Chapter 11

11Exploring Unmediated Exploring Unmediated Communication TacticsCommunication Tactics

C H A P T E R

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

Community Relations in Sport

• Unmediated communication

• Corporate social responsibility

Unmediated Communication

Two-way contact that does not pass through a channel or medium

Unmediated Communication Tactics

• Public speeches

• Personal appearances

• Promotional tours

• Clinics

• Open houses

Advantages

• Interaction is face-to-face

• Audience typically predisposed to be interested and supportive

• High degree of message control

Mediated communication

High Message Control

Mediated communication

Unmediated communication

Low Message Control

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?

Characte

ristic

s of

PR Tactics

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

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...

Promotional Events

• Caravan tours common among major professional teams and college programs

• Other tactics

– Draft parties

– Customer appreciation days

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

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

Other Tactics

• Professional or academic conferences

• Exhibitor fairs

• Special service tactics

Generating Revenue

• Platform for distributing promotional messages and organizational media

• Sales opportunities either on site or as follow-up

End Chapter 11