Transcript SEM I 4.01 * 4.02 * 4.03

Selling Advertising Space
Capitalize on Celebrity’s Appearance at Event
Media Relations
MEDIA - EDITOR
 The editor decides whether to publish or broadcast the
release. Space and time are limited, so the editor
determines what will be interesting to the medium's
audience.
 The business should not continuously contact media
outlets until they agree to publish or broadcast the release.
Receiving such calls may be annoying and hinder the
business's ability to obtain press coverage in the future.
 Publishing or broadcasting only the releases from
businesses that purchase advertising from the media outlet
is unfair and unethical.
MEDIA - DEADLINES
 All media have deadlines for the material they use. It is
important to find out what these deadlines are to get
news releases to each medium on time.
 Sending news releases reasonably close to the
deadline often helps to get the news releases used.
Sending them too far in advance of the deadlines may
cause the releases to be lost or misplaced.
 It is not important to obtain the publisher's name,
advertising rates, or network affiliation in order to get news
releases used.
MEDIA - CORRECTIONS
 If you discover an error in a press release, call the
media to give the correct information. This action
helps to protect the reputation of your business and
your relationship with the media.
 Not saying a word to the media, assigning another
employee to correct the problem, or waiting for a
media staff person to contact the business is not good
business practice. These actions would make the
media less likely to present future releases.
MEDIA – PRESS RELEASES
 When writing news releases, businesses should stick
to the facts and avoid including their opinions or
expressing their feelings. Because news releases are
supposed to be objective, they should not include
the opinions of a business.
 However, a news release may include someone else's
opinion if it adds credibility to the story. Businesses
often write news releases that include statistics and
information about their goals and locations, because
these data are factual.
MEDIA - PUBLICITY
 Publicity is any non-personal presentation of ideas, goods,
or services that is NOT PAID FOR by the company or individual
that benefits from or is harmed by it. When an advertising
agency has good relationships with the media, media outlets
are more likely to print or broadcast a story pitch or news
release about the agency's client. Publicity may help generate
sales, which generates a monetary reward, but it is the publicity
that initially generates sales.
 Sales promotions are activities other than advertising,
personal selling, and publicity that stimulate customer
purchases. Positive relationships with the media do NOT usually
generate new markets for the advertising agency's client.
MEDIA – HONEST & PROFESSIONAL
 Positive relationships are built on trust. Trust is
cultivated by being honest. Therefore, to develop
positive relationships with the media, publicrelations professionals should present themselves
in a professional and honest manner.
 Being professional includes being diplomatic,
approachable, organized, and sensitive to others'
motives; however, it does not mean that the publicrelations director should be impressionable or distant,
show aggression, or exhibit hostile suspicion.
COMMUNICATE WITH THE PUBLIC
 Sport/event organizations need to
communicate with the public to promote
themselves and attract customers. Developing
and generating newsletters is an effective way to
communicate because newsletters contain
valuable information about the organizations
and their activities.
COMMUNICATE WITH THE PUBLIC
 For example, sending newsletters to current ticket
holders to explain next year's schedule will encourage
those consumers to buy more tickets and attend the
events. Sport/event organizations usually send press
releases rather than newsletters to the media. They
DO NOT develop and generate newsletters to obtain
feedback from sponsors or to prepare for problems.
CELEBRITY – GRAND OPENING
A celebrity is a well-known person. Celebrities include
athletes, politicians, business leaders, community leaders,
musicians, actors, etc. Businesses often include
celebrity appearances as a way to attract a target
market to a particular event.
An example of a business capitalizing on a celebrity's
appearance at an event would be a rock star agreeing to
sign copies of her/his latest CD at a store's grand
opening. The business (store) benefits because the
celebrity (rock star) is appearing at an event (grand
opening).
NEGATIVE PUBLICITY
 Many people are critical of the millions of dollars
that today's athletes are paid to perform. To overcome
the perception of being greedy, athletes sometimes
donate their time and their talents to charitable causes
such as Special Olympics, Race for the Cure, and The
March of Dimes.
NEGATIVE PUBLICITY
 Since the athlete is working as a spokesperson on a
volunteer basis, s/he will NOT ADD more income to the
millions of dollars received for athletic performance.
However, the athlete's motives for becoming a
spokesperson were in reaction to criticism for his/her
multimillion-dollar income.
 To attract a new sponsor, it would be necessary to find an
alternative business, individual, or organization that is
willing to pay the cost of promoting the athlete.
MUTUALLY FAVORABLE
RELATIONSHIPS
 An interactive relationship requires open, two-way
communication. To build an ongoing relationship,
both parties (the sport organization and the media)
must get something out it—it must be favorable for
both sides. For example, the sport organization
might pitch story ideas, provide press kits, and
distribute press releases to media outlets. The media,
on the other hand, might develop stories and print
press releases. This benefits both parties because
the media has something to report, and the sport
organization is obtaining publicity.
MUTUALLY FAVORABLE
RELATIONSHIPS
 Having an interactive relationship with the
media DOES NOT mean that the sport
organization should not develop a publicrelations plan nor does it ensure that all
information exchanges are kept confidential.
Additionally, interactive relationships with the
media DO NOT necessarily reduce crisis risks
for the sport organization.
POSITIVE RELATIONSHIPS WITH
MEDIA
 Magazines, newspapers, radio, television, and the
Internet are primary forms of sports information and
event coverage. To maximize game coverage and
favorable news, sport organizations must work to
develop positive relationships with the media. To
create favorable relationships with the media, sport
organizations pitch story ideas, hold news
conferences, provide office equipment and space for
traveling news reporters, and negotiate broadcasting
rights for various games and events.
POSITIVE RELATIONSHIPS WITH
MEDIA
 Favorable media relations DO NOT REDUCE an
organization's need to obtain income from a variety of
sources because income is necessary for the organization to
operate.
 Endorsement deals are negotiated between the athlete and
the business seeking the endorsement agreement. Sport
organizations CANNOT PREVENT information leaks to the
public; however, sport organizations that have positive
relationships with the media are more likely to receive
balanced media coverage of events, whether they are
favorable or unfavorable.
MEDIA GUIDES
 Sport/event planners often develop media guides to
encourage television and newspaper coverage of
the sport or event. Media guides explain the
sport/event in detail and provide information about
participants, location, price, etc.
 The goal is to generate interest so the media will
provide coverage, which in turn will encourage
spectators to buy tickets to attend. Sport/event
planners DO NOT develop local contests, sales
promotions, or creative themes to encourage television
and newspaper coverage.
MEDIA DAY
 The more publicity sport/event organizers can obtain,
the better the chances for increasing ticket sales as
well as attendance. That is one reason why they often
plan a day to give the media an opportunity to visit the
site in advance. While touring the site, the media
might video or photograph the preparations and show
the video on television news or print the photos in the
newspaper. The media might write stories about the
upcoming sport/event.
MEDIA DAY
 Furthermore, during media day, organizers usually
provide additional information and may make
arrangements for the media to interview athletes or
performers. The goal is to encourage the media to
publicize the preparations, which also generates
publicity for the sport/event. Media day is NOT the
time when the media pick up their credentials or set
up broadcast equipment. The sport/event organizers,
rather than the media, hold press conferences.
CAPTIONED PHOTO
 A captioned photo is a picture
accompanied by written text called a
caption. Including a photo with a print news
release can help to get information presented.
 The print media will sometimes use a news
release simply because they like the photo, or
they think it will add interest to a particular
page. Businesses should send a thank-you
note to the editor AFTER the release is used.
Michael Phelps
ADS ON BACK OF TICKETS
 Most professional baseball/football teams have
discovered tickets have more uses than simply to admit
people to a game. One of these uses is to generate
more revenue by selling advertising space on the back
of the tickets. Many businesses are willing to buy this
space because it is seen by many people who might be
potential customers.
ADS ON BACK OF TICKETS
 For example, a quick-serve restaurant might buy space to
print a coupon on the back of tickets. The coupon
encourages people to visit the restaurant. The restaurant
attracts more customers and the teams increase their
revenue.
 Professional teams DO NOT SELL advertising in local
magazines, on national television, or in community
newspapers. They usually BUY advertising in these types of
media.
REV IEW
 43 (2).
What do businesses need to
remember after they send a news release to
the media?
 A.
The business should continuously call the media
outlets until they publish or broadcast the release.
 B. Most magazines and newspapers are willing to
publish all the news releases they receive.
 C. Media outlets will only use press releases for
businesses that purchase advertising.
 D. The editor decides whether to publish or
broadcast the release.
 43 (2).
What do businesses need to
remember after they send a news release to
the media?
 A.
The business should continuously call the media
outlets until they publish or broadcast the release.
 B. Most magazines and newspapers are willing to
publish all the news releases they receive.
 C. Media outlets will only use press releases for
businesses that purchase advertising.
 D. The editor decides whether to publish or
broadcast the release.
 44(2).
What information should a
business obtain to get its news releases
used?
 A. Advertising rates
 B. Media deadlines
 C. Publisher's name
 D. Network affiliation
 44(2).
What information should a
business obtain to get its news releases
used?
 A. Advertising rates
 B. Media deadlines
 C. Publisher's name
 D. Network affiliation
 45 (2).
Ms. Johnson did not proofread a news
release before it was mailed to the media, and
several errors were found later. In order to
minimize the damage that may result, Ms.
Johnson should
 A. wait for the media to contact the business.
 B. say nothing, but proofread future releases.
 C. ask another employee to handle the problem.
 D. call the media to give the correct information.
 45 (2).
Ms. Johnson did not proofread a news
release before it was mailed to the media, and
several errors were found later. In order to
minimize the damage that may result, Ms.
Johnson should
 A. wait for the media to contact the business.
 B. say nothing, but proofread future releases.
 C. ask another employee to handle the problem.
 D. call the media to give the correct
information.
 46 (2).
When writing news releases,
businesses should avoid including their
 A. opinions.
 B. statistics
 C. goals
 D. locations.
 46 (2).
When writing news releases,
businesses should avoid including their
 A. opinions.
 B. statistics
 C. goals
 D. locations.
 47 (2).
Which of the following is an example
of a business using a celebrity's appearance to
attract customers to an event:
 A. An actor stars in the lead role of a film that is
based on a best-selling novel.
 B. A professional athlete announces her/his plans to
retire within six months.
 C. An athletic-shoe company distributes a press
release about a new endorsement deal.
 D. A rock star signs copies of his/her latest CD at a
store's grand opening.
 47 (2).
Which of the following is an example
of a business using a celebrity's appearance to
attract customers to an event:
 A. An actor stars in the lead role of a film that is
based on a best-selling novel.
 B. A professional athlete announces her/his plans to
retire within six months.
 C. An athletic-shoe company distributes a press
release about a new endorsement deal.
 D. A rock star signs copies of his/her latest CD at
a store's grand opening.
 48. (2)
When sport/event marketers use
ongoing, two-way communication to build
trust and goodwill with the media, they are
creating a(n) __________ relationship.
 A. comprehensive
 B. interactive
 C. reactive
 D. exclusive
 48. (2)
When sport/event marketers use
ongoing, two-way communication to build
trust and goodwill with the media, they are
creating a(n) __________ relationship.
 A. comprehensive
 B. interactive
 C. reactive
 D. exclusive
 49. (2)
Developing positive relationships
with people who work for local television
stations and newspaper publishers is a way for
an advertising agency to generate __________
for its clients.
 A. new markets
 B. cash
 C. sales promotion
 D. publicity
 49. (2)
Developing positive relationships
with people who work for local television
stations and newspaper publishers is a way for
an advertising agency to generate __________
for its clients.
 A. new markets
 B. cash
 C. sales promotion
 D. publicity
 50 (2).
To develop positive relationships with
the media, an advertising agency's publicrelations director must be
 A. impressionable and suspicious.
 B. honest and professional.
 C. organized and distant
 D. approachable and aggressive.
 50 (2).
To develop positive relationships with
the media, an advertising agency's publicrelations director must be
 A. impressionable and suspicious.
 B. honest and professional.
 C. organized and distant
 D. approachable and aggressive.
 51 (2).
Sport/event organizations develop
and generate newsletters to
 A. communicate with the public
 B. notify the media
 C. obtain feedback from sponsors.
 D. prepare for problems
 51 (2).
Sport/event organizations develop
and generate newsletters to
 A. communicate with the public
 B. notify the media
 C. obtain feedback from sponsors.
 D. prepare for problems
 52 (2).
Following a rash of newspaper
criticism for being overpaid, a multimilliondollar athlete signed up to be a volunteer
spokesperson for Special Olympics. What was
the athlete attempting to accomplish by
promoting this move to the press?
 A.
 B.
 C.
 D.
obtain a tax deduction
attract a new sponsor
gain more income
overcome negative publicity
 52 (2).
Following a rash of newspaper
criticism for being overpaid, a multimilliondollar athlete signed up to be a volunteer
spokesperson for Special Olympics. What was
the athlete attempting to accomplish by
promoting this move to the press?
 A.
 B.
 C.
 D.
obtain a tax deduction
attract a new sponsor
gain more income
overcome negative publicity
 53 (2).
Which of the following is an
advantage to a sport organization that develops
an interactive relationship with the broadcast
and print media:
 A. Ensures confidential info. exchanges
 B. Decreases a need for a public relations plan
 C. Builds mutually favorable relationships
 D. Reduces organizational crisis risks
 53 (2).
Which of the following is an
advantage to a sport organization that develops
an interactive relationship with the broadcast
and print media:
 A. Ensures confidential info. exchanges
 B. Decreases a need for a public relations plan
 C. Builds mutually favorable relationships
 D. Reduces organizational crisis risks
 54 (2).
Why is it important for a professional
sport organizations to develop positive
relationships with the media?
 A. To maximize favorable news and event coverage
 B.
To reduce the need to obtain alternate sources of income
 C. To obtain endorsement deals with professional athletes
 D. To prevent the release of information to the public.
 54 (2).
Why is it important for a professional
sport organizations to develop positive
relationships with the media?
 A. To maximize favorable news and event coverage
 B.
To reduce the need to obtain alternate sources of income
 C. To obtain endorsement deals with professional athletes
 D. To prevent the release of information to the public.
 55 (2).
What do sport/event planners often
develop to encourage television and newspaper
coverage?
 A. Sales promotions
 B. Local contests
 C. Media guides
 D. Creative themes
 55 (2).
What do sport/event planners
often develop to encourage television and
newspaper coverage?
 A. Sales promotions
 B. Local contests
 C. Media guides
 D. Creative themes
 56 (2).
One reason sport/event organizers
often plan a day to give the media an
opportunity to visit the site in advance is to
encourage the media to?
 A. Set up broadcast equipment
 B. Pick up their credentials
 C. Publicize the preparations
 D. Hold a press conference
 56 (2).
One reason sport/event organizers
often plan a day to give the media an
opportunity to visit the site in advance is to
encourage the media to?
 A. Set up broadcast equipment
 B. Pick up their credentials
 C. Publicize the preparations
 D. Hold a press conference
 88 (2).
What do businesses often include
with a news release to attract an editor's
attention:
 A. Promotional souvenir
 B. Captioned photo
 C. Reference list
 D. Thank-you letter
 88 (2).
What do businesses often include
with a news release to attract an editor's
attention:
 A. Promotional souvenir
 B. Captioned photo
 C. Reference list
 D. Thank-you letter
 100 (2). To increase revenue, professional
baseball and football teams often sell
advertising that appears:
A. on national television
 B. in local magazines
 C. on the back of tickets
 D. in community newspapers
 100 (2). To increase revenue, professional
baseball and football teams often sell
advertising that appears:
A. on national television
 B. in local magazines
 C. on the back of tickets
 D. in community newspapers