PR Planning & ManagementEmma Thornbury, Fraser Brown, Sam Brandon, Elliot Chang, Max Cranmer-Brown, Rebecca Dallas

Met Media

Brief• Sheffield United are suffering from continued negative

publicity following irresponsible behaviour by a high profile striker and other members of the team.

• The problem is being addressed actively by management, but a major sponsor has publicly signalled its disapproval by withdrawing support. Their explanation was that they did not wish to be associated with celebrities who are poor role models for young people.

• The chairman has appointed Met Media to devise a new community relations programme.

Met Media

Sheffield United – Ched Evans

Met Media

SWOT

Met Media

Strengths

•Nationally recognised organisation •Situated in one of the biggest cities in England•Local to over 500,000 people•Worldwide relations with China & Vietnam•Sister clubs in China & Hungary •Oldest professional Football ground •Successful since 1889

Weaknesses

•Intense rivalry with other half of the city•Lack of investment•Falling attendances•Not in the top tier of English Football

•Opportunities

• Investment•Ground expansion•Promotion•Player transfers•Increased business overseas•Potential take over

•Threats

•Economic downturn•Relegation• Further decrease in attendances

AnalysisPublics

Messages

Strategy

Tactics

Timescales

Resources

Evaluation

Review

Objectives

Gregory’s 10 step planning model

Gregory (2010)Met Media

Issues

• Night club Incidents

• Turning up late to training

• Poor attitude when substituted

• Drink driving

• Series of bad tackles

Met Media

Problem recognition

• Internal – “Is an intellectual awareness of a problem that piques curiosity and stimulates understanding as an end to itself”

◦ Grunig ( 1992)

Met Media

Problem Recognition

• Poor attendances5,000 season tickets, 24,000 – 21,000.

• SponsorsGlobal Windows

• Team moral2 points off relegation zone

• No transfers

• Shirt sales Met Media

Research•Primary• Qualitative research  • - Focus groups• Quantitative research • - Questionnaires and surveys

•Secondary • Existing research• References• Sheffield United• Current campaigns• How to launch a campaign

Met Media

Publics•B C1 C2

•Non Publics

•Latent Publics

•Aware Publics

•Active Publics

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Public opinion

• “The general attitude or feeling of the public concerning an issue, especially when this has an effect on political decision-making”

• “Public opinion refers to people’s attitudes on an issue when they are members of the same social group.”

◦ Crespi (1997)

Met Media

Statistics• A supporters view of Sheffield United• Questionnaire (30 fans were asked on a match day)• Who is your favourite Blades Star and why? (on pitch)• Would this change if they had negative press?• Would you bring children to football?• Do you see Footballers as role models?• Are you aware of SUFC community programmes?• What would you like to see Blades players doing in the community?• Would you stop coming if United players misbehaved?

Are you aware of SUFC community programmes?

no20%Yes80%

Would you stop coming if United players misbehaved?

Met Media

yes35%

no65%

COMPANY

‘PUBLIC’

FINANCIAL

INTERNAL

COMMERCIAL

OVERSEAS

GOVERMENT

Broad – Based groupings

Opinion formersPressure groups

MediaLocal community

Internet communities

Financial on and offline media

Shareholders/OwnersBanks

Financial agencies City

EmployeesManagement/Directors

Potential staffUnions

Company pensioners

SuppliersWholesalersCustomers

Potential customersCompetitors

MP’Specialist

CommitteesCivil Service

Local Government

CustomersGovernments

International banksBusiness partners

International agencies

Publics common to an organisationGregory. A (2010)

Met Media

Objectives

• SMART• Increase attendances by 15% by the end of 2012.Devise a new community

relations campaign that will enhance the relationship between the fans and the club, and by doing this

• We aim to increase attendance by 15% by the end of 2012 by introducing new ticketing schemes that will attract new and re-connect with current fans.

• To change fans attitudes and behaviour towards the club by launching and supporting new community campaigns by 2012 that will engage with disadvantaged youngsters.

Met Media

Messages

•Family club

•Appreciate the fans

•Active in the community

•Football league – Enjoy the match campaign

Met Media

Strategy• “Strategy is the cohering approach that is taken to a

programme or campaign. It is the coordinating theme or factor, the guiding principle, the rationale behind the tactical programme.”

◦Gregory. A (2010)

• Improve peoples perception through PR.• Ticket schemes• Getting involved in the community

Met Media

Community Relations Programme

• Apology

• Work with Local Schools

• Sunday Soccer Sessions

• Attendance policy

• Applaud fans for 10 minutes after the game

• Half Time penalty shoot out

• The Community United Met Media

References• Crespi, I (1997) The Public Opinion Process, Mahwah, Lawrence Erlbaum

Associates• Gregory, A (2010) Planning and managing public relations campaigns : a

strategic approach, London : Kogan Page• Grunig, J (1992) Excellence in Public Relations & Communication

Management, Broadway , Lawrence Erlbaum Associates

Met Media

Tactics

•Board & Player statements when appropriate•More in the future•Regular board meetings – media strategy•Hold a squad meeting – remind what’s expected•Team bonding – team moral down – promote

togetherness•Newsletter – sign up official•Constant media analysis -----short term

Met Media