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SEM – 4.03 A - Promotion

This guide outlines the importance of press releases and newsletters in the field of SEM (Sports Event Marketing). It explores the purpose of press releases in announcing new products, promoting events, and maintaining public relations. The document details procedures for writing effective press releases, including the inverted pyramid approach and tips for capturing media attention. Additionally, it provides key steps for creating engaging newsletters that communicate vital information to stakeholders, ultimately enhancing brand visibility and community relations.

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SEM – 4.03 A - Promotion

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  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

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