Public Relations in Sport

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Public Relations in Sport

• Steir Chapter 10

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What is Public Relations?
a multifaceted form of communication, with the
intent to foster a positive team, company, or
product image (Mullin, 317) marketing plans
and tactics designed to alter or reinforce
positive consumer perceptions, attitudes, or
levels of awareness (Mullin, 317)
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Public Relations (PR) is divided into two main
components?

• Media relations (MR)
• Community relations (CR)
• PR MR CR

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Public Relations Programs
Public Relations
Media Relations
Community Relations
Effective PR programs (MR CR) create
publicity (publicity can be both positive and
negative)
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Media RelationsReactive vs. Proactive vs.
Interactive MR?

• designed to formulate and shape favorable
  opinion via the mass media (318)
• Reactive personnel respond to questions and
  requests from the media interested parties
  (SID, Bob Knight, TTech post-game interviews)
• Proactive organization initiates contact with
  media (report scores, send media guides, etc)
• Interactive developing long-term media
  relationships via proactive and reactive
  initiatives and partnerships

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Define Publicity?

• Positive Publicity enhances image of product,
  company, or athlete
• Negative Publicity leads to the development of
  negative perceptions and attitudes about the
  team, product, company or athlete tarnishes
  image
• Question Was Kobe issue good-bad for NBA
• Question Is BCS issue good-bad for football
• Question Is Cansecos book good for MLB?
• Other examples that have been in the news?

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What are the Main Areas of Responsibility for
a Public Relations Specialist (SID)?
1) Media Relations 2) Editorial 3) Community
Relations 4) Other home game management
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1) Media Relations?

• Generating stories for the media (i.e.newspapers,
  televisions, magazines, radio, etc.)
• Coordinating media coverage for events (home and
  away)
• Maintain contacts with media representatives,
  league offices, other teams/institutions
• Maintain relationships with leagues, other
  organizational departments, administrations,
  coaching staff, alumni, community.

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2) Editorial?

• Writing news releases and media advisories
• Publishing media guides, game programs and
  yearbooks
• Writing feature stories for magazines,
  newspapers, etc.
• Press releases and feature stories for team or
  organizations website(s)
• Visit EIU Athletics Web Site

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3) Community Relations?

• Working with Charitable organizations
• Creating programs and events to raise awareness
  and money for charity and other worthy
  initiatives
• Player and Staff appearances for local
  organizations
• Examples of Community Relations Events?

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Individual Activity

• Develop a sketch of a C.R. initiative (special
  event) that will enhance community awareness,
  recognition, interest, and image of your program
  or organization
• Initiative Goals?
• 1) Receive public support for organization
• 2) Enhanced public understanding and approval

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Other responsibilities?

• TV and Radio Broadcasting
• Internet broadcasts of events
• Team Services
• Game Operations
• Event Management

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Job titles that a Sports PR person might have?

• Professional sports level
• Director of Public Relations
• Director of Communications
• Director of Media Relations
• Collegiate sports level
• Director of Sports Information (SID)

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Summary
Public relations is a essential activity for a
sport program PR initiatives, plans, and tactics
can reinforce positive consumer perceptions,
attitudes, levels of awareness about a sport
program This will hopefully lead to long-term
support consumption of your product/program by
interested consumers and fans