Chapter 05

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CHAPTER 5 SLIDE 1

CHAPTERCHAPTER 55Public Images

5.15.1 Public Relations

5.25.2 Fans

5.35.3 Publishing and Speaking Engagements

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CHAPTER 5 SLIDE 2

LESSON 5.1LESSON 5.1

Public Relations

GOALSGOALSDiscuss the importance of positive

public relations for sports.Explain how public relations firms assist

in creating favorable images.Evaluate how athletes can affect public

perceptions.

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CHAPTER 5 SLIDE 3

Image Is Everything

Public relations—the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization

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CHAPTER 5 SLIDE 4

An Image Is Born

Famous athletes expected to be role models who portray a positive image

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An Action Plan

Which forms of media are most appropriate for promoting the event or tournament?

What will be used to create a favorable image for the player, team, or event?

How will the public relations firm promote the event and the cause?

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The Bigger Picture

Sporting event locations needs an attractive presentation

Businesses need to maintain a reputation for excellence

Athletes, events, and locations must maintain positive relationships with the community and with fans

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Special Events

Goodwill—a general willingness to work with or assist a person or organization based on a positive reputation or relationship

Keeping the customer happyMaking public relations work

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Keeping the Customer Happy

Problems must be solved to create an enjoyable experience for visiting fans

Transportation and trafficAccommodationsPolice protectionQuality attractions

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Making Public Relations Work

Put customers firstPersonal service & relationships

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Athletes and Public Goodwill

Sports heroesAthletes support or create their own

foundations and charitiesSpokespersonsRaising funds and awareness

Fans and imageFriendly locals create many benefits for

their communities

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LESSON 5.2LESSON 5.2

Fans

GOALSGOALSList the advantages of fan clubs to both

fans and athletes.Discuss the importance of marketing

research before undertaking a licensing agreement.

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Fan Clubs Fans give athletes loyalty, positive media

attention, and a following A fan club offers a perfect opportunity to build

a positive image Benefits of fan clubs

Products Special events Discounts Outings or seminars

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Licensing and Merchandising

License—allows companies to produce, distribute, and sell official merchandise

Royalties—a negotiated percentage of all gross sales of the particular products

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Licensing in Collegiate Sports

Increased demand for officially licensed university memorabilia

Many universities have initiated trademark licensing programs

Quality control measures

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“Evergreens”

Products that remain valuable from year to year

Sports trading cards

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Success and New Features Equal Sales

New trendsNew athletesChanging positions of teamsConsumer demand

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Predicting the Market

Licenses are expensive to obtainInvestment in designing, manufacturing,

shipping, and distributionMarketing and promotion merchandiseTracking inventory

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Successes in the Market

Official sponsors of events of leagues

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LESSON 5.3LESSON 5.3

Publishing and Speaking Engagements

GOALSGOALSExplain how a sports figure can be

successful in the lecture circuit.Describe the steps in the creation of

popular sports books.

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Motivational Speaking

Many athletes extend their association with sports through speaking engagements

Aids to successThe price of motivationOngoing success

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Writing Their Stories

Extend a sports career profitabilityBroadening the audience

Target audienceLarger audience because of universal

themes and concerns

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The Publishing Process

GhostwriterBook prices determined by public

demand and the extend of distributionAuthor receives a royaltyLiterary agent—an individual who, for a

percentage of the sales, will plan the marketing campaign and book appearances