UIowa Communication and PR in Sports Exam 1

Sport public relations

A brand-centric communication function designed to manage and advance relationships between a sport organization and its key publics

Brand

All the representations (names, marks) of an entity (company, organization, product) that distinguish it from any other entities in the minds of the consumers

Publics

groups of ppl who identify themselves with the sports org

Example of a key public

Members of the mass media or employee for the organization

Evolutionary moments affecting growth of sport media

Newspaper sports section in 1895, first radio broadcast of a baseball game in 1921, and the launch of ESPN TV network in 1979

Sport Marketing

Organizational function that focuses on consumers, identifying how the sports organization can fulfill consumers wants or needs

Marketing Mix (4 P's)

Product, Price, Place Promotion

Product

focuses on developing goos or services customized to the consumers' needs

Price

specifies the costs the consumers will incur in exchange for the product

Place

relates to distribution decision and how the company can get the product into the hands of the consumer

Promotion

relates to communicating messages to the consumer regarding the product and attempting to motivate the consumer to make the purchase

PR as a promotional tactic (4 elements)

Advertising, Personal Selling, Sales Promotions, Publicity

Advertising

Paid commercial messages about the product carried by the mass media

Personal Selling

A representative of the sports organization interacts with a consumer in an effort to motivate them to purchase the product

Sales promotion

Addition incentives to the consumer such as giveaways or discounts to add value to the core product

Publicity

Information regarding a sports organization or product that is conveyed by the mass media for free

Main difference between Advertising and Publicity

Advertising: Paid media

Publicity: Free info conveyed by mass media

Main difference between Marketing and PR

Marketing focuses on consumers, PR focuses on diverse groups of publics

Exchange Relationship

Sharing of benefits between parties involved

Example of Exchange Relationship

Employee-employer

Communal Relationship

willingness to provide benefits to the other because of concern for the welfare, even when getting nothing in return

Example of Communal Relationship

Sport team-charity

PESO model

Paid, Earned, Shared, and Owned media

Paid media

the advertising element of organizational communications

Earned Media

The publicity element; info regarding product or org is being conveyed by mass media

Shared Media

Content shared across social media platforms

Owned Media

Methods of distributing self-generated content the mass media

Community Relations

an organizational activity designed to foster desirable relationships between the sport org and the communities in which it is located at or have strategic interest in

Types of Sport Public Relations

Customer, Sponsor, Donor, Government and Regulator, Employee, and Investor

Strategic Management

The analysis of an organization's position in the competitive environment and identifying organization's direction, strategy, and goals

SWOT analysis

Identifying internal strengths and weaknesses of an organization and the opportunities and threats of the external environment in which they operate

Grunig's four models of public relations

Press agentry (seeking attention in almost any form), public information (disseminate accurate and favorable info about the organization), two-way asymmetrical (incorporates research in an effort to persuade publics to act in desirable ways), and two-way symmetrical (research and dialogue to produce a dynamic relationship between org and its publics)

Proactive public relations

Organization concentrates on building and sustaining a desired reputation through successful relationship outcomes

Reactive public relations

responding after damaging issues have arisen

Integrated communication

Use of PR along with advertising, direct marketing, promotion, and other tools to shape public opinion and deliver audience actions

Brand equity

the assets and liabilities linked to a brand that changes the brands value in the eyes of the consumers

4 classifications of publics

Nonpublic, Latent public, Aware public, and Active public

Nonpublic

Public that has no interest in sport org

Latent Public

Public that is unaware of the sport org

Aware public

Public that is informed of the sport org

Active public

Public that is engaged with the sport org

Purpose of programs

Generate desirable relationships

Programs focus on...

publics

Duration of programs

Ongoing

Example of a program

Media relations

Purpose of campaigns

Specify goals

Campaigns focus on...

issues

Duration of Campaigns

Finite

Example of a campaign

Heisman trophy candidate promotion

4-step public relations process

Research

Planning

Execution

Evaluation

PR uses research to...

identify important publics

PR uses planning to...

consider organizations goals, objectives, publics, strategies, and messages when making decisions

Grunig degree of difficulty in attaining communication effects:

Changing behaviors (most difficult)

Impacting attitudes

Affecting cognition

Securing retention

Achieving exposure (least difficult)

Selective exposure

The notion that ppl are most likely to pay attention to messages that relate to subject matter of existing interest

selective perception

Ppl interpret the messages that they do attend to through the filters of their life experiences, values, and attitudes

Selective retention

Ppl's tendency to remember messages that are consistent with their existing attitudes

Cognitive dissonance

the inclination to avoid or minimize the credibility of info that conflicts with current values and attitudes

PR uses execution to...

monitor the cmpaign plan to ensure that the strategies and tactics are being implemented as planned

PR uses evaluation to...

evaluate effectivness

Public relations activity

Organizational outputs: tracks organizational communications

Intermediary effect

Audience reception; how organizational communications are received

Target Audience effect

Impact; the effect of an organization's communication and the audience's reception to messages

Issues Management

The product of problems, opportunities, uncertanties, and controversues that warrant strategic consideration by key organizational decision makers

Reputation management

the protection or repair of reputation during a crisis

Reputation

credibility and respect among a broader set of constituencies