Public Relations (PR): Important for top management to emphasize. Bottom line is not to sell a product but rather build efficient programs based on policies, regulations, and laws. The program is owned by the public or constituents of private school. A university is more catered to serving the students and is owned by the students; however, students are not treated as typical customers from the customer-is-always-right standpoint.

PR Audit

1. Identify relevant public
2. Determine what they think of organization.
3. Measure what the public believes are important issues or concerns
4. Evaluate public as to their importance and power.

Marketing Mix: All factors interact to contribute to the success of selling the product.

• Product
• Price
• Place
• Promotion

Components for growth

• Market penetration: Present product-present market.
• Market development: Present product-new market.
• Product development: New product-present market.
• Diversification: New product-new market

Avoid tendency to overstate the product. If you claim to provide a top-quality education make sure it is being accomplished. If you promote good sportsmanship, ensure that it happens.

Principles of PR

• The foundation of a successful PR program is an excellent product.
• PR must be based upon truth and public or constituents have right to be informed.
• PR programs must be continuous: Use long-term planning.
• Be an advocate and spokesperson to public. Sell the positives of your program.
• Base PR on two-way communication:
• Explore the use of all forms of media and communication.
• Positive human relations must be developed for PR to be successful in long run.
• Define groups whose opinions affect the program and structure the PR program to meet them.

Booster Club guidelines: Booster club money should supplement the athletic budget, not sustain it. Booster clubs are not to influence administrative or coaching decisions.

• Use a well-established business persons to serve on organizing committee.
• Have well-publicized, open meetings to formulate a constitution and bylaws.
• Ensure that regulations stress that all booster club activities must be approved by the school administration and money donated will be used as determined by school officials.
• Make sure that legal and accounting consultants approve procedures.

Note: some of this information is based on Horine, L. E., & Stotlar, D. K. (2004). Administration of Physical Education and Sport Programs, (5th ed.). New York: McGraw-Hill.