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UIowa Communication and PR in Sports
Exam 1 – best start up
Sport public relations - ANS-A brand-centric communication function designed to manage and advance relationships between a sport organization and its key publics Brand - ANS-All the representations (names, marks) of an entity (company, organization, product) that distinguish it from any other entities in the minds of the consumers Publics - ANS-groups of ppl who identify themselves with the sports org Example of a key public - ANS-Members of the mass media or employee for the organization Evolutionary moments affecting growth of sport media - ANS-Newspaper sports section in 1895, first radio broadcast of a baseball game in 1921, and the launch of ESPN TV network in 1979 Sport Marketing - ANS-Organizational function that focuses on consumers, identifying how the sports organization can fulfill consumers wants or needs
Marketing Mix (4 P's) - ANS-Product, Price, Place Promotion Product - ANS-focuses on developing goos or services customized to the consumers' needs Price - ANS-specifies the costs the consumers will incur in exchange for the product Place - ANS-relates to distribution decision and how the company can get the product into the hands of the consumer Promotion - ANS-relates to communicating messages to the consumer regarding the product and attempting to motivate the consumer to make the purchase PR as a promotional tactic (4 elements) - ANS-Advertising, Personal Selling, Sales Promotions, Publicity Advertising - ANS-Paid commercial messages about the product carried by the mass media Personal Selling - ANS-A representative of the sports organization interacts with a consumer in an effort to motivate them to purchase the product Sales promotion - ANS-Addition incentives to the consumer such as giveaways or discounts to add value to the core product Publicity - ANS-Information regarding a sports organization or product that is conveyed by the mass media for free
Owned Media - ANS-Methods of distributing self-generated content the mass media Community Relations - ANS-an organizational activity designed to foster desirable relationships between the sport org and the communities in which it is located at or have strategic interest in Types of Sport Public Relations - ANS-Customer, Sponsor, Donor, Government and Regulator, Employee, and Investor Strategic Management - ANS-The analysis of an organization's position in the competitive environment and identifying organization's direction, strategy, and goals SWOT analysis - ANS-Identifying internal strengths and weaknesses of an organization and the opportunities and threats of the external environment in which they operate Grunig's four models of public relations - ANS-Press agentry (seeking attention in almost any form), public information (disseminate accurate and favorable info about the organization), two-way asymmetrical (incorporates research in an effort to persuade publics to act in desirable ways), and two- way symmetrical (research and dialogue to produce a dynamic relationship between org and its publics) Proactive public relations - ANS-Organization concentrates on building and sustaining a desired reputation through successful relationship outcomes Reactive public relations - ANS-responding after damaging issues have arisen
Integrated communication - ANS-Use of PR along with advertising, direct marketing, promotion, and other tools to shape public opinion and deliver audience actions Brand equity - ANS-the assets and liabilities linked to a brand that changes the brands value in the eyes of the consumers 4 classifications of publics - ANS-Nonpublic, Latent public, Aware public, and Active public Nonpublic - ANS-Public that has no interest in sport org Latent Public - ANS-Public that is unaware of the sport org Aware public - ANS-Public that is informed of the sport org Active public - ANS-Public that is engaged with the sport org Purpose of programs - ANS-Generate desirable relationships Programs focus on... - ANS-publics Duration of programs - ANS-Ongoing Example of a program - ANS-Media relations
Selective exposure - ANS-The notion that ppl are most likely to pay attention to messages that relate to subject matter of existing interest selective perception - ANS-Ppl interpret the messages that they do attend to through the filters of their life experiences, values, and attitudes Selective retention - ANS-Ppl's tendency to remember messages that are consistent with their existing attitudes Cognitive dissonance - ANS-the inclination to avoid or minimize the credibility of info that conflicts with current values and attitudes PR uses execution to... - ANS-monitor the cmpaign plan to ensure that the strategies and tactics are being implemented as planned PR uses evaluation to... - ANS-evaluate effectivness Public relations activity - ANS-Organizational outputs: tracks organizational communications Intermediary effect - ANS-Audience reception; how organizational communications are received Target Audience effect - ANS-Impact; the effect of an organization's communication and the audience's reception to messages Issues Management - ANS-The product of problems, opportunities, uncertanties, and controversues that warrant strategic consideration by key organizational decision makers
Reputation management - ANS-the protection or repair of reputation during a crisis Reputation - ANS-credibility and respect among a broader set of constituencies
