Chapter Twelve:
Business, Sports,
Tourism, and
Entertainment
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Overview
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Media Relations
Customer Relations
Employee Relations
Investor Relations
Marketing Comm
Environmental
Relations
Philanthropy
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Entertainment Public
Relations
Conducting a
Personality Campaign
Promoting an
Entertainment Event
Sports Publicity
Travel Promotion
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Media and Customer Relations
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Media Relations
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Many CEOs see journalists as the enemy
PR must educate both the organization and the press
Customer Relations
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Safe, quality, honesty expected from businesses
Critiques travel fast via Internet
PR must actively listen to consumers and convey
concerns back
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Diversity and Activism
Minority markets are growing and
increasing in affluence
 PR pros must be familiar with ethnic
media, language differences
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Consumer activists may grow out of
customer dissatisfaction
 Tips for dealing with activists
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Employee Relations
Employees are ambassadors
 PR often works with human resources on
employee communications
 Employee morale may be improved by
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 Employee
recognition
 Skill development
 Career development
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Specific Employee Issues
Sexual harassment policies must be
communicated
 Layoffs must be communicated to
employees before released to the media
 Outsourcing or off-shoring rationale should
be communicated carefully
 Ethnic and religious minority groups must
be considered in communications and
work environment
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Investor Relations
High-pay specialty
 Requires knowledge of finance and
government regulations
 SEC rules about IPO communication
 SEC rules about mergers
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Marketing Communications
Marketing Public Relations (IMC)
 Product Publicity
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Product Placement
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Product integration
Cause-related Marketing
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Contests, polls
Collaborating with nonprofits
Sponsorships
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Selection criteria
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Doing Good
 Environmental
Relations
 Trend
toward cooperation between
corporations and activists
 Philanthropy
 Community
relations
 Be careful about touting good deeds
 Strategic philanthropy
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Entertainment
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Primary serve as publicist
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Damage control is a key task
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Ethical issues
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Personality Campaign
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Preparation
 Get
newsworthy facts through interview
 Develop a short bio
 Determine what about the personality is to be
“sold”
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Conducting the campaign
 News
release and photo ops
 Public appearances
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Promoting an Event
Publicity drives ticket sales
 Repetition and steady output of
information (drip, drip, drip)
 Planters and bookers
 Product tie-ins
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Sports Publicity
Sports publicists embrace the normal PR
toolbox but they also try to stir fan
emotion
 Promoting “heroes”
 Managing crises
 Developing sponsorship ties
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Travel Promotion
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Stimulating desire to visit
 Online
and in travel publications and
programs
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Arranging for traveler to reach the
destination
 Cooperation
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with tour booking
Assuring a good time while tourists are
there
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Tourism Issues
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Cater to specific groups via travel
packaging
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Senior citizens are largest special travel
audience
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Crisis management is required
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