1. Sport Public Relations
Lecture: 2.5.13
University of Cincinnati
By Jackie Reau

2. External Audiences
*Define External Audiences
*Define Key Messages and Communications Vehicles to Share
Information
*Determine Frequency of Messaging
http://www.cnn.com/2013/02/05/us/louisiana-superdome-blackout/

3. External Audiences
*Define External Audiences
*Define Key Messages and Communications Vehicles to Share
Information
*Determine Frequency of Messaging

4. Forms of External Communications
*Media Release
*Customer Complaint Issue or Letter Reply
*Social Media Content

5. In-class exercise
*Write a response to this customer issue to apologize and
resolve the issue (Apologize, Resolve it won’t happen again
and offer a perk)
•Mr. Bob Shoemaker was ejected from Fifth Third Arena by
an usher who said he saw Mr. Shoemaker throwing a bottle
on the floor after the UC loss to Notre Dame
•Mr. Shoemaker is the largest UC basketball donor.
•Mr. Shoemaker is disputing the ejection and wants a letter
of apology or will rescind his $6.4 million donation

6. Customer Apology Letter
Bob,
It has come to my attention that there was an issue involving you and your
family at the Notre Dame game on Sunday. Please accept my sincerest
apologies for our lack of customer service and attention to detail.
We have reviewed security footage and realize you were not involved in the
incident. We have also removed the usher from our staff, effective
immediately, and have scheduled a mandatory training program for all ushers.
Please accept my invitation to have you and June join me and President Ono in
his box for the Syracuse game on Saturday. Jamie in my office will hand deliver
the tickets to your home on Wednesday.
Let me know if you have any questions. My direct line is 556-1234.
My best,
Athletic Director name here

7. In-Class Group Project
“Social Media Strategies”
Objective
Complete the assigned project based on a social media need.

8. What is Twitter? Why should sports teams use it? Give examples of
success. (Group 1)
What is a QR Code? Why should sports teams use it? Give examples of
success. (Group 2)
What is FourSquare? Why should sports teams use it? Give examples of
success. (Group 3)
What is LiveStream? Why should sports teams use it? Give examples of
success. (Group 4)
What is SMS/text messaging? Why should sports teams use it? Give
examples of success. (Group 5)

9. Why should sports teams use Facebook. Give an examples of success.
(Group 6)
Why should pro athletes use Facebook to increase their brand awareness
for possible endorsement. Give an examples of success. (Group 7)
Why should a college use Instagram. Give an examples of success. (Group
8)
Why should a sports event use Pinterest. Give an examples of success.
(Group 9)
What is Groupon? Why should a sports team consider using it? (Group
10)

10. Group Assignments
Review projects and assignment

11. Strategic Public Relations Planning Outline
*Objective tied to a business goal
*Research to support the objective of the business goal
*Target audiences (internal, external)
*Key messages (call to action, event details, announcement of new coach/player)
*Key initiatives (how to share the information)
*Budget
*Staffing management (who will do it)
*Timeline of activity (when will it get completed)
*Measurement (metrics tied to business goal)

12. Next Class
Media Relations