PR in Sports & Entertainment: Saving Players or Organizations?

Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and co-operation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilizes change, serving as an early warning system to help anticipate trends; and uses research and ethical communication techniques as its principal tools.

Public Relations Theory - Grunig and White (1992)
Suggests that effective communication consists of following elements: 
1 - Open and honest communication with the public
2 - Images and messages that are socially responsible
3 - Cooperation with the public and response to their interests
4 - Good faith relationship with the public


Remember - Case Study: Renaming the Washington Bullets

Complete the following for each article

• Identify the issue/problem - be detailed
• Does this affect positively or negatively for the individual and/or organization
• Determine the plan of action in creating a press release for the case
• If negative how does this impact endorsements or possible endorsements?
• If positive how does this impact endorsements or possible endorsements?

http://www.thestar.com/sports/baseball/2012/09/18/blue_jays_yunel_escobar_suspended_three_games_for_homophobic_slur.html

Miley: Art or attention?

http://www.news.com.au/entertainment/music/oh-miley-god-viewers-left-feeling-8216violated8217-after-cyrus8217-xrated-mtv-vma-performance/story-e6frfn09-1226704142661

Assignment:
Find two cases of PR in Sports and Entertainment (one positive and one negative)

• Summarize each case, include all important information (ie 5 W's, impact ect.)
• Create a 250-500 word press release that is reflective of the individual and one for the organization they represent or work for. (see Link below for 8 tips for writing a great press release)

http://www.huffingtonpost.com/zach-cutler/press-release-tips_b_2120630.html

•  Include strategies that you would suggest to repair the negative image or increase the positive image that is being established.