Unit 11 Sports Entertainment Communications Copyright 2010 by

UNIT 11 OBJECTIVES Sports & Entertainment Communications 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 three ways community relations programs are implemented Copyright © 2010 by Sports Career Consulting, LLC

UNIT 11 OBJECTIVES Sports & Entertainment Communications 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 Copyright © 2010 by Sports Career Consulting, LLC

UNIT 11 OBJECTIVES Sports & Entertainment Communications 10) Understand some of the social issues

Lesson 11. 1 – Sports & Entertainment Communications Copyright © 2010 by Sports Career

SEM Communications UNIT 11 Sports & Entertainment Communications Sports & Entertainment Information Ø Provides specific news as it pertains to sports teams and organizations, events and all other forms of entertainment Ø Could include event schedules, player statistics, actor profiles or any other relevant information Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Sources of sports and entertainment information Ø Any news or media outlet is a potential source of sports and entertainment information Ø Almost any type of information an individual could want is accessible through the media Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Role of sports & entertainment communications in SEM Ø To effectively disseminate information for the benefit of the business Ø Plays an integral role in the shaping and management of the organization’s image Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Who is SID? Ø SID is a sports organization’s (most often a college) Sports Information Director Ø SID can present his/her self in many forms, including PR Director, Communications Director, Media Director or a host of other official titles Ø SID is responsible for all communications relating to the organization Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Technology’s Role in Communications Ø Musicians can now start a career entirely over the Internet using a web site and a strategic online marketing plan Ø From weekend warriors to independent bands and Grammy-winning artists, thousands of musicians have embraced social networking sites like My. Space to upload material, promote tour dates and albums while interacting with fans in an effort to build and/or grow a fan base Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Technology’s Role in Communications In 2007, My. Space announced plans to launch its first Nationwide concert tour, featuring primarily bands who made names for themselves on My. Space. com "My. Space 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 My. Space Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Technology’s Role in Communications 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” Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Technology’s Role in Communications Through software applications like garageband, users can learn how to play songs from famous artists like Sting, Fall Out Boy and Colbie Caillat Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Nine Inch Nails frontman Trent Reznor released the source multitrack Garage. Band files for the song "The Hand That Feeds", encouraging listeners to use Garage. Band 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 Garage. Band source files, and several other artists have also released their Garage. Band files for the public to experiment with. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Teen pop sensation Justin Bieber was originally “discovered” by a talent executive on You. Tube 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). Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Technology’s Role in Communications Ø Actors engage with fans using the Internet and social media to promote films, create buzz and dispel rumors Ø 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Technology’s Role in Communications 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Technology’s Role in Communications In 2010, NBA free agent Chris Bosh chronicled his entire free agency experience via Twitter, ultimately choosing to join superstars Le. Bron James and Dwyane Wade with the Miami Heat. Dwyane Wade welcomed both players publicly via Twitter, tweeting “MIAMI. Welcome my brothers @King. James and @chrisbosh to YOUR city. ” Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Technology’s Role in Communications In 2010, Shaquille O’Neal, peeved at Jim Rome’s onair 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? " Copyright © 2010 by Sports Career Consulting, LLC

Lesson 11. 2 – Publicity Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Publicity: When Roger Ebert reviews a movie on his television show, that particular motion picture is gaining publicity Copyright Public information about a company/team, good, or service appearing in the mass media as a news item at no cost to the organization © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Publicity Three Primary Components of Publicity Ø Public Relations Ø

SEM Communications UNIT 11 Publicity Disadvantages of Publicity Ø 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 theater Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Public Relations: Often times referred to as “fan” relations Copyright Activities that promote the image and communications an organization has with its employees, customers and public © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Media Relations The goal of media relations is to develop and maintain a positive relationship with mass media outlets Copyright Media Relations: Refers to the relationship between an organization and the media © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Media Relations Featuring sports and entertainment news related items has proven to be profitable for media organizations Ø Increases circulation Ø Boosts Ratings Ø Amplifies number of listeners Copyright 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 © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Media Relations 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 Copyright Media blitz: A term used to reference an intense communications campaign which utilizes various aspects of media to reach as many consumers as possible © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Media Relations 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Media Relations Factors influencing negative publicity for athletes and entertainers Ø Inflated contracts of athletes and entertainers Ø Drugs Ø Gambling Ø Violence Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Media Relations Factors influencing negative publicity for athletes and entertainers Ø Steroids Ø Escalating costs for attending events Ø Recruiting violations in collegiate sports Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Media Relations Three approaches to media relations Ø Reactive Ø

SEM Communications UNIT 11 Media Relations Could include: Reactive Approach: Ø Player interviews Ø Appearances Ø Biographies Ø Athlete/Celebrity profiles Copyright Responds to informational and other inquiries from media sources and external © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Media Relations Organizations take the initiative in providing information and creating publicity Includes activities such as the distribution of press kits and press releases Copyright Proactive Approach: The point of initiation is the organization rather than an external entity or media source © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Media Relations Organizations take many different approaches to the interactive approach to media relations Copyright Interactive Approach: Refers to an organization’s effort to create and maintain a strong relationship with the media © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Community Relations: Focus on an individual or organization’s commitment to

SEM Communications UNIT 11 Community Relations 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Community Relations Typically implemented in three ways Ø Player / Celebrity Initiated Ø Team / Organization Initiated Ø League / Governing Body Initiated Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Xtreme Couture G. I. Foundation 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 For decades the Boston Red Sox has supported and promoted the Jimmy Fund, a charity dedicated to fighting cancer among children and adults Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 NFL Play 60 Program From the NFL website: “As a brand 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. ” Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Foundations 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 Copyright Foundation: An association established by an organization, athlete or celebrity to maintain, assist, or finance other institutions or programs that are of an educational, charitable, or social nature © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 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 childrenespecially 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: v. Create "Signature Programs" to guide children each day towards healthy lifestyles plus re-enforce the avoidance of drugs and alcohol. v. Fund organizations that help prevent and treat teenage substance abuse. v. Host special events as a platform for Derek Jeter to personally deliver his "message" to today's youth. v. Leverage the integrity and popularity of Derek to raise awareness in children that good choices must be practiced daily. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 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. Copyright © 2010 by Sports Career Consulting, LLC

Lesson 11. 3 – Functions of SEM Communications Copyright © 2010 by Sports Career

SEM Communications UNIT 11 Sports & Entertainment 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Sports & Entertainment Communications Inform & Communicate Ø Communicate information with consumers Ø Gather, present, and distribute information about the organization or product Ø Involves publishing programs, brochures, updating web sites etc. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Sports & Entertainment Communications Shape & Enhance Organization Image Ø Work with “cause” programs Ø Important to all facets of sports and entertainment marketing, including corporations, teams, leagues, and individuals Ø Generate goodwill Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Sports & Entertainment Communications Companies can generate goodwill in a number of ways, often times through an affiliation with a particular sport, team, league or event Copyright Goodwill: A general willingness to work with a person or organization based on a positive reputation or relationship © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Sports & Entertainment Communications Recruiting Tool Ø Extremely important to colleges and Universities for recruiting student athletes Ø Professional teams also must “recruit” potential draft choices and free agents Ø Communities recruit franchises and events Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Sports & Entertainment Communications Recruiting Tool In an effort to woo NBA superstar free agent Le. Bron 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, Le. Bron chose not to go on an extended “recruiting” tour but rather had interested teams meet with him in Cleveland) Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Sports & Entertainment Communications Recruiting Tool 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 Vancouver were selected and will begin play in 2011) Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Sports & Entertainment Communications Recruiting Tool 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Sports & Entertainment Communications Introduce New Products or Innovations Ø Build new product awareness and interest Ø Position new product Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Sports & Entertainment Communications Generate & Collect Feedback Ø Determine acceptance and effectiveness of organizational policies Ø Gather data Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Sports & Entertainment Communications Crisis Management Ø A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event Ø Forecasting potential crises Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Sports & Entertainment Communications Crisis Management Crisis management often includes a strong focus on public relations to recover any damage to public image and 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Crisis Management During a summer of 2009 pick up game at Le. Bron James’ Skills Academy camp, a college player dunked on Le. Bron – while cameras were rolling on the sidelines. Moments later, after reportedly a brief discussion with Le. Bron, 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 “Le. Bron 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 Le. Bron’s image taking a slight hit. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Crisis Management 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. " Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Functions of Public Relations Excerpt from the NFL’s crisis control plan Ø 1 st response should be “no comment” Ø Convene an immediate meeting of the crisis team Ø Formulate a statement that can be distributed to the media Ø Develop talking points and send them to allies who will be speaking to the media ** Adapted from Framework for Strategic Sports Marketing, Presentation Notes, Dr. Brian Turner, Slide #171 Copyright © 2010 by Sports Career Consulting, LLC

Lesson 11. 4 – Integrating Publicity Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Discussion Topic Do you think publicity has any impact on

SEM Communications UNIT 11 Integrating Publicity affects many other areas of the business Ø

SEM Communications UNIT 11 Integrating Publicity 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” - Melvin Helitzer in the book The Dream Job: Sports Publicity, Promotion & Marketing Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity Ticket Sales Ø The presence of negative publicity historically results in slumping sales Ø Statistically, consumers have shown a decline in willingness to support organizations who demonstrate an inability to effectively control or manage their image Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity Sponsorship Ø Corporations do not want an affiliation with an organization with image problems Ø Existing sponsors become unhappy customers and difficult to effectively service when they are disenfranchised with the organization they are sponsoring Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity Promotions Ø Some promotions can be offensive to some consumers Ø Promotions may become too “gimmicky” and turn fans off to the product or backfire in a way that creates negative publicity Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity Promotions Ø 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 Ø Dan Uggla, Marlins’ second baseman, called the promotion “The worst handout or giveaway I’ve ever been a part of in baseball. ” Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity 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” Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity Promotions Ø Publicity can help generate revenue in other ways through the implementation of creative promotions Ø Kid’s clubs are an effective tool by generating additional revenue as well as enhancing the team’s image Ø Kid’s clubs also enable the organization to begin building brand loyalty at a grass roots level Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity Game Operations Ø Game entertainment can become a source of negative publicity for a sports franchise Ø Game entertainment can also be a valuable source of positive word-of-mouth advertising Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity Merchandise Ø Sales of team, player, or celebrity related merchandise tends to slump in the wake of negative publicity Ø 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity Internal and External Communications Ø The organization must exercise the mentality that each employee is the face of the organization Ø The staff must realize that they are representatives of the organization at all times Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Integrating Publicity Internal and External Communications Ø Employees in every department should be on the same page Ø The workforce should be not only informed, but also involved Ø Employees should be aware and contributing Copyright © 2010 by Sports Career Consulting, LLC

Lesson 11. 5 – The Publicity Plan Copyright © 2010 by Sports Career Consulting,

SEM Communications UNIT 11 The Publicity Plan Developing the Publicity Plan Ø A sound community relations effort Ø The goal of the plan is to monitor and gauge community response to each organizational effort Ø It must take into account how consumers perceive the organization as a whole Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan Community Relations Efforts Ø Speaker’s bureau Ø Clinics and player / celebrity appearances Ø Mascot, cheerleaders, and band appearances Ø Correspondance (fan mail, photo requests etc) Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan Consumer Perceptions Ø The organization must have a current understanding of consumer perceptions Ø The organization must also have an accurate understanding of consumer perceptions Ø The organization must then manage their publicity plan based on that information Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan Key Strategies in any Publicity Plan Ø Identification of any specific information the organization intends to communicate Ø A “hook” to make information newsworthy and grab the reader’s immediate attention Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan Popular Strategies Ø Sneak previews to the press prior to your product release Ø Careful selection of a spokesperson Ø Launching an organization scheduled media blitz Ø Distribution of sequential press releases to encourage media publication of new information Ø Getting creative Ø Creating a sense of urgency Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan Common Components of a Publicity Plan Ø Press (news) releases Ø Press kits Ø Interviews Ø Photographs Ø Speeches and appearances at seminars, conventions etc. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan Common Components of a Publicity Plan Ø Online chats and forums Ø Community involvement Ø Participation in local, regional and national talk shows or similar programming Ø Press conferences Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan Press Conference: Press conferences generally imply that the organization has a newsworthy announcement featuring information of significant importance Copyright Take place when an organization spokesperson or the athlete/entertainer addresses the media to answer questions or make announcements © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan Utilizing Resources Ø Email, fax, internet Ø Telephone follow up calls Ø Guest speaking opportunities for all staff when available Ø Working with coaches, players and management to create a mutually acceptable expectation level for participation Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan Publicity Stunt: Publicity stunts can serve as an effective vehicle in generating public “buzz” surrounding an organization or athlete/entertainer Copyright Refer to specific events or activities that are activated with the sole purpose of achieving a high level of media coverage and public awareness © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan 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. ” Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan 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 Callaway promised to provide a refund to any customers who purchased certain Callaway clubs in the month leading up to the Masters if golfer Phil Mickelson were to win the event. Mickelson won the tournament and the companies wound up providing what amounted to nearly $1 million in refunds. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan 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. " Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan 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-perview event Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan 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 (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). Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 The Publicity Plan 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. Copyright © 2010 by Sports Career Consulting, LLC

Lesson 11. 6 – Press Releases Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Releases Press Release: Commonly referred to as a news or media release Copyright A prewritten story about an organization or athlete/entertainer that is disseminated to various media © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Releases Should Address Specific Information Ø Date Ø The Lead Ø Release Statement Ø Text (Body of Release) Ø Headline Ø Pitch Ø Contact Information Ø End Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Releases Three Categories of Press Releases 1) Pre-Release 2)

SEM Communications UNIT 11 Press Releases 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 Copyright Pre-Release: A press release that occurs before the event takes place © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Releases A second story is released at the actual news release when the new player is formally introduced to the media at the press conference Copyright Live-Release: A press release that occurs during the event © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Releases 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 Copyright Post-Release: A press release that occurs after the event has taken place © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Releases Typical Information Communicated Via Press Release Ø Announcement of a team’s key free agent acquisition Ø Release of game schedules Ø Highlights of a new blockbuster film to be released Ø Announcement of an upcoming promotion Ø Description of an upcoming community relations event Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 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? Copyright © 2010 by Sports Career Consulting, LLC

Lesson 11. 7 – Press Kits Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Kits 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 Copyright Press Kit: A package of information distributed to the media to assist them in reporting © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Kits Press kits include a variety of informative pieces Ø Athlete, entertainer, organization or event background Ø Fact sheets Ø Biographies Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Kits Press kits include a variety of informative pieces Ø Photographs Ø Contact Information Ø Statistical information Ø Current press releases Ø Related press clippings Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Kits Press kits include a variety of informative pieces Ø Historical chronologies Ø Organizational newsletters Ø Contact information Ø Testimonials from key personnel Ø Recommendations for features Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Press Kits Electronic Press Kits are Gaining Popularity Ø Ease of distribution Ø Distribution to more outlets Ø Allows for incorporation of audio, video and multimedia presentation materials Copyright © 2010 by Sports Career Consulting, LLC

Lesson 11. 8 – Social Issues in SEM Copyright © 2010 by Sports Career

SEM Communications UNIT 11 Social Issues 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Social Issues Words often associated with ethical behavior could include: Honesty, integrity, respectfulness, confidentiality, nondiscriminating, legal and socially responsible Copyright Ethics: The moral standards by which people judge behavior © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Hot Button Social Issues Ø The “greening” of sports and entertainment Ø Gender equity in sports and entertainment Ø Racial equality in sports and entertainment Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Social Issues in Sports & Entertainment The “greening” of sports and entertainment 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Social Issues in Sports & Entertainment The “greening” of sports and entertainment 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Social Issues in Sports & Entertainment The “greening” of sports and entertainment 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Social Issues in Sports & Entertainment The “greening” of sports and entertainment 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Social Issues in Sports & Entertainment Gender equity in sports and entertainment 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Social Issues in Sports & Entertainment Racial equality in sports and entertainment 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 Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Social Issues in Sports & Entertainment Racial equality in sports and entertainment 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. Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Social Issues in Sports & Entertainment Racial equality in sports and entertainment 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” Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Social Issues in Sports & Entertainment Racial equality in sports and entertainment 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) Copyright © 2010 by Sports Career Consulting, LLC

SEM Communications UNIT 11 Blank Slide Available for Teacher Edits Copyright © 2010 by

UNIT 11 OBJECTIVES Sports & Entertainment Communications 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 Copyright © 2010 by Sports Career Consulting, LLC

UNIT 11 OBJECTIVES Sports & Entertainment Communications 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 Copyright © 2010 by Sports Career Consulting, LLC

UNIT 11 OBJECTIVES Sports & Entertainment Communications 5) Describe 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. Copyright © 2010 by Sports Career Consulting, LLC

UNIT 11 OBJECTIVES Sports & Entertainment Communications 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 Copyright © 2010 by Sports Career Consulting, LLC

UNIT 11 OBJECTIVES Sports & Entertainment Communications 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. Copyright © 2010 by Sports Career Consulting, LLC

UNIT 11 OBJECTIVES Sports & Entertainment Communications 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. Copyright © 2010 by Sports Career Consulting, LLC

UNIT 11 OBJECTIVES Sports & Entertainment Communications 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. Copyright © 2010 by Sports Career Consulting, LLC

UNIT 11 OBJECTIVES Sports & Entertainment Communications 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 Copyright © 2010 by Sports Career Consulting, LLC

End Unit 11