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Unformatted text preview: s, organizers, venues,
their members and associates, agents
Broadcast, digital media, print Advertisers, Sponsors, Manufacturers What do their audiences expect?
Standards for Honesty, Entertainment, Behavior Behavior Tells The Story It’s the most difficult part of your message to manage
Behavior is the window into your integrity
Attentiongetting behavior is rewarded
Sport is entertainment with rules and expectations
Bad behavior can undermine your message
ALL behavior generates stories! All Behavior Generates Stories
AAA Sport is entertainment that is operated like a big business, often set in a political environment, with rules that govern how you play, and a fan base that has a varying set of expectations for behavior and adherence to those rules. Media Coverage Varies by Sport Continuous coverage: Daily exposure across media in minute detail Eventdriven coverage: Intense focus during a limited time period Niche coverage: limited mass coverage, narrow target of avid fans via one medium. “Struggling” coverage: out of the mainstream: amateur wrestling, field hockey, rodeo Fan driven: No media attention that does not originate with participants or bloggers Media is the most prolific but least controllable ingredient in the sports communications mix. Advertisers Tell Their Story Advertisers reach fans through their sports connection points
They borrow the “emotional capital” of the sport and transfer it to their product
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- Fall '12