Strategic Sport Marketing

By David Shilbury; Shayne Quick et al. | Go to book overview

15
Public
relations

Stage 1—Identification of marketing opportunities

Stage 2—Strategy determination

Step 5—Determine core marketing strategy

Marketing and service mixsport product, pricing, place (physical evidence, people, process), customer satisfaction

Promotion mix—sales promotion, advertising, television, Internet, sponsorship, public relations and publicity

Step 6—Determine tactics and performance benchmarks

Stage 3—Strategy implemention, evaluation and adjustment


CHAPTER OBJECTIVES
Chapter 15 introduces public relations as an element of the sport promotion mix. The public relations process, applied both proactively and reactively, is examined in this chapter, which notes how sporting organisations have been required to take a more active role in managing their public relations. How to execute a public relations program is discussed by examining the various stages of communicating with different media. Special attention is paid to publicity as an important component of the overall public relations strategy. Sportviews are replaced with an extended case study. This means that the questions at the end of the chapter relate to all components of the case study presented throughout the chapter.After studying this chapteryou should be able to:
1. Identify critical activities of the public relations process.
2. Create an extensive list of sporting organisation publics.
3. Distinguish between proactive and reactive public relations strategies.
4. Linkthe public relations strategy to the promotion and marketing strategy.
5. Develop a comprehensive set of public relations actions in order to generate publicity.

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