chapter 5
DESCRIPTION
Chapter 5. Public Image. Chapter Overview. Lesson 5.1 Public Relations Lesson 5.2 Fans Lesson 5.3 Publishing and Speaking Engagements. Lesson 5.1. Public Relations. Image is Everything!. Public Relations: Creates a favorable public opinion of an individual or organization. Game & Player. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/1.jpg)
Chapter 5Public Image
![Page 2: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/2.jpg)
Chapter OverviewLesson 5.1 Public RelationsLesson 5.2 FansLesson 5.3 Publishing and
Speaking Engagements
![Page 3: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/3.jpg)
Lesson 5.1Public Relations
![Page 4: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/4.jpg)
Image is Everything!
Public Relations: Creates a
favorable public opinion of an individual or organization.
Game & Player
![Page 5: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/5.jpg)
Action Plan Acquire letter of intent that details the
firms services. Should answer: Which forms of media are most appropriate? What will be used to create a favorable
image? How will the public relations firm promote it?
Public relations publicize and enhance the events and athletes.
![Page 6: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/6.jpg)
The Big Picture Importance of a
positive image extends beyond the athletes and events to include: Location of event Attractive presentation Business reputation Community reputation
![Page 7: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/7.jpg)
Special Events Promote goodwill
Willingness to work with or assist a person/organization based on positive relationship.
Keep the customer happy What were the problems with Atlanta during
the Olympics? Make public relations work
Listen to complaints & problems and find ways to fix them
![Page 8: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/8.jpg)
Athletes and Public Goodwill
Oct. 1998 NBA contract negotiations Baseball player strikes Multimillion $ contracts for athletes
Look greedy Overcome this by donating money
Fans/Cities can get bad images too Reassure fans by bringing in extra
police to control unruly fans
![Page 9: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/9.jpg)
Lesson 5.2Fans
![Page 10: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/10.jpg)
Fan Clubs What attracts you to an athlete? What do fans give:
Loyalty Positive media attention Ticket and merchandise buyers
Offers the opportunity for an athlete to build a positive image.
![Page 11: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/11.jpg)
Benefits of Fan ClubsCharge a small fee to join;
some freeWhat do you get????
Discounts on merchandiseSpecial outings or seminars
![Page 12: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/12.jpg)
Licensing & Merchandising Multibillion billion
dollar industry License sports
merchandise to 3rd party companies Produce, distribute,
and sell Team Licensing
Business (TLB) magazine
Purchased through: Fan clubs Licensed
department stores Magazines At sports events
Fastest growing product line Collectibles and
electronic games
![Page 13: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/13.jpg)
Evergreens Remain valuable
from year to year Trading Cards
Baseball Cards used to promote sales through: Addition to cigarette
packs Addition to Bubble
gum packs
What effects trading cards:
•New athletes
•Change teams
•Retirement of highly regarded player
![Page 14: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/14.jpg)
Predicting the Market Very unpredictable Licensing are
expensive Oakland Raiders
took risk by adding black to color scheme Fans liked it;
increased sales
Successes Starter, Rawlings,
and Champion have consistent record
Upper Deck has done well
Kodak boosted sales by becoming Olympic sponsor
![Page 15: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/15.jpg)
Lesson 5.3
Publishing and Speaking Engagements
![Page 16: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/16.jpg)
Motivational Speaking
People enjoy listening to speeches by well-known individuals
Athletes cannot plan on a lifelong career in their sport
Range from giving motivational talks to small training seminars
![Page 17: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/17.jpg)
Speakers Success Speakers success and the price they
charge depends more on: Excellent speaking and communication skills Well-written speeches Ability to handle unexpected questions Message that the audience is interested in
hearing Sense of humor, sincerity, people skills
![Page 18: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/18.jpg)
Aids to Success Rely on strong
marketing and promotional campaigns
An agent to book engagements
Specialists paid % of fees charged for the speech
Promotional Sports Stars, Inc. Grooms its
speakers Top speakers:
Rick Pitino Tommy Lasorda Mai Hamm
![Page 19: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/19.jpg)
Price of Motivation Rick Pinto receives $20,000 and round-
trip, first-class plane trip Talk about team building and coaching Uses “TEAM” as an acronym
Superstars earn between $7,500-$25,000 for single speaking engagement
Other related careers: sports broadcasting
![Page 20: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/20.jpg)
Writing their Stories Well-written biography
will sell well Leads to national
publicity tour Broadens the audience
because of the themes and concerns.
![Page 21: Chapter 5](https://reader036.vdocuments.us/reader036/viewer/2022062322/568150f3550346895dbf109b/html5/thumbnails/21.jpg)
Publishing Process Ghostwriters or sports reporters write Prices are determined by public
demand Author receives a royalty
10% or more of the price for each copy sold
Can make several million dollars on best seller