Transcript Lesson 11.2 - Slides-Publicity

Lesson 11.2 – Publicity
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LESSON 11.2
Publicity
When Roger Ebert
reviews a movie on his
television show, that
particular motion
picture is gaining
publicity
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Publicity:
Public information about
a company/team, good,
or service appearing in
the mass media as a
news item at no cost to
the organization
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LESSON 11.2
Publicity
Three Primary Components of Publicity
 Public Relations
 Media Relations
 Community Relations
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LESSON 11.2
Publicity
Disadvantages of Publicity
 Publicity cannot be controlled by the organization
** For example, Roger Ebert may give a particular
film a negative review, discouraging consumers from
purchasing tickets and going to the theater
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LESSON 11.2
Publicity
When musicians perform at award shows or other
major events, they are generating publicity.
Following Bruno Mars' Super Bowl
halftime performance in 2014, the
singer’s music immediately shot
up the Billboard's charts with sales
of his second album, "Unorthodox
Jukebox," shooting up 180% and
his first album, "Doo-Wops &
enjoying an incredible increase of
303% (according to
billboard.com).
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LESSON 11.2
Public Relations
Public Relations:
Often times referred
to as “fan” relations
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Activities that promote
the image and
communications an
organization has with
its employees,
customers and public
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LESSON 11.2
Media Relations
The goal of media
relations is to develop
and maintain a positive
relationship with mass
media outlets
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Media Relations:
Refers to the
relationship between an
organization and the
media
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LESSON 11.2
Media Relations
Featuring sports and
entertainment news
related items has proven
to be profitable for media
organizations
 Increases circulation
 Boosts Ratings
 Amplifies number of
listeners & readers
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Magnifying Glass
Effect:
Refers to the constant
media coverage of
newsworthy events
taking place, as well as
the reactions and
interpretations of those
events by other sources
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LESSON 11.2
Media Relations
Click here to read a 2013 story published on
awfulannouncing.com’s website suggesting
the “TMZization of sports is now complete”,
criticizing news outlets like ESPN for focusing
on gossip or celebrity driven stories rather
than covering real sports news
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LESSON 11.2
Media Relations
Every year, the NBA
engages in a daylong
media blitz to kick off
coverage of the NBA
All-Star Game and the
celebrity-driven events
that surround the game
Copyright
Media blitz:
A term used to
reference an intense
communications
campaign which utilizes
various aspects of
media to reach as many
consumers as possible
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LESSON 11.2
Media Relations
In 2012, the Canadian Football League launched the
largest media blitz in league history by spending more
than $10 million to promote the 100th anniversary of the
CFL’s championship game (the Grey Cup). The effort
included a national tour that brought the championship
trophy to 100 communities throughout the country,
government issuance of Grey Cup coins, and the Canadian
postal system issuing 50 million CFL branded stamps.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
 Inflated contracts of athletes and entertainers
 Drugs and alcohol
 Gambling
 Violence
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
Detroit Tigers star
Miguel Cabrera made
almost double the
yearly median
household income in
Detroit with every
single at-bat during the
2014 season.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
 Inflated contracts of athletes and entertainers
(some which have a tendency to flaunt their riches)
Boxer Floyd “Money” Mayweather, who earned
$105 million last year and topped Forbes’ annual
list of the World’s wealthiest athletes for the
second year in a row, told USA Today in a story
that his hobby is “collecting money” and lives in
a 22,000-foot home with multiple garages for his
collection of sports cars.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
Former NFL star turned
analyst Deion Sanders
tweeted his jubilation in
2013 after recovering
his $15,000 dog that
had been kidnapped
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
Oprah Winfrey, worth an estimate $2.9 billion and
earning $300 million per year according to
celebritynetworth.com, caused a stir when she
accused a shop owner in Switzerland of refusing to
show her a $38,000 hand bag that she was
interested in purchasing.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
In 2014, pro golfer Dustin Johnson announced that
he was taking a leave of absence from the PGA Tour
while golf.com reported that the leave was allegedly
due, at least in part, to substance abuse.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
In 2014, acclaimed actor
Philip Seymour Hoffman
died from a drug
overdose after struggling
with addictions to
cocaine, heroin and other
prescription drugs.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
In 2013, USA Today reported that, according to NFL
players, roughly three-quarters of NFL players
owned guns, compared with 40% to 45% of
households in the general population, according to
the National Rifle Association (no actual statistical
data exists on gun ownership among NFL players
exists, and league spokesman Greg Aiello told USA
Today that the estimates were "a wild guess."
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
In June of 2014, The NBA suspended Dallas
Mavericks guard Raymond Felton on Thursday for
the first four games of the season after his guilty
plea in a New York gun case.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
In 2104, NFL star Ray
Rice was suspended by
the league for two
games because of a
domestic assault charge
involving his wife (a
penalty many felt was
insufficient).
Click here to see a video clip with media reaction to the suspension
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
 Steroids
 Escalating costs for attending events
 Recruiting violations in collegiate sports
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
In 2013, after years of vehemently denying doping
allegations, cycling sensation Lance Armstrong came
clean and admitted to using performance enhancing
drugs throughout his cycling career during an
interview with Oprah Winfrey
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
In 2013, former Major League
Baseball MVP Ryan Braun was
suspended 65 games for using
Performance Enhancing Drugs
(PEDs) while Yankee slugger
Alex Rodriguez was suspended
for 162 games, including the
entire 2014 season, because of
prior offenses.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
A 2009 Marist College Center for Sports Communication
poll suggested that 70% of baseball fans thought
players who used steroids should not be admitted to
the Hall of Fame, 24% believed they should be given
this honor, and 6%, at the time, were unsure
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
Fast forward to 2013, when Marist conducted a poll
asking the same questions just prior to MLB’s
suspensions of those involved in the Biogenesis case,
and 78% now think players who have used steroids
or other performance-enhancing drugs should not be
eligible for the Hall of Fame, 18% think they should,
and just 4% are unsure.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
Nearly half (49%) of fans polled in Sacramento
about Kings’ ticket prices for the new downtown
arena suggested that, “Yes, the team plans to
cater mostly to high-income customers”.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
The latest Team Marketing
Report Fan Cost Index report
suggest that, on average, the
cost of a family of four attending
a Boston Red Sox game is
$358.78, a nearly 8% increase
over last year (figure includes 2
adult tickets, 2 child tickets, 4
small soft drinks, 2 beers, 4 hot
dogs, 2 programs, parking, 2
adult-size caps).
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
Comparatively, according to Minor League Baseball, the
average cost for a family of four to enjoy a MLB game in
2014 season was $63.55 (price included parking, two
adult tickets, two child tickets, four hot dogs, two sodas,
two beers and a program or scorecard), helping to
position itself as “one of the best budget-friendly options
in sports”.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
According to a 2014 report on
dallasnews.com, SMU men’s
golf coach Josh Gregory’s
resigned after NCAA rules
violations were uncovered,
including sending
impermissible text messages
to recruits and giving school
apparel such as caps to
prospects.
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
After a two year investigation, the
University of Oregon football
program was penalized by the
NCAA for rules infractions tied to
illegal recruiting practices and
also placed an 18 month ban on
former head coach Chip Kelly
(now with the NFL’s Philadelphia
Eagles) from coaching at a NCAA
affiliated program
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LESSON 11.2
Media Relations
Factors influencing negative publicity for
athletes and entertainers
While many felt the sanctions against the University
of Oregon were not harsh enough (an ESPN
columnist referred to the punishment as a mere
“slap on the wrist”), one year after the Penn State
sanctions were announced, many wondered if the
NCAA penalties levied against Penn State were too
harsh (an ESPN poll suggested that 63% of fans felt
the NCAA should modify or reduce its penalties
against the school)
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LESSON 11.2
Media Relations
Three approaches to media relations
 Reactive
 Proactive
 Interactive
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LESSON 11.2
Media Relations
Could include:
Reactive Approach:
 Player interviews
 Appearances
 Biographies
 Athlete/Celebrity profiles
Copyright
Responds to
informational and
other inquiries from
media sources and
external
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LESSON 11.2
Media Relations
Organizations take the
initiative in providing
information and creating
publicity
Includes activities such
as the distribution of
press kits and press
releases
Copyright
Proactive Approach:
The point of initiation is
the organization rather
than an external entity
or media source
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LESSON 11.2
Media Relations
Organizations take
many different
approaches to the
interactive approach to
media relations
Copyright
Interactive Approach:
Refers to an
organization’s effort to
create and maintain a
strong relationship with
the media
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LESSON 11.2
Community Relations
Community Relations:
Focus on an individual or organization’s
commitment to bettering their respective
community
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LESSON 11.2
Community Relations
The goal of a community relations effort is to assist in
achieving an organization’s public relations objectives
related to enhancing public understanding, gaining
public approval and acceptance, ultimately leading to
public support
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LESSON 11.2
Community Relations
Typically implemented in three ways
 Player / Celebrity Initiated
 Team / Organization Initiated
 League / Governing Body Initiated
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LESSON 11.2
The Michael J. Fox Foundation
The Michael J. Fox Foundation
auctioned off a limited-edition
collection of Nike shoes
inspired by the actor's Back to
the Future character last year.
The high-profile auction raised
$9.4 million for the
foundation, the largest private
funder of Parkinson's Disease
research in the world.
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LESSON 11.2
Community Relations
Thousands of athletes and
celebrities, from Justin
Timberlake and Cristiano
Ronaldo (in his underwear),
participated in one of the most
successful viral fundraising
campaigns we have ever seen
in this summer’s Ice Bucket
Challenge, a cause tied to
generating awareness and
raising funds for amyotrophic
lateral sclerosis (ALS),
commonly known as Lou
Gehrig’s disease.
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LESSON 11.2
Community Relations
As a result, (as August 2014),
the ALS Association has
received $22.9 million in
donations compared to $1.9
million during the same time
period last year, including
453,210 new donors to The
Association.
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LESSON 11.2
Community Relations
After tornadoes devastated the Dallas/Ft. Worth
area in 2012, the Texas Tech football team visited
Lancaster, one of the hardest hit suburbs, to help
with disaster relief efforts
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LESSON 11.2
The Miami Dolphins Foundation (whose mission is
devoted to providing and supporting signature
education, health, youth athletic programs and
volunteer activities that inspire and engage
communities throughout Florida) raised over
$600,000 through its annual “FinsWeekend”, an
event that features former and current players,
cheerleaders and staff participating in activities
like fishing and golfing
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LESSON 11.2
In 2013, the San Antonio Silver Stars of the WNBA
played their annual breast cancer awareness game
on a pink court painted by breast cancer survivors in
an effort to raise awareness and funding for the
initiative
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LESSON 11.2
NFL Play 60 Program
From the NFL website:
“As a brand and leader that believes in the power of sport, the
promise of young fans and whose players embody health and
fitness; the NFL and its Clubs are committed to reversing the
effects of the childhood obesity epidemic. NFL Play 60
program is a national youth health and fitness campaign
focused on increasing the wellness of young fans by
encouraging them to be active for at least 60 minutes a day.”
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LESSON 11.2
Foundations
Many athletes and
celebrities have used
their “celebrity status” to
make a positive impact
on issues important to
them
Celebrity foundations can
help individual athletes
and entertainers shed
negative images
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Foundation:
An association
established by an
organization, athlete or
celebrity to maintain,
assist, or finance other
institutions or programs
that are of an
educational, charitable,
or social nature
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LESSON 11.2
Our mission is to support and create programs and activities that motivate youth to choose healthy
lifestyles and "turn away" from substances such as drugs and alcohol. Turn 2 will reward the positive
behavior of these children-especially those demonstrating academic achievement and leadership-with
support of our sponsors, partners and the Turn 2 staff. Their commitment and "hands-on" involvement
will be key.
We will use the following strategies:
Create "Signature Programs" to guide children each day towards healthy lifestyles plus re-enforce the
avoidance of drugs and alcohol.
Fund organizations that help prevent and treat teenage substance abuse.
Host special events as a platform for Derek Jeter to personally deliver his "message" to today's youth.
Leverage the integrity and popularity of Derek to raise awareness in children that good choices must
be practiced daily.
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LESSON 11.2
After tornadoes decimated the area surrounding
Moore, Oklahoma, OK City Thunder star, Kevin
Durant, donated $1 million for tornado relief
through his foundation
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LESSON 11.2
Author J.K. Rowling was recently named president
of One Parent Families, a U.K. nonprofit that
supports, educates and advocates for single
parents. Rowling, once a single parent herself, has
been one of the organization's major supporters
and ambassadors since 2000.
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LESSON 11.2
A study from the Rutgers School of Business found that
donors gave 1.4 percent more to charities associated
with celebrities—to the tune of $100,000 annually.
Here are the 25 most charitable celebrities last year, according to the Daily Beast.
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LESSON 11.2
Blank Slide Available
for Teacher Edits
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LESSON 11.2 OBJECTIVES
Sports &
Entertainment
Communications
1) Define publicity
Publicity is public information about a
company/team, good, or service
appearing in the mass media as a news
item at no cost to the organization
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LESSON 11.2 OBJECTIVES
Sports &
Entertainment
Communications
2) Differentiate between publicity, public
relations, media relations and community
relations
Public relations, media relations and
community relations are activities
performed by an organization in an effort
to generate positive publicity or manage
negative publicity
3) Identify the three approaches to media
relations
The three approaches to media relations
are reactive, proactive and interactive
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LESSON 11.2 OBJECTIVES
Sports &
Entertainment
Communications
4) Describe the three ways community
relations programs are implemented
Community relations programs are
typically athlete or celebrity (entertainer)
initiated, team/organization initiated or
league/governing body initiated.
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