A LIST OF SOME PR FUNCTIONS

Media relations: gaining editorial coverage Issues and risk management Crisis management CEO reputation management Change management Internal communications Corporate identity and image management Managing stakeholder conflicts: NGOs and managing activists Corporate social responsibility Publications of Annual Reports: corporate reporting Corporation reputation management Financial and investor relations Managing shareholder expectationsExhibition and event management Brand building Promoting professional services and business to business services Managing sponsorship Managing relationship with suppliers and distributors Building relationships with various buyers Media and competitor analysis Public affairs and lobbying Supporting other elements of the mixKEY TOOLS FOR PR PRACTITIONERS• • • • • • • •...
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A LIST OF SOME PR FUNCTIONSA LIST OF SOME PR FUNCTIONS • Media relations: gaining editorial coverage • Issues and risk management • Crisis management • CEO reputation management • Change management • Internal communications • Corporate identity and image management • Managing stakeholder conflicts: NGOs and managing activists • Corporate social responsibility • Publications of Annual Reports: corporate reporting • Corporation reputation management • Financial and investor relations • Managing shareholder expectationsExhibition and event management • Brand building • Promoting professional services and business to business services • Managing sponsorship • Managing relationship with suppliers and distributors • Building relationships with various buyers • Media and competitor analysis • Public affairs and lobbying • Supporting other elements of the mixKEY TOOLS FOR PR PRACTITIONERS • E-mail: press release • Press briefings/ conferences • Site, press and VIP visits • Photography • Video News Releases (VNRs): digital • Stunts • Editorial coverage • Hospitality events • Viral campaigns • Advertorials • Features • Webcasting • Interviews • Competitions • Surveys and results of market research • Case studies • Corporate literature and publications • Newsletters and e-zines • Contract publishing • Web sites and portals • Published surveys and reports based on consumer, medical or scientific researchHow to Create a PR PlanSuggestions For An Effective Public Relations CampaignAn institution with a basketball program should consider the following suggestions fordeveloping a public relations campaign.Set Goals and ObjectivesDetermine what is to be accomplished by the public relations campaign and plan to meet thesegoals and objectives, such as: • Increase fan participation/attendance • Enhance reputation of the sport and its student-athletes • Generate awareness and enthusiasm for related (but non-competition) activities, such as youth clinics • Enhance reputation of the institution/communityMake all public relations actions relevant to meeting the goals and objectives initiallydetermined.The public relations campaign should be integrated with the overall marketing plan, whichmight include advertising and grassroots or word-of-mouth, among other practices. It isimportant to consider how public relations fits with these other marketing initiatives andopportunities to maximize their collective impact.Identify PR Experts Who Can HelpIf youre not a PR pro, thats okay. There are numerous experts you can tap, including officialsat your institution. You might even want to form a PR committee to offer and/or helpimplement ideas.Put the Campaign in WritingPutting the public relations campaign in writing provides a roadmap for implementing activitiesleading up to and through the season. It is a guide, but it also helps hold you and your teamaccountable for assignments. Also, it is easier to evaluate the impact and success of a planthat is in writing. Sections for the plan might include:Objectives • Target audiences • Tactics • Timing • MeasurementSample Public Relations Planning ProcessSelect Target AudiencesIdentify key audiences - fans, student-athletes, alumni, the public at large, commercialentities (current or future) and the like - that should be reached and what will interestthem. These audiences should match those in the overall marketing plan, although PR mightnot reach all of them.Identify Tactics to Communicate to Key AudiencesCommunication tactics may include traditional channels, such as media (television, radio,newspapers and magazines) and Web sites, as well as non-media channels, such as grassrootsor word-of-mouth by groups that are naturally enthusiastic about the sport or those whohave had a positive personal experience with it. Tried and true media tactics include: • News releases - develop a series of news releases that you can distribute to media prior to and during a season • Media kit - in addition to a news release, include background on the sport, a biography on the coaches, student-athletes, etc., and a fact sheet that includes event schedules and locations • Guest articles/op-eds - submit articles written by you or the host institutions athletic director to local papers • Deskside visits - you or the coach visit local media to create connection and dialogue, and generate coverage • Local radio and/or local TV media tours - offer to go on air and talk about the sport to build excitement • Public service announcements - develop 30- or 60-second announcements for on- air personalities to read over the radio • News conference - gather media for a pre-season look ...