RYAN LANECALEB DAVISON

Ch 14- Public Relations and Marketing

Public Relations, Physical Education, and Sport

Public Relations Best described as an effective effort to provide good

two-way communication by influencing good and responsible performance and good character.

To maintain sound public relations quality programs must exist, effective and continuous communication, utilized media, and organizations core values must be present

Purposes of Public Relations in schools

1. Serves as a positive public information source about the schools events

2. Promotes confidence in school or school related organizations

3. Gathers support for school, programmatic, or organizational funding and programs

4. Stresses the value of education for all individuals

5. Improving communication, understanding, and acceptance among students, teachers, coaches, parents, and community members

6. Establishes communication with electronic, internet, and print media

7. Evaluates school and organization programs

8. Evaluates the public attitudes and issues of concern

9. Correcting misunderstandings and misinformation including crisis management about the mission and objectives of the school, its programs and other organizations

10. Builds a wholesome environment for physical education and sport.

Public Relations in P.E. and Sport

It’s a necessity because people do not understand the positive contributions that these programs make to the community

The practice of public relations has been related to education since a publicity bureau was established at Harvard in 1900

Public relations is recognized all over not only because of its involvement in business but also its breakthrough in the areas of P.E., recreation and sports.

The Many Publics

Public is a group of individuals drawn together by common interests who are in a specific geographical location, community, or area or are characterized by some other common feature

Public opinion along with other factors, helps determine whether a profession or program is important whether it meets essential need and whether it makes a meaningful contribution to society

Planning the Public Relations Program

Establish a sound public relations policy

Identify the target market Conduct an audit to determine

what people do and do not know concerning your program

Identify the services, programs, and products that are needed and will yield the greatest dividends

Decide what facts and ideas will best enable the target consumer to better understand the benefits from quality programs

Decide what service or resource improvements will be needed to conduct or enhance programs

Make full use of effective planning techniques

Relate costs to opportunity for participants to enhance health and achieve fitness

Decide who is going to perform specific tasks or assignments at particular times

Guidelines to sound public relations

Public relations should be considered internally before developing externally

Managers involved in the public relations process must determine the organizations image and make suggestions on how this image can be positively enhanced before going public

A public relations program should be outlined and members of the organization should have meaningful input and become familiar with the program

Those directly in-charge of the public relations program must have thorough knowledge of the services being rendered and know all potential reactions and outcomes of those involved

Program should be based on research and not on the ideas of management

Adequate funds and resources should be made available to do the job

The formation of the public relations staff will be determined by the needs of the organization

Public relations staff should not seek to be the face of the company but a face inside the company

Public relation employees should develop and maintain a wide sphere of public context

A good public relations program will employ all available resources to disseminate crucial information to the public to ensure meaningful two-way communication

Program, Staff, and Public Relations

Program and staff represent the best opportunities for establishing an effective public relations program

Some of the most effective community relations occurs on a person-to-person basis This could be teacher to student, student to parent,

teacher to citizen, or physical educator or coach to participant

Guidelines for creating a press release to promote an event

Complete a news release- get the message across

Use writing style and format of media outlet to which you are sending the release

Be concise- avoid fancy language and deal with facts

Use a lead and present information in a decreasing order of importance

Identify the market segments that are to be addressed

Identify the primary players to who release should be sent

Contact key media people and explain the importance of the news release

Target the release to the appropriate audience

send the release in plenty of time Include any other relevant controlled

materials Follow up the transmitted news

release with a call that it is good to go and to answer any questions

Do not forget to include your 24 hour contact information

Finally send a note of thanks

Broadcasting on other media outlets

Know the message - what is the best type of media to broadcast your message

Know the program - is this program a good media source for your public relations

Know the target audience - will this media source broadcast who you are trying to reach?

Tailor the message - change the message for who and where you are broadcasting

Tailor the presentation - create the message to blend well with the media outlet

Public relations in action

Plays a vital role in the arena of physical education, recreation, and sport

Effective public relations and their accompanying marketing programs are an integral aspect of the profession of physical education and sport AAHPERD has various public relations such as jump

rope for hoops and heart programs and legislation action center which provide resources for public consumption

Principles for public relations in school and communities

Recognize the importance of an active public relations program Create sound policies to guide the program Responsibility for public relations is to be shared by the entire staff with

authority residing with the person in charge Use many different media sources to display the programs to everyone Recognize that the total physical education and sport program is the most

effective medium of professional and community relations Relay accurate facts about physical education and sport to the public Considerable planning is needed for the effective use of public relations

media The internet plays an important role in promoting programs

Marketing physical education, recreation, and sport programs

In the past U.S corporate structures manufactured goods and then made every effort to sell them

Now they perform analysis to decide need before production

In the same way, physical education and sport programs have adhered to a similar system

Principles of marketing P.E. and sport

Customer principle – customers are the life-blood of the organization so therefore marketing should be customer driven

Competition principle – Your school should be superior in services compared to other schools

Practice principle- Managers must reach out to the public to sell their message to create more demand

Principles of marketing P.E. and sport (cont’d)

Cross-Functional principle – Using all resources in order to more effectively fund, support, and deliver school programs and their messages

Continuous improvement principle- always keep improving your program

Stakeholder principle- all stakeholders are to be considered as programs are marketed and delivered so no one believes that he/she is marginalized or left behind

Marketing process in P.E., recreation and sports

There are several key ingredients and activities that make up the marketing process Organizations mission and objectives Marketing opportunity analysis Development of market strategy Implementation of the strategy Evaluation of the market efforts

Six P’s of the marketing strategy

Product/program strategies- core of any organization is its product or program

Publics- potential user of the product/program must be identified, targeted, and informed of the benefits of the program

Place- products/programs must be available, assessable, and where and how the customers want them

Pricing- Prices are the most visible, flexible, and manipulated of the marketing mix components

Production – the ability to keep up with the demand for the product, programs, or services

Promotion – through various marketing efforts and interventions to stimulate customers interests in awareness of and signing on for the product/program

ACTIVITY

Why is Public relations needed for P.E. and Sport?

A . I T ’ S A N E C E S S I T Y B E C A U S E P E O P L E D O N O T U N D E R S T A N D T H E P O S I T I V E C O N T R I B U T I O N S T H A T T H E S E P R O G R A M S M A K E T O T H E C O M M U N I T Y

B . I T ’ S A N E C E S S I T Y B E C A U S E P E O P L E D O N ’ T K N O W S C H O O L S H A V E S P O R T S

C . I T I S N ’ T N E C E S S A R Y.

D . N O N E O F T H E A B O V E

A. ALL OF THE BELOW

B. ESTABLISH A SOUND PUBLIC RELATIONS POLICY

C. IDENTIFY THE SERVICES, PROGRAMS, AND PRODUCTS THAT ARE NEEDED AND WILL YIELD THE GREATEST DIVIDENDS

D. DECIDE WHO IS GOING TO PERFORM SPECIFIC TASKS OR ASSIGNMENTS AT PARTICULAR TIMES

Which are steps in Planning the Public Relations

Program

A. CUSTOMER PRINCIPLE B. COMPETITION PRINCIPLEC. STAKEHOLDER PRINCIPLED. SELLING PRINCIPLE

Which of the following is not a principle of marketing P.E. and

sport?

A. PRICEB. PRODUCT/PROGRAMC. PLACED. PROMOTION

Which of the 6 P’s of the marketing strategy is the most visible, flexible, and manipulated?

A. COACHING OF FOOTBALLB. MANAGEMENT OF PE AND SPORTC. CROSS TRAININGD. LIFETIME WELLNESS

What is the name of this class?

That’s All Folks!