Public Relations in the Sport

Industry

Chapter 1: Introduction
 Introduction

Primary aspects of sport public relations

• Communication in general

• Common sport public relations jobs

• Community relations in sport

 Communication Basics

• Most basic skills

• Becoming an effective communicator

• General communication models

• Models of public relations practice

 Most Basic Skills

• Writing
– Grammatically correct
– Succinct wording
– Flow of ideas from one point to another

• Speaking
Ability to boil down large amounts of information into
key points that are repetitively emphasized
Becoming an Effective Communicator

• Practice, practice, practice!

• Gain related experience

– Learning activities in your classes
– Volunteering with a sport organization
 General Communication Models

• Hundreds of communication models

• The most well-known and useful models

treat communication as a process
 Components
of the Communication Process
• Source
The person giving the message

• Message
Words and pictures that the sender produces

• Channels
Delivery of the message from sender to receiver

(continued)
 Components
of the Communication Process (continued)

• Receiver
Person who receives the words and pictures that the
sender produces

• Encoding and decoding

Assigning meaning to the communicated message

(continued)
 Components
of the Communication Process (continued)

• Noise
Interferes with the reception of the message

• Feedback
Communication that the receiver sends back to the
sender
 Communication Pitfalls

• Selective attention
Topics that are of interest

• Selective perception
Interpreting information that reinforces what we already
believe

• Selective retention
– Remembering what is comfortable and useful
– Forgetting what is uncomfortable and disagreeable
Models of Public Relations Practice

• One-way communication models

Do not necessarily seek input or attention from the
public

• Two-way communication models

Require input from target publics
 One-Way Communication Models

• Publicity or press agentry models

– Do not seek input from their key publics
– Are concerned about getting their message out there
– Push the envelope at times to get attention

• Public information model

– Provide information in a credible manner
– Example: sports information offices
 Two-Way Communication Models

• Asymmetrical approach
The organization uses information about the public to
get them to behave as desired

• Symmetrical approach
The organization and the public negotiate mutually
acceptable solutions
 Media Relations in Sport

• Sport and the mass media

• Print media
• Electronic media
• What media relations specialists do
• Careers in media relations
• Ethical issues in media relations
 Sport and the Mass Media

• Symbolic relationship
Each uses the other for its own gain

• Positive publicity
Air time or print space is free and more credible

• Negative publicity
Cannot direct the media not to print or broadcast
embarrassing stories
 Print Media

• Newspapers
Sport coverage draws in 60% of newspaper readers

• Magazines
– General interest sport publications
– Specialized sport publications
 Electronic Media

• Radio
99% of American homes have radios

• Television sets
98% of American homes have television sets

• Cable television
69% of American homes have cable television
What Media Relations Specialists Do

• Success requires
– Genuine interest in the field
– Strong communication skills
– Perseverance
– Securing internship opportunities
– Securing entry-level job opportunities

(continued)
What Media Relations Specialists Do
(continued)

• Duties
– Writing news releases
– Writing feature stories
– Preparing game programs
– Overseeing promotional activities
– Planning and conducting press conferences
 Careers in Media Relations

• Organizations
– Thousands of colleges and universities
– Hundreds of major and minor professional sport teams
– One or more sport organizations in most cities

• Competitiveness
– Popular and competitive
– Employers looking for solid education preparation
– Typical majors: sport management, journalism, public relations,
communications
(continued)
Careers in Media Relations (continued)

• Capitalize on opportunities
– Volunteer and internship experiences
– Build network of practitioners

• Where to start
– Minor league teams
– YMCA and YWCA

• Your commitment
“First one to arrive, last one to leave”
 Ethical Issues in Media Relations

• Privacy
Be sensitive and release only information that will not
compromise people’s right to privacy

• One- and two-way models

Protect the boundaries of ethical relationships with key
constituents

• Code of ethics
CoSIDA, for example, prescribes a code of ethics
 Community Relations in Sport

• Community relations activities

– Center on promoting charitable initiatives
– Develop face-to-face contact with stakeholders
– Complement media relations work

• Why engage in activities

– Enhance image
– Short-term revenue gain
– Social responsibility
(continued)
 Community Relations in Sport
(continued)
• What community relations professionals do
– Work for a team, facility, or organization
– Create, organize, and execute charitable initiatives
– Designed for community enhancement
• Organizations
– Professional entertainment organizations
– College and universities, for-profit fitness centers
– Sporting goods manufacturers
• Competitiveness
– Fierce competition
– Must distinguish yourself
– Need proven track record in executing initiatives
(continued)
 Careers in Community Relations
(continued)

• Capitalize on opportunities
– Expand network of contacts
– Document your effectiveness in endeavors
– Volunteer, serve internship, gain entry-level experience
• Demand
– High
– Pay may be less than media relations positions
• Challenges unique to the industry
– Receive many requests for help
– Matching initiatives with high-profile coaches and athletes
 Ethical Issues
in Community Relations

• Keeping priorities straight

“The benefits of a community relations program should
be in the program, not the publicity”

• Giving credit where credit is due

Share the spotlight when teaming with other
businesses
 Other Public Relations Positions

• Corporate communications
Frequently intersects with multiple PR areas
• Creative specialist
Has skills in design, layout, graphic arts, technical
areas
• Employee and volunteer relations
Builds strong internal relationships
• Web site manager
Manages organization’s Web sites
 Communication Technology
and Its Effect on Sport
• Internet
– Single most important development in recent years
– 39% of US population access sports information

• E-mail
Relatively simply and inexpensive

• World Wide Web

Vast array of sources available
 Current Challenges
for Sport Public Relations Professionals

• Posting information on-line

Print journalist versus broadcast media outlets

• Noncredible and nonauthorized information

– False rumors
– Video of a team’s practice

• Underutilizing direct communication skills

Becoming too reliant on technology