PromotionPromotionLAP 19LAP 19

Play to the FansBuilding Fan Support

ObjectivesObjectives

Discuss the role of public relations and publicity in building fan support.

Implement public-relations and publicity strategies to build and maintain fan support.

Discuss the role of public relations and

publicity in building fan support.

• Singer revealed to be Singer revealed to be lip-syncinglip-syncing

• Lots of media buzz and Lots of media buzz and fall-outfall-out

• Publicity and public Publicity and public relations—very important!relations—very important!

Ways Publicity Can Be Generated

• Unexpected incidents

• Personal behavior

• Special occasions

• Product or organizational changes/expansions

Sport/Event Marketers Sport/Event Marketers and Publicity and Publicity

• Publicity—part of overall public-Publicity—part of overall public-relations strategyrelations strategy

• Good publicity helps build:Good publicity helps build:

GoodwillGoodwill

ProfitabilityProfitability

Fan supportFan support

Sport/EventOrganizations’ Publics

• Spectators

• Business community

• Local community

• Media

• Employees

Sport/Event Organizations’ Publics: Spectators

• Attend sports and events• Follow certain athletes or

celebrities• Support is driven by:

Tradition Attitude Performance

Sport/Event Organizations’ Publics:The Business Community

• Become sponsors

• Are affected by the team or event’s performance

Sport/Event Organizations’ Publics:The Local Community

• Support sports/events through tax revenue

• Are affected economically by sport/event success

• Can develop a sense of pride and identification

Sport/Event Organizations’ Publics:The Media

• Benefits and hurts sport/event organization’s image, depending on coverage

• Must be treated well by sport/event organization

Sport/Event Organizations’ Publics: Employees

• Spread publicity through word of mouth

• Include athletes whose behavior can influence overall publicity

http://blog.salvationarmyusa.org/2010/11/18/dallas-cowboys-bring-early-thanksgiving-to-homeless/

Implement public-relations and publicity strategies to build and maintain fan support.

Characteristics of Successful Public-Relations Efforts

• Consistent reinforcement of a specific image over time

• Two-way communication

• Promotion of goodwill

Characteristics of Successful Public-Relations Efforts

• Proactivity

• Counteractivity

• Investment of time, money, and personnel

Steps for Creating and Implementing PR Strategies to Build Fan Support

• Identify key organizational Identify key organizational relationships.relationships.

• Evaluate the characteristics of Evaluate the characteristics of each relationship. each relationship.

Viewpoints? Expectations?Viewpoints? Expectations?

Do research! Do research!

https://www.facebook.com/Reds

Steps for Creating and Implementing PR Strategies to Build Fan Support

• Analyze current situation Analyze current situation with each fan base. with each fan base.

StrengthsStrengths

Weaknesses Weaknesses

Steps for Creating and Implementing PR Strategies to Build Fan Support

• Create goals.Create goals.

Short-termShort-term

Long-termLong-term

Complementary to Complementary to overall overall organizational goalsorganizational goals

Steps for Creating and Implementing PR Strategies to Build Fan Support

• Select the appropriate Select the appropriate tools/sources to communicate tools/sources to communicate the PR and publicity message.the PR and publicity message.

Keep audience in mind.Keep audience in mind.

Use combinations.Use combinations.

Steps for Creating and Implementing PR Strategies to Build Fan Support

• Implement plan and Implement plan and disseminate information disseminate information at appropriate time. at appropriate time.

• Measure, assess, adapt Measure, assess, adapt regularly. regularly.

• Keeping public happy

• How far do athletes and celebrities need to go?

Acknowledgments

Original Developers:

Christopher C. Burke,Sarah Bartlett Borich, MBAResearch

Version 2.0

Copyright © 2014MBA Research and Curriculum Center

Digital-based photography sources:

ThinkStock PhotosVarious images used in this presentation are ©2013 ThinkStock Photos. All rights reserved www.ThinkStockPhotos.com

Picture of Walk-off home run thanks to SD Dirk from Flickr and Ookaboo!

Picture of Indianapolis Motor Speedway thanks to CZmarlin from Wikimedia Commons and Ookaboo!

Picture of Cato June thanks to Jfitch from English Wikipedia and Ookaboo!

Copyright:All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.