chapter 5 public image. chapter overview lesson 5.1 public relations lesson 5.2 fans lesson 5.3...
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Chapter 5Public Image
Chapter OverviewLesson 5.1 Public RelationsLesson 5.2 FansLesson 5.3 Publishing and
Speaking Engagements
Lesson 5.1Public Relations
Image is Everything!
Public Relations: Creates a
_________ public opinion of an individual or organization.
______ & _____
Action Plan Acquire letter of _______ that details the
firms services. Should answer: Which _____ of media are most appropriate? What will be used to create a favorable
image? How will the public relations firm ________ it?
Public relations _________ and ________ the events and athletes.
The Big Picture Importance of a
positive image extends beyond the athletes and events to include: ___________ of event Attractive __________ __________ reputation __________ reputation
Special Events Promote ___________
Willingness to work with or assist a person/organization based on _________ relationship.
Keep the _________ happy What were the problems with Atlanta during
the Olympics? Make public relations work
Listen to ___________ & problems and find ways to fix them
Athletes and Public Goodwill
Oct. 1998 ____ contract negotiations Baseball player strikes Multimillion $ contracts for athletes
Look ________ Overcome this by __________ money
Fans/Cities can get ____ images too Reassure fans by bringing in extra
police to control unruly fans
Lesson 5.2Fans
Fan Clubs What attracts you to an athlete? What do fans give:
__________ Positive _______ attention Ticket and merchandise _______
Offers the opportunity for an athlete to build a positive image.
Benefits of Fan ClubsCharge a small ______ to join;
some _______What do you get????
__________ on merchandiseSpecial _________ or seminars
Licensing & Merchandising Multibillion billion
dollar industry License sports
merchandise to ___ party companies Produce, distribute,
and sell Team Licensing
Business (TLB) magazine
Purchased through: Fan clubs Licensed
___________ stores Magazines At sports events
Fastest growing product line __________ and
electronic games
Evergreens Remain valuable
from year to year _______________
Baseball Cards used to promote sales through: Addition to cigarette
packs Addition to Bubble
gum packs
What effects trading cards:
•New ___________
•Change teams
•____________ of highly regarded player
Predicting the Market Very __________ Licensing are
expensive Oakland Raiders
took risk by adding ________ to color scheme Fans liked it;
increased sales
Successes Starter, Rawlings,
and Champion have consistent record
Upper Deck has done well
Kodak boosted sales by becoming Olympic sponsor
Lesson 5.3
Publishing and Speaking Engagements
Motivational Speaking
People enjoy listening to speeches by well-known individuals
Athletes cannot plan on a _________ career in their sport
Range from giving __________ talks to small ____________ seminars
Speakers Success Speakers success and the ________ they
charge depends more on: Excellent speaking and communication skills Well-written speeches Ability to handle ___________ questions Message that the audience is interested in
hearing Sense of humor, sincerity, people skills
Aids to Success Rely on strong
marketing and __________ campaigns
An agent to _____ engagements
Specialists paid __ of fees charged for the speech
Promotional Sports Stars, Inc. _________ its
speakers Top speakers:
Rick Pitino Tommy Lasorda Mai Hamm
Price of Motivation Rick Pinto receives $20,000 and round-
trip, first-class plane trip Talk about _______ building and coaching Uses “__________” as an acronym
Superstars earn between $7,500-$25,000 for single speaking engagement
Other related careers: ________________
Writing their Stories Well-written _________
will sell well Leads to national
publicity tour Broadens the _______
because of the themes and concerns.
Publishing Process __________ or sports reporters write Prices are determined by public
____________ Author receives a _________
10% or more of the price for each copy sold
Can make several million dollars on best seller