PUBLIC RELATIONS IN PROFESSIONAL SPORTS: AN ANALYSIS OF THE NBA CARES PROGRAM

By Sean McGowan

Public Relations-

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

PRSA definition

I chose this topic because I’m pursuing a career in PR and want to do something for a sports league or team.

Public relations is being used in every industry and has become necessary in the sports world.

The National Basketball Association instituted a PR campaign, the NBA Cares Program, in 2005.

My paper analyzed the reasons for instituting the program, what objectives it was meant to achieve, and what strategies and tactics have been used to reach its intended publics.

What was wrong?

•  Negative image of players •  Quickly declining sportsmanship

•  Hatred of other teams/players

•  Decrease in revenue

•  Loss of fans/viewership

•  NBA losing respect

NBA Cares to the Rescue!

Crisis Management BIGTIME

“The league’s global community outreach initiative that addresses important social issues such as

education, youth and family development, and health and

wellness. The NBA and its teams… strive to positively impact children and

families worldwide.”

Original Goals in 2005

Have the league, players, and teams contribute $100 million for charity.

Generate more than 1 million hours of hands-on volunteer service in countries and communities around the world.

Build more than 250 places where kids and families can live, learn, and play.

There was a deeper purpose than reaching these numbers for the sake of achieving something good.

1st Objective: Change Perception of Players

Why? + Revenue + Players are “product” being sold + Restore respect and love of players How? + Create relationship with players + Show loving, caring, and fun side + Serving others (ESPN writer) Tactics? + All Star Day of Service each year + MANY various service projects in public places + Television PSAs to kids + Social media

2nd Objective: Raise Awareness/Involvement in Social Problems

Why? + Reach new group of potential fans + Motivate others to do good + Make the world a better place and see results (CEO of UNICEF) How? + Show that league/players really care + Service projects in local areas + Give back to children, needy, etc. Tactics? + Partner with UNICEF, Boys and Girls Clubs of America, UNF, and more + Book Bus for many teams + PSAs on social issues (homosexuality) + Learn & Play Centers around the world + Events like the Breast Cancer Walk

3rd Objective: Sell Merchandise and Tickets

Why? + Money makes the world go round + Success of any business + Brian Scalabrine has got to eat! How? + Branding + Promote the teams and players + Reach children and parents Tactics? + Basketball camps for kids + Logos and colors on everything + Promote good values, connect to NBA + Have role model players at events + Give out swag at events, sponsor

4th Objective: Strengthen Relationship Between “NBA Family” Members

Why? + Get rid of ugliness (fights) + Positive image of leadership + Build unity How? + Create friendships and bonds + Events where all can attend + Let them work together to achieve Tactics? + Service brings out the best in people + Events allow everyone to meet + Give players new perspective on themselves

Progress with Goals Since 2005

Donated more than $145 million to charity in its first five years of existence. (Goal of $100 million)

Generated 1.4 million hours of hands-on service in countries and communities around the world. (Goal of 1 million hours)

Built more than 500 places where kids and families can live, learn, and play. (Goal of 250 places)

SLAM DUNK!

Conclusion STRENGHTS •  Makes the relationship between the league and its publics personal through social

media interaction and the many events hosted by players and coaches.

•  Appeals through logos by aid and services provided, through ethos by credible organizations and people it teams up with, and through pathos by promoting good causes, healthy lifestyles, and positive values.

•  Has a massive reach to multiple unique publics, different age groups, demographics, and cultures worldwide.

•  Successfully brands its name and product during events, through the media, and through its various contributions.

WEAKNESSES •  Greater efforts could be made to target specific minority groups such as women.

•  Require participation in the program by all NBA players.

•  Better highlight the service performed through the program through online sources.

THANK YOU