The Dream Job: Sports Publicity, Promotion and Marketing

by Helitzer, Melvin

• ISBN13: 9780963038722
• ISBN10: 0963038729
• Edition: 3rd
• Format: Paperback
• Copyright: 1999-09-01
• Publisher: NACSCORP

Summary

This is the third edition of the top selling text on sports media and marketing. It has been adopted by over 150 colleges, universities and professional sports organisations. Its 18 chapters include the responsibilities of a professional sports PR or college SID, media writing, sports photography, broadcast interviewing, press conferences, statistics, creating new sporting events, promotion and marketing, crisis management and creating a web page. The new edition has been acclaimed by PR WEEK magazine as the best in the industry.

Author Biography

Melvin Helitzer is a professor in the E. W. Scripps School of Journalism at Ohio University

Table of Contents

The Business End of Sports
The Dash for Cash	p. 01
The Greening of the American Dream
The Dash for Cash
Professional Sports
College Sports
High School Sports
Information Director: Here's Looking at You, SID	p. 59
How You Get There from Here
The 7-Day-a-Week Job
The Eyes and Hands of a Juggler
Job Opportunities for Women and Minorities
Write on the Money
Seven Promotion Goals
SID the Publisher
SID's Secondary Responsibilities
Publicity Fundamentals
Get It Out Fast: Writing the Basic News Release	p. 93
Press Releases
Fact Sheets
News Advisories
Press Kits
Here's a Great Story: Features for Print	p. 109
Eight Types of Feature Stories
Columnists and Feature Editors
Exclusives
34 Feature Lead Formats
Query Letters
"Hello. This is Bob Costas..."	p. 131
Radio News and Features
Sports Radio News and Features
Talk Show Interview Programs
Locker Room Interviews
Speech and Awards Coverage
Play-by-Play Broadcasts
Radio Call-in Shows
The 20-Second Soundbite: TV News and Features	p. 141
Videotape Releases
TV Panel and Interview Shows
The Remote Interview
Play-by-Play Telecast
Video Tape Highlight Program
The Future of TV Sports
A Sight for More Eyes: Sports Photography	p. 157
Action Photos
Feature and Portrait Shots
Product Photos
Enterprise Shots
Hiring Freelancers
In-House Photo Facilities
Preparing the Set
Writing photo captions
Photo Ethics
"...Important to Announce": News Conferences and Backgrounders	p. 179
When to Call a Press Conference
When NOT to Call a Press Conference
Press Conference Checklist
For Background Only
Sidebars
Trial Balloons
Anticipating Problems
Press Conference Quiz
Let's Put It on the Record: Statistics	p. 197
Statistics Are Forever
Accentuate the Positive
Quality Control
League Coordination
Superstars Make Super Stats
Promotion Techniques
Creating the News: Getting Media Attention	p. 205
A Week of Formula Stories
Standard Publicity Information
The Ethics of Misinformation
Finding Publicity Ideas
20 Self-Generating News Formats
Getting Out the Message: Media Flow Chart	p. 227
Hitting the Bull's-eye More Often
Organizing a Media List
Formulating the Media Plan
Activating the Media Grid
The Multi-facet Sports Story
Working with the Pros Who Write the Prose: Media Relations	p. 239
Profiling the Press
The Press Box Pecking Order
Never Attack the Press
TV Commentators: "You're beautiful baby"
Media Junkets
Press Parties
Marketing Fundamentals
Straight From the Quip: Interviews and Speeches	p. 263
Interview Formats
Selecting Spokesperson and Site
Background Material
Quotes for Release
Q and A Rehearsal
The Follow-up
The Media Tour
The Speakers Bureau
Speech Formats
What's the Big Idea?: Creating Special Events	p. 289
New Events
New Products
Game Promotions
New Profit Centers
Stadium Facilities
New Rules and Procedures
Organizing the Event
Commercial Sponsorship
"The Big Ten Holiday Basketball Classic"
Event Promotion: Making the Big Idea Work	p. 315
The Marketing Director
What's in a Name?
Game Promotions
Prize Participation
Game Day Promotions
Fan Participation
Using Stadium Facilities
Sex in Sports Promotion
Organizing a Promotion
The Operating Budget
Corporate Sponsorship
The Possible Dream: Coach a Rising Star	p. 353
Building a Marquee Attraction
The Ten Commandments of Star Gazing
SID's Responsibilities
The Star's Obligations
Problem Areas
Taming the Beast: Riding Out a Crisis	p. 393
With Any (Bad) Luck It Could Happen to You
The Three P's of Crisis Planning
Seven Crisis Priorities
Ten Crisis Strategies
Eleven Most Common Sports Crises
Nothin' but Net: WWW.Sports.com	p. 429
Logging On
5-Step Game Plan
Designing the Page
Picture Perfect
6 Prime Uses
Code of Ethics	p. 443
Index	p. 447
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