oleh
Guntur
guntur@uny.ac.id
Promotion
• establishes an image
• can reposition the image of a faltering
product
• creates awareness for new products
• alerts the consumer to sales
• tells the consumer where your business is
located
Promotion Planning
Consider the
following when
designing promotion
goals:
Press Releases
• There should be a registration table at
the press conference where press kits
are available for all attendees.
• A good news release has 3 parts: the
significance (headline), the essence
(lead), and the details (tall).
Media Outlets
Newspapers and Magazines
• A file of contacts should be formulated and
kept in the media relations office so that
essential information can be sent to an
appropriate publication at any time.
• If possible, provide photographs to accompany
press releases.
Radio
Television
• To get your sport event on television, contact
the programming director and present a
proposal for your event’s coverage.
Media Relations During a Crisis
Sport organizations must manage the flow
of information during a crisis to protect the
reputation that the company has worked
diligently to create. Managers must direct
both the actual crisis and the public’s
perception of the crisis.
• Aroundthe same time, the NFL, NBA, and NHL were all
cautiously exploring the possibility of establishing a site
on the world wide web. Originally, league sites were
created largely to inform team and league officials
about the potential of web-based media involvement
(Jensen, 1995).