1. Sport Public Relations
Lecture: 9.4.12
University of Cincinnati
By Jackie Reau

2. Current Events Quiz

3. Tonight’s Class
*PR Overview
*Sports PR Writing Samples
*PR Strategic Plan
*In-Class Project
*Assignment Review

4. New Communications Model
•Old School
–Deadlines were set for an established time per section
–Paper published and delivered in the morning
–Reader interaction: Letter to Editor, phone call to Editor
•New School
–Website updated 24/7 with live reader comments
–Mobile application updated 24/7
–Social media platforms updated 24/7 with constant reader
interaction
–Paper published and delivered in the morning

5. Definition: Public Relations
Using strategic communications to effectively influence
behavior among key influencers.

6. Strategic Communications in Sports
*Professional bios (player, team)
*Press releases
*Opinionated columns
*Game wraps
*Crisis statements
*Customer service
*Social media

7. New Communications Model
•Old School
–Deadlines were set for an established time per section
–Paper published and delivered in the morning
–Reader interaction: Letter to Editor, phone call to Editor
•New School
–Website updated 24/7 with live reader comments
–Mobile application updated 24/7
–Social media platforms updated 24/7 with constant reader
interaction
–Paper published and delivered in the morning
Professional bio, third person, no opinion without quote

8. Press release

9. Column with opinion, quote or no quote

10. Game wrap, no opinion unless in quotes

11. Media statement for crisis management

12. Customer service communications

13. Social Media Communications

14. Key Influencers in a Public Relations Plan
Internal
External

15. Potential Results from Effectively Influencing Behavior
Internal Audiences
External Audiences

16. Strategic Public Relations Planning Outline
*Objective tied to a 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)

17. In-Class Group Assignment
“Create a PR Plan to promote UC Baseball’s Opening Night Game in 2013”
Objective
To celebrate the Opening Night Game for UC Baseball to attract 2,000+ fans to the
game at the on-campus stadium.
Target Audiences
*On-campus students
*Former baseball players, now alumni and their families
*Youth baseball teams within a five mile radius to UC
Budget
$7,500

18. Press Release Assignment, due September 11
*Who: Mick Cronin will be honored by the NCAA for his work in the community
with Big Brothers & Big Sisters in Cincinnati
*What: An on-court ceremony will be held to honor Cronin during the University
of Cincinnati vs. University of Pittsburgh men’s basketball game
*When: Saturday, Feb. 11, at halftime of the 1 p.m. game
*Where: Fifth Third Arena on the campus of the University of Cincinnati
*How: Tickets are still available at www.gobearcats.com or in advance at the box
office

19. Week Two: September 11
*Press release assignment due
*Read chapters 3, 4
*Current Events Quiz #2
*Lecture: Sports & Social Media
Next Week…