SEM – 4.03 A - Promotion

1. SEM – 4.03A - Promotion • PE - Utilize publicity to inform stakeholders of business activities • PI - Write a press release

2. PRESS RELEASE • Factual announcements sent to the media to be used as news items on a regular basis • Who sends press releases? • Businesses, Organizations, Individuals, and Government • Locally, Nationally and Internationally • Who creates press releases? • Public Relations Department • Marketing

3. PURPOSES of PRESS RELEASES • Introduce new products • Keep the business in the public eye • Position the business’s image • Support good employee relations • Create good community relations • Types of press releases in SEM • Game advance – previews an upcoming game/rival • Hometown release – highlight of player sent to their local media outlets • News release – information about the team (scores, schedule, statistics and ticket prices

4. Information in Press Releases

5. Procedures for writing a press release • Prepare • List the most important facts • Identify which media to use • Know the medias print deadline • Put important information first • Inverted Pyramid Approach • “Who, What, When, Where, Why, How” • Stick to the facts • Avoid using opinions or emotions • Use statistics, factual data and team/player goals

6. Procedures for writing a press release 4. Write clearly and easy to understand • No complex words 5. Write in active voice (Verbs) 6. Edit Grammar and Spelling • If sent with errors, contact the media to give the correct information immediately 7. Attach a “captioned photograph” • Photograph with text about the picture

7. Sending press release to the media • Obtain and acknowledge media deadlines • Sending press releases close to deadline is better • Catch the editor’s attention with a hook • The editor decides whether to publish or broadcast the press release as time and space is limited • Getting published is not due to buying advertising space • Include a captioned photograph – hook? • Picture that is accompanied by written text called a caption • Send the release to a specific person • Send a cover letter with the release • Send a thank you note after the release is used

8. Create professional press releases • Typed • Arrange information appropriately • Company name/contact Information • When the release should be used • If a photograph is enclosed • A headline for the release • The place and date of the news • The body of the release • End of the release (“-END-”)

9. SEM1 – 4.03 Activity Write a Press Release for one of the following using the format in the 4.03 PPT • Ardrey Kell High School _________Team going to States • _______________Band is having a concert in Charlotte • _________________ NFL Team is going to the Superbowl • _________________ NBA Team is being purchased by _______ • _________________ (professional athlete) is injured for the rest of the season • _______________________(corporate sponsor) is dropping sponsorship with __________________ (NASCAR Driver) • _______________professional athlete is found guilty of possession of illegal drugs

10. SEM – 4.03A - Promotion • PE - Utilize publicity to inform stakeholders of business activities • Develop and generate a SEM newsletter

11. Newsletters • Bulletin issued periodically to inform a group about a business/organization • Excellent marketing tool • Communicate with the public • Increase business • Market your brand • Send next year’s schedule to current ticket holders • Types of newsletters • Printed • Online

12. Effective newsletters • “Catchy content” • Needs to be interesting to customers/fans • Written for the target market audience • Blend content articles with advertisements • Promote your product throughout newsletter • Provide relevant information • Maximize your revenue stream • Be polite • “Dear Friends” • Visually appealing • Published on a regular basis

13. Steps to writing a newsletter • Research • Look at other newsletters for ideas • Develop a plan • WHO will write it, WHO will read it, WHO will distribute it? • WHAT is the content? • WHEN will it be published? • HOW will it be produced (Email or print)? • http://www.youtube.com/watch?v=sShMA85pv8M • Design a format • Number of columns/pictures/articles per page • Colors and Font Types • Select people to write articles to submit • Create submission deadline • Edit and proof • Distribute

14. SEM – 4.03A – Promotion • PE - Utilize publicity to inform stakeholders of business activities • PI - Explain media relations in the SEM industry • PI - Develop a media guide • PI - Cultivate media relationships • PI - Plan a media day

15. Media Guides – what & why • Term - Sports-related press booklet published by sporting teams for the media • Provides information about: • Participants/players – Organizations/teams • Location/venue – Coaches/managers • Ticket prices – Statistics/photos • Encourages television/newspaper/online coverage of the sport, venue, team or player – they have info!!! • Goals: • Generate interest so the media will provide coverage • Encourages spectators to buy tickets

16. Developing a Media Guide • Budget • How much will is cost? • Advertising • Who will buy advertising space? • Photographs and Graphics • Logos, photos from past seasons, team pictures, etc. • Page design • Layout: where will certain information go? • Printing - distribution • Online or Printed? • How will you get it to the fans or media?

17. SEM1 4.03 Activity In groups of three create one of the following for a fictitious team of your choice: • Develop a Newsletter using the steps from your notes. • Develop a Media guide using the steps from your notes. • Research other examples of newsletters/media guides online for ideas. • Your newsletter/media guide may be printed in color and match the format of a real newsletter/media guide (booklet). • You may use existing celebrities but you must create a new team/logo/colors/mascot, etc.

18. Media relations and sports • MEDIA: • Media relations term: cultivating positive relationships with media personalities that facilitate an organization/team in getting favorable and widespread coverage with regular follow up • keeps us informed, entertained and enlightened of sporting events • SPORTS • Provides media with news and events which attracts public interest and builds brand equity of the team • Encourages media to cover the team – maximize favorable publicity

19. Public relations vs. Media relations

20. Media relation representatives • Beat writers • Writer assigned to cover specific topics • Sports: typically assigned to cover specific sport or team • http://www.wisegeek.com/what-is-a-sports-beat-writer.htm • Columnists • Writer for a specific publication – offers opinions • http://en.wikipedia.org/wiki/Columnist • TV game broadcasters– news crew • Radio game broadcasters • Wire service reporters - nationally • Photographers

21. MEDIA RELATIONS

22. Media relations and crisis • Athletes have become celebrities because of increased media coverage • Their personal lives are covered by the media • Sometimes, due to the money celebrities are paid they are often criticized by fans and media • Athletes/teams can use strong media relations to correct this image by showcasing something positive they might be doing for charities, etc.

23. Positive media relationships • Why develop positive relationships with the media? • Generates publicity • More publicity = More sales = More Money! • Maximize favorable news and event coverage • Media will want to work with their favorite teams • But you must be honest and professional • Public relation professionals must present themselves in this manner to gain a positive relationship

24. Types of media relationships • Interactive • Both media and sport entity have ongoing two-way communication • Build trust and goodwill • Builds a mutually beneficial relationship • Both parties must get something out it – a “win-win” situation • Proactive • Consider positive messagesthe company wants to send • Planning ahead of the event and utilize risk management • Reactive • Consider potentially negative newsand establish how the company will respond

25. Plan a media day • Plan a media day • Invite the media to your venue prior to the event • This will encourage the media to publicize the preparations of the event – creates excitement • Pitch stories, ideas, hold a news conference • Provide space, equipment, WIFI, feed and entertain the media • Build trust by being honest and professional

26. SEM1 4.03 Activity • Individually, you will research and write an essay about “Creating positive media relationships” • ESSAY CRITERIA: • 5-7 paragraphs – minimum 5 sentences per paragraph • Typed – 14 point font – double spaced • Address why it is important to have positive relationships with the media if you are a sports organization • List and discuss in detail the three types of media relationships • Argue which type of relationship you think is the best to have with the media and why