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WorksheetsPlay to the Fans
Total questions: 25
Worksheet time: 13mins
Which of the following is an example of publicity in the sport/event industry:
The International Olympic Committee elects a new president to its governing board.
A business owner purchases baseball uniforms and equipment for a Little League team.
The national soccer league secures advertising spots on network television stations.
A local newspaper prints a human interest story about a college volleyball player.
The primary objective of developing sport/event public relations strategies is to
establish a feeling of goodwill with all of the organization’s fan bases.
develop positive relationships with corporate sponsors and advertisers.
encourage local businesses to purchase more tickets, concessions, and merchandise.
promote publicity efforts with key members of the media and business community.
Which of the following statements is true regarding the importance of fan support to sport/event activities:
Large sport/event organizations are usually more successful in building fan support than smaller organizations.
Without ongoing fan support, a performer’s popularity or an organization’s profitability decreases.
Building fan support involves public relations strategies designed to increase short-term sales.
Most sport/event marketers consider spectators their most important fan base.
To build and maintain a favorable relationship with the media, sport/event marketers often help facilitate the media’s work by providing
camps.
permits.
hospitality.
entertainment.
Sport/Event organizations need to build positive relationships with the media because they have
very few regulations that they must follow.
the ability to control advertising sponsors.
the means to spread news to the masses.
little control over what is considered newsworthy.
Which of the following statements is true regarding the success of public relations strategies in the sport/event industry:
Most sport/event marketers find that one-way communication is the best way to reach out to each fan base.
A sport/event organization should be passive when considering publicity and newsworthy stories.
To minimize unfavorable publicity, sport/event marketers should develop a crisis management plan.
Sport/Event organizations invest little time, money, or personnel to carry out public relations activities.
To determine how a fan base views a sport/event organization, it is important to maintain
occasional communication.
an open dialogue.
the organization's website.
organizational standards.
When sport/event marketers plan a public relations event, it is important that activities are
implemented in a timely manner.
scheduled at least a year in advance.
publicized in every newsletter.
posted on the organization's computer network.
A method that sport/event marketers often use to measure the success of publicity efforts is to
monitor employees' behavior.
secure advertising spots.
track media exposure.
evaluate licensing agreements.
A fight breaks out between players and fans at a basketball game. This is an example of publicity that is generated by a(n)
special occassion.
unexpected incident.
sales promotion.
organizational expansion.
Attending concerts or sporting events and purchasing memorabilia are characteristics of the ___________ fan.
activist.
community.
spectator.
provisional.
The employees of a sport/event organization often generate publicity about a performer, event, or organization by
talking with family and friends.
developing an office memo.
attending staff meetings.
conducting follow-up surveys.
Once a sport/event organization has identified its important fan bases, it must evaluate the characteristics of each fan base by
conducting research.
rating lobbying efforts.
contacting regulatory officials.
interviewing board members.
A common way to maximize exposure for a sport/event is to tie the public relations efforts to
sales promotion activities.
operational policies.
research procedures.
personal-incentive programs.
Which of the following is an example of publicity generated by the personal behavior of a high-profile figure:
A street riot occurs after a high school basketball team wins its state championship.
A professional athlete is in the news after being arrested for disorderly conduct.
A major city plans to build a new arena in a revitalized section of the business district.
A local news station reports that a plane crash occurred at the community airport.
A fan follows the career of a baseball player who recently broke the all-time home run record. The fan’s support is driven by
attitude.
performance.
expectations.
tradition.
When considering public relations strategies, sport/event marketers must remember that fan bases differ in terms of their needs, preferences, and
endurance.
potential.
opportunities.
expectations.
Before a sport/event organization can create goals for each one of its fan bases, it must
identify the appropriate tools to deliver the public relations message.
evaluate the impact of various publicity messages.
establish a positive relationship with a member of each fan base.
determine its strengths and weaknesses with each public.
Sport/Event marketers use public relations strategies to create and maintain
low profiles.
suitable illusions.
specific images.
indifferent attitudes.
Creating positive relationships between sport/event organizations and the community at large is important because
public tax initiatives are often needed to build or maintain facilities.
community support usually decreases the need to attract tourists to the area.
members of the business community can reduce their sponsorships.
all of the community members are part of the spectator fan base.
Petra admires a specific athlete who behaves professionally on and off the tennis court. This is an example of fan support that is driven by
logic.
tradition.
performance.
attitude.
To maintain a consistent image over time, a sport/event organization might base its public relations goals on the organization’s
financial data.
mission statement.
credibility.
performance.
One characteristic of a successful public relations plan is that it is
proactive.
simple.
insincere.
reserved.
What might be the best way for a sport organization to build goodwill with the local community?
Hold a weekly press conference
Conduct a facility tour for business leaders
Establish a scholarship foundation for employees’ children
Schedule a meet-the-team day
How do sport/event marketers usually distribute information to the media?
In workshops
In news releases
In public service announcements
In sponsored events
