SEM 4.03 A - Promotion PE - Utilize publicity to inform
stakeholders of business activities PI - Write a press release
Slide 2
PRESS RELEASE Factual announcements sent to the media to be
used as news items on a regular basis Who sends press releases?
Businesses, Organizations, Individuals, and Government Locally,
Nationally and Internationally Who creates press releases? Public
Relations Department Marketing
Slide 3
PURPOSES of PRESS RELEASES Introduce new products Keep the
business in the public eye Position the businesss image Support
good employee relations Create good community relations Types of
press releases in SEM Game advance previews an upcoming game/rival
Hometown release highlight of player sent to their local media
outlets News release information about the team (scores, schedule,
statistics and ticket prices
Slide 4
Information in Press Releases HARD COPYSOFT COPY Information
that should be announced immediately Public will want to know about
it right away Stories that deal with formal serious information
Information that does not need to be announced immediately Public
will not care if they hear about it now or later Stories that are
informal or lighthearted
Slide 5
Procedures for writing a press release 1.Prepare List the most
important facts Identify which media to use Know the medias print
deadline 2.Put important information first Inverted Pyramid
Approach Who, What, When, Where, Why, How 3.Stick to the facts
Avoid using opinions or emotions Use statistics, factual data and
team/player goals
Slide 6
4. Write clearly and easy to understand No complex words 5.
Write in active voice (Verbs) 6. Edit Grammar and Spelling If sent
with errors, contact the media to give the correct information
immediately 7. Attach a captioned photograph Photograph with text
about the picture Procedures for writing a press release
Slide 7
Sending press release to the media Obtain and acknowledge media
deadlines Sending press releases close to deadline is better Catch
the editors attention with a hook The editor decides whether to
publish or broadcast the press release as time and space is limited
Getting published is not due to buying advertising space Include a
captioned photograph hook? Picture that is accompanied by written
text called a caption Send the release to a specific person Send a
cover letter with the release Send a thank you note after the
release is used
Slide 8
Create professional press releases Typed Arrange information
appropriately Company name/contact Information When the release
should be used If a photograph is enclosed A headline for the
release The place and date of the news The body of the release End
of the release (-END-)
Slide 9
SEM1 4.03 Activity Write a Press Release for one of the
following using the format in the 4.03 PPT Ardrey Kell High School
_________Team going to States _______________Band is having a
concert in Charlotte _________________ NFL Team is going to the
Superbowl _________________ NBA Team is being purchased by _______
_________________ (professional athlete) is injured for the rest of
the season _______________________(corporate sponsor) is dropping
sponsorship with __________________ (NASCAR Driver)
_______________professional athlete is found guilty of possession
of illegal drugs
Slide 10
SEM 4.03 A - Promotion PE - Utilize publicity to inform
stakeholders of business activities Develop and generate a SEM
newsletter
Slide 11
Newsletters Bulletin issued periodically to inform a group
about a business/organization Excellent marketing tool Communicate
with the public Increase business Market your brand Send next years
schedule to current ticket holders Types of newsletters Printed
Online
Slide 12
Effective newsletters Catchy content Needs to be interesting to
customers/fans Written for the target market audience Blend content
articles with advertisements Promote your product throughout
newsletter Provide relevant information Maximize your revenue
stream Be polite Dear Friends Visually appealing Published on a
regular basis
Slide 13
Steps to writing a newsletter 1. Research Look at other
newsletters for ideas 2. Develop a plan WHO will write it, WHO will
read it, WHO will distribute it? WHAT is the content? WHEN will it
be published? HOW will it be produced (Email or print)?
http://www.youtube.com/watch?v=sShMA85pv8M
http://www.youtube.com/watch?v=sShMA85pv8M 3. Design a format
Number of columns/pictures/articles per page Colors and Font Types
4. Select people to write articles to submit 5. Create submission
deadline 6. Edit and proof 7. Distribute
Slide 14
SEM 4.03 A Promotion PE - Utilize publicity to inform
stakeholders of business activities PI - Explain media relations in
the SEM industry PI - Develop a media guide PI - Cultivate media
relationships PI - Plan a media day
Slide 15
Media Guides what & why Term - Sports-related press booklet
published by sporting teams for the media Provides information
about: Participants/players Organizations/teams Location/venue
Coaches/managers Ticket prices Statistics/photos Encourages
television/newspaper/online coverage of the sport, venue, team or
player they have info!!! Goals: Generate interest so the media will
provide coverage Encourages spectators to buy tickets
Slide 16
Developing a Media Guide Budget How much will is cost?
Advertising Who will buy advertising space? Photographs and
Graphics Logos, photos from past seasons, team pictures, etc. Page
design Layout: where will certain information go? Printing -
distribution Online or Printed? How will you get it to the fans or
media?
Slide 17
SEM1 4.03 Activity In groups of three create one of the
following for a fictitious team of your choice: 1.Develop a
Newsletter using the steps from your notes. 2.Develop a Media guide
using the steps from your notes. Research other examples of
newsletters/media guides online for ideas. Your newsletter/media
guide may be printed in color and match the format of a real
newsletter/media guide (booklet). You may use existing celebrities
but you must create a new team/logo/colors/mascot, etc.
Slide 18
Media relations and sports MEDIA: Media relations term:
cultivating positive relationships with media personalities that
facilitate an organization/team in getting favorable and widespread
coverage with regular follow up keeps us informed, entertained and
enlightened of sporting events SPORTS Provides media with news and
events which attracts public interest and builds brand equity of
the team Encourages media to cover the team maximize favorable
publicity
Slide 19
Public relations vs. Media relations PUBLIC RELATIONSMEDIA
RELATIONS Communicating with all the many people an organization
may have a relationship with Employees Customers Fans Communities
Media Interaction with the MEDIA. Reporters Journalists Editors
Print Media Electronic Media Online Media to communicate
organizations newsworthy information
Slide 20
Media relation representatives Beat writers Writer assigned to
cover specific topics Sports: typically assigned to cover specific
sport or team
http://www.wisegeek.com/what-is-a-sports-beat-writer.htm
http://www.wisegeek.com/what-is-a-sports-beat-writer.htm Columnists
Writer for a specific publication offers opinions
http://en.wikipedia.org/wiki/Columnist
http://en.wikipedia.org/wiki/Columnist TV game broadcasters news
crew Radio game broadcasters Wire service reporters - nationally
Photographers
Slide 21
MEDIA RELATIONS POSITIVE EFFECTSNEGATIVE EFFECTS Money Media
companies pay for the rights to show a sporting event Sports shown
on the TV generate sponsorships Role models Endorsements from
famous athletes Inspiration Encourage people to action Coaching
aids Watching games on TV can provide guidance other participants
Increased number of media outlets Bias Only really popular sports
get much attention Lack of attendance Games shown on TV-ticket
sales often drop Is this true? Attention Attention paid to pro
athlete private lives more than sport Demands Media coverage
impacts games (timing, commercials, etc.) Increased options for
media
Slide 22
Media relations and crisis Athletes have become celebrities
because of increased media coverage Their personal lives are
covered by the media Sometimes, due to the money celebrities are
paid they are often criticized by fans and media Athletes/teams can
use strong media relations to correct this image by showcasing
something positive they might be doing for charities, etc.
Slide 23
Positive media relationships Why develop positive relationships
with the media? Generates publicity More publicity = More sales =
More Money! Maximize favorable news and event coverage Media will
want to work with their favorite teams But you must be honest and
professional Public relation professionals must present themselves
in this manner to gain a positive relationship
Slide 24
Types of media relationships Interactive Both media and sport
entity have ongoing two-way communication Build trust and goodwill
Builds a mutually beneficial relationship Both parties must get
something out it a win-win situation Proactive Consider positive
messages the company wants to send Planning ahead of the event and
utilize risk management Reactive Consider potentially negative news
and establish how the company will respond
Slide 25
Plan a media day Invite the media to your venue prior to the
event This will encourage the media to publicize the preparations
of the event creates excitement Pitch stories, ideas, hold a news
conference Provide space, equipment, WIFI, feed and entertain the
media Build trust by being honest and professional
Slide 26
SEM1 4.03 Activity Individually, you will research and write an
essay about Creating positive media relationships ESSAY CRITERIA:
5-7 paragraphs minimum 5 sentences per paragraph Typed 14 point
font double spaced Address why it is important to have positive
relationships with the media if you are a sports organization List
and discuss in detail the three types of media relationships Argue
which type of relationship you think is the best to have with the
media and why