PRT 286 Final
Print Sport Communication
a medium disseminating printed matter related to sport Increase of coverage: partnerships across mass media
workforce
an organization's workforce has a direct impact on its performance. the capability of an organization's workforce is determined partially by the quality of the available labor pool
digital media
digital media provides many IMC opportunities -video series with exclusive content -team or venue specific phone apps -virtual and augmented reality -golden state warriors (chase center app) -digital platforms can also be used to highlight partners
kinesics
communication through body movtion (gestures, hand movements, head notes, expressions, gaze, posture)
practicing effect PR
-Challenging to cultivate positive relations and perceptions -practicing effective PR focuses on ---transfer of information ---persuasion of perceptions ---facilitation and maintenance of favorable relationships -Three elements of PR: informing, persuading, integrating
external environment
-the organization's external environment includes factors outside its boundaries that affect its performance -ex= natural, technology, political, cultural, demographic, economy
Mullin, Hardy, and Sutton (2014) noted that market segments are formed largely on the basis of consumer wants and desires and that the four bases commonly used to determine segmentation by marketers are
1. consumers' state of being (e.g., their demographic characteristics) 2. consumers' state of mind, 3. product benefits 4. product usage
Featured Release (types of releases)
=intended to spotlight an athlete -purpose is to entertain and inform, so first paragraph must grab reader's attention -should include basic news details -could follow inverted pyramid style or develop interesting angle -"bright and tight" because primary purpose is to entertain
Weekly Review/Preview
=a weekly schedule of all the institution's athletic teams -summary of records, opponents, key players, as well as upcoming preview of events to come
what is marketing communication
an all encompassing term that covers aspects of marketing and communication such as advertising, branding graphic design, publicly and public relations
interactive
developing a mutually beneficial relationship between the sport entity and a media outlet
press agentry and publicity model
Focuses on obtaining favorable coverage from the media
Two research perspectives
Industry practitioner and academic researcher
two-way asymmetrical model
Intended to persuade an organization's key publics through message development
Need to assess and manage public perception:
may influence product purchases, ticket sales, coverage, organizational policies
Leaders in sport communication include
owners, publishers, producers, presidents, vice presidents, and entrepreneurs
governments
U.S. federal, state and local governments all set laws and regulations that businesses must obey. the government environment is sometimes referred to as the political and legal environment
environmental factors
physical settings; inviting?
the speech act:
pragmatics (how to use words and sentences in interactions)
internal environment
the organization's internal environment includes the factors within its boundaries that affect its performance (ie. organization has control over these factors) -mission, structure, resources, management, system process
cartelized ownership
"a cartel is a group of firms that organize together to control production, sales, and wages within an industry"
Lisa Wilson's four-fold advice to students seeking sport communication careers is to
(1) garner experience (2) commit yourself to the field (3) network (4) join professional organizations
Undergraduate students can take any of three distinct avenues to learn more about sport communication:
(1) majoring in sport communication or completing a sport communication track (concentration) while majoring in a closely related field (2) enrolling in individual sport communication courses (3) developing skills through experiential classes and practical experiences
industrial capitalism
(1850-1950) -capital generated from mass production and consumption of MATERIAL products -Rigid Regime of Accumulation
cultural capitalism
(1950-present) -capital increasingly generated from production and consumption of CULTURAL products -Flexible Regime of Accumulation
SI is ranked in top 10
- 213Billion -some estimates much higher --sporting goods ($26B), professional services ($15B) --spectator spending ($26B), sport travel ($154B) --fantasy football ($2.1 B), team expenses ($23 B)
History of sports coverage in newspapers
-1690: first U.S. paper -1733: first article (boxing) -1780: first daily -1883: sports department -1895: sports section: now range from 1 to 30 -2006: 1,457 dailies (85% under 50,000 circulation) ---past: dailies owned and operated by individuals, families, private groups ---trend: concentration of ownership (most owned by chains or groups) -----Gannet, Knight-Ridder, NYT Co., Cox, Tribune, Scripps, Hearst -----Positives: shared resources, no reliance on one advertiser, much more cost effective -----Negatives: reduced local reporting in favor of material from wire or the chain's other papers, increased pressures to be profitable
The perspective period
-1930 to 1950 = what are a couple of things that happened during this time period -four trends alter coverage of sports -nation's mood influences coverage
Right of Publicity: Key Cases
-1941: O'Brien vs. Pabst Sales Company -1953: Haelan Laboratories vs. Topps Chewing Gum -1977: Zacchini vs. Scripps-Howard Broadcasting Company -1975: Joe Namath vs. Sports Illustrated -1995: Restatement of unfair competition -1995: Joe Montana vs. San Jose Mercury News
TV and Radio (media industry's practical use of research)
-A.C. Nielsen Company and Arbitron provide statistics -advertisers, networkers seek demographic statistics -TV stations distribute anchor tapes to determine audience preferences
Right of Publicity
-Athletes realize the benefits of projecting the right image -Image and persona are key in capitalizing on endorsements -Pro athletes realize value of persona and work to protect image -they protect and maintain control of their image through the right of publicity -right of publicity protects athletes' and celebrities' marketable identities from commercial misappropriation by recognizing their right to control and profit from the use of their ---name and nicknames ---likeness ---portraits ---performances ---biological facts ---symbolic representation -the right of an individual to control commercial value and exploitation of his name or picture or likeness or to prevent others from unfairly appropriating the value for their commercial benefit -the right to publicity guarantees protection to one's right to profit from the value of his or her name, likeness, activities, and identity -the right stems from privacy law, trademark or copyright law, property law -Justice Brandeis and Warren were important in the creation of the right to publicity and privacy -the right of privacy, in theory, applies equally to public and private figures
Careers in Management: Pro and College
-Burt Lauren - Pittsburgh Steelers, Director of Communications —-All pr efforts —-information technology —-photography —-marketing —-oversees personnel -Claude Felton - University of Georgia, Sr. communications athletic director for sport communication —-all athletics communications (TV, radio, PR, sports information, social media, website content) -oversees personnel
sport management
-DeSensi, Kelley, Blanton, and Beitel (1990) described it as "any combination of skills related to planning, organizing, directing, controlling, budgeting, leading, and evaluating within the context of an organization or department whose primary product or service is related to sport and/or physical activity" (p. 33). -In another example, Pitts and Stotlar (2013) defined sport management as "the study and practice of all people, activities, businesses, or organizations involved in producing, facilitating, promoting, or organizing any sport-related business or product"
Other Sociological Issues Affecting Sport Media
-Doping and steriods -disability -sexual orientation
Establishing Freedom of the Press: The First Amendment
-Guarantees the freedoms of religion, speech, and press -Encompasses the freedom to write, publish, and communicate idea -Affords the press the protection it needs to fulfill its duty as watchdog -Is grounded in the idea that only a truly informed public can make educated decisions and the role of the press is to expose a potentially hostile government or issues that are a matter of public interest
Careers in Sport Mass Media
-Major Outlets for the "transmission of ideas" - serves to inform, educate, persuade, entertain masses of sport viewers, listeners and readers -Employs thousands —-those involved in the gathering, selections, processing and presenting of sports coverage to the masses ---print, electronic and visual media, new and emerging sport technology
Careers in Management
-Managers and administrators in SC -Wide varsity of functions —-Manage employees, plan strategies, organize campaigns and deal with budgetary, policy, legal and ethical issues —-Foster partnerships with stakeholders, oversee the day to day operations of the sport organization relative to the sport communication function -In sport organizations —-Pros: VP of communication, media relations, corporate communication specialist (Sport and business media) —-Intercollegiate Athletics: associate AD for SC (personnel, radio and TV, SID, Website, publications, rights negotiations, strategic planning) -In sport media —-Publishers, producers, directors, presidents, entrepreneurs
marketing in the leisure experience industry
-products are consumed as quickly as they are produced -leisure experiences are perishable products (in fact sport products are not accompanied by any guarantees of customer satisfaction)
factors that influence perception
-Motives for sport product affiliation (extrinsic or intrinsic) -Sport product performance -Level of involvement with the sport product -Demographic and sociocultural influences -Frequency of sport media exposure
NFL Research
-NFL examines the ratings -league also seeks and values other practical research ---FanLinks obtain not only sport data but also buying habits, an example of how leagues are obtaining more precise and sophisticated information about consumers ---Turnkey Sports and Nielsen Media Research conduct research on 32 teams -----give teams new marketing services -----help teams conduct fan and sponsor research at local level -----Nielsen analyzes sponsors' exposure -----Turnkey provides surveys for season ticket holders -Player analytics -Response to League of Denial= funding concussion research
public versus private figures: landmark cases
-New York Times vs. Sullivan -Curtis Publishing Co vs. Butts -Chuy vs. Philadelphia Eagles -Warford vs. Lexington Herald Leader -Rosenbloom vs. Metromedia -Gertz vs. Robert Welch
cases establishing freedom of the press
-New York Times vs. Sullivan (1964) -Curtis Publishing Company vs. Butts (1967) -Gertz vs. Robert Welch, Inc. (1974)
Sampling Techniques
-Nielsen conducts a representative sample --5,000 houses with more than 13,000people participating in national ratings studies -everyone in the population has an equal chance of being selected ----random sampling ----often viewed as the most representative sample -other common sampling techniques in research --stratified random sampling --cluster sampling --systematic sampling
uses for data
-Nielsen offers programmers, advertisers and agencies crucial info on the TV audience -data are integrated to obtain circulation or the number of people watching or listening -media buyers then use this info to work with ad agencies in formulating an appropriate media strategy -the amount advertisers charge is a negotiated rate per thousand viewers multiplied by audience estimate -cost per thousand (CPM) equates to the amount an advertiser must spend to reach 1,000 audience members -additional research by MediaMark (MRI) and Simmons Market Research Bureau (SMRB) -noncommerical stations use research to make program decisions
Assessing Technology's Impact on Legal Issues
-Real time scores: elements that must be present in order for info to be hot news: ---the sport entity generates and acquires the info at an expense ---the info is time sensitive ---A third party's dissemination of the info --------would be at the expense of the sport entity --------directly competes with dissemination of info from sport entity ---the quality of info would be threatened by third parties -online fantasy sport leagues
Careers in sport communication
-SI: nearly 5 million jobs —each job has some component of communication —SC segment is particularly vibrant and attractive
focusing on the study of sport management (SM)
-SM study includes many content areas -all courses involve aspects of SC -Importance of studying SC ---understand and appreciate role, impact ---become skilled communicators -Increased SC courses because ---increase in sport coverage ---demand for skilled SM professionals
Sport Management Program Standards and Review
-Sociocultural -management and leadership -ethics -marketing -communication in sport -budget and finance -legal aspects -economics -governance -field experiences
Segmentation of the SI
-Sport Management Program Standards and Review -Pitts, Fielding and Miller -Meek -Mullen, Hardy and Sutton -Li and Eschenfelder
management
-VP of communication for a team -Associate AD for communication -CEO of sports broadcasting network
managment
-VP of communication for team -associate ad for communication -CEO of sports broadcasting networks
Working Environment for Females in Sport
-Sport has been slow to allow women as athletes, coaches, administrators, and experts who can speak and write about sport topics -females have faced numerous barriers -women's entrance into the male domain --threatens the hegemonic masculinity in sport --hegemonic masculinity is upheld through ----discriminatory hiring practices ----unfair opportunities for advancement, payment, recognition -underrepresented in sports departments -limited supervisory role and sports reporting -fewer women are assigned to cover sport than any other beat
support services
-Sport information director -Media relations coordinator -Director of public and community relations
support services
-Sport information director -Media relations coordinator -Director of public and community relations -social media coordinator
Females and the Sport Media
-Sport media have been criticized for their coverage of female athletes -Through commentary and amount and type of coverage --Accomplishments and contributions of females are devalued and downplayed --sport media ----characterize females differently than males ----focus on their familial relationships ----emphasize physical attractiveness rather than their performances -Working environment for women in the sport media --often characterized as challenging --female sport reporters sometimes face marginalization
Coverage of Female Athletes
-Sport media have consistently neglected to provide equitable coverage to women's athletics -females are dramatically underrepresented in sport media coverage -lack of coverage creates a perception of females ---are less worthy ---lack competitiveness ---lack quality for the sport viewer -Inequitable coverage denies females status, power, and prestige -characterizations of females in sport ---gender marking (performance is only outstanding in comparison to other women) ---naming practices (first vs. last names, feminine qualifier to women's teams - Lady Vols) ---Theory of hegemony (dominant group's ability to establish and maintain power over other groups)
Mass media
-Sports broadcaster -executive sports editor -sportswriter
Options at the Graduate Level
-Study SC at master's level --SC program --SC emphasis in another discipline --SC elective courses -Study SC at doctoral level --preparation for leadership positions in academics or athletics ----even SC at this level demands the development of strong communication skills
effect of TV rating on sport communication
-TV delivers results like no other media outlet -companies continue to spend millions yearly on sport programming ---expansive reach ---powerful influence -sport enables a company to center its message on the audience it wants to persuade
electronic and visual media: sport photojournalism
-TV provides live images, but photography documents unique moments in time -photos have had struggles like others in mass media ---SI laid off all six of its full-time phototags in 2015 ---The Chicago Sun laid off all 28 of its full-time phototage staff in 2013 ---many of these publications use local or freelance photographers
Sport Publishing
-The business or profession of the commercial production and dissemination of information related to sport -includes all forms of sport-related publishing: Papers, internet sites, annuals, team newsletters, fan magazines, media guides, programs Increase of coverage: partnerships across mass media
Constitutional Rights: Freedom of Speech
-This freedom is not unlimited -Constitutional rights are only protected from government infringement = state action is required ---Does this affect us here at NCSU? ---What about Colin Kaepernick?
New/ Emerging Sport Technology
-Web ---developer, designer, multimedia project manager, marketer, content writer, animator web master, content coordinator ---those working with business development, online and offline promotion, sales, Web maintenance and management, e-commerce, analysis, administration -support services in the field: --computer assisted design, consulting, graphics, and animation (for social media etc), operations, database administration, desktop publishing, management, sales, technical support, technical writing, Web page design and maintenance, word processing, wireless SC, informatics
managing communication during crisis
-a crisis is any threat to a sport entity's image, reputation, and perception -an entity's reputation is one of its major assets -responding to crisis ---involves responding to media inquiries ---requires an organization's response ---may result in implementation or modification of organizational policy -examples of crisis in sport
communication
-a dynamic process by used to manage relationships, persuade others, understand groups and group dynamics, and transmit cultural norms. It is both an art and a science - a critical skill for leaders
who uses the internet?
-a mainstream medium used by the masses -almost two thirds of americans access internet: 52M Americans reported accessing the internet to check sports scores and info -males are more likely than females to access sport information online -Ages 18 to 29 are more likely to search for sport info -only 11% said they would be willing to pay for content (bet that number would be lower now) -internet increased participation in online sport fantasy leagues: 11M people in the U.S. participate in a sport fantasy league -internet has allowed consumers to feed their craving for sport info
Introduction: Sport Mass Media
-a pervasive impact on society and culture -have the power to make social myths into social realities ---concussion crisis? -reflect society but are instrumental in creating society's perception -play a key role in shaping public opinion -have power to influence, reinforce, and create culture -through their power, sport mass media can shape ---our beliefs and values ---our society ---the dynamics of sport entities ---the sport culture and the public's perceptions of sport
internet's role in positioning the sport product
-a sport entity's web site ---used to create a virtual fan experience ---provides a high quality service experience for key audiences -many entities use web sites to ---enhance customer service efforts ---foster positive and mutually beneficial relations with consumers -internet ---provides organizations with the ability to improve business and organizational performance ---facilitates better decision making among consumers ---provides ideal opportunity to build relations with key customer groups -businesses must be responsive ---to the online needs of consumers ---to the preferences of consumers -sport websites ---strengthen emotional attachment ---generate awareness ---facilitate greater satisfaction and loyalty
target markets and segmentation
-a target market is a segment of consumers ---with like characteristics --who have purchasing power --who are willing to purchase the product -advertising and marketing strategies should center on reaching the target market -to determine target markets, sport organizations begin with segmentation identifying groups of consumers targeted to purchase the sport product -key in advertising is understanding the characteristics of segments and target markets -sport organizations often use consumer's lifestyles to best reach them (lifestyle marketing and should become involved with the beliefs and culture of their target audience. should examine target markets: ---psychographics ---product and media usage ---demographics
web sport media
-ability to find and report information in seconds rather than hours/days -"no one sits on news anymore. you can because its all broken on Twitter" - Mark Schlabach (ESPN) -younger generations are still reading news content, just no in print versions -traditional journalists vs. new sport journalists
communication with verbal messages
-accomplished through the use of language -language: ---symbolic ---enables humans beings to communicate
A.C. Nielsen Company
-advertisers, agencies, networks, stations, cable operators, and programs purchase research to learn more about all audiences -Nielsen Media Research --Provides Nielsen TV ratings --Official national measurements service of the television industry --Does not provide a qualitative measurement -simply measures how many people watched a specific program or station
understand journalistic environment
-allows sport PR pros to ---anticipate when they will be contacted by the media ---know when they should make contact with the media -elements of newsworthiness: action, conflict and contrast, emotion -info journalists will need ---facts, figures, statistics, attendance figures ---confirmation of reports, obtaining official reactions
The Industrial Age
-american life was more industrial, urban and modern-resulting in a detached society -journalism attended to a mode of life marked by transition ---New Journalism = sought social reform ---Muckraking = investigative reporting (exposed societal problems in a critical yet optimistic way -newspapers viewed sport as performance, driven participant desire to play ---living standards improved (48-60 hr work week) and work laws dissipated, giving Americans more time and money for leisure
research on media industry
-archival research -interview -participant observation -oral history
history of research on sport
-as media gained prominence more academics focused on media and sport -scholars recognize importance of understanding history and sociology of relationship between media and sport -1934: 1st published article about sport in Journalism Quarterly -1975: Journal of Communication published Real's Super Bowl piece -1980s ---journal of broadcasting published sport articles ---critical studies in mass communication and the quarterly journal of speech also published works on sport -Wenner's mediasport set the agenda for research in this field -2006: journal sports media -2008: international journal of sport communication
Two characteristics of golden age
-athletes given celebrity status, sportswriters (Rice, Runyon, Gallico) -Sportswriters develop unique prose
profile of a sport communicator: Mark Fainaru-Wada
-attended Northwestern University Medill School of Journalism -worked at Knoxville News-Sentinel, LA Daily News, and SF Chronicle -big break came covering the BALCO scandal in baseball (game of shadows: Barry Bonds, BALCO and the Steroids Scandal That Rocked Professional Sports, 2006) -as a result of that success, job at ESPN opened up with Outside the Lines -next big successes was book, League of Denial and the Frontline documentary that followed = raised two issues: NFL and youth sports
newspapers (media industry's practical use of research)
-audit bureau of circulations (ABC) measures circulation -need for precision journalism -use computer-assist reporting (CAR)
athletes given celebrity status, sportswriters (Rice, Runyon, Gallico)
-became nearly as famous and rewarded as the heroes -propelled growth of sports popularity -marked start of mediated hero worship and celebrity treatment
formal education
-began in 1966 (OU) -few opportunities before 1980s -now 439 undergraduate, 246 master's, 37 doctoral (USA)
electronic and visual media: recognizing the influence of cable tv
-began in the 1940s when it was known as community antenna television = provided customers with network affiliates, educational tv and independent stations -in the 1970s it became an accepted medium ---FCC's Cable Television Report and Order of 1972 laid the rules and regulations for the industry ---satellites were used in the mid70s to allocate services to cable systems and networks ---1972, HBO became first premium channel -in the 90s and 00s, mergers and acquisitions were the norm
data, technology, and social media
-big data is relevant in sport: ---volume= massive quantities collected and evaluated ---variety= data are varied and heterogenous ---velocity= data are exchanged and analyzed with speed -social media and its effects continue to grow
Public Versus Private Figures
-both professional and amateur sports figures ---are most often considered public figures ---represent matter that are in the general public interest; thus are afforded less protection -opinions, even if false opinions are protected -false statements are not protected -courts have allowed sportswriters to be hyperbolic in their descriptions and characterizations of sport participants -public figures carry the burden of proving ---falsity of a statement --statement was made with actual malice -libel law involves the balancing of two competing principles ---protection of one's good reputation ---freedom of expression, particularly freedom of the press -Lleyton Hewitt sued the ATP for defamation of character -SI settled with former Alabama coach Mike Price
functions of language
-break silence -outlet to vent -express or conceal true thoughts and motives -engage in contact with another or avoid contact -express individuality as well and identification with a group -facilitate the exchange of information -influence, control, and persuade -engage in metacommunicaton
fact sheet
-bulleted format -one page -key points of reference for media ---bullets regarding announcement or issue ---background info on organization, history, accomplishments, athletes, involvement in community
Contemporary and Digital Sport Communication
-cable tv (1980s) increases influence of sport ---ESPN first broadcast September 7, 1979 -technology alters communication strategies ---affects the coverage, the norms and practices and the transmission of values and ethics to audiences ---eSports ---Social Media -sport arena expands in the digital age ---characterized by rapid transmission of info across multiple platforms ---has become diverse, fragmented and competitive -redefines how journalists work and report the news
entry into the field
-career preparation: develop skills, knowledge, experience, distinction -self evaluation: examine your skill set, passion, interests, personality, values, work style (personal reflection, reading, consulting with a friend, surveys) -education -networking ---conduct informative interviews, attend conferences and meetings ---meet professionals, remember names, keep in contact -experiental learning - pursue internships!!! -job search: select positions, craft resume and cover letter, prepare for interview process
Employment Opportunities for Minorities
-caucasian males continue to dominate the sport media -few African-American males are represented, even fewer African-American women serve in those roles -this patter holds true in sport organizations: ---managerial ---coaching -minorities are denied the prestige they have earned when they are portrayed as less deserving than Caucasian counterparts -Characterizations can limit opportunities for minorities: ---to obtain quality endorsements ---to play particular positions ---to become sport leaders or administrators
newspapers in the digital age
-challenges: ---competition ---changes in readership and consumption ---layoffs and downsizing -in response: ---continuing to shift resources to websites ---reporters are asked to not only write, but promote it as well -----this has given writers an edge - their columns are being read by a much wider audience than they could have ever hooped for in print
Early eras of sport journalism
-colonial pioneer era (1830) -coverage of leisure activities
new sport media
-emerging and social media in sport -internet (social media) -emerging technologies (ex- wireless and mobile technologies, blogs and glogs, and video on demand)
Pete Rozelle
-commissioner in 1960 for fledgling NFL: 12 teams competing against each other -imagined role TV could play in sport's popularity and growth -"league think" NFL's welfare and brand ---importance of pooling broadcast rights together into one bidding package for networks ---persuaded congress to legalize single-network contracts, forcing networks to compete for pooled rights; 1961 Sports Broadcasting Act ---NFL Properties: Leagues' independent marketer in 1963 -merged NFL and AFL in 1970
research on audiences
-communication research on audiences effects --1930s: all-powerful effects (hypodermic needle theory) --1940s: limited effects --1970s: powerful but contingent hierarchy of media effects, agenda-setting research, knowledge gap, uses and gratifications research --1980s: powerful, content and contextual effects -the most effective methodologies for studying audiences ---surveys ---interviews ---focus groups ---oral history
sport PR pros
-concentrate on how to use this coverage to the full advantage of the organization -must pay attention to the manner in which it cultivates and manages media relationships
design
-consider the motivation and needs of consumers when designing and modifying -main page of a sport web site is similar to a paper's front page ---use headlines to draw attention to items ---the front page is crucial in the site's ability to retain visitors -design site ---in a manner to easily communicate content ---that includes consideration of these factors: ------placement of links ------colors ------graphics ------interactive features
research on media texts
-content analysis -narrative analysis -other methodologies used to study texts ---rhetorical criticism ---semiotics ---textual analysis ---qualitative document analysis
content and relational dimensions of messages
-content contains the subject that they communicators are discussing -relational deals with social needs such as affections, respect, or control and is usually communicated through nonverbal channels
wire services and tech advancements
-content includes text, graphics, audio, video, and photographs -most popular are AP, Reuters and United Press International (UPI)
protecting reporters' rights to locker room access
-controversy surrounding the media's access in the locker room -female sports reporters have been harasses when assigned to cover certain beats and to conduct interviews in the locker room ---Lisa Olson (Boston Herald) and New England Patriots ---Melissa Ludtke (SI) and MLB: This case provided female sports reporter with legal rights to conduct the duties of their profession and access locker rooms -instances still exists where they face harassment from athletes, administrators and media colleagues -the right of members of the media to have locker-room access is essential for performing the duties and responsibilities of their position -team officials must strike the balance ---privacy rights of players in the locker room ---rights of media members to perform their duties
unique features of sport
-corporate sport is a highly regulated, controlled and predictable mass entertainment product, designed to generate maximum profit across numerous revenue streams -top professional sports leagues by revenue = NFL U.S.A $13B
elements of libel (defamation)
-defamation -indentification -publication -fault -falsity -personal harm
Media Coverage of Other Minorities
-depictions of Native, Latin, Asian-American athletes -Native American mascots by sport entities -Latin-American athletes often portrayed in the sport media as hot tempered -Asian-American athletes ---Often portrayed as model minority ---Model minority stigma suggests Asian-American athletes are obsessive conformers, rigorously self-disciplined people, and excessively hard workers ---depictions of Asian athletes born in the U.S. differ from portrayals of Asian nationals who play professional in the United States
research procedures
-determine the research question -define and operationalize terms and concepts -engage in a literature review -investigate how to conduct the method -write proposal and outline to guide research ---research question ---definition of the object of analysis ---description of primary sources ---overview of secondary sources ---literature review ---time frame for the work ---sample instrument, such as a survey ---explanation of what the research anticipates finding ---bibliography
common motives for engaging in sport sponsorship
-differentiate products from competitors -generate product awareness -develop or reinforce brand image -reinforce or shape consumer attitudes toward product -provide hospitality -showcase features of products -provide merchandise opportunities -drive sales
digital sport media: interactivity and the internet
-digital sports media: sports media content that can be created, modified, viewed and distributed through digital, electrical platforms -interconnectivity -interactivity -accessibility -multiple usages -new sport media is catchall term for digital sport communication and sport technology
sport media (press) conference
-disseminates info of high importance to all members of the media at once -allows members of the media to interact with key personnel to ask questions and obtain quotes -consider ---scheduling and newsworthiness ---script and coordinate ---length and speakers ---prepared responses to questions
television contracts continued
-dramatic growth in TV contracts for pro/college sport industries --NFL - $8 B (CBS, Direct tv, ESPN, FOX and NBC) --through mid-2019, Super Bowls were 26 of the 27 of the most watched telecasts in history --NBA - $2.7 B (ESPN and Turner broadcasting) -- NCAA - $10.8B over 14 years (CBS and Time Warner, 2010) --Olympics - $4.4B for 2014-2020, $7.8B for 2022-2023 (NBC Universal
PR and Crisis Communication in Sport
-effective PR strategies ensure that sport entities communicate in a most favorable manner with key constituents -Sport PR is the management of sport information flow between a sport entity and its key publics, both internal and external, in order to present the sport organization in the most favorable manner possible and in order to establish mutually beneficial relationships -heart of sport PR is the image of the sport organization
Network TV Increases Sports Coverage
-enabled fans to experience sport instantly and visually: propelling sport as national and global phenomenon -print journalists modified style and content to compete: ---searched for different angles to maintain fresh approach ---features and human interest stories increased -basketball, bowling, baseball gained attention in 1950s -networks realized fans were a commodity to lure advertisers -NFL first to maximize TV technology -ABC was first to recognize and implement power of sport
ideal forms of activation
-enhanced public relations efforts -internal communications -traditional advertising -hospitality -internet tie ins -enhancement of business to business partnerships
Meek
-entertainment -products and services -support organizations
context
-environment where the communication takes place -form and context of interpersonal communication are influenced by the context -dimensions of context are physical, social-psychological. temporal
requirements for effective sport advertising
-establish clear objectives -ads should create or reinforce a specific brand image -campaigns should illustrate benefits of product -campaigns should feature sport product in use -ads should be straightforward, clear, consistent in their design and messages -repetition reinforces the messages
evaluating web sites
-evaluate design as it relates to each part of MOSC -key in maintaining effective online sport communication -a set of evaluation criteria must be established ---business function ---corporation credibility ---content reliability ---web site attractiveness ---systematice structure ---navigation -key design elements ---use of links ---consistency ---communication and feedback ---search mechanisms ---fill in forms
managing community relations
-examples: food drives, reading programs, charity -benefits ---assist organization in reinforcing and enhancing its image ---communicate the values and mission of organization to the public ---allow organization to engage community and emphasize key organizational aspects -community relations programs should be included ---as part of organization's overall PR and marketing strategy ---as part of managing public perception
classifications of endorsements
-explicit mode: "I endorse this product" -implicit mode: "I use this product" -imperative mode: "You should use this product" -co presentation mode: endorser appears in some setting with the product
the experience industry
-facilitation, material or immaterial -material and immaterial products -profit making -experience products and as aspects of other products -intentional focus on the experience -individual and/or collective -in situ and or regular consumption -demands participation/attendance -aim at creating internal pleasure/wellbeing
Sport Information Director (SID): College PR
-fast paced, can be stressful, long hours -commercialization of college requires you to work with many different stakeholders -exceptional writing and tech skills -typical duties: writing releases, coordinating media conferences, scheduling interviews with student athletes, coaches and ADs, developing and producing game notes and media guides, working with competitor institutions to share Information -usually earn $37,000 per year (2014)
elements of process
-feedback -channels -noise -context
Women enter the Fiel
-female reporters entered the scene: Dorothy Lindsay, Janet Valborg Owen, Maribel Vinson, Mary Garber -locker rooms -press box
performance
-fifth component of the MOSC -performance in the past was evaluated by the number of hits -two key aspects of a sport web site's performance ---interactivity: Seattle Mariner's site focuses on interactivity from fans: ------learn about the site's various features ------search video database, download and watch videos ------access photo galleries, franchise commercials ------secure game day audio clips -------access online voting opportunities -------download ring tones for cell phones ---amount of time to complete tasks (page speed)
commerce
-final component of the model -sport organizations use the internet as an effective marketing and commerce tool ---MLB generates $7M+ annually in online ticket sales ---70% of NBA's non-box office tickets purchased online -some professional athletes use their sites ---to promote their image ---to increase brand equity ---to move products
elements of persuasion
-getting another person to do something through advice, reasoning or just plain arm twisting -strategic PR influences perceptions -changing opinions and beliefs is challenging for organization: Organization must provide effective forms of evidence ---use of facts and figures ---emotions of individuals ---personalization of information ---focus on individual's needs
sport pr
-goal is to generate awareness for sport product -focus is to manage information flow between the sport organization and its key publics -fostering relationships with public, media, community (pros in PR, sport media relations and sports information, community relations
Nation's Mood Influences Coverage
-gravity of era influenced sportswriting: more serious, simple writing; international (1936) and political ---Jesse Owens, 1936 Olympics in Berlin ---Louis Zamperini, Unbroken -impact of depression ---1929 crash: papers lost ad revenue and reduced stories, narrower columns, diminished style, more pictures ---magazines gained prominence: specialized and market for niche writing emerged in 40s -impact of alternative press: Black and communist press ---offered opposing viewpoints from mainstream ---social activism: race, gender, class
Forms of nonverbal communication
-haptics -kinesics -proxemics -physical characteristics -environmental factors -vocalics -chronemics -silence
Importance of Navigation
-important aspects of usability -proper navigation ---ensures that site visitors can peruse with ease ---provides a road map for visitors to acquire the info they desire -site structure is most important aspect of navigation ---site should have a set of navigation aids and hypertext links ---navigational elements should be grouped ---provide a feature that allows visitors to find way back to a page ---minimize the number of navigation schemes ---left navigation bar lists the content areas of a site ---navigation bar across the top of site lists organizational aspects ---multiple navigation areas should be avoided
talk to me about Super Bowls Ads
-in 1967, NBC sold ad space for $37,500 per 30-sec spot. What did FOX sell it for this past January? -why do companies pay that much for this space?
online fantasy sport games and online gambling
-in 2017 an estimated 59.3M people in the US or Canada played in at least one fantasy sport league, with an annual spend of $653 per participant -fantasy sport player profile (FSTA): --average age: 34 --roughly 50% are unmarried --around 80% hold at least one college degree --80% are male --90% are white -the american gaming association estimates that Americans illegally wager $150B a year on sport. Whats tragic about this?
public-private sector split in tourism roles
-in most cases the public sector owns and manages the attraction that draws people to an area ( ex - museum, beach) -the private sector creates the jobs and services necessary to meet visitor's needs and eventually assumes the leadership role in bringing more visitors to the area
electronic and visual media: experiencing sport through TV
-in the late 40s, broadcasters used sport to increase demand for TV -easiest sports to air were boxing, wrestling, baseball and football. why? -sport programming was inexpensive - why? -first college football game on network - NBC, Columbia vs Lafayette (1945) -by the lates 50s, TV was beginning to contribute to leagues' financial stability -it was the Summer Games in Rome (1960) where Americans were first able to see events from the same day using videotape -visionary Roone Arledge's Wide World of Sports debuted in 1961 -1963 Army-Navy game was the first to feature instant replay -Arledge and Pete Rozelle brought Monday Night Football in 1970 ---wanted to add show business to sport and attract women to football -Battle of the Sexes (ABC 1973) -ESPN = a sports giant and visionary ---1980 NCAA Tournament, electronic cut-ins of other games interspersed with games in progress ---broadcast in stereo for first time = 1983 ---in 1985 Sports Update offered on-screen, in game scores from other games ---sports Ticker/Bottom Line ---partnered with ACC to launch ACC network, featuring female leadership and prioritizes female viewer ship -mutually beneficial relationship between sport and tv - why?
goods and services in leisure
-in the manufacturing section the physical good is the product. in the service-based economy of the U.S. the experience is the product customers buy -the term product is commonly used to mean both goods and services because many products have an element of both
activation strategies
-increased need to assess the ROI of sponsorships -sport marketers pay close attention to needs and objectives of corporate partners -activation ---the sponsoring entity's promotion of its sponsorship ---the sponsoring company will promote its association with the sport entity and the fact that is is a sponsor -activation strategies ---assist each sponsoring entity in enhancing and reinforcing its brand image ---enhance the image of the sport entity ---enable both parties to maximize their partnerships -the manner in which sponsors activate their sponsorships influences the effectiveness of the sponsorship -sport entities should strive to include activation strategies as part of the overall sponsorship --this provides suggestions to sponsoring companies --helps both parties reap the maximal benefit from sponsorship -sport managers should develop sponsorships packages that enhance opportunities for sponsors to activate/leverage sponsorship -this allows consumers to ---identify with the sponsors' products ---associate the sponsoring company with the sport entity
marketing is challenging because sport product is:
-intangible -heterogenous -perishable -simultaneous
Defamation
-intended to provide punishment for speech not protected by the First Amendment -refers to communication that is so harmful that it significantly tarnishes the reputation of an individual or prevents other persons from associating with the individual -may expose an individual to public hatred, embarrassment and ridicule -may be a result of news reports, media releases (continued) -for defamation to occur the defamatory statement must be communicated to a third party -defamation law involves the balancing of two absolute freedoms: ---the right to privacy ---freedom of the press -because plaintiffs must prove actual malice or a reckless disregard for the truth, members of the media are usually afforded greater protection to inform the public -defamation may be a form of ---oral communication (slander) ---written communication (libel) -courts will examine multiple factors: ---original meaning of the statement ---whether statement can be verified ---social context in which statement was made -defamation also considers the status of an individual: individuals protection for defamation varies based on their classification as a public figure or private figure
three forms of personal sport communication
-intrapersonal -interpersonal -small group
personal sport communication
-intrapersonal: the internal (inner) communication by a sport industry stakeholder -interpersonal: the one-on-one communication in sport context -small group: the communication among individuals in small sport gatherings
Contemporary and Digital Sport communication
-investigative reporting is still relevant ---larry nassar story (Indianapolis Star) ---PSU/Jerry Sandusky (harrisburg patriot-news) ------Sara Ganim, who won a Pulitzer Prize ---ESPN, Outside the Lines
branding
-involves developing and cultivation a specific brand image for an organization and its products -consumers are more likely to purchase a product from well-respected, well-known brand -brand associations are key -key goal of branding is brand equity ---achieved when a brand's attributes add value to the brand in the minds of consumers -to achieve it, sport organizations must be able to create strong, positive images of their brands and IMC activities can add to this ---NBA in China
small group communication in sport
-involves the communication systems among individuals in small gatherings (typically three or more persons) -characteristics ---interaction (members act and react) ---perception (members view the group as real) ---norms (members have an idea of what others expect) ---roles (members have certain formal and informal positions) ---affective relationships (members are not indifferent) ---goals (members share purposes and objectives) -this form of communication is when the flow of information is between few interactions who are in a sport environment or are involved with a sports related subject -reasons why people engage in interpersonal communication: ---to relate: establist and maintain relationships ---to learn: about others and yourself ---to play: participation and interaction ---to help: guiding, consoling, comfort or advising ---influence: persuade others in terms of attitudes, perceptions, purchases or other behaviors
governance
-is the establishment of policies and continuous monitoring of their proper implementation, by the members of the governing body of an organization
Research challenges
-it is difficult to measure across media -each research method has limitations -one new option is Arbitron's "portable people meter" (PPM) -studies of web use --relevant knowledge, Jupiter Research, Media /metrix, Nielsen/Net Ratings ---a disparity of opinion on which method is most effective ---individual's varying uses of the internet complicate the picture ---research is conducted on use of instant messaging, Web phones, media players, online games, and other features -Three aspects of media research ---reliability ---validity ---economy
crisis kit
-items needed for the setup and operation of the communication center ---media relations checklist (including guidelines for dealing with the media) ---policies and procedures ---final draft of the plan ---contact information for key personnel ---schedules for rehearsing the plan -why does using the phrase "no comment" sometimes make things worse?
usability
-key element of any website -attribute that determines ease of user interfaces -how well a consumer can use the functionality -for a sport web site to be usable ---it must serve a distinct purpose ---it must be functional ---the consumer must be able to use its features with ease -usable web sites ---have few navigational problems ---are easy to use
common errors
-lack of newsworthiness: story fails to emphasize the most important news element or buries it -lack of objectivity: story promotes instead of reports -too many superlatives: subject matter should speak for itself instead of becoming hype through use of interpretive adjectives -self serving quotations: direct quotes aim at self promotion instead of explanation -emphasis on the obvious: story leads with Information the reader already knows -lack of local tie: no local connection -unnecessary background: contains too much old news -too wordy: long sentences that confuse reader
coverage of leisure activities
-later in the 19th century more leisure focused publications began popping up -New York Clipper, Sporting News -National Police Gazette was highest selling weekly paper -Newspapers became increasingly popular - why? -by the 1840s the New York Herald was offering front page coverage of thoroughbred racing and boxing
colonial pioneer era (<-1830)
-leisure activities: fishing, hunting, cricket, boat and horse racing, cockfighting, gardening, swimming, skating, billiards, wrestling -limited coverage
sport magazines
-like newspapers, magazines have struggled to keep up. which are only tow to have stood the test -the next most popular magazines hit more of a niche market: Golf Digest, Golf Magazine, Field & Stream, Runner's World and Tennis
sport fans are sophisticated in charity their teams:
-logging on to various sites -downloading clips and podcasts -partaking in online chats
anticipate contact
-major announcement -explanations -legal issues -prepare for this by ---crafting a response ---gathering information
Careers in SC fall into five major areas
-management -mass media -supportive services -entertainment -other
Examining player - media relations
-many issues have cultivated the current state of player-sport media relations ---public's desire for more sports info ---invention of TV provided competition for papers ---reporters searched for new angles ---arrival of investigative reporting ---the instantaneous nature of the Internet brought competition ---competition and limited space force reporters to dig for stories ---controversies involving athletes capture the readers/viewers -athletes argue invasion of privacy and defamation -media argue First Amendment and freedom of the press
sport communication research
-media industry's practical use of research -academia's use of research to explore sport communication
miscellaneous
-media researcher -sport media buyer -sport communication educator
encoding
-message is sent to a receiver in words or other symbols
two-way symmetrical model
-most appropriate in establishing positive relations -advocates conflict resolution through facilitation of mutual understanding
expectations and needs of online users
-motivations for use of a specific medium ---content gratification = focuses on the message ---process gratifications = focuses on features and technology of medium itself -individuals' needs for using the internet ---interpersonal utility ---as a pastime ---information seeking ---for convenience ---for entertainment -consumer expectations of sport Web sites ---have both visual and emotional appeal ---recieve enjoyable experience when they visit
Nationalism and Sport Media
-nationalism is identification with the life and aspirations of the fellow members of a nation, even when we do not know those citizens or we have not seen the boundaries of the nation in its entirety -a type of national myth making -often reinforced through the sport media -sport creates an imagery of national unity -the media serve as powerful agents providing significant symbolic material to facilitate nationalistic emotions -many of the nationalistic images can be seen in the media coverage of the Olympics -the sense of nationalism is often seen in the sport media -nation building through sport -American athletes are often portrayed differently than non-American counterparts -Nationalism tends to reinforce stereotypes of certain nations and bonds countries together in these beliefs and myths ---Brazil is synonymous with soccer ---New Zealand is synonymous with rugby ---Canada is synonymous with hockey -Sport often builds and reinforces the values, beliefs, and character of nations and in doing so, unifies its citizens
publishing and print communication
-newspapers -sports books -wire services -sports magazines
Imitability
-offers and products by tourism companies are generally easy to copy -so how can hotels build a unique selling position? originality, consistency, location etc - but not by hoping that their services are not imitable
The Olympics and TV
-only thing to rival football in terms of prestige and power -unforgettable moments in Olympic history: ---miracle on ice (1980) ---Terrorism in Munich (1972) ---Women's Soccer Gold Medal Match (1996) -olympics are still an incredible source for ad revenue (Forbes) and have an incredible way of bringing a country together
Trend 4: Development of Radio
-papers had to compute with new medium -radio led to realism and objectivity in reporting and a flair for verbal commentary in covering sport -covered boxing and baseball in the early 20s -universities, teams, conferences ---feared radio would affect attendance ---banned or limited broadcasts (lifted by 1936)
Pitts, Fielding, & Miller
-performance -production -promotion
noise
-physical interference and psychological noise -psychological, biological, and semantic noise
Role of Communication in SI
-plays a vital role in any segmentation model -involves personal and organizational communication... not in the models -plays key role in managment of sport; needed for ---professionals to set strategies ---advertisers to promote products and ---media members to cover sports -main reason for the growth of the SI -vital to continued growth of SI -Often learned in academia
interviews
-positive interviews cultivate media relations and shape perceptions -poor interviews can result in negative perceptions and relationships -practice makes perfect for athletes doing interviews -hints ---anticipate questions, key points to reinforce ---personalize interview -rehearse, relax, and be conversational -make sure questions are understood -ask to repeat questions if needed -maintain eye contact -be straightforward and truthful -present basic facts and then elaborate
continued growth due to Rozelle and Arledge
-price of televising football has grown exponentially -NFL Sunday Ticket (directTV) -Thursday Night Football (fox) -use football games to promote lucrative demographic, as well as women
content
-primary component of any sport entity's web site -major factor in a person's decision to return to a web site -should reflect organization's objectives and consumer's demands -sport web sites should provide enough content to satisfy ---highly involved sport consumer ---less involved sport consumer -the site's interactivity allows consumers to form social networks ---the social aspect influences sport consumption ---chat rooms, messages boards, blogs -sport related web sites ---should have a practical benefit for visitors ---should provide the content necessary to meet the needs of its visitors -----inlcude some components -------Whats new section ------search engine ------site map ------feedback mechanism ------contact information ------privacy policy -graphic design on site assists in providing content
internet's role in acquiring consumer data
-privacy issues: ensuring privacy of visitors will establish sense of trust -issues related to building the organization's database ---using the database mining technologies to track consumer's needs and desires ---site provides and efficient means of gauging feedback ---site can be used to obtain customer data
elements of interpersonal sc process
-process of interperonsal SC is continuous through verbal and nonverbal messages -major elements: source-receiver, messages, feedback, channel, noise, context --source receiver ---the individual's involved ---interactants ----send (source) and receive (receiver) messages ----both encode the messages they send as well as decode the messages they receive -major elements: source-receiver, messages, feedback, channel, noise, context --mesages ----expressions of thoughts and feelings of communicators ----can be metamessages, feedback messages, or feedforward messages ----can also be grouped as upward downward, lateral or grapevine
feedback
-process where the receiver will tell the sender that they understood the message, its level of importance, and what must be done with it
importance of structure
-proper design ---integral because it affects use interaction ---instrumental in encouraging site visits and repeat visits -site should include distinct and concise paths to info most users seek ---sport organizations should understand what information visitors desire ---provide consumers with access rather than overload of info -the design of an effective web site involves structure -web site designers should include scannable text and highlighted key words -web site design should consider online needs of key publics and organizations objectives
technology
-provides the foundation for growth of sport media -continues to have affect sport communication ---e mail, live video streaming, and real time sport scores ---podcasting, web logs (blogs) and game logs (gloms)
profile of sport communication: Idianapolis Colts
-public funding for stadium -convince key stakeholders -achieved through PR campaign ---focused on star power ---used economic impact report ---monitored external environment ---identified areas of greatest concern
key distinctions of sport product
-rarely has inventory, unlike other industries -most often consumed publicity, so satisfaction is affected by social stimulation and depends on others' enjoyment -inconsistent and unpredictable -marketing strategies have to focus on consumer satisfaction and identification with the sport entity
three styles of media relations
-reactive -proactive -interactive
Increasing your marketability
-read SC literature and join SC orgs -read SC literature --books on niche segments ----textbooks ----practical and tutorial ----biographical ----sociological and cultural ----critical media analyses -Academic and trade journals --international journal of sport communication --journal of Sports media, journal of sport management --sportsbusiness journal, NCAA News, Sports Travel join academic or professional organizations -professional --COSIDA, APSE, AWSM --American sportscaster association (ASA) --U.S. Basketball writers association (USBWA) --foottbal writers association of america (FWAA) --national collegiate baseball writers association (NCBWA) -Academic --north american society for sport management (NASSM) --north american society for the sociology of sport (NASSS) --sport marketing association (SMA)
unique features of recreation and tourism
-recreation organizations are value laden -the goals of such organizations include: --assisting individuals to grow and develop their capabilities, promoting wise use of leisure time, providing areas and facilities to meet leisure needs and promoting citizenship, mental health, physical fitness, social development, creativity, self-expression, intellectual growth and spiritual development
functions of nonverbal communication
-replace verbal communication -complement verbal communication -modify the spoken word -contradict what is said -regulate conversation -express emotions and interpersonal attitudes -negotiate relationships -convey personal and social identity -contextualize interactions
component 2
-reporting and commentary on sport and various associated activities -three categories: print, electronic (visual), new media -types: radio, paper, TV, internet, books, videography, movies -modes of delivery: print, radio signals, internet, live transmissions, rebroadcasts, paid programming -primary roles and functions: inform, create, influence, tell, entertain, deliver, reinforce, reflect
overview of research methodologies
-research studies can be conducted on texts, media industry, or audience analysis -researchers can study newspapers, magazines, television audiences, or media professionals -areas of need for research: --all facets of sport communication --areas of production as well as the audience --sport advertising, commercialization of sport, drugs and athletes teamwork as shown in media texts -emerging technologies, sport talk radio, policy recommendations in media sport
Sportswriters develop unique prose
-restructuring of sports ideology in the 1920s -popularity of sport depended on sports section, key part of papers: --used descriptive and sentimental words to set scene ----feeling excitement through writings ------few fans saw their heroes ------athletes became bigger than life ----no longer just reported from fields: strategy, background, character
Sports Illustrated (1954) is launched
-satisfied fan's fascination with spectator sports -popular among middle-class subscribers -influenced growth of sport in the 1950s and 60s -made the games more important to more people -set agenda of just what sports were important -counterbalanced persistent hype of TV ---Put sport into meaningful context ---legitimized sport with sophisticated colorful writing -made an art out of in depth reporting
qualtities of effective interpersonal communication
-self disclosure: embrace openness -empathy: experience and sense others feelings -supportvieness -postivie attitude -equality : no condescension -confidence -immediacy -interactions management: maintaining roles and flow -expressiveness : active, honest, open -other orientation: listening, watching, observation
digital public relations tools
-shift for sport organizations to have to employ tech savvy individuals on top of those in charge of media relations ---social media ---website videos ---exclusive content -use of influencers to reach untapped markets
Trend 3: Expansion of Coverage
-shift in popularity from college to pro sports during the 1930s -baseball, boxing, horse racing dominated "golden age" papers (now branching out to cover football and basketball) -the one major exception was Seabiscuit (1938)
rise of influencers
-shift in power dynamics between brands and consumers has led brands to encourage consumers to create brand related content -dangerous or genius? -utilize people who are not traditional celebrities but have strong online followings (influencers or brand ambassadors) -often involve a contract as well as free product and monetary payments -"normal" people are sometimes preferred over celebrities to consumers
newsworthy media releases
-should be of general interest -characteristics of effective media releases ---follow associated press (AP) style ---written using the inverted pyramid ---include several components: Date, "for immediate release", headline ---include contact information ---concise (not exceeding two pages) ---well written = more likely to use the media to deliver message
research (media industry's practical use of research)
-shows what advertisers will spend in a specific medium -gives media organizations valuable info for planning purposes
what makes a good sports website?
-sites communicate with internal and external publics -teams using the internet have a competitive advantage -sport entities rely on the web ---provides info on the organization to site visitors ---generate awareness of their organization ---projects a favorable organizational image ---interactive channel of communication -sports organization's websites ---integral to communication and marketing strategies ---reflects the mission and values of the sport organization ---provides a high quality atmosphere and experience for publics ---should meet the overall business objectives and experience for publics ---should meet the overall business objectives of the organization ---can serve as the supplementary service for sport consumers ---provides essential information for fans ---provides interactivity
recent influences on sport PR
-social issues -globalization and expansion of sport -technology (SM) ---Josh Allen, QB ---MyKayla Skinner (gymnast) -Controversies -nature and scope of player-press relationship
challenges associated with ratings
-sponsors must ensure they do not annoy their consumers: top three annoyances are telephone marketing, Internet pop-ups, junk e-mail -some believe sport organizations and marketers place to much emphasis on demographics should pursue more psychographic research -ratings calculations tool place for TV viewing inside the home ---therefore, sport TV has been underreported ---many fans watch TV at sports bars, restaurants, gyms -Nielsen/Arbitron are testing the portable people meter (PPM); if implemented ---ratings will most likely increase ---will result in increases in sport properties values and advertising costs and revenue
other opportunities
-sport areas and stadia: technicians, master control operators, PA announcers, audio engineers, videographers -sport media buying: securing media purchases for sport organizations -teaching SC -corporate consulting and training -motivational speaking -theoretical and applied (sport media) research
Sport enterprise financial structures
-sport enterprises earn a significant portion of revenue not from the sale of a search such as a game, but from extraneous sources such as television rights, concessions, road game guarantees, parking, and merchandise -sport enterprises continually compete for the discretionary funds of customers through the sale of items that might or might not be related to the apparent primary focus of the enterprise
copyright and trademark
-sport entities and athletes have realized the importance of protecting their brand image -copyright and trademarks ---are used to protect property ---afford the sport entity protection -The Copyright Act -Section 43 of the Lanhman Act ---prevents the use of words and images that could confuse consumers regarding a product's origin ---provides the foundation for the argument that without the ability to control their image, celebrities will be at the mercy of companies desiring an association with a celebrity -Trademark Revision Act -Copyright law ---protects the rights of the property owner to reproduce, adapt, distribute, perform, and display the work ---fair use doctrine -Trademark Law protects trademarks, service marks, and collective marks -Most often in sport, copyright cases center on ---performance of athlete's ---TV rights ---Unauthorized use of the property -Most cases in sport involve name confusion, cancellation, abandonment
challenges of sponsorship
-sport entities benefit from sponsorship as a ---revenue generator ---means to offset expenses ---means of promotion -companies use sport as a means to ---reach the masses ---enhance their brands -sport entities must focus on ---differentiation ---research ---the needs and desires of sponsoring companies -sport entities must be creative in differentiation sport ---sponsorhip categories refer to classifications ---sport entity must ensure that differentiation occurs by designing sponsorship packages that meet the specific motives of each corporate partner -sport entities must conduct research on their consumers to better identify potential corporate partners and develop sponsorship packages to meet the needs and objectives of sponsoring companies why companies partner with sport entities: -heighten visibility -increase brand loyalty -reinforce brand's existing image -communicate commitment to a particular life style -engage in business to business marketing -entertain clients -stimulates sales, trials, or usage of their products or services -develop content to be used on digital platforms -showcase organizations social responsibility -develop leads via the sport property's customer database -access a platform for experimental branding -sport sponsorship is also used to differentiate products from competitors products -when developing sponsorships, sport organizations should focus on the sponsoring company's objectives -objectives for sponsors say and the effectiveness of each sponsorship will be measured by the specific objectives
Sport as a social institution
-sport is a distinctive social activity that is frequently the basis of a person's social identity -the immense power of sport mandates that sport leaders understand the social implications of their actions
Academia's use of research
-sport is relatively new as a topic of academic inquiry -research in this area is crucial for fully understanding how sport intersects social, cultural, economic, and political arenas -theory and research ---inextricably linked ---should be considered more as a continuum rather than as separate entities of inquiry
Tools for Maintaining Contact with Media
-sport media release ---newsworthy media releases ---characteristics of well written media releases -sport media conference -media kit and media guide -fact sheet -interviews
historical perspectives
-sport was used by advertisers in late 1800s to reach the masses: early tobacco ads featuring sport such as boxing, hunting, and horse racing -1920s: marketers used broadcasts of boxing to drive the sale of radios -1930s: advertisers began to seriously use sport commercially (Ford, Chevrolet and Brown and Williamson tobacco) -1940s: Arrival of TV. Advertisers realized that sport broadcasts were effective means of directly reaching a more mainstream audience -advertisements using sport have affected: the masses. advertising agencies -advertising age's top 100 advertising campaigns: nike's "just do it". wheatley "breakfast of champions". ESPN sportcenter's "this is sport center" -the broadcast of the Super Bowl provides a premier venue: for unveiling creative advertising. for reaching a mass audience -nascar has been one of the most successful sport entities in advertising to middle-income families
media
-sports broadcaster -executive sports editor -sports writer -sport social media expert
Trend 2: Reorganization of Newspaper Structure
-sports departments began to edit their own copy (free from the bounds of papers' editorial structures) -for writers, work routines were changed to minimize newspapers expenses
for your audience
-stories with short, readable sentences, shorter and simpler words and short paragraphs are the easiest to read -print journalists generally use the third person, past tense -broadcast journalists use present tense because of the emphasis on immediacy -an SID should be careful with opinion that isn't attributed and interpretive adjectives. they compromise objectivity and suggest bias
in US sports fans can
-stream live video of a lower-level sporting event halfway across the world; -choose from dozens of all-sport stations available through high-definition television and streaming packages; -listen to sports-talk programs and play-by-play sport coverage from across the country by means of satellite and Internet radio; -read about any major sport or team anytime through traditional media (e.g., newspaper, magazine) or online sources; -follow and occasionally interact with favorite athletes and teams, beat reporters, and other fans through social media; and -do all of this while playing sport video games and receiving notifications of when to change fantasy-sport team lineups via their smartphones
television contracts (TV/media rights account for the ability to:
-stream lower level sporting events -choose from dozens of all sport stations available in HD -listen to sport-talk radio and national/global play by play thanks to satellite radio -follow and interact with numerous sport personalities and players -play sport video games and fantasy sports
Nielsen's Research Approach
-studies amount of TV usage on every set in a sample household -provides info on homes, TVs, programs and commercials -TV meters monitor when TVs are on and the stations they are on -monitors programs through programs listings -identifies commercials by a signal identification technology -uses "people meter" to measure people watching programs -evaluates national audiences and programs -studies local television markets by television diaries -uses set turning meters
why study communication
-stuyding the communication process is important because you coach, coordinate, counsel, evaluate, and supervise through this process -it is the chain of understanding that integrates the members of an organization from top to bottom, bottom to top, and side to side
when writing for the media
-subject matter -purpose -audience -circumstances of the writing
super bowl ratings
-super bowl remains the top sporting event in the U.S. ---consistent ratings ---advertising revenue -ratings show the % of every TV on a certain show in a specific market -share is the % of TVs on at a certain time or certain show or certain market -average cost of a Super Bowl 30-second spot is over $2.5 M
Roone Arledge
-technological innovations to sports broadcasts: instant replay, slow motion, and handheld, end zone, and underwater cameras -MNF (with Rozelle) -Epic Olympic coverage -breaking spot news on terrorism -wide world of sports -recognized that stars sell -focused on storytelling, drama, action, characters -captured the entertainment element in sport -at the center of it all, a newsman
Influence of Pete Rozelle and Roone Arledge
-technological inventions and advancements for TV sport coverage especially influenced sport's development within the social fabric -key to this: NFL commissioner and ABC president ---pioneers, visions shaped TV sport coverage ---contributed to the development of sport marketing, SC, broadcasting ---used sport as powerful, lucrative business vehicle in TV and culture
SM
-the business of sport -the study and practice of all people, activities, businesses or organizations involved in producing, facilitating, promoting, or organizing any sport-related business or product
Idea
-the information exists in the mind of the sender -this can be a concept, idea, information, or feelings
channels
-the medium through which the message is sent: vocal-auditory, visual, chemical (smell), tactile (touch) -various channels are typically used simultaneously
Military legitimation of interest in sport
-the military helped legitimize sport's use in WWI by advancing a "national sport culture" -1918 and 1919 = soldiers read about sports in sporting news and Stars and Stripes -Inter-allied games of 1919 = 1,500 competitors from 18 allied countries -athletes rose to hero status after the war and sport represented post war optimism
trends in use of athlete endorsers
-the most popular athletes most likely to endorse products -athlete endorsers usually come from high visible sports -few athletes were used as endorsers in the 1960s -increase in endorsers came in the 1980s when shoe companies began using athletes -use of female athletes as endorsers is on the rise -us of tiger woods to endorse ---golf related products ---products marketed to mainstream audiences
guidelines for responding to crises
-the objectives of any crisis communication plan should be to quickly and accurately communicate information that can assist in managing the crisis and that can stabilize or minimize damage to the sport-focused organization's reputation (what happens when a response is not immediate?) -follow several key steps ---research and brainstorm ---assess ---follow chain of command ---notify ---control
mission
-the organization's mission is its purpose or reason for being -developing the mission is the responsibility of the organization's leadership, and all employees interact to carry out the mission -leaders with vision change their organization's mission by offering products that are in demand
decoding
-the receiver then translates the words or symbols into a concept or information
use of athletes as endorsers
-the use of celebrities as endorsers has been a part of the advertising industry since its inception but picked up heavily in the 1980s -before the end of the 80s, 20% of commercials used some type of celebrity endorsement -athlete endorsements ---can be quite lucrative for the athletes ---can have a strong ROI for companies -many companies use the athlete endorser to set their products apart from the competition
levels (unit) of meaning
-the word -the sentence -the speech act
Whats needed to be a good writer
-thorough understanding of the parts of speech, sentence structure, grammar, spelling, punctuation, and theme development -knowledge of writing techniques: use of description, direct quotations and rhetoric devices such as: - analogies, similes and metaphors
media management uses research (media industry's practical use of research)
-to determine audience's programming preferences -to determine advertising costs -to decide what news and information choices to offer audiences
customer centric marketing
-today's fans want to be more engaged --requires organizations to generate constant, captivating, exclusive content --customer must be at the center of the design and delivery of marketing strategies -customer centric marketing should be relationship oriented --customers can be involved in the storytelling process
The changing landscape
-today's newspaper editors often work broth print and online versions of their papers -most successful newspapers have added in house video production units or TV studios -prominent sport writers have crossed over into broadcasting
partial control over selecting visitors and users
-tourism is often defined as attracting visitors from 100 miles or more with marketing and information distribution playing key roles in determining who will visit an area -selecting specific target markets assures a better match between users and available experiences
intangibility
-tourism products are intangible and all about the time spent and the experience made -the products sold by tourism companies cannot be reproduced/reused nor can the feeling of consumption be captured to its full extent
sport industry career paths
-traditionally, many sport management practitioners have been hired from visible groups , such as intercollegiate athletics or professional sport (ex. basketball star who becomes a coach and eventually an athletics director) -in some instances, then sport is still a closed society in which obtaining employment might depend less on what the applicant knows than on whom the applicant knows
developing positive relationship with media
-treat media as a representative, direct link to consumers -cultivate positive and working relations with media -integral in shaping the image of their respective sport entity -provide media with much-needed "scoop" on organization
defenses to libel (defamation)
-truth -protection for opinion -exaggeration and figurative terms -opinion based on fact -totality of circumstances -absolute privileges for government officials -consent -qualified privileges for journalists
methods and approaches used in searching
-two methods for obtaining sports information on the internet ---browsing ---searching -two approaches people use to acquire info when they search ---Heuristic searches ---Analytical searches
interpersonal sport communication
-two way flow of information between individuals in a sport setting or regarding a sport issue -one-on-one or face-to-face -between two people (dyadic) -spontaneous, informal, and unstructured
Right to Privacy: Fourth Amendment
-types of privacy invasion torts 1. intrusion into solitude 2. public disclosure of private facts 3. depiction in a false light 4. commercial exploitation of a person's name or likeness -narrow degree of protection for public figures -most public persons seek and consent to publicity -personalities and affairs of athletes, coaches, and high-profile members of sport entities are viewed as inherently public -constant exposure that is received, combined with their expectation that such exposure will occur, tends to make athletes, coaches, and high-profile members of sport entities more psychologically tolerant of press behavior -the press has a right to inform the public about matter of public interest
Media's Coverage of African Amercians
-until the 1970s, African Americans received limited sports coverage -although coverage has increased, it often focuses on a few sports such as football, basketball, and baseball -African Americans athletes are placed in secondary and entertainment roles because of lack of coverage and manner in which they are portrayed -baised coverage ---reassures members of the majority that their dominance is not being threatened ---marginalizes the accomplishments contributions of minority athletes -caucasians receive more praise and less criticism in commentary -European American colleges tend to receive more positive story headlines than predominantly African-American colleges -sport media coverage implies a relationship between race and ability -performances characterized by uncontrollable external forces -media ---describe African-American as having natural athletic abilities ---focus on the cerebral abilities of Caucasians = Peyton Manning, Tom Brady ---Often portray African American Athletes as deviant and violent ---Boxer, Jack Johnson- "Armageddon" when he beat Tommy Burns -Media have covered race issues in movies: Remember the Titans and Glory Road -Limited coverage of African-American female athletes; when covered ---performances are marginalized through characterizations---are often compared to animals -african-american female athlete endure stigma from sport media -coverage dramatically limits society's awareness and acceptance of African American female athletes -Thus, the media not only create but enhance stereotypes and in doing so, preserve the status quo in lieu of advocating social acceptance and change
Media Kit and Media Guide
-use to showcase the sport entity -may be online or may be in print
communication with nonverbal messages
-verbal communication in sport involves the actual words; nonverbal communication in sport involves all other aspects of SC -the way individuals in sport communicate: ---body movements: posture, facial expressions, appearance, gestures ---nonverbal aspects of speech: tone of voice, talk speed, volume of speed, intonation ---environmental factors: noise, decorations, architecture, texture, furniture, color
entertainment
-video game designer -sports filmmaker -software developer
entertainment
-video game designer -sports filmmaker -software developer
Careers in Entertainment
-video gaming: graphic artist, designer, quality assurance tester -movies and music ---writing, directing, producing (ESPN's 30 for 30) ---nontraditional sport events (ex music tours)
intrapersonal sport communication
-when communicators turn their communication inward ---the speed going on inside the mind ---the internal communicating that individuals do within themselves, where they are both the sender and receiver of messages -when one engages in internal dialogue and brainstorming -most commonly used form of communication
distribution of releases
-who should receive a news release? depends on: 1. the news organization ---depends on its mission and audience ---coverage meets the interests of its viewers or readers 2. the target audience the SID should: 1. know the sports reporter and editor/director who supervise sports coverage for each of the local media 2. keep their email lists up to date and use their advantage 3. send releases to a specific person 4. be careful of timing of a story
exploring new sport media and communication channels
-wireless technology -blogs and glogs -video on demand -other sport communication channels
importance of ratings
-with audiences, size counts -networks and advertisers compute CPM, which measures the cost and value of advertisements -networks also calculate cost per point (CPP) or how much it costs to reach 1% of the entire audience -in addition to audience size, the total aggregate of houses/viewers tuning in over time is important -reach, or cume (cumulative audience) ---denotes the total aggregate of different viewers tuning in over time ---calculates true audience for sports broadcasts -sponsors look for this before agreeing to ad contracts -advertisers also care about an audience demographic
Four Models of PR
1) Press Agentry and Publicity model 2) Public Information model 3) Two-Way Asymmetrical model 4) Two-Way Symmetrical model
Header (news releases)
1. College or team name/address (for identification0 2. Contact person - SID or author of story 3. telephone numbers - day, night, and fax 4. release date - requested publication/broadcast date. "for immediate release" means media are free to use whenever they like. Embargoing a story indicates a preference to not broadcast until listed date
According to a USA Today database, the following seven collegiate athletics programs generated at least $150 million in revenues during the 2016-2017 academic year
1. University of Texas at Austin ($215 million) 2. Texas A&M University ($212 million) 3. The Ohio State University ($185 million) 4. University of Michigan ($175 million) 5. University of Alabama ($174 million) 6. University of Georgia ($158 million) 7. University of Oklahoma ($155 million)
principles of web site usability
1. learnability - consumers' ability to accomplish basic tasks during initial visit 2. efficiency - ability to perform tasks effectively 3. memorability - ability to perform tasks effectively and accurately after inactivity 4. errors 5. satisfaction - appeal of the website's design
options at undergraduate level
1. major in SC 2. study SC within another program --minor/emphasis in SM, PR, journalism or telecommunications 3. take individual sc courses --UNC - certificate in sport communication 4. supplement with additional courses and practical experience --PR, writing, marketing, communications, advertising, journalism, production, technology, another language --develop skills in internship, practicum, volunteer, and work --getting experience is huge
Meek (1997), an economist who segmented the sport industry into three sectors consisting of:
1. sport entertainment (e.g., events, teams, participants, associated spending), 2. sport products and services (e.g., design, testing, manufacturing, distribution), and 3. sport support organizations (e.g., leagues, law firms, marketing organizations)
For instance, Pitts, Fielding, and Miller (1994) authored one of the first—and still most used—segmentation models for sport. Their model segments the industry according to product and buyer type, which results in three main segments:
1. sport performance (e.g., amateur and professional athletics, sport businesses, membership-supported sport organizations, fitness and sport firms), 2. sport production (e.g., outfitting products, performance production products), and 3. sport promotion (e.g., promotional merchandising and events, media relations, sponsorship, endorsement).
Story (news releases)
1. suggested headline - a newspaper will seldom use what you write, but you're more than welcome to suggest something 2. dateline - identifies the city in which the release originates, printed in all caps, followed by a dash 3. Lede (5Ws and H) 4. details 5. background 6. sport organization tag or boilerplate
most popular U.S. sport websites as of 2/2020
1. yahoo sports (125 million monthly visitors) 2. ESPN (80M) 3. Bleacher Report (40M) 4. CBS Sports (30M) 5. Sports Illustrated (20M) 6. NBC Sports (19.5M) 7. SB Nation (19M) 8. Fox Sports (18M) 9. Rantsports (13M) 10. Deadspin (12.5) 11. ThePostGame (11M) 12. Sporting News (10M) 13. Scout (5.5M) 14. FanSided (5M) 15. Yardbarker (4M)
The transition years
1950 to 1970 Network TV increases sports coverage Women enter field Sports Illustrated is launched
News Release (types of releases)
=provides information that most readers do not know yet -often supplements information announced at a news conference -inverted pyramid approach, concise explanation of details -may include appropriate quotations from main actors, which elaborate on the news
Hometown Release (types of releases)
=story on an athlete that is sent to their hometown -generally no more than 6-8 paragraphs -follows inverted pyramid -identifies, athlete, sport, any honors earned -if student, could list major and GPA if noteworthy -brief background of school and parents/guardians/other family -picture if possible
haptics
Communication through touch
in 2018, Forbes (Badenhausen, 2018) considered the
Dallas Cowboys to be the most valuable sport franchise with an estimated worth of $4.8 billion, which marked a 50 percent increase in the Cowboys' overall value since 2015.
products must serve some purpose for the consumer. Purchase decisions are affected by various environmental and individual factors:
Demographics & psychographics --socioeconomic class, ethnicity, age, gender stage in life/family cycle --preparation --establishment --reintegration
public information model
Distribution of unbiased and accurate information regarding the sport entity
Mullen, Hardy, & Sutton
Formed on the basis of consumers wants/desires - state of being, state of mind, product benefits, product usage
SM Programs and courses
Global, associates, secondary, online
mass media coverage
Ideal way to promote a business and gain exposure
leaders
Managers and administrators serve as this
Trend 1: Change in Public Perception
Questioning of writers' professionalism, objectivity, ethics --laudatory coverage of athletes --liaisons between journalists, promoters, and owners Depression affected paper revenues, salaries -owners and promoters paying road expenses and gifts for positive coverage -mutually beneficial (stories and rewards) -emotional graft: friendships and ties between sources and journalists
electronic and visual media
Radio- First broadcast medium TV- most influential --business and operations: sports programmer, director, producer, technical director, video technician, media production assistant, audio consultant, tape librarian, film editor, news writer, engineer, corporate officer, adversing sales coordinator, media buyer, new media, market researcher, business manager, account executive, GM, sports operations staff and manger --performance: on air or on-camera (sports anchor, broadcaster, reporter, photographer, talk show host) --other: predicting sport training materials, sport videos, commercials for and of sport, sport education materials
Networks and Research
Sport coverage provides a return on objective (ROO) --ROO is based on the clients objectives --client and network develop goals and assess the impact of sponsorship in sport ESPN and ABC participate in customized research efforts --use focus groups and other methods --ESPN uses Nielsen Sports' Web-based sponsorship scorecard, which helps measure the return on on-air sport sponsorships -ESPN/ABC also uses Joyce Julius to measure product placement and the number of times a brand is cited -ESPN also values research to understand its fan perception ---a company's brand is critical in an environment with rapid technological innovation because change constantly alters how the fan can access the product" (G. Bodenheimer, former ESPN president and exec. Chairmen) -ESPN.com utilizes an analytics drop-down menu for like-minded fans to check out how they rank different teams -espnW
Li and Eschenfelder
Sports uniqueness is based in the games themselves
Mutual Influence of Sociocultural Issues and Sport
Tommie Smith/John Carlos --1968 Olympic Medal Ceremony for 200m race --Broadcast by ABC --A boycott had originally been planned but the athletes decided to give the Fist of Freedom salute instead Muhammad Ali (Cassius Clay) --Won light heavyweight title at '60 Olympics --Won heavyweight title in '64 and converted to Islam --Torn apart by the public and media for doing so --In '67 he was stripped of his title when he refused to enter the military prior to Vietnam Arthur Ashe --First black man to win Wimbledon, U.S. Open, Australian Open and NCAA men's tennis singles championship --Fought apartheid, mistreatment of Haitian refugees and low graduation rates of Black athletes --Forced to disclose he had HIV Serena Williams --23 time major champion, (GOAT) --overly criticized for argument with umpire and resulting lost match in 2018 U.S. Open --Retired men's players James Blake and Andy Roddick came to her defense
vocalics
Voice tone, speed, volume, accent, pitch, articulation
metacommunication
ability to convey and understand messages by communication about the communication
flexibility
ability to very responses according to the stakeholders and situation
new media have altered and continue to change:
affect how sport organizations communicate
advertising
any paid form of nonpersonal communication typically disseminated to large audiences. Can take the form of: --ads in print, such as newspapers and magazines --video ads on TV --ads on radio --placement in towns/cities utilizing billboards, ads on public transportation or banners and posters
shareholders
are the owners of the corporations and can have a significant influence on management. shareholder's most significant influence is in whether they choose to hold or sell stock
we should study the sport media
because of its impact on sport and society
Diversity Sensitivity
being aware of differences and then being able to accolade differences
Mindfulness
being cognizant of your communication situation and options
the sport-activity model developed by Eschenfelder and Li (2007) is based on the
concept that sport's uniqueness—as distinguished from other industries—lies in the games or events themselves. In this model, therefore, the sport-producing sector serves as the industry's core. In each of these segments, a vital role is played by communication, ranging from employee interactions in a sporting goods firm to broadcasts of a fishing tournament through the mass media.
considerations for SC researchers
consider all parts of the communication process: -who communicates to whom? (sources and receivers) -why communicate? (functions and purposes) -how does communication take place? (channels, languages, codes) -what about? (content, references, types of information) -what are the consquences of communication (intended or unintended) approaches to communication research -structural -behavioral -cultural
sport advertising
craft/communicate messages regarding products to key audiences to convince members to purchase
SI growth
demand for trained/educated individuals
careers in media include
designing and maintaining sport websites; coordinating a team, organization, or media outlet's social media efforts; writing sport books; taking photographs for various publications or websites; handling sport radio programming; delivering sport news on television; and writing scripts for sport movies.
audience
directed to a wide audience, which dictates the subject matter and the way something is written
electronic and visual media: experiencing sport through radio
experiencing sport through radio: -stations like NBC and CBS helped to establish radio as a primary medium to take in sport -golden age of radio was 30s and 40s -radio could even provide "actuality sounds" -first all sports radio: New Yorks WFAN (1987) -ESPN Radio debuted in 1992 -radio is still very viable revenue stream - 89% of American radio stations earned over $14B in revenue -sport radio target market = "sports nuts", fans interested in just one sport, and those who like sports but not as devoted -sport radio sometimes considered the "last bastion" of the old boys club -to overcome losses form the introduction of TV, radio sought out local fans of HS and college sports -continues to thrive based on ability to cater ti diehard sports fans -radio is often used to supplement other media (ex. call ins after a game) -podcasts
Model for Online Sport Communication (MOSC)
factors considered most pertinent to online sport communication: -individual level of involvement with team -motive for internet use -content of site -design of site -performance of site -usability of site -commerce of site
involvement with sport entity and user motivations
fans motives vary for acquiring online sport info -affects motivations -determines why no one visits and uses site -linked to uses and gratifications theory ---people visit a specific site with specific goal in mind ---the goal varies based on their involvement with team -the majority of individuals log on to ---check or send email ---gain information ---be entertained ---engage in e-commerce -to communicate their message online, sport entities must understand the motives of their key publics when designing, developing, and maintain online sport communication
improving your interpersonal communication
four general skills of effective communicators: -mindfulness -flexibility -diversity sensitivity -metacommunication
circumstances of the writing
frequently done under deadline pressure, often several people will have a hand in writing/editing a particular item
feedback
from self and others
Game Advance (types of releases)
game advance = preview of an upcoming game -could be written like a feature story (alternative approach) -or essay/narrative form (inverted pyramid) -all advances should contain: ---what is the event? ---who is participating? ---when will the event take place? ---where will the event take place? ---how do they match up? (record, style of play, strengths/weaknesses, assessment by coaches/players)
diverse positions in the sport media involve
gathering, selecting, processing, and presenting sport news to the masses
legalized gambling
has only assisted in SI growth
customers
have a major effect on the performance of organizations. After all, customers purchase products, and without customers, organizations cannot exist
physical characteristics
height, dress, body shape, and size, adornments, hair color and style
chronemics
how time is perceived and used by individuals
purpose
inform, entertain, persuade
examining internet usage in sport
internet -a "new normal" for americans -become part of everyday life -affordable and available -sport entities should capitalize on this increased use when communicating messages -when sport entities use their web site to communicate --they craft and shape their message -they disseminate messages to stakeholders -they're the gatekeepers -they set the agenda -they influence perceptions of their key publics
structure of a news story
inverted pyramid:most important information is first, least is last -most important Information or element (lede) -quick summary of 5W's and H (who, what, when, where, why and how) -most important details -less important -least important -no conclusion effective because it quickly delivers info readers want and story is easily trimmed if it is too long
reactive
involve responding to inquiries and providing the information requested
knowledge
is power, and research enables practitioners to do their jobs better and investigators in a more theoretical arena to provoke inquiry in important areas and to bolster sport communication's legitimacy in academia
sport communication research
is the process by which sport communication practitioners and scholars initiate, discovery and expand knowledge of sport communication texts, audiences and institutions
because sport is a microcosm of society
its important to study in both the piratical and theoretical arenas
five major career segments of sport communication
management media support services entertainment other opportunities
characteristics and challenges of sport
marketing a sport product involves marketing three elements: -competition between two teams or the on field product -entertainement or fan experience associated with sport product consumption -benefits gained through sport product consumption outside the marketer's control: on the field product within the marketer's control: -entertainment or fan experience -enhacement of benefits associated with product consumption
proactive
media managers reach out to pitch ideas and distribute information
companies seek research (media industry's practical use of research)
mostly for monetary reasons
organization's competitors
organizations must vie with their competitors for customers, and competitor's strategy moves can affect the performance of the organization
print media
newspapers, wire services, magazines, books ---business operations (management) and production: Publishing, accounting, administration, marketing, finance, sales, human resources, circulation, promotions, advertising, public relations, corporate communications, business development, acquisitions, press agent, strategic planning ---editoral/journalistic side: writing, reporting, editing, designing, and photography ----editor in chief, executivetive editor, managing editor, sports editor ----copyeditor, sports designer, graphic artist, layout specialists ----author, biographer, chronicler, sports columnist, beat and feature writer, general assignment reporter, agate clerk, photographer, correspondent, freelancer
resources
organizational resources include human, financial, physical and informational
economy
organizations have no control over the economy (ie. growth, inflation,) yet for example, during periods of inflation businesses experienced increased costs
Franchise Structure
on the field member clubs are clearly competitors and every effort must be made to promote this. but in their business operations, member clubs of a league are less competitors than they are partners or participants in a joint venture
beyond profit making
private or publicly listed companies exist to make profits and increase wealth of shareholders or owners, whereas in sport, other imperatives such as winning, providing services to stakeholders and members or meeting community service obligations may take precedence over financial outcomes
Technology
products not envisioned a few years ago are now fixtures in our lives. technology has changed the way organizations conduct and transact business
types of approaches
research -exploratory -descriptive -explanatory -predictive philosophical approaches to research -positivists -interpretivists -naturalists qualitative research quantitative research triangulation
New media (media industry's practical use of research)
research number of unique visitors on sites and revenue spent online
management
responsible for the organization's performance, effective managers/leaders develop their organizations environment with a culture of success
the word
semantics (word meaning) -content meaning: denotative (the generally accepted meaning of the word) -relationship meaning: connotative (the way an individual might give his or her own meaning to the word)
the Sport Management Program Standards and Review Protocol (2000) segmented the industry according to 10 areas of academic content:
sociocultural dimensions, management and leadership in sport, ethics in sport management, sport marketing, communication in sport, budget and finance in sport, legal aspects of sport, sport economics, governance in sport, and field experiences in sport management.
support services
sport advertising sport pr
SI has sociological, political, legal, financial impact:
sport is a major institution
Race and Ethnicity
sport media are often scrutinized and criticized --coverage and portrayal of minorities ---failure to hire and promote minorities talk show host and former salesperson with the Kansas City Royals Rush Limbaugh --had a short stay in national sport broadcasting --sport commentaries ended when he pontificated about media and race issues
Golden Age of Sport
sport reflects cultural values in late 19th and early 20th centuries and gained popularity both participation and spectator --turning to sport for sense of cohesion --people seeking to assimilate into modern society while escaping postwar struggles, sports popularity increased especially from 1920 to 1930 Golden age affected sportswriting and culture --because few fans saw their heroes in action, athletes described by writers became "bigger than life" --writers began to use vivid descriptive and imaginative language and were followed as closely as the athletes they wrote about --amount of space dedicated to sport continued to multiply
Newspapers, Baseball and the Civil War
sports popularity grew after the civil war - especially baseball -entertained troops during the war -cut across class and geographic lines after the war -national league was formed in 1876 -Henry Chadwick "the father of baseball" ---pioneer writer for half a century ---author of the first rule book ---inventor of the box score
the sentence:
syntactics (how words are grouped together)
sponsorship
the acquisition of rights to affiliate or associate directly with a product, person, organization, team, league or event -recently sponsorships have become more strategic as ROI is incredibly important for the $ invested. more of a mutually beneficial partnership. what changed to cause this
growth in sport coverage is best indicated by
the dramatic growth in sport television contracts
What is integrated marketing communications (IMC)?
the integration of these various marketing and communication methods into cohesive, consistent message conveyed by an organization to its consumers, fans and other stakeholder groups
SI (sport industry) is defined as
the market in which the businesses and products offered to its buyers are sport related and may be goods, services, people or ideas
system process
the method used to transform inputs into outputs firms transform resources to create value for customers
suppliers
the resources of the organizations often come from outside the firm. Effective managers recognize that suppliers are a key factor in their success and develop close working relationships with them
sport product
the sport good or service, offered to the consumer in order to satisfy his/her need for sport, whether that is as a spectator, viewer, active participant or sponsor
structure
the way in which an organization groups its resources to accomplish its mission (ie. departments)
society
through, individuals and groups, lobbies businesses for change. society expects businesses to be socially responsible and ethical
qualitative research method
types = -media analysis -narrative analysis -rhetorical analysis -framing -observation -participant observation -in-depth interview -oral history key characteristics= -provides depth of research and meaning -analyzes words, pictures, and meanings -is flexible and adaptable -is more interpretive -is descriptive
quantitative research method
types= -survey -content analysis -polling key characteristics= -uses numbers and statistics -can be replicated -is systematic and structural -is more statistical -is objective
proxemics
use of space in personal and social settings (categories are territoriality, personal space and interpersonal distance, orientation, seating arrangements)
movie companies (media industry's practical use of research)
use research to test various endings to determine audience preferences
silence
used for respect, express frustration, drama
Introduction
v-some athletes distrust reporters -some reporters believe athletes disrespect the journalism profession -sport entities desire to maintain and enhance their image -sport journalists desire to provide the public with desired info -all leads to inherent clash between sports figures and media -player media relationships experience conflict -involved in this conflict are issues ---legal rights of journalists ---legal issues surrounding sport communication and the constitution ---freedom issues surrounding sport communication and the constitution ---freedom of the press ---defamation law, libel, slander, right of publicity ---public figures and privacy rights
The first sport management program
was initiated in 1966 at Ohio University
the hook
what happens when a reader already knows some or all of the 5Ws and H? --start with a literary device that emphasizes the drama, suspense, irony or some unusual or intriguing facet
The communication process
what is involved in the communication process? -Idea -Encoding -Decoding -Feedback
subject matter
wide variety, including news stories, feature stories, advertisements, letters, editorials
research can elucidate factors and implications
within the media, media workers and the audience
