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Chapter 14

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xarles
17 diapositives · 365 Views · Oct 15, 2014

Chapter 14. PUBLIC RELATIONS AND MARKETING. PUBLIC RELATIONS, PHYSICAL EDUCATION, AND SPORT. REASONS FOR PUBLIC RELATIONS: CLARIFY IMPORTANCE INCREASE RECOGNITION EDUCATE THE PUBLICS IMPROVE UNDERSTANDING GAIN TRUST AND CONFIDENCE SHAPE ATTITUDES AND ACTIONS BY PERSUASION.

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Chapter 14
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  1. Chapter 14 PUBLIC RELATIONS AND MARKETING

  2. PUBLIC RELATIONS, PHYSICAL EDUCATION, AND SPORT REASONS FOR PUBLIC RELATIONS: • CLARIFY IMPORTANCE • INCREASE RECOGNITION • EDUCATE THE PUBLICS • IMPROVE UNDERSTANDING • GAIN TRUST AND CONFIDENCE • SHAPE ATTITUDES AND ACTIONS BY PERSUASION

  3. “PUBLIC RELATIONS” DEFINED - PLANNED EFFORT TO INFLUENCE PUBLIC OPINION THROUGH COMMUNICATIONS AND ACTIONS - POSITIVE RELATIONSHIP OF AN INSTITUTION OR ORGANIZATION TO ITS CONSTITUENCIES

  4. THE MANY PUBLICS CONSIDER - • RACE • GENDER • ETHNICITY • ECONOMIC STATUS • DISABILITIES • RELIGION • ETC.

  5. PURPOSES OF SCHOOLPUBLIC RELATIONS • PROVIDING PUBLIC INFORMATION • PROMOTING CONFIDENCE IN SCHOOL • GATHERING SUPPORT FOR PROGRAMS AND FUNDRAISING INITIATIVES • PROMOTING VALUE OF EDUCATION • IMPROVING COMMUNICATION • EVALUATING SCHOOL PROGRAMS • CORRECTING MISUNDERSTANDINGS

  6. PLANNING THE PUBLIC RELATIONS PROGRAM • ESTABLISH SOUND P.R. POLICIES • IDENTIFY PROGRAMS TO PROMOTE • IDENTIFY CONSUMERS’ DESIRES • DECIDE FACTS AND IDEAS TO SHARE WITH TARGETED POPULATIONS • EFFECTIVELY PLAN P.R. STRATEGIES • IDENTIFY COMMUNICATION PROCESSES AND SPOKESPERSONS

  7. GUIDELINES FOR SOUND PUBLIC RELATIONS • CONSIDER INTERNALLY BEFORE EXTERNALLY • DETERMINE THE “IMAGE” • OUTLINE AND WRITE DOWN • SELECT PROPER “PR” PERSONS • CONSIDER PUBLICS • FUND ADEQUATELY

  8. ESSENTIALS OF PUBLIC RELATIONS PROGRAMMING • PROGRAM AND STAFF • PRINT MEDIA / NEWS RELEASES • PICTURES AND GRAPHICS • COMMUNICATIONS • DISCUSSION AND ADVISORY GROUPS • RADIO AND TELEVISION • FILMS AND VIDEO • POSTERS, BROCHURES, EXHIBITS

  9. NEWS RELEASES • GET THE MESSAGE ACROSS - (WHO, WHAT, WHEN, WHERE, HOW, & WHY) • USE ASSOCIATED PRESS (AP) FORMAT • BE CONCISE - (ONE PAGE SHOULD DO) • IDENTIFY MEDIA PERSONNEL/OUTLETS AND CULTIVATE RELATIONSHIPS • MAIL RELEASES IN ADVANCE OF EVENT • INCLUDE ALL RELEVANT MATERIALS • SEND A NOTE OF THANKS

  10. RADIO AND TELEVISION PREPARATION • KNOW YOUR MESSAGE • KNOW THE PROGRAM • KNOW THE BROADCASTER • KNOW THE TARGET AUDIENCE • TAILOR THE MESSAGE • TAILOR THE PRESENTATION • PRACTICE!

  11. PUBLIC RELATIONSIN ACTION • JUMP ROPE FOR HEART • HOOPS FOR HEART • MOVE TO IMPROVE (NASPE) • NATIONAL GIRLS/WOMEN IN SPORT DAY • NATIONAL PHYSICAL FITNESS AND SPORT MONTH • THE PRESIDENT’S COUNCIL ON PHYSICAL FITNESS AND SPORTS

  12. PUBLIC RELATIONS IN SCHOOLS & COMMUNITIES • MOST EFFECTIVE MEDIA FOR SCHOOLS • THE TOTAL PHYSICAL EDUCATION AND SPORT PROGRAM • PERSONAL CONTACT • NEWSPAPERS • PUBLIC SPEAKING • DEMONSTRATIONS AND EXHIBITS

  13. MARKETING PHYSICAL EDUCATION/SPORT PROGRAMS • MARKETING - • TRIES TO IDENTIFY CONSUMER DESIRES FOR PRODUCTS AND SERVICES • TARGETS SPECIFIC POPULATIONS • PROMOTES PRODUCTS AND SERVICES • DEVELOPS STRATEGIC MARKETING PLANS

  14. PRINCIPLES OF MARKETING • CUSTOMER PRINCIPLE • COMPETITION PRINCIPLE • PRACTICE PRINCIPLE • CROSS-FUNCTIONAL PRINCIPLE • CONTINUOUS IMPROVEMENT PRINCIPLE • STAKEHOLDER PRINCIPLE

  15. THE MARKETING PROCESS • ORGANIZATION MISSION AND OBJECTIVES • MARKET OPPORTUNITY ANALYSIS • MARKETING STRATEGY • IMPLEMENTATION • EVALUATION

  16. MARKETING STRATEGY • SELECT ONE OR MORE TARGET MARKETS • SET MARKETING OBJECTIVES • DEVELOP AND MAINTAIN AN APPROPRIATE MARKETING MIX (the six Ps)

  17. THE SIX Ps • PRODUCT/PROGRAM • PRICING STRATEGIES • PLACE OR DISTRIBUTION STRATEGIES • PROMOTION STRATEGIES • PRODUCTION/PROGRAM STRATEGIES • PUBLIC IDENTIFICATION