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1. PUBLIC RELATIONS

2. DEFINITION Communication of information to consumers through the strategic use of media The shaping of public opinion through persuasive communication

3. CHARACTERISITICS More subtle than advertising Cost-free Communication reliant

4. PUBLIC RELATIONS NEED To manage the communication between an organisation and its public To shift attitudes To integrate PR with marketing, advertising and sponsorship

5. PUBLIC RELATIONS NEED cont. To build community relationships To generate ‘free’ publicity To inform

6. PUBLIC RELATIONS NEED cont. To gain public acceptance To promote perspectives, services, products... To combat public perceptions and views

7. WHO ARE THE PUBLIC? Community Potential clients Opinion leaders Fans

8. WHO ARE THE PUBLIC cont. Investors, financiers, money markets Specific groups & target audiences Decision makers Government

9. CLUB PUBLIC RELATIONS All clubs need positive public relations The president, CEO or head coach is critical Have a clear PR and media plan Monitor other clubs’ successes

10. CLUB PUBLIC RELATIONS cont. Good reputations are earned Good impressions are investments Establish credibility Plan communications and responses

11. PUBLIC RELATIONS MODES Branding Annual reports Newsletters Media releases

12. P R MODES cont. Direct mail Presentations Using celebrities Letters to the editor

13. P R MODES cont. Community service Personal contact Photographs Websites and social media

14. THE MARKETING FIT Marketing is the trading of services and products Advertising is the purchase of space for placing a message PR is a planned process to shape public attitudes and opinions

15. HAVE WE... Seen a rise in sales? Seen a growth in perceptions of our image? Enhanced our brand awareness? Made effective use of the media?