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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
1) Explain the purpose of sports and entertainment communications
2) Define publicity
3) Differentiate between publicity, public relations, media relations and community relations
4) Identify the three approaches to media relations
5) Describe the three ways community relations programs are implemented
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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
6) Name the six functions of sports and entertainment communications
7) Explain how publicity impacts other areas of sports and entertainment business
8) Create a press release with all its essential elements
9) Recognize the types of information typically included in press kits
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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
10) Understand some of the social issues that impact the business of sports and entertainment
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Lesson 11.1 – Sports &
Entertainment Communications
Copyright © 2010 by Sports Career Consulting, LLC
UNIT 11
SEM Communications
Sports & Entertainment Communications
Sports & Entertainment Information
Provides specific news as it pertains to sports teams and organizations, events and all other forms of entertainment
Could include event schedules, player statistics, actor profiles or any other relevant information
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UNIT 11
SEM Communications
Sports & Entertainment Communications
Sources of sports and entertainment information
Any news or media outlet is a potential source of sports and entertainment information
Almost any type of information an individual could want is accessible through the media
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UNIT 11
SEM Communications
Sports & Entertainment Communications
Role of sports & entertainment communications in SEM
To effectively disseminate information for the benefit of the business
Plays an integral role in the shaping and management of the organization’s image
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Who is SID?
SID is a sports organization’s (most often a college) Sports Information Director
SID can present his/her self in many forms, including PR Director, Communications Director, Media Director or a host of other official titles SID is responsible for all communications relating to the organization
Sports & Entertainment CommunicationsUNIT 11
SEM Communications
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UNIT 11
SEM Communications
Sports & Entertainment Communications
Technology’s Role in Communications
Musicians can now start a career entirely over the Internet using a web site and a strategic online marketing plan
From weekend warriors to independent bands and Grammy-winning artists, thousands of musicians have embraced social networking sites like MySpace to upload material, promote tour dates and albums while interacting with fans in an effort to build and/or grow a fan base
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UNIT 11
SEM Communications
Sports & Entertainment Communications
Technology’s Role in Communications
Copyright © 2010 by Sports Career Consulting, LLC
In 2007, MySpace announced plans to launch its first Nationwide concert tour, featuring primarily bands who made names for themselves on MySpace.com
"MySpace has served as a platform for countless bands and musicians around the world to showcase and
promote their music to millions of fans online"
- Tom Anderson, president and co-founder of MySpace
UNIT 11
SEM Communications
Sports & Entertainment Communications
Technology’s Role in Communications
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The Internet radio site Pandora boasts 60 million users in the U.S. alone and 22 million indicated in a poll that they have listened “in the last few days”
UNIT 11
SEM Communications
Sports & Entertainment Communications
Technology’s Role in Communications
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Through software applications like garageband, users can learn how to play songs from famous artists like
Sting, Fall Out Boy and Colbie Caillat
UNIT 11
SEM Communications
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Sports & Entertainment Communications
Nine Inch Nails frontman Trent Reznor released the source multitrack GarageBand files for the song "The Hand That Feeds", encouraging listeners to
use GarageBand to remix the song. They also gave permission for anyone to share their personalized remix over the Internet. Since then, the band has
released several more GarageBand source files, and several other artists have also released their
GarageBand files for the public to experiment with.
UNIT 11
SEM Communications
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Sports & Entertainment Communications
Teen pop sensation Justin Bieber was originally “discovered” by a talent executive on YouTube when he was searching for new talent online. Pop stars Justin Timberlake and Usher would later engage in a bidding war to sign Bieber (he eventually signed with Usher).
UNIT 11
SEM Communications
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Sports & Entertainment Communications
Technology’s Role in Communications
Actors engage with fans using the Internet and social media to promote films, create buzz and dispel rumors
Ed Norton used Facebook to address fans after Marvel Studios announced that the actor would not reprise his Hulk role in its forthcoming Avengers film. Norton explained that he turned to Facebook because he felt it would be rude not to respond to an outpouring of support from fans.
UNIT 11
SEM Communications
Sports & Entertainment Communications
Technology’s Role in Communications
Movie studio executives have the ability to place movie trailers online for people to download on their home computers
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UNIT 11
SEM Communications
Sports & Entertainment Communications
Technology’s Role in Communications
Fans can discuss topics surrounding their favorite entertainers and celebrities on web sites like www.IMDB.com
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UNIT 11
SEM Communications
Sports & Entertainment Communications
Technology’s Role in Communications
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The instant accessibility provided by the Internet creates new challenges for sports and entertainment
communications professionals.
According to Wikipedia, Twitter is a free social networking and micro-blogging service that enables its
users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters
displayed on the author's profile page and delivered to the author's subscribers who are known as followers.
UNIT 11
SEM Communications
Sports & Entertainment Communications
Technology’s Role in Communications
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In 2010, NBA free agent Chris Bosh chronicled his entire free agency experience via Twitter, ultimately choosing to join superstars LeBron James and Dwyane Wade with the Miami Heat. Dwyane Wade welcomed both players publicly via Twitter, tweeting “MIAMI. Welcome my brothers @KingJames and @chrisbosh to YOUR city.”
UNIT 11
SEM Communications
Sports & Entertainment Communications
Technology’s Role in Communications
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In 2010, Shaquille O’Neal, peeved at Jim Rome’s on-air comments that the Celtics were making a mistake by signing the aging superstar to a contract, challenged the radio talk show personality to a fight via Twitter. The ensuing public volleys ended with Rome tweeting "You just threw the Everett card? So tired. So easy. So boring. What happened to you? Where's the Big Aristotle?"
UNIT 11
SEM Communications
When Roger Ebert reviews a movie on his television show, that particular motion picture is gaining publicity
Publicity
Publicity:
Public information about a company/team, good, or service appearing in the mass media as a news item at no cost to the organization
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UNIT 11
SEM Communications
Three Primary Components of Publicity
Public Relations
Media Relations Community Relations
Publicity
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UNIT 11
SEM Communications
Disadvantages of Publicity
Publicity cannot be controlled by the organization
** For example, Roger Ebert may give a particular film a negative review, discouraging consumers from
purchasing tickets and going to the theater
Publicity
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UNIT 11
SEM Communications
Often times referred to as “fan” relations
Public Relations
Public Relations:
Activities that promote the image and communications an organization has with its employees, customers and public
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UNIT 11
SEM Communications
The goal of media relations is to develop and maintain a positive relationship with mass media outlets
Media Relations
Media Relations:
Refers to the relationship between an organization and the media
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UNIT 11
SEM Communications
Featuring sports and entertainment news related items has proven to be profitable for media organizations
Increases circulation Boosts Ratings Amplifies number of listeners
Media Relations
Magnifying Glass Effect:
Refers to the constant media coverage of newsworthy events taking place, as well as the reactions and interpretations of those events by other sources
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UNIT 11
SEM Communications
Every year, the NBA engages in a daylong media blitz to kick off coverage of the NBA All-Star Game and the celebrity-driven events that surround the game
Media blitz:
A term used to reference an intense communications campaign which utilizes various aspects of media to reach as many consumers as possible
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Media Relations
UNIT 11
SEM Communications
As a component of their media blitz, the NBA’s Oklahoma City Thunder sent mascot “Rumble” to local television stations for “interviews” and then to visit area schools to raise awareness about the expansion franchise
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Media Relations
UNIT 11
SEM Communications
Factors influencing negative publicity for athletes and entertainers
Inflated contracts of athletes and entertainers
Drugs
Gambling
Violence
Media Relations
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UNIT 11
SEM Communications
Factors influencing negative publicity for athletes and entertainers
Steroids
Escalating costs for attending events
Recruiting violations in collegiate sports
Media Relations
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UNIT 11
SEM Communications
Three approaches to media relations
Reactive
Proactive
Interactive
Media Relations
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UNIT 11
SEM Communications
Could include:
Player interviews
Appearances
Biographies
Athlete/Celebrity profiles
Media Relations
Reactive Approach:
Responds to informational and other inquiries from media sources and external
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UNIT 11
SEM Communications
Organizations take the initiative in providing information and creating publicity
Includes activities such as the distribution of press kits and press releases
Media Relations
Proactive Approach:
The point of initiation is the organization rather than an external entity or media source
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UNIT 11
SEM Communications
Organizations take many different approaches to the interactive approach to media relations
Media Relations
Interactive Approach:
Refers to an organization’s effort to create and maintain a strong relationship with the media
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Community Relations:
Focus on an individual or organization’s commitment to bettering their respective community
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UNIT 11
SEM Communications
Community Relations
Community Relations
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UNIT 11
SEM Communications
The goal of a community relations effort is to assist in achieving an organization’s public relations objectives related to enhancing public understanding, gaining public approval and acceptance, ultimately leading to public support
UNIT 11
SEM Communications
Typically implemented in three ways
Player / Celebrity Initiated
Team / Organization Initiated
League / Governing Body Initiated
Community Relations
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UNIT 11
SEM Communications
In 2010, MMA star Randy Couture donated $50,000 in nutritional supplements to wounded American soldiers. Couture launched the Xtreme Couture G.I. Foundation to raise money and awareness for those wounded in action and their families.
Xtreme Couture G.I. Foundation
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UNIT 11
SEM Communications
The NBA’s Toronto Raptors’ “Foundation for Kids” is dedicated to assisting Ontario's registered charities that support programs and sports
initiatives for at-risk children and youth. Through community ties and with the help of our corporate partners, donors, Raptors players and volunteers, the franchise has successfully raised more than
$16 million since 1995 and reached out to thousands of charities.
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UNIT 11
SEM Communications
For decades the Boston Red Sox has supported and promoted the Jimmy Fund, a charity dedicated to fighting cancer among
children and adults
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UNIT 11
SEM Communications
NFL Play 60 Program
From the NFL website:
“As a brand and leader that believes in the power of sport, the promise of young fans and whose players embody health and fitness; the NFL and its Clubs are committed to reversing the effects of the childhood obesity epidemic. NFL PLAY 60 is a
national youth health and fitness campaign focused on increasing the wellness of young fans by encouraging them to
be active for at least 60 minutes a day.”
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UNIT 11
SEM Communications
Many athletes and celebrities have used their “celebrity status” to make a positive impact on issues important to them
Celebrity foundations can help individual athletes and entertainers shed negative images
Foundations
Foundation:
An association established by an organization, athlete orcelebrity to maintain, assist, or finance other institutions or programs that are of an educational, charitable, or social nature
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UNIT 11
SEM Communications
Our mission is to support and create programs and activities that motivate youth to choose healthy lifestyles and "turn away" from substances such as drugs and alcohol. Turn 2 will reward the positive behavior of these children-especially those demonstrating academic achievement and leadership-with support of our sponsors, partners and the Turn 2 staff. Their commitment and "hands-on" involvement will be key.
We will use the following strategies:
Create "Signature Programs" to guide children each day towards healthy lifestyles plus re-enforce the avoidance of drugs and alcohol.
Fund organizations that help prevent and treat teenage substance abuse.
Host special events as a platform for Derek Jeter to personally deliver his "message" to today's youth.
Leverage the integrity and popularity of Derek to raise awareness in children that good choices must be practiced daily.
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UNIT 11
SEM Communications
New York Mets’ star David Wright’s Foundation provides financial support and raises awareness for those in need, with a special focus on Multiple Sclerosis and children’s causes, especially in the New York City and Norfold, VA metropolitan areas
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UNIT 11
SEM Communications
In 2009, Jeter’s foundation teamed with Wright’s foundation in the Delta Batting Challenge where sponsor Delta Air Lines pledged $100,000 to the
foundation of the athlete who finishes the regular season with the highest batting average. The
runner-up’s foundation is slated to receive $50,000
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UNIT 11
SEM Communications
Author J.K. Rowling was recently named president of One Parent Families, a U.K. nonprofit that supports, educates and advocates for single
parents. Rowling, once a single parent herself, has been one of the organization's major supporters
and ambassadors since 2000.
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UNIT 11
SEM Communications
Six Functions of Sports and Entertainment Communications
1) Inform and Communicate
2) Shape & Enhance Organization Image
3) Recruiting Tool
4) Introduce New Products or Innovations
5) Generate & Collect Feedback
6) Crisis Management
Sports & Entertainment Communications
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UNIT 11
SEM Communications
Inform & Communicate
Communicate information with consumers
Gather, present, and distribute information about the organization or product
Involves publishing programs, brochures, updating web sites etc.
Functions of Sports & Entertainment Communications
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UNIT 11
SEM Communications
Shape & Enhance Organization Image
Work with “cause” programs
Important to all facets of sports and entertainment marketing, including corporations, teams, leagues, and individuals
Generate goodwill
Functions of Sports & Entertainment Communications
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UNIT 11
SEM Communications
Companies can generate goodwill in a number of ways, often times through an affiliation with a particular sport, team, league or event
Goodwill:
A general willingness to work with a person or organization based on a positive reputation or relationship
Sports & Entertainment Communications
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UNIT 11
SEM Communications
Recruiting Tool
Extremely important to colleges and Universities for recruiting student athletes
Professional teams also must “recruit” potential draft choices and free agents
Communities recruit franchises and events
Functions of Sports & Entertainment Communications
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UNIT 11
SEM Communications
Recruiting Tool
Functions of Sports & Entertainment Communications
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In an effort to woo NBA superstar free agent LeBron James, the New York Knicks reportedly made plans to host an elaborate meal and meeting with James in a high-end location in Manhattan for Knicks management and officials to host James and his various agents and friends for a large dinner party catered by a celebrity chef (in the end, LeBron chose not to go on an extended “recruiting” tour but rather had interested teams meet with him in Cleveland)
UNIT 11
SEM Communications
Recruiting Tool
Functions of Sports & Entertainment Communications
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In 2009, bids for MLS expansion franchises became competitive as community leaders in major U.S. and Canada markets (Miami, Atlanta, Montreal, Ottawa, Portland, Ore., St. Louis and Vancouver) were all hoping to land the rights to a MLS team in each of their respective markets (Portland and Vancouver were selected and will begin play in 2011)
UNIT 11
SEM Communications
Recruiting Tool
Functions of Sports & Entertainment Communications
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In an effort to continue building moment for a 2018 or 2022 World Cup bid, the U.S. Bid Committee (led by
former President and honorary chair of the committee Bill Clinton) launched a website (www.gousabid.com) that features an online petition encouraging fans to
pledge their support to the effort
UNIT 11
SEM Communications
Introduce New Products or Innovations
Build new product awareness and interest
Position new product
Functions of Sports & Entertainment Communications
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UNIT 11
SEM Communications
Generate & Collect Feedback
Determine acceptance and effectiveness of organizational policies
Gather data
Functions of Sports & Entertainment Communications
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UNIT 11
SEM Communications
Crisis Management
A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event
Forecasting potential crises
Functions of Sports & Entertainment Communications
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UNIT 11
SEM Communications
Crisis Management
Crisis management often includes a strong focus on public relations to recover any damage to public imageand assure consumers that recovery is underway
According to Joe Favorito, sports media expert and author of the book Sports Publicity, the key to effective crisis management is keeping everyone on track, following the flow of information, working with public authorities and media who may not be familiar with your situation or practices, and having the organization speak with one voice when problems arise
Functions of Sports & Entertainment Communications
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UNIT 11
SEM Communications
Crisis Management
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During a summer of 2009 pick up game at LeBron James’ Skills Academy camp, a college player dunked on LeBron – while cameras were rolling on the sidelines. Moments later, after reportedly a brief discussion with LeBron, a Nike executive walked over to the cameraman and confiscated the evidence. Soon after, the dunk became the hottest topic in the sports media world with most chastising the decision to take away the footage with Fox Sports publishing a story under the headline “LeBron James dunk coverup was bad move.”
The tapes were returned just a few days later but the damage had already been done with both Nike’s and LeBron’s image taking a slight hit.
UNIT 11
SEM Communications
Crisis Management
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AEG (which owns the Staples Center) took the initiative with a proactive approach to crisis management shortly after the Los Angeles Lakers won the 2010 NBA championship by donating $10,000 to an area cab driver after rowdy fans celebrated in the streets, seriously damaging his cab
Tim Leiweke, president of AEG, issued this statement: "At a time when our city should be proud and celebrating our NBA champions, it is so troubling that the actions of a few could have such a devastating effect on an individual who was just doing his job. We hope that our humble gesture will not only help (the cabbie) but also encourage everyone to respect each other and properly pay tribute to the Lakers."
Excerpt from the NFL’s crisis control plan
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SEM Communications
Functions of Public Relations
** Adapted from Framework for Strategic Sports Marketing, Presentation Notes, Dr. Brian Turner, Slide #171
1st response should be “no comment”
Convene an immediate meeting of the crisis team
Formulate a statement that can be distributed to the media
Develop talking points and send them to allies who will be speaking to the media
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UNIT 11
SEM Communications
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Discussion Topic
Do you think publicity has any impact on other sports and entertainment business activities? How?
UNIT 11
SEM Communications
Publicity affects many other areas of the business
Promotion
Sponsorship
Marketing
Sales
Integrating Publicity
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UNIT 11
SEM Communications
Overall Revenue
“(The Sports & Entertainment Communications staff’s) assignment is to sell fans the illusion that the outcome of a game is so important that they are willing to support their faith with dollars”
Integrating Publicity
- Melvin Helitzer in the book The Dream Job: Sports Publicity, Promotion & Marketing
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UNIT 11
SEM Communications
Ticket Sales
The presence of negative publicity historically results in slumping sales
Statistically, consumers have shown a decline in willingness to support organizations who demonstrate an inability to effectively control or manage their image
Integrating Publicity
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UNIT 11
SEM Communications
Ticket Sales
The NBA’s Portland Trail Blazers, plagued by several years of player off-court troubles, have seen dramatic declines in attendance at the Rose Garden arena. Of the 46 luxury suites whose contracts expire at the end of 2004, only nine of them had renewed as of August, 2004, even after offering special incentives like discounted rentals and food and beverage credits.
Integrating Publicity
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UNIT 11
SEM Communications
Ticket Sales
The Trail Blazers, after seeing its fan base erode over a period of several years, finished last in the league
in attendance in 2005-06. However, after two years of positive publicity that included star player Brandon
Roy winning the NBA’s Rookie of the Year award, landing the number overall draft pick (used to select
college sensation Greg Oden), an organizational commitment to resurrecting the team’s image and gaining a birth in the NBA playoffs, the franchise
ranked third in attendance in 2008-09.
Integrating Publicity
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UNIT 11
SEM Communications
Sponsorship
Corporations do not want an affiliation with an organization with image problems
Existing sponsors become unhappy customers and difficult to effectively service when they are
disenfranchised with the organization they are sponsoring
Integrating Publicity
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UNIT 11
SEM Communications
Promotions
Some promotions can be offensive to some consumers
Promotions may become too “gimmicky” and turn fans off to the product or backfire in a way that creates negative publicity
Integrating Publicity
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UNIT 11
SEM Communications
Promotions
In an effort to capture the spirit of the 2010 World Cup, the Florida Marlins hosted a World Cup promotion in which they passed out vuvuzelas (loud horns which create an incessant buzzing sound) to the first 15,000 fans through the gates
Dan Uggla, Marlins’ second baseman, called the promotion “The worst handout or giveaway I’ve ever been a part of in baseball.”
Integrating Publicity
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UNIT 11
SEM Communications
Promotions
After a fiasco at a NY Mets game in which Lady Gaga was waving her middle finger at the crowd and photographers, the Mets organization decided to immortalize the moment with a promotion in which, at a game the following week, 20,000 fans were given Mets foam fingers that read “Make Wright #1″ (in honor of Mets third basemen David Wright) and the night was billed as “Mets Fans Go Gaga for Wright Night”
Integrating Publicity
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UNIT 11
SEM Communications
Promotions
Publicity can help generate revenue in other ways through the implementation of creative promotions
Kid’s clubs are an effective tool by generating additional revenue as well as enhancing the team’s image
Kid’s clubs also enable the organization to begin building brand loyalty at a grass roots level
Integrating Publicity
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UNIT 11
SEM Communications
Promotions
The University of Notre Dame offers membership opportunities for kids 14 and younger to join “Clancy’s Kids Club” for an annual fee of $15.
Members receive, among other things, free admission to more than 100 Notre Dame athletic events each year, a newsletter, t-shirts, coupons and invitations to special kid’s club events
Integrating Publicity
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UNIT 11
SEM Communications
Game Operations
Game entertainment can become a source of negative publicity for a sports franchise
Game entertainment can also be a valuable source of positive word-of-mouth advertising
Integrating Publicity
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UNIT 11
SEM Communications
Merchandise
Sales of team, player, or celebrity related merchandise tends to slump in the wake of negative publicity
Sales of Kobe Bryant jerseys, perennially a top seller world-wide, dropped out of the top 50 in the wake of his off-court troubles
Integrating Publicity
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UNIT 11
SEM Communications
Merchandise
Positive publicity or associations can help increase merchandise sales
In the years following Kobe’s off-court trouble, he was able to help re-shape an image while leading Team USA to a gold medal in
the 2008 Olympics and the L.A. Lakers to the 2009 and 2010 NBA Championships. As of 2010 (according to the NBA’s website), Kobe's Lakers jersey has been the top seller at the NBA Store and nba.com for the past three seasons.
Integrating Publicity
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UNIT 11
SEM Communications
Internal and External Communications
The organization must exercise the mentality that each employee is the face of the organization
The staff must realize that they are representatives of the organization at all times
Integrating Publicity
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UNIT 11
SEM Communications
Employees in every department should be on the same page
The workforce should be not only informed, but also involved
Employees should be aware and contributing
Integrating Publicity
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Internal and External Communications
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SEM Communications
Developing the Publicity Plan
A sound community relations effort
The goal of the plan is to monitor and gauge community response to each organizational effort
It must take into account how consumers perceive the organization as a whole
The Publicity Plan
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UNIT 11
SEM Communications
Community Relations Efforts
Speaker’s bureau
Clinics and player / celebrity appearances
Mascot, cheerleaders, and band appearances
Correspondance (fan mail, photo requests etc)
The Publicity Plan
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UNIT 11
SEM Communications
Consumer Perceptions
The organization must have a current understanding of consumer perceptions
The organization must also have an accurate understanding of consumer perceptions
The organization must then manage their publicity plan based on that information
The Publicity Plan
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UNIT 11
SEM Communications
Key Strategies in any Publicity Plan
Identification of any specific information the organization intends to communicate
A “hook” to make information newsworthy and grab the reader’s immediate attention
The Publicity Plan
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UNIT 11
SEM Communications
Popular Strategies
Sneak previews to the press prior to your product release
Careful selection of a spokesperson
Launching an organization scheduled media blitz
Distribution of sequential press releases to encourage media publication of new information
Getting creative
Creating a sense of urgency
The Publicity Plan
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UNIT 11
SEM Communications
Common Components of a Publicity Plan
Press (news) releases
Press kits
Interviews
Photographs
Speeches and appearances at seminars, conventions etc.
The Publicity Plan
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UNIT 11
SEM Communications
Common Components of a Publicity Plan
Online chats and forums
Community involvement
Participation in local, regional and national talk shows or similar programming
Press conferences
The Publicity Plan
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UNIT 11
SEM Communications
Press conferences generally imply that the organization has a newsworthy announcement featuring information of significant importance
Press Conference:
Take place when an organization spokesperson or the athlete/entertainer addresses the media to answer questions or make announcements
The Publicity Plan
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UNIT 11
SEM Communications
Utilizing Resources
Email, fax, internet
Telephone follow up calls
Guest speaking opportunities for all staff when available
Working with coaches, players and management to create a mutually acceptable expectation level for participation
The Publicity Plan
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UNIT 11
SEM Communications
Publicity stunts can serve as an effective vehicle in generating public “buzz”surrounding an organization or athlete/entertainer
Publicity Stunt:
Refer to specific events or activities that are activated with the sole purpose of achieving a high level of media coverage and public awareness
The Publicity Plan
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UNIT 11
SEM Communications
Publicity stunts can serve as an effective vehicle in generating public “buzz” surrounding an
organization or athlete/entertainer
In 2009, NASCAR engaged in a stunt that generated some positive buzz about the brand when the media spotlight was the NHL’s Stanley Cup Finals, the NBA Finals and MLB’s draft by making a “pit stop” with Red Bull racing right in the middle of Times Square in New York.
The Publicity Plan
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UNIT 11
SEM Communications
According to sports media expert Joe Favorito, “The 12 second stunt accomplished all goals…it drew eyeballs and media in New York, it was edgy enough to show that the brand is fresh and fun, it made for great viral video, and it reminded the casual and die hard fan that NASCAR knows how to get its brand, its drivers and its uniqueness exposure when many times people aren’t even thinking NASCAR. Great play, cool, quick and affordable stunt that will challenge other sports to figure ways to take advantage of the new Times Square as a stunt site with less traffic and more pedestrians.”
The Publicity Plan
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UNIT 11
SEM Communications
Publicity stunts can serve as an effective vehicle in generating public “buzz” surrounding an
organization or athlete/entertainer
To build buzz for the 2009 Sony Ericsson Open, tennis stars Venus Williams and Andy Murray stopped traffic in Miami to play a game of tennis atop cars along a crowded street. The stunt drew a significant crowd which also included media personnel, helping the spur of the moment match become a viral success as well.
The Publicity Plan
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UNIT 11
SEM Communications
Publicity stunts can serve as an effective vehicle in generating public “buzz” surrounding an
organization or athlete/entertainer
In 2010, Golfsmith (a golf retailer) and Callawaypromised to provide a refund to any customers whopurchased certain Callaway clubs in the monthleading up to the Masters if golfer Phil Mickelsonwere to win the event. Mickelson won thetournament and the companies wound up providingwhat amounted to nearly $1 million in refunds.
The Publicity Plan
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UNIT 11
SEM Communications
Publicity stunts can serve as an effective vehicle in generating public “buzz” surrounding an
organization or athlete/entertainer
Because the promotion was insured (sports business analyst Darren Rovell estimates the premium likely cost less than $50,000), Golfsmith successfully generated a lot of great publicity for their 74 retail locations. Said Golfsmith CEO Marty Hanaka "Something like this helps differentiate us from the competition. It has certainly generated a whole bunch of excitement."
The Publicity Plan
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UNIT 11
SEM Communications
When spontaneous, publicity stunts pose a risk and could yield undesired results
Super Bowl XXXIV will likely be remembered more for its half time show than the game itself, thanks to a revealing performance by pop stars Justin Timberlake and Janet Jackson in which Timberlake ripped off a piece of Jackson’s clothing and exposed her chest to the millions of people watching the show
The Publicity Plan
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UNIT 11
SEM Communications
In some instances, an event takes place where the public is not sure whether or
not the activity was a publicity stunt
Former Heavyweight boxing champ Lennox Lewis and opponent Hasim Rahman squared off in a brawl during a press conference, leading many to question whether or not the fight was real or simply a publicity stunt to generate additional excitement for the pay-per-view event
The Publicity Plan
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UNIT 11
SEM Communications
In some instances, an event takes place where the public is not sure whether or
not the activity was a publicity stunt
At the 2009 MTV Movie Awards, Actor Sacha Baron Cohen, promoting his new movie Bruno, flew on wires over the crowd and awkwardly landed on rapper Eminem. Eminem (who had recently released a new album) and his bodyguards stormed out of the show, visibly upset about the fiasco. The Internet was abuzz for days trying to determine whether the act was real or fake (it was later determined that both parties were in on the stunt).
The Publicity Plan
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UNIT 11
SEM Communications
In some instances, an event takes place where the public is not sure whether or
not the activity was a publicity stunt
In the summer of 2009, NBA star Shaquille O’Neal stopped by the White House unannounced (and denied entry). As it turns out, Shaq was in D.C. to promote his new reality series (“Shaq Vs.”) in and the impromptu visit to the White House led many to speculate whether the visit was a stunt to attract more media attention.
The Publicity Plan
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UNIT 11
SEM Communications
Commonly referred to as a news or media release
Press Release:
A prewritten story about an organization or athlete/entertainer that is disseminated to various media
Press Releases
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SEM Communications
Press Releases Should Address Specific Information
Date
Release Statement
Headline
Contact Information
Press Releases
The Lead
Text (Body of Release)
Pitch
End
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SEM Communications
Three Categories of Press Releases
1) Pre-Release
2) Live-Release
3) Post-Release
Press Releases
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SEM Communications
If a team wanted to release the signing of a key free agent to the media, an advance story would alert the media to a press conference the following day
Pre-Release:
A press release that occurs before the event takes place
Press Releases
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UNIT 11
SEM Communications
A second story is released at the actual news release when the new player is formally introduced to the media at the press conference
Live-Release:
A press release that occurs during the event
Press Releases
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SEM Communications
The next few days following the press conference, additional releases are sent out referencing details of the player’s new contract, plans for success and past statistics
Post-Release:
A press release that occurs after the event has taken place
Press Releases
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SEM Communications
Typical Information Communicated Via Press Release
Announcement of a team’s key free agent acquisition
Release of game schedules
Highlights of a new blockbuster film to be released
Announcement of an upcoming promotion
Description of an upcoming community relations event
Press Releases
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UNIT 11
SEM Communications
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Discussion Topic
Review the press release handout and answer the following questions:
* What information is being communicated?
* What type of release is this?
* Does the release address key information?
* Overall, is this an effective release? Why or why not?
UNIT 11
SEM Communications
Press kits are important as they provide much information regarding an organization or event to media in a variety of ways
Press kits are also referred to as media kits
Press Kit:
A package of information distributed to the media to assist them in reporting
Press Kits
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SEM Communications
Press kits include a variety of informative pieces
Press Kits
Athlete, entertainer, organization or event
background
Fact sheets
Biographies
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SEM Communications
Press kits include a variety of informative pieces
Press Kits
Photographs
Contact Information
Statistical information
Current press releases
Related press clippings
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UNIT 11
SEM Communications
Press kits include a variety of informative pieces
Press Kits
Historical chronologies
Organizational newsletters
Contact information
Testimonials from key personnel
Recommendations for features
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UNIT 11
SEM Communications
Electronic Press Kits are Gaining Popularity
Press Kits
Ease of distribution
Distribution to more outlets
Allows for incorporation of audio, video and multimedia presentation materials
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UNIT 11
SEM Communications
Social issues in sports and entertainmentrefer to everything from the ethical actions of athletes, entertainers and sports and entertainment organizations to the sports and entertainment industry’s efforts to do their part to positively impact society
Social Issues
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Words often associated with ethical behavior could include:
Honesty, integrity, respectfulness, confidentiality, non-discriminating, legal and socially responsible
Ethics:
The moral standards by which people judge behavior
Social Issues
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SEM Communications
Hot Button Social Issues
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The “greening” of sports and entertainment
Gender equity in sports and entertainment
Racial equality in sports and entertainment
UNIT 11
SEM Communications
The “greening” of sports and entertainment
Social Issues in Sports & Entertainment
Copyright © 2010 by Sports Career Consulting, LLC
Today’s consumer is more aware of how their buying decisions affect society and the environment around them- and are willing to make choices in their product purchases to have an impact on the world around them
A market research study conducted in 2009 concluded that environmentally-friendly packaging plays a vital role in consumer purchase decisions and helps greener companies gain a competitive advantage over non eco-friendly competitors
UNIT 11
SEM Communications
The “greening” of sports and entertainment
Social Issues in Sports & Entertainment
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During the 2010 FIFA World Cup, 9 different teams wore Nike jerseys made entirely from recycled plastic bottles retrieved from landfills in Taiwan and Japan
In 2010, Puma announced plans to launch a greener packaging initiative by phasing out the traditional cardboard shoe box and replacing it with a new package that includes a bag, ultimately using 65% less cardboard
UNIT 11
SEM Communications
The “greening” of sports and entertainment
Social Issues in Sports & Entertainment
Copyright © 2010 by Sports Career Consulting, LLC
In 2008, NASCAR formed a “Green Innovation” program with the goal of reducing the environmental footprint of each NASCAR event
In 2010, Pocono Raceway officially opened the track’s 25-acre solar farm. When fully operational, the farm will produce all of the power necessary to fuel not only the track but also adding electricity to the local power grid.
UNIT 11
SEM Communications
The “greening” of sports and entertainment
Social Issues in Sports & Entertainment
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As part of the Houston Astros’ “Play Green” environmental awareness campaign, the team hosted their inaugural E-cycle electronics drive
prior to a 2010 home game in which they swapped two free tickets in exchange for unwanted
electronics items
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SEM Communications
Gender equity in sports and entertainment
Social Issues in Sports & Entertainment
Copyright © 2010 by Sports Career Consulting, LLC
Title IX is a federal law enacted in the United States in 1972 that mandates equal educational and athletic opportunities for students of both genders
Despite the progress that women’s sports have made since the law was enacted, controversy remains. In the summer of 2010, a U.S. District Judge ruled that competitive cheerleading cannot be considered a college sport because of the underdevelopment of cheerleading.
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SEM Communications
Racial equality in sports and entertainment
Social Issues in Sports & Entertainment
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Hiring practices in the sports and entertainment industry have historically demonstrated a racial imbalance
In 2003, the National Football League established the Rooney Rule, requiring all NFL teams to interview minority candidates for head coaching and senior football operations positions
UNIT 11
SEM Communications
Racial equality in sports and entertainment
Social Issues in Sports & Entertainment
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As of August of 2010 in college football, 12 black head coaches led their programs at FBS schools, triple the number of black head coaches two years ago. That number represents only represents 10 percent of the total number (120) of FBS coaches.
UNIT 11
SEM Communications
Racial equality in sports and entertainment
Social Issues in Sports & Entertainment
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Sports and entertainment organizations (including individual athletes and celebrities) don’t often take a stance on political issues for fear of alienating a segment of their fan base, but occasionally a property feels strongly enough about an issue that they will take action
Michael Jordan was often criticized for not being vocal enough on political issues, infamously saying “Republicans buy sneakers too”
UNIT 11
SEM Communications
Racial equality in sports and entertainment
Social Issues in Sports & Entertainment
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To protest the highly controversial 2010 Arizona immigration law, the Suns organization donned jerseys bearing the name “Los Suns” rather than their traditional “Phoenix Suns” uniforms for the second game in a playoff series against the San Antonio Spurs (a risk from the team’s perspective considering 70% of voters supported the new law)
Blank Slide Available
for Teacher Edits
UNIT 11
SEM Communications
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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
1)Explain the purpose of sports and entertainment communications
Sports and entertainment communications provide specific news as it pertains to sports teams, organizations, events and all other forms of entertainment
2) Define publicity
Publicity is public information about a company/team, good, or service appearing in the mass media as a news item at no cost to the organization
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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
3) Differentiate between publicity, public relations, media relations and community relations
Public relations, media relations and community relations are activities performed by an organization in an effort to generate positive publicity or manage negative publicity
4) Identify the three approaches to media relations
The three approaches to media relations are reactive, proactive and interactive
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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
5) Describe the three ways community relations programs are implemented
Community relations programs are typically athlete or celebrity (entertainer) initiated, team/organization initiated or league/governing body initiated.
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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
6) Name the six functions of sports and entertainment communications
The six communications functions are to inform and communicate, shape and enhance organization image, serve as a recruiting tool, introduce new products or innovations, generate and collect feedback and manage crises
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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
7) Explain how publicity impacts other areas of sports and entertainment business
Publicity affects many components of business, including ticket sales, sponsorship, promotion, game operations and merchandise.
Ultimately, publicity impacts overall organization revenues as a correlation exists between positive publicity and increased sales while negative publicity will adversely affect sales.
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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
8) Create a press release with all its essential elements
A good press release includes a date, release statement, catchy headline, contact information, the lead, text, the pitch and the end.
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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
9) Recognize the types of information typically included in press kits
Press kits could include athlete, entertainer, organization or event background information, fact sheets, bios, photographs, stats, contact information, relevant press releases, newsletters, testimonials or recommendations for feature stories.
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Sports & Entertainment Communications
UNIT 11 OBJECTIVESUNIT 11 OBJECTIVES
9) Understand the range of social issues that impact the business of sports and entertainment
Social issues in sports and entertainment refer to everything from the ethical actions of athletes, entertainers and sports and entertainment organizations to the sports and entertainment industry’s efforts to do their part to positively impact society
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