Sport Public Relations: Communication and Community Relations

1. chapter11 Public Relations in the Sport Industry G. Clayton Stoldt, Catherine Pratt, Steven W. Dittmore

2. Introduction Primary aspects of sport public relations • Communication in general • Common sport public relations jobs • Community relations in sport

3. Communication Basics • Most basic skills • Becoming an effective communicator • General communication models • Models of public relations practice

4. Most Basic Skills • Writing • Grammatically correct • Succinct wording • Flow of ideas from one point to another • Speaking Ability to boil down large amounts of information into key points that are repetitively emphasized

5. Becoming an Effective Communicator • Practice, practice, practice! • Gain related experience • Learning activities in your classes • Volunteering with a sport organization

6. General Communication Models • Hundreds of communication models • The most well-known and useful models treat communication as a process

7. Componentsof the Communication Process • Source The person giving the message • Message Words and pictures that the sender produces • Channels Delivery of the message from sender to receiver (continued)

8. Componentsof the Communication Process (continued) • Receiver Person who receives the words and pictures that the sender produces • Encoding and decoding Assigning meaning to the communicated message (continued)

9. Componentsof the Communication Process (continued) • Noise Interferes with the reception of the message • Feedback Communication that the receiver sends back to the sender

10. Communication Pitfalls • Selective attention Topics that are of interest • Selective perception Interpreting information that reinforces what we already believe • Selective retention • Remembering what is comfortable and useful • Forgetting what is uncomfortable and disagreeable

11. Models of Public Relations Practice • One-way communication models Do not necessarily seek input or attention from the public • Two-way communication models Require input from target publics

12. One-Way Communication Models • Publicity or press agentry models • Do not seek input from their key publics • Are concerned about getting their message out there • Push the envelope at times to get attention • Public information model • Provide information in a credible manner • Example: sports information offices

13. Two-Way Communication Models • Asymmetrical approach The organization uses information about the public to get them to behave as desired • Symmetrical approach The organization and the public negotiate mutually acceptable solutions

14. Media Relations in Sport • Sport and the mass media • Print media • Electronic media • What media relations specialists do • Careers in media relations • Ethical issues in media relations

15. Sport and the Mass Media • Symbolic relationship Each uses the other for its own gain • Positive publicity Air time or print space is free and more credible • Negative publicity Cannot direct the media not to print or broadcast embarrassing stories

16. Print Media • Newspapers Sport coverage draws in 60% of newspaper readers • Magazines • General interest sport publications • Specialized sport publications

17. Electronic Media • Radio 99% of American homes have radios • Television sets 98% of American homes have television sets • Cable television 69% of American homes have cable television

18. What Media Relations Specialists Do • Success requires • Genuine interest in the field • Strong communication skills • Perseverance • Securing internship opportunities • Securing entry-level job opportunities (continued)

19. What Media Relations Specialists Do (continued) • Duties • Writing news releases • Writing feature stories • Preparing game programs • Overseeing promotional activities • Planning and conducting press conferences

20. Careers in Media Relations • Organizations • Thousands of colleges and universities • Hundreds of major and minor professional sport teams • One or more sport organizations in most cities • Competitiveness • Popular and competitive • Employers looking for solid education preparation • Typical majors: sport management, journalism, public relations, communications (continued)

21. Careers in Media Relations (continued) • Capitalize on opportunities • Volunteer and internship experiences • Build network of practitioners • Where to start • Minor league teams • YMCA and YWCA • Your commitment “First one to arrive, last one to leave”

22. Ethical Issues in Media Relations • Privacy Be sensitive and release only information that will not compromise people’s right to privacy • One- and two-way models Protect the boundaries of ethical relationships with key constituents • Code of ethics CoSIDA, for example, prescribes a code of ethics

23. Community Relations in Sport • Community relations activities • Center on promoting charitable initiatives • Develop face-to-face contact with stakeholders • Complement media relations work • Why engage in activities • Enhance image • Short-term revenue gain • Social responsibility (continued)

24. Community Relations in Sport (continued) • What community relations professionals do • Work for a team, facility, or organization • Create, organize, and execute charitable initiatives • Designed for community enhancement • Organizations • Professional entertainment organizations • College and universities, for-profit fitness centers • Sporting goods manufacturers • Competitiveness • Fierce competition • Must distinguish yourself • Need proven track record in executing initiatives (continued)

25. Careers in Community Relations (continued) • Capitalize on opportunities • Expand network of contacts • Document your effectiveness in endeavors • Volunteer, serve internship, gain entry-level experience • Demand • High • Pay may be less than media relations positions • Challenges unique to the industry • Receive many requests for help • Matching initiatives with high-profile coaches and athletes

26. Ethical Issuesin Community Relations • Keeping priorities straight “The benefits of a community relations program should be in the program, not the publicity” • Giving credit where credit is due Share the spotlight when teaming with other businesses

27. Other Public Relations Positions • Corporate communications Frequently intersects with multiple PR areas • Creative specialist Has skills in design, layout, graphic arts, technical areas • Employee and volunteer relations Builds strong internal relationships • Web site manager Manages organization’s Web sites

28. Communication Technology and Its Effect on Sport • Internet • Single most important development in recent years • 39% of US population access sports information • E-mail Relatively simply and inexpensive • World Wide Web Vast array of sources available

29. Current Challengesfor Sport Public Relations Professionals • Posting information on-line Print journalist versus broadcast media outlets • Noncredible and nonauthorized information • False rumors • Video of a team’s practice • Underutilizing direct communication skills Becoming too reliant on technology