN TRUST AND CONFIDENCE • SHAPE ATTITUDES AND ACTIONS BY PERSUASION

  3. “PUBLIC RELATIONS” DEFINED - PLANNED EFFORT TO INFLUENCE PUBLIC OPINION THROUGH COMMUNICATIONS AND ACTIONS - POSITIVE RELATIONSHIP OF AN INSTITUTION OR ORGANIZATION TO ITS CONSTITUENCIES

  4. THE MANY PUBLICS CONSIDER - • RACE • GENDER • ETHNICITY • ECONOMIC STATUS • DISABILITIES • RELIGION • ETC.

  5. PURPOSES OF SCHOOLPUBLIC RELATIONS • PROVIDING PUBLIC INFORMATION • PROMOTING CONFIDENCE IN SCHOOL • GATHERING SUPPORT FOR PROGRAMS AND FUNDRAISING INITIATIVES • PROMOTING VALUE OF EDUCATION • IMPROVING COMMUNICATION • EVALUATING SCHOOL PROGRAMS • CORRECTING MISUNDERSTANDINGS

  6. PLANNING THE PUBLIC RELATIONS PROGRAM • ESTABLISH SOUND P.R. POLICIES • IDENTIFY PROGRAMS TO PROMOTE • IDENTIFY CONSUMERS’ DESIRES • DECIDE FACTS AND IDEAS TO SHARE WITH TARGETED POPULATIONS • EFFECTIVELY PLAN P.R. STRATEGIES • IDENTIFY COMMUNICATION PROCESSES AND SPOKESPERSONS

  7. GUIDELINES FOR SOUND PUBLIC RELATIONS • CONSIDER INTERNALLY BEFORE EXTERNALLY • DETERMINE THE “IMAGE” • OUTLINE AND WRITE DOWN • SELECT PROPER “PR” PERSONS • CONSIDER PUBLICS • FUND ADEQUATELY

  8. ESSENTIALS OF PUBLIC RELATIONS PROGRAMMING • PROGRAM AND STAFF • PRINT MEDIA / NEWS RELEASES • PICTURES AND GRAPHICS • COMMUNICATIONS • DISCUSSION AND ADVISORY GROUPS • RADIO AND TELEVISION • FILMS AND VIDEO • POSTERS, BROCHURES, EXHIBITS

  9. NEWS RELEASES • GET THE MESSAGE ACROSS - (WHO, WHAT, WHEN, WHERE, HOW, & WHY) • USE ASSOCIATED PRESS (AP) FORMAT • BE CONCISE - (ONE PAGE SHOULD DO) • IDENTIFY MEDIA PERSONNEL/OUTLETS AND CULTIVATE RELATIONSHIPS • MAIL RELEASES IN ADVANCE OF EVENT • INCLUDE ALL RELEVANT MATERIALS • SEND A NOTE OF THANKS

  10. RADIO AND TELEVISION PREPARATION • KNOW YOUR MESSAGE • KNOW THE PROGRAM • KNOW THE BROADCASTER • KNOW THE TARGET AUDIENCE • TAILOR THE MESSAGE • TAILOR THE PRESENTATION • PRACTICE!

  11. PUBLIC RELATIONSIN ACTION • JUMP ROPE FOR HEART • HOOPS FOR HEART • MOVE TO IMPROVE (NASPE) • NATIONAL GIRLS/WOMEN IN SPORT DAY • NATIONAL PHYSICAL FITNESS AND SPORT MONTH • THE PRESIDENT’S COUNCIL ON PHYSICAL FITNESS AND SPORTS

  12. PUBLIC RELATIONS IN SCHOOLS & COMMUNITIES • MOST EFFECTIVE MEDIA FOR SCHOOLS • THE TOTAL PHYSICAL EDUCATION AND SPORT PROGRAM • PERSONAL CONTACT • NEWSPAPERS • PUBLIC SPEAKING • DEMONSTRATIONS AND EXHIBITS

  13. MARKETING PHYSICAL EDUCATION/SPORT PROGRAMS • MARKETING - • TRIES TO IDENTIFY CONSUMER DESIRES FOR PRODUCTS AND SERVICES • TARGETS SPECIFIC POPULATIONS • PROMOTES PRODUCTS AND SERVICES • DEVELOPS STRATEGIC MARKETING PLANS

  14. PRINCIPLES OF MARKETING • CUSTOMER PRINCIPLE • COMPETITION PRINCIPLE • PRACTICE PRINCIPLE • CROSS-FUNCTIONAL PRINCIPLE • CONTINUOUS IMPROVEMENT PRINCIPLE • STAKEHOLDER PRINCIPLE

  15. THE MARKETING PROCESS • ORGANIZATION MISSION AND OBJECTIVES • MARKET OPPORTUNITY ANALYSIS • MARKETING STRATEGY • IMPLEMENTATION • EVALUATION

  16. MARKETING STRATEGY • SELECT ONE OR MORE TARGET MARKETS • SET MARKETING OBJECTIVES • DEVELOP AND MAINTAIN AN APPROPRIATE MARKETING MIX (the six Ps)

  17. THE SIX Ps • PRODUCT/PROGRAM • PRICING STRATEGIES • PLACE OR DISTRIBUTION STRATEGIES • PROMOTION STRATEGIES • PRODUCTION/PROGRAM STRATEGIES • PUBLIC IDENTIFICATION

More Related