Sports Public Relations
- 1. Sports Public Relations Brittany Baechle, Zoe Bernstein, Kelly Cross, Lauren Green, Sydney McAlmont, and Trevor Zalkind
- 2. Sports Public Relations Overview SPORTS SPORTS PR PR
- 3. Sports Public Relations Professionals Public relations is the distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between a team, athlete, league, organization, company and brand and its respective publics by: • Preparing media kits • Writing player bios • Booking player appearances on television & radio sports shows • Compiling stacks of statistics • Handling crises when players run afoul of the law • ‘Wining and dining’ sports reporters • Maintaining the team website & blog • Maintaining the press box • Providing constant updates for fans on Facebook and followers on twitter • Arranging media interviews
- 4. What is Sports Public Relations SPORTS PR Philadelphia Flyers Nike BRANDS/ CORPORATIONS TEAMS Under Armour Syracuse Men’s Basketball Lebron James ATHLETES Serena Williams LEAGUES/ ORGANIZATIONS NFL NBA STORES/ COMPANIES NHL Dick’s SporJng Goods Foot Locker YMCA
- 5. History of Sports Public Relations ● The practice of PR in sports was occurring before the actual term “public relations” was created ● This occurred because of the first form of PR: word of mouth. The Olympic games were talked about throughout the Greek world and beyond during the four years prior to the actual event ● From 776 BC to AD 395, “the Olympic festival attracted citizens from all over the Greek world” (Swaddling, 1980, pg.10). People traveled to Olympia “from colonies as far as Spain 776 and Africa”. B.C.EAD 395 ● As the games continued every four years, people talked about them to their friends who then spread the word to other people ● In 1921 MLB created a commissioner, NL 1922 AL 1928 creation of press offices, by 1951 PR practitioners were found at team level ■ Relationship with sports journalists ■ “Many fans got their news about baseball from the newspaper and formed their opinions about the game from this coverage” (13) 1447-‐ ● Helped grow baseball’s image as ‘national past time’: “Resulting newspaper coverage helped Present convince the public that baseball contributed to both individual self-improvement and national betterment
- 6. History Continued ● “The San Francisco Giants hosted the first baseball game focused on raising awareness and money in the fight against AIDS. The Giants donated a portion of game proceeds to the cause ($1 per ticket), and time before the game to invoke the significance of the disease and the need to fight 1895-‐ it” (Schaaf, 1995, p. 106). Present ● This event was announced on the radio and more people showed up to the game to fight AIDs after the radio broadcast happened ● Radio was a technology that helped sports PR specialists spread the word faster ● 1950s and 1960s: growth of college sports on television ● 1960s: NFL owes much of its history to the PR. ● The industry of sports PR changed drastically in the 1980’s when ESPN was 1920’sspawned Present
- 7. History Continued ● Social Media has lead to a growth in the amount of information and content fans receive. ○ Los Angeles Lakers (LAL) star Kobe Bryant “lashed out at a referee with a curse word and a homophobic slur” (Akil, 2011). ○ This lead to the “LAL organization and the league” ■ Not only did the LAL separate itself from Bryant, it assured the public that it would “look forward to work with the Gay and Lesbian Alliance Against Defamation (GLAAD) to help educate itself and its fans to help keep homophobic language out of the game” (ESPN, 2011). ○ These statements and actions through the use of the media occurred immediately after the situation, showing that sports PR has grown and flourished throughout history into a fast-enacting, crisis-averting form of management. Present Day
- 8. Case Study: 2011 National Championship Air Races Tragedy Background Information: Sept. 16, 2011 pilot crash at event • • • R&R’s goal: Maintain crisis communication immediately after crash, oversee communication for the next year’s event Key Publics: Spectators/Families and friends of spectators Research: Research went into forming a crisis communication plan for the event o Crisis communications can only be planned so far • • Research for the following year’s event o One-on-one meetings with various groups
- 9. Case Study: 2011 National Championship Air Races Tragedy Planning: • • 2011 had crisis communications plan, and it was subsequently implemented o Communications from emergency responders were routed through PR team Emergency preparedness drill every year Execution: Reaction to the Incident • • • • • • Media response and outreach Website splash Non-profit family assistance fund Candlelight vigil Regular communications to community Facilitated NTSB and FAA investigation
- 10. Case Study: 2011 National Championship Air Races Tragedy Execution: Future Event Communication • • • • • • Direct support of families of victims Blue Ribbon Review Panel Meetings with community leaders Press event to announce event’s continuation Counseled Reno Air Racing Association Secured insurance funding Evaluation: 2012 Event • • • • 186,000 spectators $40 million in earned media o Two tribute ceremonies generated emotional media responses 1.5 billion impressions Existence after the tragedy is in and of itself a success
- 11. Advantages • Exposure to high-profile athletes and sports executives • Generate Revenue • Capability to develop and build a brand • Example: Nike, Gatorade, Jordan • Credibility • Abundant influence on the media “A sport publicist’s biggest asset is the ability to “formulate a plan and match it with the right media outlet”
- 12. Disadvantages • Power • Crisis Management “40% of players in the NBA and 21% of players in the NFL have been charged with a crime” (Oakes, 2006). • Stressful work environment • Long hours (no specific schedule) • Lots of travel • Works on weekends • Considered part of Sport Marketing • Negative Portrayal of profession • Associated with “spin” or “flack”
- 13. Skills • Training- Bachelors degree in PR or an communications related field o PRSA and similar organizations offer training and accreditation sessions Writing Multitasking Interpersonal Leadership Data Analysis
- 15. Similarities • Sports PR encompasses most if not all aspects of PR, but varies in specifics pertaining to the field and its conditions • Practice media relations, drafting news releases, creating promotional materials, coordinating special events • Crisis Communications, News Conferences, Press Releases, Events
- 16. Community Relations PR • Intertwine with one another to bring the sports organization and the community together. • Athletes, teams and organizations are constantly working to improve their community relations through PR • “Community relations programs have emerged as a strategum that sport organizations use to deliver outreach-type programs. The aim of such programs is to achieve corporate public relations objectives related to enhancing public understanding and gaining public approval and acceptance, and hopefully leading to public support” (Mullin, 2000, p. 320).
- 17. Government Relations • Many sports organizations “are highly regulated by federal, state, and local laws” (Stoldt, Dittmore, 2012, p.18). • Most stadiums are built with tax dollars. Sport organizations need to keep a close relationship with government for public support • The NCAA, NAIA, or other collegiate organizations “commonly lobby their regulators for the implementation of maintenance for a particular policy deemed desirable by the organization”(Stoldt, Dittmore, 2012, p. 18).
- 18. Investor Relations • Although many sport organizations are not publicly owned, many sporting good manufactures are. • Must keep stockholders informed as to the financial position of the company. • Investor relations want “to convince them that the investment in the organization continues to be a sound financial strategy” (Stoldt, Dittmore, 2012, p. 17).
- 19. Differences • Much heavier focus on social responsibility • Media relations and player relations are also heavily emphasized. • Crisis can be considered as trade rumors, athlete and organizational scandal, team losses and individual failure. • Staging news conferences and send out media advisories
- 20. Salary Title specific job descriptions do not exist for sports. 2012 Data: Entry-level public relations specialist: • • • • $54,170 Advertising, promotions and PR professional in spectator sports: $66,910 Promotions/PR professional in arts/entertainment/sports sector: $106,710 According to PR Week, the median salary for PR professional in the entertainment industry is $90,000 annually
- 21. Future/ Growth The future for sports public relations looks promising. • Growth of the industry has a whole • PR has an expected growth rate of 22% by 2020 • Sport specific revenues are a billion dollar industry globally • Sports are becoming increasingly global • Growth in developing nations is leading to a rising middle class • No substitute for sports public relations.
- 22. Social Media • Social media has completely revolutionized the sports industry. • New opportunities for pitching stories, branding, and earning reputation • More touchpoints with every sector of the industry from companies to agencies to athletes • More opportunities for conversation, communication, and crisis
- 23. The End