Chapter 14

PUBLIC RELATIONS

AND MARKETING

PUBLIC RELATIONS, PHYSICAL EDUCATION, AND SPORT

REASONS FOR PUBLIC RELATIONS:• CLARIFY IMPORTANCE• INCREASE RECOGNITION• EDUCATE THE PUBLICS• IMPROVE UNDERSTANDING• GAIN TRUST AND CONFIDENCE• SHAPE ATTITUDES AND

ACTIONS BY PERSUASION

“PUBLIC RELATIONS” DEFINED

- PLANNED EFFORT TO INFLUENCE

PUBLIC OPINION THROUGH

COMMUNICATIONS AND ACTIONS

- POSITIVE RELATIONSHIP OF AN

INSTITUTION OR ORGANIZATION

TO ITS CONSTITUENCIES

THE MANY PUBLICS

CONSIDER -• RACE

• GENDER

• ETHNICITY

• ECONOMIC STATUS

• DISABILITIES

• RELIGION

• ETC.

PURPOSES OF SCHOOLPUBLIC RELATIONS

• PROVIDING PUBLIC INFORMATION

• PROMOTING CONFIDENCE IN SCHOOL

• GATHERING SUPPORT FOR PROGRAMS AND FUNDRAISING INITIATIVES

• PROMOTING VALUE OF EDUCATION

• IMPROVING COMMUNICATION

• EVALUATING SCHOOL PROGRAMS

• CORRECTING MISUNDERSTANDINGS

PLANNING THE PUBLIC RELATIONS PROGRAM

• ESTABLISH SOUND P.R. POLICIES

• IDENTIFY PROGRAMS TO PROMOTE

• IDENTIFY CONSUMERS’ DESIRES

• DECIDE FACTS AND IDEAS TO SHARE WITH TARGETED POPULATIONS

• EFFECTIVELY PLAN P.R. STRATEGIES

• IDENTIFY COMMUNICATION PROCESSES AND SPOKESPERSONS

GUIDELINES FOR SOUND PUBLIC RELATIONS

• CONSIDER INTERNALLY BEFORE EXTERNALLY

• DETERMINE THE “IMAGE”

• OUTLINE AND WRITE DOWN

• SELECT PROPER “PR” PERSONS

• CONSIDER PUBLICS

• FUND ADEQUATELY

ESSENTIALS OF PUBLIC RELATIONS PROGRAMMING• PROGRAM AND STAFF

• PRINT MEDIA / NEWS RELEASES

• PICTURES AND GRAPHICS

• COMMUNICATIONS

• DISCUSSION AND ADVISORY GROUPS

• RADIO AND TELEVISION

• FILMS AND VIDEO

• POSTERS, BROCHURES, EXHIBITS

NEWS RELEASES

• GET THE MESSAGE ACROSS - (WHO, WHAT, WHEN, WHERE, HOW, & WHY)

• USE ASSOCIATED PRESS (AP) FORMAT

• BE CONCISE - (ONE PAGE SHOULD DO)

• IDENTIFY MEDIA PERSONNEL/OUTLETS AND CULTIVATE RELATIONSHIPS

• MAIL RELEASES IN ADVANCE OF EVENT

• INCLUDE ALL RELEVANT MATERIALS

• SEND A NOTE OF THANKS

RADIO AND TELEVISION PREPARATION

• KNOW YOUR MESSAGE• KNOW THE PROGRAM• KNOW THE BROADCASTER• KNOW THE TARGET AUDIENCE• TAILOR THE MESSAGE• TAILOR THE PRESENTATION• PRACTICE!

PUBLIC RELATIONSIN ACTION

• JUMP ROPE FOR HEART

• HOOPS FOR HEART

• MOVE TO IMPROVE (NASPE)

• NATIONAL GIRLS/WOMEN IN SPORT DAY

• NATIONAL PHYSICAL FITNESS AND SPORT MONTH

• THE PRESIDENT’S COUNCIL ON PHYSICAL FITNESS AND SPORTS

PUBLIC RELATIONS IN SCHOOLS & COMMUNITIES

• MOST EFFECTIVE MEDIA FOR SCHOOLS

– THE TOTAL PHYSICAL EDUCATION AND SPORT PROGRAM

– PERSONAL CONTACT– NEWSPAPERS– PUBLIC SPEAKING– DEMONSTRATIONS AND EXHIBITS

MARKETING PHYSICAL EDUCATION/SPORT PROGRAMS

• MARKETING -

– TRIES TO IDENTIFY CONSUMER DESIRES FOR PRODUCTS AND SERVICES

– TARGETS SPECIFIC POPULATIONS– PROMOTES PRODUCTS AND SERVICES– DEVELOPS STRATEGIC MARKETING PLANS

PRINCIPLES OF MARKETING

• CUSTOMER PRINCIPLE

• COMPETITION PRINCIPLE

• PRACTICE PRINCIPLE

• CROSS-FUNCTIONAL PRINCIPLE

• CONTINUOUS IMPROVEMENT PRINCIPLE

• STAKEHOLDER PRINCIPLE

THE MARKETING PROCESS

• ORGANIZATION MISSION AND OBJECTIVES

• MARKET OPPORTUNITY ANALYSIS

• MARKETING STRATEGY

• IMPLEMENTATION

• EVALUATION

MARKETING STRATEGY

• SELECT ONE OR MORE TARGET MARKETS

• SET MARKETING OBJECTIVES

• DEVELOP AND MAINTAIN AN APPROPRIATE MARKETING MIX

(the six Ps)

THE SIX Ps

• PRODUCT/PROGRAM

• PRICING STRATEGIES

• PLACE OR DISTRIBUTION STRATEGIES

• PROMOTION STRATEGIES

• PRODUCTION/PROGRAM STRATEGIES

• PUBLIC IDENTIFICATION