In recent years, more and more people are like to playing sports in order to maintain health. In the past, even in sports activities and games are mainly based on gender, especially for men.such as men are mostly particular in football and basketball, while women are particularly on ballet. However, in recent years, the sports culture and community has already embraced on gender equality. More and more women are delight to join and playing sports in different games and activities. Sports activities are already not for men, but for all people. For example, running is already become a popular sport for all men and women. One of the reason is that both men and women can practice running individually, also running can pay less costs to maintain health. Some of the sports companies in recent years such as Nike and New Balance have organized different sports events of running, especially Nike Women to encourage people for running and buying sports shoes. This has created a successful sports culture for people and encourage them to play sports.
For New Balance, they have made a good PR strategy on running. New Balance has organized differences of running campaigns to promote sports. For example, New Balance organized their sports competition half marathon and 10K in 2014. For the New Balance Half Marathon 2014, the sports events was on 7 December 2014. For set the strategic PR plan, they need to make promotions in order to encourage people especially running sports lovers to join the competition. Then the organization need to find the sponsorship. The event is title sponsored by New Balance. And it was organized by Hong Kong Marathon Pro.To manage the competition event, first need to set the deadline of application date. In this event the application deadline was 14 November 2014. The event was held at Pak Tam Chung, Sai Kung. For the sports players, after they had their applications, they need to pick up their race materials on 29 or 30 November 2014. To the eligibility of joining the competition, the organiser had set of different groups, according to year of birth and ages. Then they reported at Po Leung Kuk Pak Tam Chung Holiday Camp. The event was last for 3 hours and 10 minutes. The entry fee was $210 for individuals and $630 for groups. After the competition, the entry free would make a donation to Po Leung Kuk for young sports development purpose.
The New Balance Marathon 2014 is a successful running competition. They implemented their strategic PR plan. I think New Balance have developed their PR strategy, including select their PR team, know of target audiences and develop a strategic PR plan.They also built media relationships for strategic advantage. Also, they can maintain an open information flow and keep their PR program relevant over time, in order to improve strategies, objective and tactics. I think New Balance is a successful example to build up PR strategies through sports events. They make PR as a strategic management tool in managing the reputation of New Balance. This has made contributions to the goals and missions of the company.
References:
New Balance Marathon 2014. (2014). New Balance. Retrieved from:
http://www.newbalance.com.hk/running/eng/nb-hm.php
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