Sports Media Chs 3-4

PESO Model

Paid

Earned

Shared

Owned

Paid

Budget/Money to buy ads

Earned

• Involves us as PR people

• build PR campaigns using media tools

• what provides coverage

Shared

Share to affiliates, public, and other outlets

Owned

Own the station/certain part of PR

Where in the PESO Model does social media fit

Shared

Associated Press

• #1 news org in every major city in the country

• outlet to every major news station

Social Media

Interactive media technologies that allow consumers to create and disseminate content, connect w/ media outlets and other network users, and voice their opinions on any number of topics

What two forms is social media broken down into

• social networking sites

• virtual communication communities

Social Networks

• Facebook

• Twitter

Media Sharing Networks

• Instagram

• YouTube

Grunig’s two-way symmetrical communication model

• provides social media’s connection to overall sport public relations efforts

• sport organizations not using social media will fin it difficult to effectively accomplish all strategic communication objectives

• Media ppl take in info, give it to organizations, and organizations give it to the public

Social Media Content

should be related to engaging the audience by one or more of three action steps

Social Media Content action steps

1. Giving the audience something to think

2. Giving the audience something to feel

3. Giving the audience something to do

Critical Strategic Media Considerations

• planning

• alignment

• voice/tone

• social listening

• social media tools

• evaluation

Planning

• social media is highly effective for conducting short term campaigns

• organizational calendar plays a key role-

Planning Examples

• Think Pink

• Rivalries

• HBCU Gameday @ Nats Park

Alignment

Social media goals and objectives should be w/

• organizational public relations goals

• overall organizational goals

Voice/Tone

• Social Media: The persona of the brand

• Demographics of Audience

• Psychographics of audience

• Authenticity

Social Listening

Monitoring of the brand’s social media channels for any customer feedback and direct mentions of your brand

• eliminate confusion

• central hub for information and engagement

• make adjustments as necessary

• can be accomplished in-house or through third-party vendors

Social Media Tools

a variety that exist to assist in the creation of engaging social media content

Social Media Tools Examples

• Adobe Spark

• Canva

• TweetDeck

• TagBoard

• Link Shortening tools

Categories of Social Media Metrics

1. Activity

2. Reach

3. Engagement

4. Acquisition

5. Conversion

6. Retention

Activity

• Output or amount of content produced by the public relations professional

• Tracking number of posts

• Tracking number of content types

• Should factor in the amount of money spent to produce content

Reach

• Measurement of the audience and the potential audience

• Post reach

• Impressions

• Fan sentiment

Engagement

• Measurement of how ppl interact w/ content produced

• Average engagement rate

  • number of engagement actions on social network post divided by the number of total followers of the particular social network

Average engagement rate example

Twitter

Average engagement rate formula (Twitter)

of likes + # of replies + # of retweets to a post / # of twitter followers for an account

Acquisition

• focused on the building of relationships

• help PR professionals prove value of social media efforts

Aquisition examples

• website traffic from social networking sites

• Google measurement tool

Conversion

• closely related to marketing metrics such as sales and revenue

• help prove that PR efforts on social networking sites play a part in converting fans into active customers impacting the bottom line

• posts that give the audience something to do (link, tickets away game travel package, etc.)

Retention

• satisfaction rates

• review sentiment (especially on Facebook)

• # of positive testimonials via social media efforts

TeamWork Online

excellent source of jobs varying at different levels

Organizational Websites

• provide sport public relations professionals w/ two significant advantages

  • websites carry the message to a variety of interested parties instantly across the world on demand

  • websites give sport public relations professionals significant levels of message control

• motivation for website building includes this control and the identity an organization can create from it

Key Publics with a variety of interaction

• education

• entertainment

• engagement

Website purposes

• e-commerce

• information distribution

• entertainment

• education

• community engagement

e-commerce

tickets, merchandise

information distribution

news, rosters, stats, directions

entertainment

video, audio, photo galleries, live streaming

education

rules of the game, game film breakdown

community engagement

hospital visit, etc.

benefits of digital presence

• global reach

• speed and user choice

• support of multiple content types

• support of transactions (e-commerce)

• computational functions

• interactive capability (mobile apps)

• adaptability and customizability

keys to website development

• goals and objectives

• hosting and management

• content

• design

• promotion

• evaluation

Website Development goals and objectives

• what does the organization want accomplish with this presence

• related to publics targeted by the website

• alignment needed w/ public relations goals and overall organizational goals

Hosting and Management: Website Development

• design and maintenance: in-house or outsourced?

• cost?

• domain name (website address)

• accessibility concerns

Content

• function of the sites purpose and key audiences

Content key features

• rosters

• schedules

• photo galleries

• video distribution

• fan engagement

Website key advantage over other media sources

modify and update in near real time

Design

• keep structure simple/minimalist approach

minimalist approach (design)

• minimal design features

• well organized

• design that keeps mobile devices in mind

• fast loading times

Promotion

Search engine optimization

Search engine optimization

• content over asthetics

• knowledge of target audience and common search phrases

• solid interior link structure

• emphasis on strong text

• steer clear of heavy graphical elements like flash and javascripte

Evaluation

• key performance indicators (KPI)

• conversion rate

• bounce rate

Websites w/ specific purpose

• media relations

• community relations

• employee relations

• donor relations

• fear of spam and viral marketing

Media relations website purpose

education

community relations website purpose

engagement

employee relations website purpose

intranet

blogging/vlogging

• sites containing writer(s) experiences, opinions and observations

• becomes much more interactive w/ ability to comment, etc.

• as print media downsizes, writers now finding role of chief reporter/writer for organizations

• giving athletes voice: The Players’ Tribune

Virtual Communities

• sport fuels passion that fans like to share

• every fan has a voice in a community of generally like-minded people

• organizers now often get same access as established media organizations due to depth of coverage

• some communities funded by subscriptions for more in-depth insider access

• opportunity for sport PR to quickly address rumors, etc.

Podcasts

• can provide audio on demand

  • insider access reports

  • player profiles and interviews

  • commentary from coaches and support staff

  • recorded broadcasts of games and coaches shows

Podcasting revenue

exceeds $500 million per year

Podcast considerations

• choosing topic

• choosing show name

• integrating music and cover art

• distribution formats

• transcriptions and show notes

digital media considerations

• internet speed is a blessing and cures for sport PR professionals

• monitoring of virtual communication communities and internet in addition to social listening

• virtual communication community more as a booster than as a journalist?

• live streaming of more events than ever (ESPN+)

• rapid pace of development in technology requires sport PR professionals to look ahead of current trends or risk being left behind

• must take the mindset of “early adopter” and be prepared to adjust and advance accordingly

• internet will continue to be the top consideration shaping the sport PR profession