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

_________ public opinion of an individual or organization.

______ & _____

Action Plan Acquire letter of _______ that details the

firms services. Should answer: Which _____ of media are most appropriate? What will be used to create a favorable

image? How will the public relations firm ________ it?

Public relations _________ and ________ the events and athletes.

The Big Picture Importance of a

positive image extends beyond the athletes and events to include: ___________ of event Attractive __________ __________ reputation __________ reputation

Special Events Promote ___________

Willingness to work with or assist a person/organization based on _________ relationship.

Keep the _________ happy What were the problems with Atlanta during

the Olympics? Make public relations work

Listen to ___________ & problems and find ways to fix them

Athletes and Public Goodwill

Oct. 1998 ____ contract negotiations Baseball player strikes Multimillion $ contracts for athletes

Look ________ Overcome this by __________ money

Fans/Cities can get ____ 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:

__________ Positive _______ attention Ticket and merchandise _______

Offers the opportunity for an athlete to build a positive image.

Benefits of Fan ClubsCharge a small ______ to join;

some _______What do you get????

__________ on merchandiseSpecial _________ or seminars

Licensing & Merchandising Multibillion billion

dollar industry License sports

merchandise to ___ party companies Produce, distribute,

and sell Team Licensing

Business (TLB) magazine

Purchased through: Fan clubs Licensed

___________ stores Magazines At sports events

Fastest growing product line __________ and

electronic games

Evergreens Remain valuable

from year to year _______________

Baseball Cards used to promote sales through: Addition to cigarette

packs Addition to Bubble

gum packs

What effects trading cards:

•New ___________

•Change teams

•____________ of highly regarded player

Predicting the Market Very __________ Licensing are

expensive Oakland Raiders

took risk by adding ________ 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 _________ career in their sport

Range from giving __________ talks to small ____________ seminars

Speakers Success Speakers success and the ________ they

charge depends more on: Excellent speaking and communication skills Well-written speeches Ability to handle ___________ questions Message that the audience is interested in

hearing Sense of humor, sincerity, people skills

Aids to Success Rely on strong

marketing and __________ campaigns

An agent to _____ engagements

Specialists paid __ of fees charged for the speech

Promotional Sports Stars, Inc. _________ 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 _______ building and coaching Uses “__________” as an acronym

Superstars earn between $7,500-$25,000 for single speaking engagement

Other related careers: ________________

Writing their Stories Well-written _________

will sell well Leads to national

publicity tour Broadens the _______

because of the themes and concerns.

Publishing Process __________ or sports reporters write Prices are determined by public

____________ Author receives a _________

10% or more of the price for each copy sold

Can make several million dollars on best seller