chapter 11
TRANSCRIPT
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Chapter 11
11Exploring Unmediated Exploring Unmediated Communication TacticsCommunication Tactics
C H A P T E R
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Objectives• Describe how unmediated communication tactics
relate to community relations
• Specify advantages of unmediated communication tactics for public relations
• Identify the benefits unmediated communication tactics bring to the sport organization
• Recognize the types of unmediated communication tactics commonly used in sport
• Discuss key considerations when planning unmediated communication tactics
• Note how unmediated communication tactics may be leveraged to generate revenue for the sport organization
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Community Relations in Sport
• Unmediated communication
• Corporate social responsibility
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Unmediated Communication
Two-way contact that does not pass through a channel or medium
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Unmediated Communication Tactics
• Public speeches
• Personal appearances
• Promotional tours
• Clinics
• Open houses
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Advantages
• Interaction is face-to-face
• Audience typically predisposed to be interested and supportive
• High degree of message control
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Mediated communication
High Message Control
Mediated communication
Unmediated communication
Low Message Control
? ?
?
Characte
ristic
s of
PR Tactics
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Results
• Development of personal connections with members of key publics - potentially produce less sensitivity to price increases & poor performance
• Production of goodwill and favorable attitudes (3 main groups of people)
level of impactlowhigh
Group 1 Group 2 Group 3
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Results
• Generation of publicity - favorable attention, may be of interest to the media
• Ability to at least indirectly generate revenue - opportunity to promote new products, upcoming games, special pricing promotions, etc...
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Promotional Events
• Caravan tours common among major professional teams and college programs
• Other tactics
– Draft parties
– Customer appreciation days
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Clinics
• On-field or court tactic for teams, fitness providers, sporting goods retailers
• Considerations
– Careful scheduling
– Advance promotion
– Coordination among key parties
– Delineation of key messages
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Open Houses
• Provide opportunities for community members to tour facilities and meet organizational representatives
• Key considerations
– Prepare facility
– Promote heavily
– Provide incentives for attendance
– Secure information about guests
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Other Tactics
• Professional or academic conferences
• Exhibitor fairs
• Special service tactics
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Generating Revenue
• Platform for distributing promotional messages and organizational media
• Sales opportunities either on site or as follow-up
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End Chapter 11