ADPR 3850 1nd Edition Lecture 17 Outline of Current Lecture II Entertainment Sports Tourism Current Lecture Tuesday April 15 Specific employee issues Sexual harassment policies must be communicated Layoffs must be communicated to employees before released to the media Outsourcing rationale should be communicated carefully o Moving jobs overseas Ethnic and religious minority groups should be communicated carefully Community Relations Analyze the environment Important public opinion issues in the community What kind of citizen is your organization Role of corporate philanthropy Investor relations Requires knowledge of finance and government regulations Typically among highest paid PR practitioners Investor relations staff primarily communicate with institutional investors individual investors shareholders prospective shareholders and the financial media Communicating with investors Annual report Quarterly report o These are the two big ones Stockholders shareholders meetings o Being present at these and making sure on the same page communicating to stockholders CEO CFO speeches o You will write these Regular release of information to financial media These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Marketing communications Marketing communications is the process of using the tactics of PR to support sales objectives Integrated marketing communications means managing all the sources of information about a product or service o Combining PR with advertising PR with marketing putting them together for best use Product publicity a key goal o Product placement often used to increase publicity and public awareness Cause related marketing o Involves partnerships with nonprofits to promote a particular cause Corporate sponsorship o Do this to enhance reputation o Give product brands high visibility o Provide a focal point for marketing efforts and sales campaigns o Generate publicity Viral marketing o Creating buzz about a product or service in a way that it will be passed on o Enhances reputation management and message dissemination o Dumb ways to die video went viral o Jennifer Aniston viral video smart water Environmental relations Corporate concern for the environment and sustainable resources o Showing your corporation cares about environment Examples o Shell American Apparel Proctor and Gamble Starbucks Coca Cola Merck Corporate philanthropy charitable donations by corporations 75 from individuals donated to charities 13 from foundations 8 from bequests 4 from corporations 209 89 billion TOTAL donated to charities Ch 16 Entertainment Sports Tourism PR in entertainment sports tourism Growing interest in careers in spots entertainment and hospitality among PR students PR is required in these areas given the overwhelming size of this marketplace and the competition taking place for access to disposable income dollars o 2012 members 1 4 billion movie tickets sold generating 11 billion in revenue 30 million people attended concerts 17 million attended NFL games and league reported revenues of nearly 10 billion Tourism expected to represent 1 10 jobs by 2022 The Entertainment Industry Celebrity obsessed culture o In the 24 hours following the death of Michael Jackson in 2009 60 of total news coverage was about his death legacy and life story o Eclipsed all other major news stories including health care reform the greenhouse gas bill political violence across the globe etc Working in this industry involves serving as publicist and engaging in damage control Ethical issues that arise when working for celeb o Do you do whatever your boss asks Do you take or give directions o How do you deal with particularly strong personalities Easy to become star struck and client starts leading you Promoting a personality Conducting the promotional campaign o Produce news releases and arrange for photo opportunities o Get client invited to news worthy events such as award ceremonies o Public appearances E g conferences trade shows store openings Promoting an entertainment event The drip drip drip technique o Repetition and steady output of information drip drip drip The movie industry o Planters member of PR team that delivers publicity stories and information to media offices o Bookers who arrange for talk show appearances and other appearances o Product tie ins e g Happy Meals related to a movie Promoting an entertainment event Have you seen the latest blockbuster poll o 73 moviegoers say they first heard of movie through TV ad o 52 turned to internet when they wanted to know more about a movie o 62 of moviegoers get review information from internet o 51 of movie goers said they rely on reviews from friends and family Sports publicity sports publicists embrace the normal PR toolbox but they also try to stir fan emotion Promoting heroes both on and off the field Managing crises e g Penn State Developing sponsorship ties Travel promotion Stimulating desire to visit o Online and in travel publications and programs Arranging for traveler to reach the destination o Cooperating with tour booking Assuring a good tiem while tourists are there o Strong focus on constumer sertice Appeals to target audiences o Packaging around specific types of travel e g historic sites eco tours etc o E g Colorado marijuana tours Tourism in times of crisis o Travel PR professionals should be prepared to deal with all sorts of crises