Electrode Placement for Chest Leads, V1 to V6 - Dave Doroghy
C H A P T E R 11 Public Relations Chapter 11 Public Relations Objectives To understand public relations and its role in
positioning and in formulation of the marketing mix To recognize the importance of effective community relations programming in product positioning and effective marketing efforts To understand the role, scope, and influence of the media and how that role can be used in conjunction with public and community relations programming to alter perceptions and influence public opinion and support
Defining Public Relations An interactive marketing communications strategy that seeks to create a variety of media designed to convey the organizational philosophies, goals, and objectives to an identified group of publics for the purpose of establishing a relationship built on comprehension, interest, and support
Public Relations Public relations usually involves implementing specific publicity plans and tactics in coordination with the marketing strategy, designed to alter or reinforce consumer perceptions, attitudes, and levels of awareness.
The goal of this function is to earn public understanding and acceptance. Public Relations Formula Public relations = Media relations + Community relations Public Relations Specialist Skills Building relationships Communicating
Creating the public relations plan Making the pitch Managing the story Establishing talking points Managing crises Media Relations (continued) Reactive: responds to inquiries. Proactive: initiated by the organization rather than some external entity.
Interactive: develops mutually beneficial relationships with the media and assists the media on a variety of issues. (continued) Media Relations (continued) Public relations in the sport marketing mix Public relations can highlight the connection between athletes, teams, or events and key sponsors.
Sport public relations in the digital age Technology has rapidly changed the way that sport organizations use media to communicate with their publics. Community Relations The aim of community relations programs is to achieve corporate public relations objectives related to enhancing public
understanding and gaining public approval and acceptance, ideally leading to public support. Three Distinct Forms of Community Relations 1. Those initiated by players 2. Those initiated by teams or institutions 3. Those initiated by leagues or governing bodies
Sport Community Relations Media relations objectives are typically short term whereas community relations objectives are typically long term. Humanize athletes Enhance other marketing initiatives Serve as corporate philanthropy Generate goodwill toward sport organization
Public Relations Functions Provide information and general communication (to consumers, shareholders, suppliers, competitors, government agencies, and the public) Shape and enhance image Community relations Employee relations (continued)
Sport, Television, and Entertainment: Impact on Sport Public Relations (continued) With an increase in media attention comes greater demand, scrutiny, criticism, and controversy surrounding sports figures. PR professionals play a significant role in providing strategic counsel to help athletes
and organizations navigate this diverse media landscape. (continued) Sport, Television, and Entertainment: Impact on Sport Public Relations (continued) The ultimate goal for the sport PR professional is to balance media
opportunities available while avoiding potential pitfalls that the intense scrutiny and media coverage in the digital age can present.
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