Although many assume commercials are advertising, it can actually be an organizational media tactic for public relations. The Red Bull Kluge is a nearly six minute long video ultimately selling us the Red Bull drink. Throughout the video, it takes the viewer through a domino-like setup powered by athletes performing their skills. Red Bull is not a drink associated with fueling energy in relation to sports, but the company has framed itself to do so to make its product more relevant to its target public, teens to 20-somethings. The company wants to be directly associated with extreme sports, and displays this specific frame in the video by including a variety of them. In the end, Red Bull wanted viewers to understand that sports are connected and make the world progress, or in this case, cause a domino effect.
Texas athletic director Steve Patterson isn't interested in rekindling a rivalry with Texas A&M, because his current focus is on international pursuits.
Chelsea Clark's insight:
As noticed from TV series such as Friday Night Tykes, football is almost considered a religion in Texas. On a weekend night, a football game in Austin can have as many as 500,000 people watching- and that is just for the high school level. It is interesting to hear that Texas athletic director Steve Patterson refused to continue the rivalry with Texas A&M because of his focus on "international pursuits". Football is everything to this area, so why would Patterson schedule games out of country where the fans would not be able to watch? Reputation is undoubtedly a huge factor in public relations, but so is relevance. Patterson wants to move its football games to places like Mexico City and Dubai, but what the actual purpose is seems unknown. It is one thing to do this if there is a need for international students at the university. It is another if the university wants to build relationships with people in the gas industry, as Houston is the "center of the world" in that industry. In terms of football, this ploy by Patterson seems to have no relevance. American football is only popular in America, so why would other countries have any interest in this? Any company, organization, person can come up with an idea to try to boost its brand and reputation. For most companies, this means becoming international as technology brings the world closer. For a football program, it does not. Patterson can absolutely make this idea into a reality, but it will fail because of the lack of strategy and relevance behind it.
Victoria's Secret developed its worldwide brand on its lingerie and has over the years launched the success of its "Pink" store with athletic clothing, so what has been missing? The World's Best Sport Bras. Last year, Victoria's Secret launched the "world's Best Sport Bras" from Victoria's Secret Sport as a fashionable yet comfortable and supportive bra for the physically active woman. The line offers a variety of playful patterns and bright colors, telling women that these bras are acceptable to be seen in public. Thirty years ago, showing your sports bra would be blasphemous, but a woman named Brandi Chastain changed this societal norm. Many know the infamous story of Brandi Chastain taking her shirt off after scoring the winning goal in the Women's World Cup, and although fans went wild, marketers went more wild. Immediately, sports bras became the new product to market to professional athletes. While that instance and the instance in this article can be seen as marketing, public relations plays a behind-the-scenes role in the marketing event. In public relations, every organization has a series of campaigns to endorse itself and re-enhance its image to the public through strategies. Victoria's Secret has strategically framed its company to now be associated with fitness. The company has noticed America's obsession with fitness and knew it had to change its strategic view to focus from the "woman who wants to feel and look sexy" to the "woman who wants to feel and look sexy while working out". Well played, Victoria's Secret.
UK Sport, which invests £125m a year in elite sport, has rejected appeals from basketball, water polo and four others against a decision to withdraw their funding one year into the Rio cycle for the 2016 Olympics.
Chelsea Clark's insight:
Every so often, we see organization's unable to continue funding sports that seem to not be worth the investment, mainly because of a lack of interest. Just like other organizations, UK Sport was no longer able to fund a variety of sports for the 2016 Rio Olympics. The article's title, "This is a very dark day for sport" clearly shows that the decision made by UK Sport probably was not a good one for its ratings. Out of the six sports that were given the boot was three Paralympic sports: goalball, wheelchair fencing and visually impaired football. So what is the real issue behind this? Critics are argued that the "no compromise" decision UK Sport made to stop funding these sports created an uneven system to benefit the needs of middle-class sports, i.e. sailing and rowing, over sports that are generally well-liked by the population. The issue is the way UK Sport dealt with this. Yes, sometimes organizations have to drop sports, although disappointing for some, it is not necessarily a reputation-killer. But the responses by the UK Sport management that were provided gave a lasting impression that this company did what it did and did not feel the need to explain why to the public. In business, certain publics will not always be 100% satisfied but the business strives to make them feel as satisfied as possible for as long as possible. UK Sport should have issued the statement of the dropped sports providing valid reasons (financial, economical, social, etc.), and then provide an apology to the publics that were fans of the cut sports. Never did UK Sport seem to feel empathetic about the surprise issue. In the future, UK Sport should empathize if major changes are made like such because of the impact sports have on people.
Sue Castorino is president of The Speaking Specialists, providing media training, crisis communication, issue management, public speaking instruction and pri...
Chelsea Clark's insight:
So many athletes today get in trouble because of the misuse of their social media accounts. A fundamental and vital way to avoid this is to have provide public relations through media training, crisis communication, issue management, public speaking instruction, and private coaching to these athletes to ensure they know how to positively present themselves in all situations. Athletics have always been huge in society, but was has not is the documentation of an athlete's every word and action. Most universities have invested in providing media training to the athletics before they officially become an athlete at that university as a proactive strategy. By taking the step to proactively tell these athletes what to say, how to say it, and when to say it, they are potentially avoiding negative press for that individual, the athletic program and the university as a whole.
Solomon McCown & Company President and crisis communications expert, Ashley McCown, reviews Lance Armstrong's interview with Oprah. The highly anticipated in...
Chelsea Clark's insight:
This video is another classic case of crisis communication. One of the hardest things for a business is to rebuild its reputation after it tarnished its brand. Here, the business is Lance Armstrong, the former professional road racing cyclist, who was disqualified from all previous races and banned from competitive cycling for life for doping offenses in 2012. Prior to the emergence of these offenses, Lance was a respected athlete who had an untarnished reputation. Instead of formulating a response, Lance took a reactive strategy approach, a communication response to negative situations. He took deliberate inaction to make no statement or overt action, instead waiting for it to fade away. When Lance finally did interview Ashley McCown of Solomon McCown & Company, his apology was not sincere, honest or caring. The longer Lance waited to address the situation, the more his career as a professional athlete diminished. At that point, no public relations would be able to rebuild the reputation of Lance Armstrong. What Lance should have done was issue an immediate statement explaining the issue, apologizing all that were affected and saying that the behavior is not acceptable to try to make the situation somewhat better. It will take a long time, if ever, for him to be viewed as a positive person to the public.
Alex Jones returned to the UK for Sport Relief 24 hours after completing her rock climb in the US [BBC]. The One Show presenter took 50 hours to climb the Moonlight Buttress in Utah, which is taller than London's ...
Chelsea Clark's insight:
It is common to see the news depicting sports in relation to negativity, but it is ironically shocking that this story of a woman's perseverance to raise money for troubled people went unheard of in the United States. Alex Jones, a thirty-seven year old woman from the UK, climb the Moonlight Buttress in Utah for 50 hours. Sport Relief is a UK organization that holds sporting events to raise money for the underprivileged in the UK. Jones took the Sport Relief challenge to climb Moonlight Buttress and raised £1,281,476 for charity. This organization uses the power of sport to influence and better the world, which is something that should be done more often. Too often people forget the love of sport because of the pressures of competition, winning, money and power, but Sport Relief reminds people that one person involved in physical activity can make an impact on people in need. Sport Relief is able to truly differentiate itself from any other sport organization because of its motive of providing for the greater good, an important yet hard to come by tactic in public relations.
Bleacher Report Will Chope and Avoiding the Headaches of Bad PR Bleacher Report A little over a week ago, Will Chope stepped off the scale after hitting his mark and lined up opposite Diego Brandao.
Chelsea Clark's insight:
As the role of social media becomes ever-so-present in everything we do, there is no doubt that it has its flaws. It is not so out of the ordinary that we find ourselves reading articles or watching the news about the latest gossip: someone's arrest, someone's drug use, someone's infidelity. But what has become an everyday story is this particular gossip about athletes. Why does it matter if an athlete had a dark past? Why does it have to effect their profession as an athlete? Because in the capitalistic world we live in, this athlete represents much more than themselves. Every action made before, during and maybe even after they are a professional athlete can produce the image that they will be known in place of their image as an athlete. For Will Chope, his dream as a professional UFC fighter ended before it started. Although the UFC had fighters in the past with criminal records, the author depicts the organization as unfair towards Chope, saying that they should have kept him as a fighter. But what if the UFC is moving past accepting that behavior in any form, to highlight that the motive of the sport is, in fact, not accepted outside the cage? What the author seems to disregard is reputation building. The UFC would be foolish to ignore all negative press about fighters because they did so in the past. It is basic business that a company is continually improving the way it is represented in the hopes to be viewed in a positive way. The author says it is unfair for Chope, but was it unfair for the person involved in his past incidences? From a public relations perspective, the UFC did what it should have in the short time frame. They reacted quickly by immediately banning a person involved in dangerous, illegal behavior that could damage the reputation of the organization.
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