SPM3403 Final Exam Weeks 1-6 and Chapter 10

Things to be prepared for as a media professional

Feelings and emotions before or after game from players or coaches Nerves are high Example: Bonnie Bernstein asking Roy Williams (coach at the time of Kansas) after a national championship game about rumors he would be next head coach at North Carolina, got mad at reporter for asking

Purposes

- Education - Entertainment - Information sources - E-commerce and revenue generation - Persuasion - Community connection - Creativity - Web portal

Credential Polices

- Eligibility and limits - Creation and distribution - Application Forms - Supplementals

Key Components of a Special Event Publicity Plan

- Media list - Announcements - Timed releases - Interviews - Media day - Dinner - Press packet and program

Purpose of Managed News Events

- Purpose 1: Provide information to the media on players, teams and season prospects - Purpose 2: Introduce the media to players and coaches and to create a favorable working relationship - Typical day includes presentations by coaches, interview opportunities, and a social function. Media packets are distributed as well.

Planning the Event

- Scope and size of the event - Budget - Planning Committees - Operations Manuals - Timetables for duties and activities

Managed News Events

- Two most common types are news conferences and media days - A news conference is a meeting called to make an announcement or to release information to representatives of the media (both good and bad) - A media day is an elaborate news conference with a more social atmosphere (Two or three day period) - News conferences are effective in that you can disseminate the same information to a large group at once - College and professional sports organizations use news conferences primarily to make positive announcements about coaches, players, and facilities - They enable representatives of the sport organization to present info in the most favorable light and ensure that the right people answer questions from the media - They also make it possible for reporters to collect information and conduct interviews quickly on deadline.

The numbers

1960 CBS paid $394,000 for rights to televise Summer Olympic Games NBC acquired rights to Olympic Games in 2014, 2016, 2018, and 2020 for $4.4 billion 1962 the NFL sold the rights to televise its games to CBS for $4.65 million NFL's current broadcast contract includes CBS, FOX, NBC, ESPN, DirectTV and Westwood One Radio is worth $27 billion In 1969 average MLB salary was $24,909, in 1990 it was $578,000 and most recent numbers collected in 2015 show now at $4.25 million - Kershaw earned $31 million in 2015 Bulk of money that these leagues are receiving go into player salaries

Evolve with your audience by adapting to your environment

Audience scans more and more pauses less Audience clicks away from content that does not catch their eye ChartBeat - analytics company that gives data of what people do on your website

Basics and uses of Media Guide

Basics of Media Guide - SIDS are their own writer, planner, editor, designer, and point of contact - NCAA rules mandate that guides are limited to one color, except for the covers, and may not exceed 8.5 X 11 inches in size and 208 pages in length. Uses of a Media Guide - Recruiting Tool - sometimes the first look a recruit get into your program - Media - the media use it as their base point of reference for the season, especially with records and bio information - Revenue - Advertisements can be included and information provided in Media Guide can be repurposed for other sellable print products. - The fans and alumni - one more item for them to feel attached to the team

Managed News Events Continued

Both news conferences and media days require in-depth planning that includes the following elements, among others: - Facilities (where to hold event) - Timeline (what are you doing for those two days) - Budget - Catering - Satellite time (broadcasted/steamed live) Be sure that they are well-organized, if they are not, you may damage the image of the organization

Regional Sports Networks

Cable television channel that presents sports programming to a local market or geographical region Most important programming on an RSN consists of live broadcasts of professional and college sporting events Examples: NESN, Comcast SportsNet

Week 2

Careers in the Sport Industry Introducing Sport Public Relations

Power of Mass Media - Sources:

Constitutional protection Universal access to the public Corporate organization Ability to construct ideology

Week 3

Developing Interviewing Skills Producing and Writing Sports Content for the Web

Local Sports TV

Difficulty compared to national sports Live event production and sports within local television broadcast Streamlining, reducing and eliminating local sports New Approaches - Localism-focus on local teams only - Interactive strategies - meet them where they are (social media, local bars, etc.) - Audience-outlet partnerships - Use new tools in social media to reach new audience

Technology Upgrades

Digital, 3D and 4K Television Streaming Video Podcasts Smart Phones

Ledes

Does the lede contain the article's primary keyword? Get to the point, reference the important figure or team Does the lede echo the theme of the headline? Continue momentum, do not tell readers one thing in headline then write about something else Does the lede give readers a reason to keep reading? Introduce tension, conflict to be developed or resolved.

History of Print Media

Dominated from pre-1850 through 1970s: Sporting News, Sport, Sports Illustrated.

Other forms of Sport PR

Donor-relations: Critical public for not-for-profits (important at collegiate level) Government relations - Regulatory agencies - Governing bodies

Cable Sports Television

ESPN the first and still most dominant Others gaining ground FOX Sports NBC Sports CBS Sports Regional Sports Networks

Websites

Easiest and most cost-effective tool in campaign is creating a website for athlete Website is usually created by sports information staff and is hosted by the school's official athlete's webpage, which will include a link to the promotional players website. Using a clever URL will make it easier for visitors to remember the web address Once created, much of the material contained in the media kit should be incorporated on the website, including statistics, biographical information, and photography and video archives.

Week 6

Event Management

Rise of niche, specialized sports audiences

Example: bleacher report - Probably first to shoot content to your phone via alerts or push notifications - Consumer could customize experience and get sports content they wanted Barstool - Pardon My Take - One of most downloaded podcasts in the history of podcasts - These two types of content providers are reinventing the way that consumers consume sports content DirecTV is exclusive provider for all NFL games Fantasy sports came along and boosted the profile of the NFL Works with baseball, basketball, best with football because one game per each team a week Fantasy and DirecTV big impact on NFL

National Sports Television

Except for big events like the Super Bowl, World Cup, etc. ... most TV ratings are down How do "other" non-mega sports events draw audiences today? Star/celebrity power

Sports in Newspapers

Extensive newspaper coverage began in late 1800s The New York World, under leadership of Joseph Pulitzer, became one of first newspapers to create a distinctive sport department Newspapers focused mostly on baseball early on Sportswriters responsible for creating heroes like Bobby Jones, Red Grange, and Jack Dempsey Grantland Rice was famous because his sports writing helped create the heroes! Newspapers and magazines provide depth

Remember: Etiquette

Find the right amount of small talk Don't rush to ask the next question You're there to gain information, not establish friendships Avoid talking about yourself, even when you want to join the conversation! LISTEN! Don't worry about the next question on your pad, it may be in the answer

Sporting News

First issue of The Sporting News (TSN) came out on March 17th, 1886 at a cost of five cents per issue or $2.50 for entire year. Struggle early on until brother of Alfred Spink (Charles) came in to run business side Became known as the "Bible of Baseball" Dominated sports magazine industry until arrival of Sports Illustrated in 1954. Now digital only!

Distinctions: Marketing and Public Relations

Focus - Marketing: Consumers - PR: Publics Goals - Marketing: Exchanges - PR: Relationships

Sports Advertising

For advertising, promotions, and marketing managers in advertising - related fields, approximately 250,000 jobs in the United States in 2015 Crafting and communicating messages about products to key audiences to convince members to purchase (pros in sales, management, media buying, sponsorship)

Social Media

Fresh and contemporary mode to fulfill an inexpensive and effective way to promote in a publicity campaign Whether it be Twitter, Facebook, Instagram, or a combo, when used appropriately, can reach the masses in an instant and have staying power for those that are keen on knowing up-to-the-minute information on candidate's success, whereabouts, and future endeavors.

Technology

Had to be in the actual city that you wanted to watch or listen to a game, or even read about a specific game the next day Reliant on equipment then and it is now - Can now watch home team Houston Astros play every major league baseball game from New York Evolution has been slow, but has vastly improved the product

National Sport Television

Historical dominance Networks Growth in technology and viewing options Explosions in rights fees

Website Evaluation

Hits Return Rates Bounce Rates Click path analysis Length of user time on site - Stickiness - Important attribute for advertisers - Google Analytics

Presentation

Humanize your headlines - Readability - Specificity - Clickability Contextualize your visuals - Describe every photo in one sentence caption - Spotlight your images and infographics with explicit references Incorporate your videos - Think about video before your first draft - Reference the videos just as you would images

Technology has Reshaped the Sport Media Relations Industry

In 1995 only 15% of adults used the internet, now close to 98% People are obtaining their news in different ways News organizations are delivering information in different ways in order to meet the public's demand YouTube, Twitter, Soundcloud, Score

Promoting your Website

Include URL on all organizational media (e.g., schedules, posters, business cards, letterhead) Run promotions that use the website Advertise on other sites used by target audience Search engine optimizations (SEO) - Search engine-friendly site design (e.g., Google, BING, Yahoo)

Careers in Sport Media

Inform, educate, persuade, and entertain masses of sport viewers, listeners, and readers Employ thousands Conduct the gathering, selecting, processing and presenting of sport coverage to the masses Print, electronic and visual media, new and emerging sport technology Expertise in web and social media skills

Week 1

Intro to Media Relations in Sport

Successful Sharing (sharing your content)

Know your audience - Some platforms are better suited for specific demos Know your platform(s) - Utilize multimedia when posting Know the timing Share, share some more, then share again ... then stop! - Don't share article more than 2-3 times

Other Social Media

LinkedIn Pinterest YouTube Instagram Snap Chat

Five major areas of careers in SC

Management Mass media Support services Entertainment Other (social media)

Characteristics of Sport Public Relations

Management function - Senior-level, strategic consideration - Boarder than just marketing activity Communications-based activity - Public relations = communications at organizational level - Fundamental to fostering relationships Systematically approached - Public relations as a process rather than a product - Integrated into organizational strategy - Facilitates outcomes favorable to the organization - Healthy relationships are characterized by effective communication between the parties involved

Website and Target Users

Media Charitable affiliations Customers (for tickets and merchandise) Employees (intranet) Donors - Gator Boosters

During Game Time

Media Collateral - Game Notes - Interview Management - Media Center Operations - Credentials - Visiting Media - Stats

Musts/Do's/Dont's for Press Boxes

Musts for Press Box - Have adequate workspace - Be functional (technology) - Be heated - Be free of non-smokers - Be big enough - Have electrical outlets at seat - Have space behind writers - Statistics DO's for Press Box - Have food service available - Have restroom facilities - Have water fountains - Have storage space for stat crew materials - Have good communication between stats crew and working media - One of biggest struggles: WIFI issues DON'Ts for Press Box - Don't let objects obstruct the view - Don't have too many entrances to the press box (people sneak in) - Don't mix scouts and other necessary fringe workers with working media - Don't lead VIPs and other non-workers into working press area - Don't put food bar in main stream of press box traffic - Don't cheer

Professional Sports Networks

NFL Network - Owned and operated by the NFL NBA TV - Time Warner MLB Network - Time Warner NHL Network - New Partnership with MLB Golf Channel Tennis Channel GOL TV - Soccer

Media

Newspaper, wire services, magazines, books Editorial side: writing, reporting, editing, designing, and photography Radio (first broadcast medium, and television (most influential) Web

Dan Steinberg

One of first journalists to sidestep and do a lot of different things to reach audience. Started DC Sports Blog with Washington Post, one of first to start blogging. One of the first to jump onto Twitter Post online TV network Generate news stories off twitter feed Post Website Newspaper Blog Advice to students

Tips for Aspiring SIDS

PRO's - Travel - Modeling the life of a student athlete - Free perks - Get out what you put into it CON's - Travel - Long Hours - High Stress levels - Best of times and worst of times

Chapter 10

Publicity Campaign

Multimedia tips

Quality control - Use high-res images Tight area of focus - No wide, busy photos Story specific - Match your headline and your image Face time - Get football players out of their helmets Bright is best (any chance to use bright colors, do it!) - Catches readers eye Emotion sells (don't always use the first photo you find, dig) Keep it clean (err on the side of caution, ALWAYS!) Think like a reader - What would give you the incentive to click - Take the extra time to ensure you are picking the right picture(s)

Next Step

SID prepares budget (printed materials, photos, art, videos, postages) Photos should be high resolution and videos only show good things SID should complete bulk of printed materials before beginning of season. SID should write an introductory news release, prepare a biographical sheet, compile statistical charts and comparisons, and compose hometown and news features for distribution to journalists who request information during season SID can devise new stats to fit a story idea, good supportive material Campaign promotional items for distribution to selected media should include photographs, biographical information, feature stories, a statistical history, video highlights on DVD, and other pertinent information regarding publicity of athlete.

Public Relations Campaign Characteristics

Specific propose rather than general Periodic focus rather than ongoing Directed toward a specific issue rather than the overall relationship with a stakeholder group

Careers in Sport Communication

Sport Communication segment: Particularly vibrant and attractive Core of the various careers = the ability to communicate with key audiences Convergence of media entities (i.e. print, online, broadcasting) providing opportunities for adaptable people with strong skill sets

News Release Structure

Suggested header Dateline Story - Lead (5Ws and H) - Details - Background - Sport organization tag Can be logo, hashtag, etc.

Week 4

The Media The Print Media The Broadcast Media Social Media and Tech

Convergence

The process of overlapping relationships between media entities, and a variety of multimedia skills increasingly required from nearly all who work in any realm of the sport industry Increase opportunities, especially for those with strong skill sets and adaptable mind-sets Example: Jemele Hill - Started as print reporter, adapted her job to fit what is needed today (radio, tv)

Mass Media Defined

Traditionally scholars have divided mass media forms into print and electronic. - Print media and newspapers, magazines, and books. - Electronic media are radio, television, and film Pederson, Miloch, and Laucella (2007) conceived a strategic model in which one of three components focused on sport mass media. They distinguished among three segments of sport mass media: - Publishing and print communication - Electronic and visual communication - New media (things involved with internet)

At the interview

Trust/rapport Pre-interview (get them comfortable) Question order Maintain control

Video

Use - New product demonstration - Highlight reel - Instructional videos - Training videos Distribution - DVD - Podcasts - Steaming Videos

Electronic Organizational Media

Video Audio - Voicemail (birthday) - Audio (podcast) Updates Computer-based media

Website Content and Design

Website Content - Text - Video and Audio - Graphics and Animation - Interactive elements o Donation and purchase o Games o Social links Web Design - Create a structure - Make a good first impression - Use restraint - Allow for clear and consistent navigation - Review design and content regularly - Always keep the user's goal in mind

Questions to ask

What kind of answers do you want? Role of emotion "How/Why" vs. "Who/What" "Yes/No" vs. open ended - Don't ask yes/no questions

Maximizing Media Exposure

What makes the product unique? Packaging and positioning the product - Human interest stories - Stories of recognition and awards Selling the product to the media - Pitching - Media tours

Sports PR Programs

While sports organizations may house a variety of public relations programs, two are particularly common: - Media relations - Community relations

Who's talking and what's next

Who's Talking - Interviews - Strategy - Messaging - Talking Points - Media Training - Crisis Communication Plan What's Next - Social Media Trends - Technology - Global Sports - Media Partnerships - In-House Content Production

Key Skills in sport PR:

Writing Public presentation (on camera or speaking publicly) Desktop publishing Internet and social media Interpersonal (people skills)

Specific for Design

- Make contact information accessible - Avoid long text elements; subdivide using links if needed - Use graphics and pictures judiciously - Use menu bars to assist navigation through levels

How did the infatuation with sport start?

Earliest known sports story was a description of a prize fight that appeared in a Boston newspaper in 1733 Birth of national sports coverage began in 1849 when the telegraph was first used to help cover a championship boxing match - Why boxing? Because it was THE sport of the time in the mid 1800s - Baseball came a little after - Boxing and horse racing were the two biggest sports at the time

ESPN

ESPN comes on the scene in late 70s, cable becomes viable technology for most in early 90s First 15/20 years they were producing all different kinds of content that were around collegiate athletics and smaller Olympic-type sports, swimming, track and field, etc. Big break when they got NCAA March Madness contact - Don't have it anymore

Increase Your Marketability

Sport communication literature such as books, academic journals, and trade publications Affiliations with and involvement in professional organizations

Sports Public Relations

Goal to generate awareness for sport product Focusing on managing information flow between the sport organization and its key publics Fostering relationships with public, media, community (pros in PR, sports media relations and sports information, community relations)

When game stories are relevant?

Immediately before and after the event (12-24 hours) Time your previews and recaps to coincide with peak discussion periods This varies depending on the event

Most watched events in the history of television

Superbowl sticks out in Top 10 Most watched event of all time was the Superbowl in 2015 with 114.4 million viewers Only thing in top 10 that isn't a sporting event or Superbowl is MASH finale (#9 at 105.9 million viewers)

Sport Adaptations for TV

Baseball - Designated hitter - League expansion - Divisional split - Additional postseason - World Series night scheduling Football - Monday Night Football - Rule changes (instant replay) - Television time-outs - Wild-card playoff berths

College Sports Networks

Big Ten Network (BTN) - This channel airs sports involving Big Ten Conference universities exclusively. - It is a joint venture between The Big Ten Conference, the conference's twelve schools, and the Fox Cable Networks division of 21st Century Fox. - Big Ten Networks has four overflow feeds for football. The SEC Network - Owned by ESPN Inc. and is dedicated to coverage of collegiate sports sanctioned by the SEC with event telecasts, news, analysis programs, and other content focusing on the conference's member schools The Longhorn Network - Dedicated to the University of Texas at Austin, and is a joint venture between the school, ESPN, and IMG College (sports marketing company).

Community Relations

Building relationships within the community Building and protecting image and developing goodwill Key activities: - Unmediated communication programs (not necessarily press involved but make organization look good within the community) - Corporate social responsibility (being a good citizen/company in community)

Examples:

Curt Schilling has a decorated career in MLB - First athlete that we know of that announced his retirement on his own blog Players Tribune, a website that was created by Derek Jeter and others for players to be able to control their content - Hired numerous players and athletes to participate on the website and release information about themselves TMZ-like sports coverage - Deadspin one of leaders - Did break an extremely important story. Manti Teo controversy put them on the map - Fake dead girlfriend Sports Illustrated almost broke the story first

Sports Radio

First sporting event broadcast on radio was an arranged heavy weight boxing match to promote new radio technology, July 2, 1921 (Jack Dempsey vs. Georges Carpentier) 1921 World Series between New York Giants vs. New York Yankees was first World Series on radio and helped solidify radio as a viable technology, Grantland Rice was lead announcer Historical development - Early dominance/Networks - Challenge from television Growth of localism and sport talk radio Growth of satellite radio (early 2000's) SiriusXM

Old Model continued

Four different types of communication that came through time - Newspapers first, then magazines, then radio, then TV These content providers had exclusive access to the athletes - Mostly media and media members Would take content and distribute to a mass audience Publicity pushed sports into popularity Media needs sport and sport needs media Before media got involved with sports, there wasn't a lot of money in sports - There weren't huge prize-winning pots of money until media came along Publicity made sports, media, and athletes Rights to distribute content became more valuable Fees leagues charge to distribute content sky-rocketed and continue to

Types of News Releases/Stories

Game advance Journalist vs. Game advance team - Preview a game - Can be done online or website or also by that specific sports org. or team Hometown release - Specific individual on team headed back to their hometown Feature release - Feature around specific individual within your sports org. News release Weekly review/preview - Common in college, about events coming up or that happened recently Game Recap Team vs. Game Recap Journalist

Value of PR

Generating revenue - Promoting the organization's products and services by generating publicity - Producing a sellable inventory - Enhancing organizational reputation with publics Saving money - Assists the organization in avoiding PR mistakes - May outweigh the benefit of generating revenue

New Model of sports communication: Effects

Growth of specific sports media such as Big 10/SEC Network. Increase in subscription/pay content and audiences - Big Ten and SEC were first two extremely successful networks for collegiate athletic conferences. - Make tons of money for their universities Increase in interactivity between audiences and athletes as content providers Growth of social media and online as new sports audience communities Emergence of audiences as content creators Emergence of previously ignored audiences and events such as "X Games"

Keys to the Game Report

Identify the tension Illuminate the conflict Quote the characters o Whether that is via video, audio, text

Before the Interview

Method - how will interview be conducted? Audience - who will be watching? Agenda - interviewees have a reason for talking Theme - what is story about? Access - who is available to you, if and when? Setting - where the interview takes place? Stakeholders - people related to the story. Research/Background

Mechanics

Most digital content consumers "skim" more often than they "read," with an emphasis on gathering accessible info instead of digging for buried insight. Must tailor your text to keep pace with roving eyes, you can't expect your audience to see what you're getting at. Use bullet points Proof your copy - Clean readable grammar Tighten your sentences - Concise with varied sentence structure Punctuate your paragraphs - No long blocks of text! Trim your verbiage - 250-300 (no more than 500) words for a game story Energize your diction - Eliminate repetition, cliché and passive verbs Establish your voice - Avoid use of first-person pronoun

Common Hard News Structure

Most important information or element Summary of 5Ws and H Most important details Less important Less important No conclusion

Jobs in Sports Media Relations

Professional sports teams and leagues College athletic programs and conferences National governing bodies - Media relations - Sports information - Athletic communications

Social Media

Twitter Used in sport communication to release information Use by sport media to break news and build readership Used by coaches and athletes to control message - Also, can be used by coaches to recruit athletes Apps Interactivity - The 24/7 Reporter - Fans can now be part of the story

What is the significance of these two events?

Two events: - 1984 Olympic male hockey semifinals between USA and USSR - Magic Johnson as a rookie with the LA Lakers in the NBA Finals vs. Philadelphia 76ers - Neither were shown live - Most NBA games, even the finals, were taped-delayed because of lack of interest in the sport from 1973-1980 - Hockey game was played on a Friday afternoon, but ABC wanted the game on in prime time - Could we tape-delay a major sporting event now? NO! Social media plays a big part in that. - Winter and Summer Olympics, depending on where they are at the time, still do tape delay events and make sure that they get on in prime time

History of Sport PR: Key Figures

Walter Camp - Father of football, coach at Yale - Created 1st annual football guide and term all-Americans - Wanted to put the sport and players in best light Knute Rockne - Famous Notre Dame coach - Created first sports brand - Notre Dame football - Winning tradition - Hired Archie Ward, first sport publicity director - Traveled with team, wrote stories, glorified Rockne and ND George Strickler - Followed Ward and created "Four Horseman" moniker for Notre Dame backfield - Legendary group of four men that played for ND football

Attribution and Hyperlinks

What needs to be attributed? (this can be done through hyperlinks) - Quotes and paraphrases - If you use a quote or paraphrase from an interview, you must make it clear who did the interview, even if you did it yourself. There shouldn't be any question for the reader who the quoted party was talking to. Propriety stats - These are stats that have been derived from or teased out of the basic stats - passing yards, points per game, batting average, etc. - that are widely available on multiple league and media websites. - No need to attribute a basic stat like passing yards in 2015. - But Andrew Luck's 63.8 QBR you have to attribute to ESPN because they created that stat

Careers in Sport Management/Information

Wide variety Manage employees, plan strategies, organize campaigns, deal with budget, policy, legal, and ethical issues Foster partnership with stakeholders, oversee the day-to-day operations of the sport organization relative to the sport info function Act of the official public information officer for a sports organization

Access to Content Providers

Winning vs. Losing Teams Controlling Access Role on new technology Crisis situations Working around lack of access

Relating to Audiences

- Different kinds of stories - Abbreviated game story - Developed game story - Sidebar story (feature on player, coach, etc.) - The new role of the print reporter - Shooting video - Posting web material - The blogging controversy (should they have access to players) - Opinion vs, "real" journalism

Planning and Budgeting

- Advertising - Written Content - Photographs - Design, Art, Graphics - Page Design - Editorial Quality - Page Limitations - Distribution - Printing - Postseason Guides (have to do these too)

Effects of Technology

- Broad accessibility - Accelerated communications - Variety of message formats - Message control - Expanded reach - Interactive capability - Tailored and customized services

Limitations and Problems

- Broad and rapid dissemination can pose problems for accuracy and credibility - Uncontrolled information can be damaging - 24/7 Sports - Credentialing of electronic "journalists." - Differing comfort levels with technology - Rapid changes require constant scrutiny

A Year-Round Production

- Creating a media guide is a year-round process that involves time, energy, and coordination from many entities ... Ultimately, the SID is the guide's COO (overseer). - Generally produced annually - Provide detailed information regarding the sport organization and its teams - In college sports, typically a separate publication is produced for each men's and women's varsity team

Game Management (SID/Communication Manager)

- Credentials and Policy - Parking - Workspace/ Seating Chart - Press Box Team - Stats crews, runners, note takers, internal public address, spotters, specialty stats (drive and tackle charts) - Working materials-press packet including game notes, rosters, flip cards with two deep - In-game statistics - Food

Special Events

- Encompass in-house promotions tied to scheduled games or one-time events - They could range on hosting a special NCAA event, all-star game, etc. - Marketing and public relations coordinate event together Ex: Weigh in for boxing event

Developing a Media Policy

- Identifying the organizational spokesperson - Developing an employee media policy - Determining coach and athlete availability

Organizational Media Defined

- Is the tactics that sport organizations use to communicate with their publics, many of which do not rely on the mass media's involvement - According to Smith (2005), the value lies in being a "middle ground between high-impact, small-audience interpersonal tactics and lower-impact, large-audience news and advertising tactics" PRO's - Can be tailored to specific publics - Often used by information-seeking publics CON's - High cost development and distribution Examples: - Media guide - Programs - Brochures - Newsletters - Annual Reports - Electronic Media

Other Tips

- Learn the philosophy of your organization - Know as much as possible about the coaches and athletes (build trust) - Learn the local media and their personnel - Know the current events of your business - Define your public relations target market - Learn the production and printing deadlines of local media

Other Organizational Media Examples

- Media Guide - Programs - Brochures - Posters - Newsletters - Annual Reports - Electronic Media - Schedule Cards Can use these to promote and push to stakeholders

Three Types of Events

- News Conference and Media Days (Managed Events) - Game Management/Game Day Media Operations - Special Events

The Future of Media Guides

- Online only; some promotional entities are no longer printing their media guides. Rather they are placing them online only - The SIDS role will not change as the guide will still have to be produced

Three Stages of Operation

- Pre-game: preparing logistics - Game-time: service provided by complete staff - Post-game: express service-stats, news conferences, coaches' quotes, attending to problems quickly

Corporate Communications

- Professional organizations may be structured so that public relations falls under corporate communications - Often assume both public relations and marketing responsibilities - Can streamline and better coordinate communications

Media Guide Content

- Rosters - Schedules - Records - Individual and Team Game, Season and Career marks - Season Review - recapping the previous season - History - Coaches Biographies - Governing body information

Other Essential Skills

- Staff planning and management - Working with the Conference/League Office - Historian/Record Keeper - Rules/Compliance Awareness - Travel - "All duties/responsibilities" as assigned

Examples of Effect of Technology

- Stream audio and video on your website - Virtual stadium views for ticket buyers - Transactions: purchases, donations, gambling and auctions - Computational services: fantasy sites - Interactive forums: chat rooms, blogs - Customized information services: tracking of scores - Social networking

Mandatory Items for a Functional Media Guide

- Table of Contents - Schedule - Alphabetical and/or Numerical Rosters - Pronunciation Guide - Last Year's results - Quick facts - Photo roster for TV and Radio - Coaches' Bios - Player Profiles - History - Honors and Awards - Team Records - Stadium or Arena Layout - Media/Opponent Information

Blogging and Social Websites

- Top Sports Blog - SB Nation - FanSided - Some organizations hire people to blog while maintaining tight editorial control - MLB.com Blogs - Monitoring external bloggers gives insight into stakeholder attitudes and opinions - May also serve to alert to false or damaging information being circulated

Athlete Media Relations

- Working with Athlete Brands - Media Lists - Meet and Greets - Websites - Social Media - Reporting

Vertical Integrations

-Is an arrangement in which the supply chain of a company is owned by that company. Usually each member of the supply chain produces a different product or (market-specific) service, and the products combine to satisfy a common need. Example: Comcast - Comcast is a part of the NBC Network; Comcast is the big corporate owner here but also have ownership in some teams in Philadelphia - the flyers (NHL) Example: Gatorade, Microsoft Surface, Ticketmaster, Miller Lite, Yankees Small Scale-Player/Team example: Evan Longoria/Rays - Has a restaurant in Tampa and opened a second location at Tropicana Field.

Ten Rules in Creating a Publicity Campaign

1. Pick a noteworthy candidate. Never promote an athlete you do not believe is deserving of recognition (athletically or personally) 2. Seek approval of the coach and the athlete before launching campaign. Explain the demands and dangers in detail to each when seeking approval. Drop the idea if either has objections. 3. Orient the athlete on what to expect during the campaign. The athlete's athletic and academic standings are at stake. 4. Help the athlete set up a schedule that absorbs the additional time demands as effortlessly as possible. Make an effort to control media contact and to coach the athlete on handling interviews. 5. Remember that you put the athlete in this high-pressure situation. The SID has a responsibility to help the athlete get through it with as little stress as possible. 6. Borrow techniques from advertising for publicity materials, but do not go overboard. Creative presentation is OK. Exaggeration and flattery are not. 7. Clearly identify promotional elements such as bumper stickers and posters as advertising. Use them as such, not as information. 8. Selective use of statistics is acceptable. Distorting or doctoring statistics is not. 9. Treat the media with courtesy and respect. 10. Never tell a lie. No breach of honesty is acceptable. Always tell the truth in the promotion of your athlete.

Guide for Sports Interviews

A key part of sporting coverage is what coaches and athletes have to say about the game or their respective performances. - In a straight-forward feature on an athlete, it is important to write your story around his or her quotes. - In a column, the writer has much more creative freedom to express his or her opinions, but quotes can serve as evidence to justify one's opinion. Be prepared and have your questions prepared on a pad in advance. Do you research! - Also, if possible, have follow-up questions ready in your head depending on the athlete's response to outlined questions. - I recommend using a tape recorder as well as jotting down quotes on a note pad during the interview to cover your bases. For phone interviews, set your phone at an audible tone on speakerphone and put it down on a flat surface. - It is almost impossible to manage notetaking with the phone held up to your ears. Be confident and not intimidated by the interview process, as the majority of athletes are down to earth personalities who happen to have an exceptional gift in sport. - Act as a professional and not an overly excited fan. Be respectful and not demanding in your approach, but do not be afraid to ask the tough questions if it pertains to the story. - In most cases, ask the easy questions first and the tough ones later to make sure you walk away with a complete interview - Example: for an athlete recovering from an injury, it is OK to ask the timetable for recovery When questioning somebody who has overcome or is currently dealing with some types of adversity, make sure that you are dealing with public knowledge. - Treat these issues with sensitivity and be ready to change the subject if needed. Use quotes within the context that the athlete intended for, and avoid inventing quotes of any kind at all costs as it reflects poorly on the writer and publication. Do your research. - Spend 30 minutes (at a minimum) in getting background information on the athlete(s) you will be interviewing in order to put together a list of pertinent interview questions before the actual interview takes place. Have fun. - Establishing relationships and dealing with athletes on a personal level is a fantastic experience and what being part of the media is all about.

Countdowns and Watches

After all promotional materials have been compiled and products such as media guides and websites have been created, the sports information staff devises a publicity strategy with news releases timed to coincide with career milestones for the athlete. The SID creates "Countdowns" and "Watches" (with logos) for insertion in game advances and notes columns. Perhaps a newspaper will print an updated chart with each game or a TV producer will flash the graphic on the screen with the results of each game. These types of mentions are invaluable in terms of exposure and what it means for the underlying theme of the campaign. Focusing on small details will result in greater things

Building a plan and resources

Building a Plan - Programming - Operations - Checklists - Staffing - Metrics - Reporting - Evaluation Resources - Media Releases - Media Kits - Photos - Media Conferences - Media List - Media Blitzes - Stats - Archives - Video News Releases and Clips - Satellites Links - Teleconferences - Editorial Calendar

Media Guides

Campaign subject should receive special attention in media guide, as long as the coach approves. SID can supplement promotion of star by using a color photo of player on cover of guide and including a more comprehensible biography than the brief sketches of other players in the guide. Guide should feature star as much as possible

New model of sport communication continued

Created by growth in technology, specifically live satellite transmission - And now the ability to stream New era in content distribution Fiber optic cable has made this possible Home video recording - Has an effect on ability to count how many people are watching games - Important for advertisers Gave consumers more choice and options - First example of this was HBO broadcast "Thrilla in Manilla". Allowed audiences to participate in the sports media process - talking not only to content providers, but each other Rise of Internet, blogging, interconnected online communities

Early Stages of Development

Early stages are of utmost importance, should include the SID, prospective candidate or team, and the coach. A coach may be for or against it, important for them to be involved and to know their opinion. Make athlete and coach aware that added attention and this added media stressors will result. SID or PR director should consider the candidate's athletic performance and personal behavior. Make sure they really as good as they say, don't go overboard on a player they know is wrong. Candidate must fulfill more interview requests and have more added media responsibilities than the norm If athlete and coach agree to the campaign, inform the athlete of the dangers of dishonesty, lack of cooperation with the media, and personal indiscretions High profile sports, if not, media pay little attention. Sports like football and basketball. SID can achieve promoting athlete in another sport if campaign identifies and motivates a receptive media audience. Preparation must begin well before the start of the season for the athlete's sport. Push must be in late spring for fall sports like football, in summer for winter sports, and fall for spring. SID must evaluate candidates well before the season begins. SID and coach and player should meet to develop a strategy to increase the star's national visibility. Unique stories can help too, show different side of athletes, i.e. compassion or community service

Entry into Sport Industry

Education Career preparation: developing skills, knowledge, experience, distinctiveness Self-evaluation: Examining skill set, passion, interests, personality, values, work style (via personal reflection, reading, consulting with a friend, surveys) Networking (informational interviews, attending conferences, meetings, and meeting professionals) Experiential learning Job search: selecting positions, crafting resume and cover letter, preparing for the interview process

SID Skills

Essential Writing Skills - News Releases - Game Notes - Information guide text - Feature Writing Keen Visual Skills - For layout & design and presentation Strong Speaking and Interviewing Skills - For opening press conferences and for pitching and selling story ideas - Phone skills, effective email communication, social media skills Effective Problem-Solving Skills - Crisis management and for thinking on one's feet Good Interpersonal Skills - For teamwork, subordinates and delegation

What are publics

Groups of people who relate to the sport organization in similar ways: - Mass media - Members of the sports organization's community - Employees - Customers - Donors - Investors - Neighbors - Nearby businesses - Other sport organizations within the community

More of SID roles

In addition to being a media manager and time organizer, the SID continues to serve as a publicity mill during the season. Can recycle the printed materials, photos, art as season unfolds. Can put together individual packets for journalists or others who call to inquire about the athlete. Publicity campaign can also include schedule of timed releases to media on original emailing list SId can send out features on different angles at prearranged intervals. Personnel can also time releases to coincide with achievements during the season. As the season progresses, the SID will continue to update all the factual information regarding the candidate. Should a request be made from an out-of-town media member, the SID will have all that information readily available.

Common News Release Mistakes

Lack of newsworthiness Lack of objectivity (one-sided) Too many superlatives and interpretive adjectives Self-serving questions Emphasis of the obvious Lack of a local tie (on out-of-town releases) Unnecessary background Wordy

Public Relations

Managerial communication-based function designed to identify a sport organization's key publics, evaluate its relationships with those publics, and foster desirable relationships between the sport organization and those publics

Kinds of Influential Media

Media act as gatekeepers Determine newsworthiness Set agenda Beat reporters - Cover the team on a regular basis, with team year-round Columnists - Typically have worked a beat for a long time and have moved up the ranks to be allowed to give their opinion. Electronic Media (mostly local) - Anchors - Reporters - Bloggers (cover from a distance, have lots of opinions)

Media Relations

Meeting the information needs of the mass media: Public information model of public relations Generation of publicity for teams, organizations, and individuals: Press agentry, and publicity model of public relations Media relations activities: - Generating publicity - Managing statistical services - Assisting in media coverage - Creating publications - Generating online content

The Media

Number of media outlets was small Publicity that was generated was positive Reporters were reluctant to publish damaging material for fear of losing access and hurting athlete's popularity Players like Babe Ruth got a free pass, even Ty Cobb - These were gentlemen that were great at their sport but also had a lot of personality traits that did not make them great people - Things like alcohol abuse for specific athletes, sexual harassment and sexual abuse by the athletes were not reported. - Wanted to put these athletes on a pedestal to boost the popularity of the sport The broadcast media completely control all content early on and still do now Prime-time events (World series, late games, etc.) maximize profits Networks control the timing of events, are able to maximize profits through advertising

Continuing the Campaign

Once season begins and a foundation for campaign has been created, SID changes from planner to facilitator A good SID will work daily with star athlete, fulfilling any media requests as best as possible. SID could also set the standard for interviews, pre-arranging the athletes availability into block times. Remember the athlete has class, strength and conditioning, study hall, and a social life. SID never give out athlete's phone number, or the number of any athlete. Should the athlete be contacted by media, instruct athlete to request reporter to arrange the interview through SID Sports information personnel should take care to keep interviews to a minimum close to game day - further away the better. Coaches and SID should respect and honor requests for privacy on game day. SID can coach athlete with regard to fulfilling interviews.

Changes to Print Sports Reporting

Print became more hard-edged Growth of ESPN/Internet/new technologies - Audience did not have to wait for news - Cutbacks, layoffs - Transition from mass appeal to niche publications targeting specific audiences - Elimination and death of longtime sports magazines Transition to online New economic approaches Paywalls - Insider Access (pay for content) - Location Based (few free based on location then have to pay) - Data Collection (surveys to see content) Must go where the advertisers are!

Week 7

Publicity Campaigns Season-Long PR Campaigns

Press Box/Press Table Operations

Remember that first and foremost, it's a place to work - Only media, no fans Arguably the greatest pressure between SID and media is in a press box - Because those people are on a tight deadline and need to help them meet it Deadlines, etc.

SID interview with Athlete

SID should conduct informal but in-depth personal interviews with athlete to find out as much as possible about them (likes, dislikes, beliefs, hobbies, goals, attitudes, etc.) Two purposes of this: 1. Gives SID fuller portrait of athlete and insight into personal strengths and weaknesses that could effect campaign. Also could forgo personal relationship between SID and athlete. 2. Interview may generate lot of ideas for angles to develop or suggest to media during publicity campaign

Ethical Consideration 2

SID should consider the information value of all materials prepared for publicity campaign. Objective is to "sell" athlete but techniques employed must use legitimate information. SID may borrow from advertising, using promotional items such as bumper stickers, posters, nickname gimmicks, or giveaways. However, such tools should be clearly identified as promotional. All printed materials, photos. and videos should revolve around a core of information consistent with the criteria of news. Media are more likely to use information if it has news value. SID should not stage a news conference just to gather media crowd for athlete; he or she must have real news information to deliver, or the pseudo event will cross the boundary into misleading manipulation.

Ethical Consideration 1

SID who undertakes a publicity campaign functions in a foggy area between sports information and press agentry (term applied to publicists in early days of pr who promoted clients with all types of gimmicks and tricks). SID can avoid straying into these areas by measuring every aspect of the publicity campaign and every action in carrying it out by two standards: honesty and information value. No one associated in campaign can engage in deceit or appearances of it. SID cannot hope to hide negative information about athlete. SID must not distort any information or stats (you can use stats selectively though) It will be deemed deception if totals differ markedly from stats kept by opponent and word will spread of this. Such accusations will undermine the campaign, taint any record the athlete sets, and damage the reputation of the team and university.

Where is the money?

Search for new revenues Cable and satellite outlets Internet and live streaming Niche sport networks

Week 5

Sports Information Specialists Using the Internet in Sports PR Organizational Media

Other Opportunities

Sports arena and stadia: Technicians, master control operators, PA announcers, audio engineers, and videographers Sports media buying: Securing media purchases for sport organizations Sport facilities, event/stadium management Coaching Corporate consulting and training Motivational speaking Legal issues in sport Sport agents Theoretical and applied (sport media) research

Old Model of Sport Communication (1850s-1980s)

Sports, athletes, organizations, events/games, news would get pushed out to the mass media - Then pushed over to the mass sports audience - Then you have a very small feedback loop and there wasn't much else after that Controlled almost completely by content providers - Being the TV, radio, or news paper Aimed at mass, homogenous, passive sports audiences Somewhat limited technology Limits on choice and consumer option Dependent on advertising; reaching mass audiences (similar to today's model)

The New Age Sports Media

Stadium The Athletic - Pay for content Vice Sports - Do features and documentary style reporting Sports on Snapchat - ESPN snapchat show

What's next? (in technology)

Starting to see tech companies involved - Streaming of NFL games on Twitter, on Yahoo When rights deals are up in 2020s, you'll see the ability for NFL games to be streamed on all different types of platform, not just being able to watch them in your market, and being able to watch them on DirecTV, and so on. Only time you could watch baseball was Sunday afternoons unless you lived in the market of a specific team. - Game of the week

New model of sport communication

Still have the sports, athletes, organizations, events/games who generate content Still want to be pushed out to mass media, who is broadcasting the game - Then it gets distributed out Now have areas that can offshoot now, with niche sports media and niche sports audience There's a big feedback, distribution, content and interaction loop that happens because mostly of the abiltity to stream this, get this content any way and anywhere, and also through social media fans being able to interact with media members, athletes and coaches, all over the place - This message can be hard to control

Sports Illustrated

Struggled early on as well, but eventually found right balance of writing, pictures, and coverage By 2012, the magazine had circulation of more than 3 million for each weekly issue and total weekly readership of 23 million Swimsuit issue is their most popular issue Branched out with other ventures: - SI kids - Cnnsi.com - Sports Illustrated Almanac

Relationship Between Mass Media and Sport

Symbiotic relationship - Need one another Creation of programming Sister relationships: ESPN and ABC Vertical Integration

Career in Sport Management

VP of Communication, media relations, corporate communication specialist (sport and business media) Intercollegiate athletics: Associate AD for SC (personnel, radio and TV, SID, websites, publications, rights negotiations, strategic planning) In sport media, Publishers, producers, directors, presidents, entrepreneurs

Career in Entertainment

Video gaming: Graphic artist, designer, quality-assurance tester Movies and music Writing, directing, producing Nontraditional sports events (e.g., music tours)