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Chapter 5. Public Image. Chapter Overview. Lesson 5.1 Public Relations Lesson 5.2 Fans Lesson 5.3 Publishing and Speaking Engagements. Lesson 5.1. Public Relations. Image is Everything!. Public Relations: Creates a favorable public opinion of an individual or organization. Game & Player. - PowerPoint PPT Presentation
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Chapter 5Public Image
Chapter OverviewLesson 5.1 Public RelationsLesson 5.2 FansLesson 5.3 Publishing and
Speaking Engagements
Lesson 5.1Public Relations
Image is Everything!
Public Relations: Creates a
favorable public opinion of an individual or organization.
Game & Player
Action Plan Acquire letter of intent that details the
firms services. Should answer: Which forms of media are most appropriate? What will be used to create a favorable
image? How will the public relations firm promote it?
Public relations publicize and enhance the events and athletes.
The Big Picture Importance of a
positive image extends beyond the athletes and events to include: Location of event Attractive presentation Business reputation Community reputation
Special Events Promote goodwill
Willingness to work with or assist a person/organization based on positive relationship.
Keep the customer happy What were the problems with Atlanta during
the Olympics? Make public relations work
Listen to complaints & problems and find ways to fix them
Athletes and Public Goodwill
Oct. 1998 NBA contract negotiations Baseball player strikes Multimillion $ contracts for athletes
Look greedy Overcome this by donating money
Fans/Cities can get bad images too Reassure fans by bringing in extra
police to control unruly fans
Lesson 5.2Fans
Fan Clubs What attracts you to an athlete? What do fans give:
Loyalty Positive media attention Ticket and merchandise buyers
Offers the opportunity for an athlete to build a positive image.
Benefits of Fan ClubsCharge a small fee to join;
some freeWhat do you get????
Discounts on merchandiseSpecial outings or seminars
Licensing & Merchandising Multibillion billion
dollar industry License sports
merchandise to 3rd party companies Produce, distribute,
and sell Team Licensing
Business (TLB) magazine
Purchased through: Fan clubs Licensed
department stores Magazines At sports events
Fastest growing product line Collectibles and
electronic games
Evergreens Remain valuable
from year to year Trading Cards
Baseball Cards used to promote sales through: Addition to cigarette
packs Addition to Bubble
gum packs
What effects trading cards:
•New athletes
•Change teams
•Retirement of highly regarded player
Predicting the Market Very unpredictable Licensing are
expensive Oakland Raiders
took risk by adding black to color scheme Fans liked it;
increased sales
Successes Starter, Rawlings,
and Champion have consistent record
Upper Deck has done well
Kodak boosted sales by becoming Olympic sponsor
Lesson 5.3
Publishing and Speaking Engagements
Motivational Speaking
People enjoy listening to speeches by well-known individuals
Athletes cannot plan on a lifelong career in their sport
Range from giving motivational talks to small training seminars
Speakers Success Speakers success and the price they
charge depends more on: Excellent speaking and communication skills Well-written speeches Ability to handle unexpected questions Message that the audience is interested in
hearing Sense of humor, sincerity, people skills
Aids to Success Rely on strong
marketing and promotional campaigns
An agent to book engagements
Specialists paid % of fees charged for the speech
Promotional Sports Stars, Inc. Grooms its
speakers Top speakers:
Rick Pitino Tommy Lasorda Mai Hamm
Price of Motivation Rick Pinto receives $20,000 and round-
trip, first-class plane trip Talk about team building and coaching Uses “TEAM” as an acronym
Superstars earn between $7,500-$25,000 for single speaking engagement
Other related careers: sports broadcasting
Writing their Stories Well-written biography
will sell well Leads to national
publicity tour Broadens the audience
because of the themes and concerns.
Publishing Process Ghostwriters or sports reporters write Prices are determined by public
demand Author receives a royalty
10% or more of the price for each copy sold
Can make several million dollars on best seller