Chapter 18 APR 231 Notes
Chapter 18 APR 231 Notes APR 231
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This 3 page Class Notes was uploaded by Courtney Small on Tuesday April 12, 2016. The Class Notes belongs to APR 231 at University of Alabama - Tuscaloosa taught by William J. Gozenbach in Fall 2015. Since its upload, it has received 23 views. For similar materials see Intro public relations in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 04/12/16
Chapter 18: Entertainment, Sports, and Travel Recent Growth • Growth Areas • Entertainment: Mass media exposure • Sports: TV contracts • Travel: Disposable income, time Major Part of US Economy • Statistics from 2012 – 1.4 billion movie tickets • $11 billion – 30 million attended concerts – 3.6 million NASCAR attendees • $3 billion – 17 million NFL attendees • $9.5 billion – $40 billion annually in cruise ship industry – Tourism is 10% of global gross product Cult of Personality • What is a celebrity? – Person well known within a variety of fields • Fuels the entertainment industry • Fodder for mass media The Public’s Fascination with Celebrities • Wish fulfillment: dream of glory • Hero-‐worship: Yearn for heros • Vicarious sense of belonging • Desire for entertainment The Work of a Publicist • Early press agents – Hired by Broadway producers to type news releases for shows and hand-‐carry to press – Also created stunts • Publicists in public relations firms – “Planters” : plant stories – “Bookers”: book on TV, radio, etc. The Work of a Publicist • The Hollywood publicist – Crisis communications: Ex. Letterman – Developing bios – Preparing digital media kits – Researching story angles – Maintaining social media – Generating buzz for new films Conduct Campaign for Entertainer • IMC Approach • News releases/features: Planter • Photo, photo opportunities • Public appearances: Booker • Awards: CMA, Oscar’s, Globe, Emmy • Social Media: Twitter, Facebook, Web, Bloggers Promoting Entertainment Event • Publicity to stimulate ticket sales: Focus on personalities, style, history • Ex. Play: announcement, leads, rehearsals, opening date, features, interviews, photos of rehearsal, opening, review, web, blogger, social media • Movie: Drip-‐by-‐drip; unit man or woman • Planters, bookers, exclusives, ticket give-‐aways, product placements, merchandizing The Business of Sports • Emerging sports, competition • Player focus, star/hero • Business issues: Labor • Community Relations • Growth of Web information Sports PR Tactics • Media kits • Bios • Stats • Entertain sports reporters • Maintain press box • Interviews • Book appearances • Crisis issues • Web: site, blog, social media Community Relations in Sports • Good relationship with community is necessary for ticket sales • Charitable work • Ensure favorable media coverage and endorsement deals • Losing teams present unique challenges for sports publicists Sports Publicity: MUSTS for Sponsorships • Media Appeal • User Friendliness • Sales Appeal • Thematic Applications • Special Event Travel Promotion • 8% of world workers; 9% of global gross domestic product (GDP); 10% in US, higher in others (Spain 15%); 10% of world’s workers by 2022. • Three phases: • Stimulate desire • Arrange to reach it • Comfortable, entertain Stimulate • Travel articles, brochures, videos, WWW, conventions: <34 87% use Facebook for travel inspiration • Travel writers/freelancers; “Familiarization Trip” • Promos with hotels/airlines • Social media, YouTube, Apps (Miami C&VB) • Events: Bahamas 200 bathing suit in Times Sq. • Appeal to target markets – Packaging: Transportation, housing, meals, entertainment Ex. ND Alumni – Appeals to seniors: largest; cruises Arrange: Boom on Internet • Airline tickets, hotel, packages • Full Sservices: Ex. Travelocity.com • Guam example: VisitGuam.org Coping with Threats and Crises • Recession • Environmental: Gulf • Civil/Political: Greece, Mexico drug issues • State Issue: Arizona immigration • Work not done: QE II • Tragedy: Natalie Holloway and Aruba • Terrorism: Marriott Pakistan: 5 teams: Research and Writing, Media, Internal Communication, Community Relations, Logistics
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