2. Objectives
• Describe the purpose and nature of media guides in
professional and collegiate sport
• Specify other types of print media that sport public relations
professionals may be required to produce
• Address forms of electronic media sport public relations
professionals may be required to produce
• Discuss the corporate communications function within sport
organizations
3. Organizational Media Defined
Organizational media is the tactics that sport
organizations use to communicate with their
publics, many of which do not rely on the mass
media’s involvement. According to Smith (2005),
the value lies in being a “middle ground between
high-impact, small-audience interpersonal tactics
and lower-impact, large-audience news and
advertising tactics” (p. 171).
4. Organizational Media
Pros
• Can be tailored to specific
publics
• Often used by information-
seeking publics
• the digital age is
increasing accessibility
Con
• High cost of development
and distribution
• printing costs are high
5. Organizational Media Examples
• Media guide
• Programs
• Brochures
• Newsletters
• Annual reports
• Electronic media
Media guides are most prominent
See BB links for examples of organizational media
6. Media Guides
• Generally produced annually
• Provide detailed information regarding the sport organization
and its teams
• In college sports, typically a separate publication is
produced for each men’s and women’s varsity team
• Designed for the media but useful for many publics
• Typically designed by the Sports Info Office (in NCAA)
• Magazine format, booklet formats
• Max length = 208 pages, color requirements, cost savings!
7. Purposes of Media Guides
• Media - distribution time frame is key.
• Recruiting - attract prospective athletes
• Revenue - sales, advertising, boosters,
sponsors. Incentives for season ticket sales,
etc..
What
FOR???
9. Media Guide Content
(p. 96)
• General information
• Team and event
information
• Season review
• History
• Governing body
information
Kings 2012-13 Media Guide
10. Other Media Guide Considerations
• Planning - establish timelines by working backwards. Have
many people review the work. Head coach review. Early
deadlines for cover pages.
• Design elements - Is it attractive and professional? Special
attention to cover, fonts, layout, and color scheme.
• Editorial quality - gaining credibility, facts & accuracy,
creativity in content.
• Distribution - where, when, how, who? format?
• Postseason guides - less comprehensive than media
guides, documents changes occurring from last media guide
11. Design Considerations... (p .99)
Is the cover attractive?
Does it include pertinent key
elements?
Is it unique?
14. Current Challenges for Media Guides
• Alternative formats
– saves $
– helps avoid violations, improves access
• NCAA legislation
15. Other Organizational Material
• Newsletters
• Programs
• Posters
• Schedule cards
• Brochures
• Reprints
• Annual reports
KEY:
Use the materials that help
achieve organizational
objectives.
16. Take a few minutes to fill out this chart
Type & purpose Pros Cons
Main
function
Newsletters
Programs
Posters
Schedule cards
Brochures
17. Corporate Communications
• Professional organizations may be structured
so that public relations falls under corporate
communications
• Often assume both public relations and
marketing responsibilities
• Can streamline and better coordinate
communications
