ADPR Final Exam 2

Public Relations

A planned process to influence public opinion,
through sound character and proper performance, based on mutually
satisfactory two-way communication.

PR According to PRSA

a strategic process that builds mutually
beneficial relationships between organizations
and their publics.

Publics

Publics are groups of people brought together by some common factor or interest.

Audience

Groups of listeners or viewers who may receive the same message but otherwise have no connection to one another.

What is the PR Writing Process?

Planning

Goal and objective setting

• Central focus

  • Building and maintaining mutually beneficial relationships

Evaluation: Assessment of the effectiveness of a particular campaign and/or release

Research

Analysis of the situation

• Primary (new/original) Research

• Secondary (existing) Research

Tactics: Execution through communication

General AP Sytle Rules

Do not Capitalize “COACH”, HALFTIME, MIDCOURT, Numerals spell out one-nine, PLAYOFF Noun play off verb, always use figures for age, Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas, and Utah are never abbreviated.

Inverted Pyramid Structure

Most important information (who what where, when why how)

next the most important details and general background information.

Media Relations

the strategic management of mutually beneficial relationships between organizations and media personnel/entities.

Interests of Media

Scoop “news-breaking.” “You heard it it here first.”

Organizational Interests

finding a balance between helping
media cover organizational
happenings and maintaining appropriate levels of privacy.

What are communication uses for press releases?

One time event: product launch, employee promotion, etc.

New partnership, recent player, acquistion etc.

Updates: on going matters such as product recall or crisis scenarios.

Reoccuring event: annual holiday drive, highlights from annual report

Distribution: of multimedia elements to the media or other publics.

Corporate Sponsorships

The integration of public concerns into business operations and stakeholder relations.

CSR

Organizational emphasis on positively impacting society through community engagement, environmental sustainability, and ethical business practices across all aspects of operations

Community Relations

organizational emphasis on building and
maintaining mutually beneficial
relationships with the local community
through engagement and outreach.

Examples of ethical CSR

an organization’s commitment to
sustainability and environmentally friendly
operations.

creating environmentally conscious product lines.

Ethical CSR

an organization’s commitment to upholding principles of human rights in their business operations.

commitment to addressing social, cultural, economic, and environmental issues.

Philanthropic CSR

an organization’s commitment to community engagement and charitable donations.

making financial donations to local causes, organizations, and/or operations.

Economic CSR

an organization’s commitment to contributing to the economic wellbeing and sustainability of society.

investing in community programs that contribute to social, environmental, and/or
economic good.

What are the kinds of pitches in sports PR?

Pre-event, event live coverage, and evergreens.

What are the pros and cons of pre event pitches?

• pros: drives awareness and potentially purchase/participation/etc.

• cons: challenging to think of compelling pitch ideas, must be planned and executed in advance, challenging to find visuals and people to interview

What are the pros and cons of event live coverage pitches?

• pros: easy to cover - lots of visuals and people to interview

• cons: can be annoying for publics to find out about an event after it took place, may not drive purchase/participation, may be difficult to find a reporter who is available at the time of the event

What are the pros of evergreen pitches?

pros: stories can be published at any point in time, reporter is not rushed,
often relatable content, easy to get interviews and quotes, often drive
donations, participation, and volunteering

Advertising in general

PAID

EXTERNAL
COMMUNICATION

SALES THROUGH PROMOTION

• e.g., billboards, TV/radio commercials, Internet, etc.

MASS MEDIA

ONE-WAY

What are examples of sports advertising channels?

Digital and electronic television, radio, and social media. Other examples include print media, newspapers, magazines, programs, brochures, and posters.

What is sports advertising?

Paid media: any paid,
sponsored message conveyed
through media.It typically promotes sports teams, events, or related products to engage fans and increase visibility.

What is the goal for paid media?

effective communication that spurs a desired action (i.e., buying goods and services)

drive general awareness, knowledge of attributes and benefits, develop or
change an image or personality, associate a brand with feelings and
emotions, etc.

Challenges to paid media

Challenges include perceptual distortion causing adverting misunderstandings, audience immunity leading to ad tuning out, and the need for targeted, clear, specific messages.