Chapter Twelve GRADE 12 SPORTS MARKETING IDC 4U0 Chapter 12 by stariya

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									GRADE 12 SPORTS MARKETING (IDC 4U0)


Chapter 12: Media Relations in Sport


   Media relationships form a basis from which all marketing and
    promotional strategies are launched

   Media is a broad term when used as a noun but, it generally
    included print and electronic media

   Sports marketers must develop good relations with the media and
    develop productive relationships

Principles of Good Media Relations

  1. Know the Players e.g. titles and responsibilities

  2. Be accessible e.g. be available on their terms

  3. Be cooperative and non-combative e.g. you cannot win an
     argument

  4. Don’t use jargon e.g. use terms the public understands

  5. Use facts not rumors

  6. Don’t depend on off the record accounts

  7. Give as much service to the media as possible

  8. Use exclusives

  9. Beware of timing

  10.Appearance is critical




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GRADE 12 SPORTS MARKETING (IDC 4U0)


Types of Media Contact

    For a press conference to be a success, the information must
     warrant its use. Several reasons for press conferences include:

    A change in personnel

    Scheduling of events such as a title bout

    A change in facility location or name

    Introduction of a new or revised product

    Presentation or display of award

    Announcement of a new rule or policy

    Announcement of a major sponsorship/partnership agreement

    Crisis development

Press Pointers:

    Press conferences are very useful to get all the information out at
     once

    If you use the media, provide news not advertising

Press Releases:

    A good news release has three (3) parts: the significance
     (headline), the essence (lead), and the details (tail)

    All news releases should be on double-spaced white paper

    Minimum margins of one inch and two inches are the top and
     bottom




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GRADE 12 SPORTS MARKETING (IDC 4U0)


    The organization’s name, address and telephone number should
     appear on the release

    A contact person’s full name, position title, address, e-mail and
     phone number should appear

    The words “For Immediate Release”

    Arrange paragraphs in descending order of importance

    The essential facts and story line must be included in the first
     paragraph

    Use short sentences because they are more readable and
     understandable

    All pages should be numbered at the top

Pointer:

A file of media contacts should be formulated and kept in the media
relations office so that essential information can be sent to an
appropriate publication at any time.

Be consistent in terms of verb tense, person and voice otherwise the
press release may be rejected by the editor

Avoid using meaningless superlatives such as best and newest which are
advertising terms and not news terms

If pictures are included in the press release, make sure that names are
also included

Use value in kind relationships with media outlets (text page 286)

Review Nielsen’s ratings for effectiveness e.g. reach




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GRADE 12 SPORTS MARKETING (IDC 4U0)


Media Proposal Principles

   1. Explanation of the Event

   2. Benefits to the stations – previous rating/share

   3. Level of involvement – production, wild footage, telecast only

   4. Your facilities – camera hookups, knowledge of staff; and

   5. People and organizations in control – time/date, during event
      timing and running

Media Relations in a Crisis

   1. A crisis team must be part of a standing plan
   2. Tasks of each member of the team and sequence of actions
      required must be in the crisis plan
   3. Equipment and facilities must be available to implement the plan
   4. A command center should be set up
   5. A crisis kit might be set up for people who travel off-site
   6. Understanding the nature of the crisis and having a point person
      in charge of the crisis is vital
   7. An empathetic tone is needed not a defensive tone to help allay
      fears
   8. Concrete actions are needed that the media can publish are also
      needed
   9. Quick real-time adjustments are also needed

Chapter Summary

    Media involves advertising but sports marketers use media outlets
     like radio, television, internet, pod casts, twitter in a variety of
     ways
    Press releases must follow established principles to be effective
    Sports marketers must maintain productive and positive relations
     with the media
    Presentations must be newsworthy otherwise the sports marketer
     has wasted the media’s time


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GRADE 12 SPORTS MARKETING (IDC 4U0)


     You must be available on the media’s terms
     Avoid using advertising words like “greatest”
     Provide facts
     When seeking coverage demonstrate why it is profitable to be
      covered




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