Sports and Media Chs. 1 & 2

MEAC doesn’t have all of the sports that Howard does.

Why is Howard a member of 2 different conferences?

Northeast Conference (Swimming, Lacrosse, Soccer)

What are the other conference is Howard a member of?

Public Relations

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

Brand

• all the representations -names, marks, the intangible attributes- of an entity (e.g. product, organization, individual) that distinguish it from other entities in the minds of consumers

• what an organization says and how it behaves

communications-focused activity

public relations = communications at organizational level

management function

• senior-level

• strategic consideration

systematically approached

• public relations as a process rather than a product

• integrated into organizational strategy

evolution of sport media

• growth of social media

• fragmentation of the media environment

• changes in legacy media

legacy media

traditional and reliable news sources

legacy media examples

• ABC

• Washington Post

PESO Model

Integrated public relations framework:

• Paid

• Earned

• Shared

• Owned

Strategically blend these media types

Paul “Tank” Younger

• first person from a Historically Black College and University (HBCU) to play in the NFL

• Grambling State, 1949

Key skills in sport public relations

• writing skills

• public presentation skills

• interpersonal skills

• technological skills

• research skills

sport public relations programs

• digital and social communication

• media relations

• community relations

Media Relations

• meeting the information needs of the mass media: public information model of public relations

• results in publicity for teams, organizations, and individuals

• know and understand the thankless jobs

• knowing people can affect your client’s opportunities

Media Relations Activities

• generating publicity

• managing social and digital media

• offering media services

• providing statistical services (knowing and understanding game notes)

• producing other forms of organizational media

Community Relations

• executing social responsibility initiatives

• building relationships within the community

• securing face-to-face communication

employee relations

internal public

investor relations

• critical for publicly owned organizations

customer relations

more than customer service

advance the organization

• building the brand

• enhancing organizational reputation w/ publics

• producing monetizable inventory

protect the organization

• assist the organization in avoiding public relations mistakes

• guide the organization forward when mistakes are made

value of public relations

• advance the organization

• protect the organization

Strategic Management

Mission and vision driven management process in which strategies are defined that organize, coordinate, and activate all the organization’s assets to attain its goals and objectives

SWOT analysis

• Strengths

• Weaknesses

• Opportunities (for growth)

• Threats

Gruing’s Public Relations Models (4)

• Press Agentry

• Public Information

• Two-way asymmetrical

• Two-way symmetrical

Press Agentry

• attention seeking

Eric Benais

• father of PR

• PR for Rockefeller

Public Information

dissemination of favorable and accurate information

two-way asymmetrical

persuasion trhough understanding (research)

two-way symmetrical

• mutual benefit through dialogue

• media partners

reactive pr

• approach to pr in which the organization predominately responds to stakeholder actions only after problematic issues have arisen

proactive pr

approach to pr in which the organization predominately initiates actions to build stakeholder relationships and anticipates issues that need to be addressed before they become problems

ex of proactive pr

press/news clips

integrated communication

use of PR along with other forms of marketing communication in aligned fashion

storytelling

perhaps the most powerful form of communication, especially within sport w/ its innately emotional elements

Hon and Gruing (1999) Model

guidelines for measuring relationships in PR

• mutual control

• trust

mutual control

the degree to which parties agree on who has the rightful power to influence one another

trust

• each party’s level of confidence in and willingness to be open to the other party

• three dimensions: integrity, dependability, competence

mutual control example

management-union relationship

trust example

team-fans relationship

satisfaction

the extent to which each party feels favorably toward the other because positive expectations about the relationship are reinforced

satisfaction example

team-sponsor relationship

commitment

• the extent to which each party believes that the relationship is worth spending energy to maintain and promote

• two dimensions are continuance and affective

commitment example

athletics department - donor relationship

exchange relationship

the sense that one party gives benefits to the other only because the other has provided benefits in the past or is expected to do so in the future

communal relationship

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

exchange relationship example

employee-employer relationship

communal relationship example

sport team - charity relationship

Public Relations Process

Four Steps

1. research

2. planning

3. execution

4. evaluation

Research

• the compass that guides the PR planning process

Research key contributions

• identification of problems

• specification of how key publics are related to the problem or issue

Planning

the road map that guides planners toward a particular destination

planning driven by intended effects

• exposure

• retention

• cognition

• attitude

• behavior

planning goals

• more general

• broader

• idealistic

planning objectives

• narrower

• more precise

• measurable

planning publics

• specification of key publics within stakeholder groups

• power of influencer within publics

planning messages

• must connect with intended publics

• storytelling as a key method of connection

planning channels

options include social media, digital media, legacy media, and direct contact

planning budget

• models differ between programs and campaigns

• many low cost communication programs now exist

Execution

• plan implementation

• schedule

• message distribution

Three Levels of Evaluation

1. Organizational outputs

2. Audience Responses

3. Impact

Organizational Outputs

Number of releases

audience responses

impressions

impact

consumer behavior

Issue

• a matter of mutual concern in which there are or may be differing points of view

• the product of problems opportunities, uncertainties, or controversies

Issues Management 3-Step Process

1. Identification

2. Strategic Decision-Making

3. Evaluation

Identification

scan environment for emerging and developing issues

Strategic Decision-Making

• Prioritize Issues for Action

• Determine approach

Evaluation

Assessment best driven by behavioral outcomes

Reputation

what others say about the organization based on shared perceptions

Corporate Reputation Quotient

• emotional appeal

• products and services

• vision and leadership

• workplace environment

• financial performance

• social responsibility

FleishmanHillard Model

Pillar 1: Management Behavior

Pillar 2: Customer Benefits

Pillar 3: Society Outcomes

Spectator-based sports team reputation model

• team performance

• team tradition

• team social responsibility

• spectator orientation

• management quality

• financial soundness

reputation valuation 2 tools

• “authenticity gap:

• market capitalization as reputational measure

reputation

The knowledge of whether your company has an excellent reputation or a poor one goes a long way toward determining the long-term success of your enterprise