Potential Public Relations Activities Involved in the Development of a News Article

This article discusses the potential public relations activities involved in the development of a news article about the National Basketball Association and its social media use. It covers the organization, spokesperson, publication, target audience, and desired public reaction. The article also suggests reinforcement strategies to avoid future public relations scandals.

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POTENTIAL PUBLIC RELATIONS ACTIVITIES INVOLVED IN THE DEVELOPMENT OF
A NEWS ARTICLE
By: (Student’s Name)
Professor’s Name
Course Name
Institution
City
Date

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The organization
The national basketball association is the organization in question. The unit is a globally
recognized professional basketball league made up of male players based in North America, and
a total of thirty teams. The organization is widely considered to be the most effective and
influential professional basketball league in the whole world (Grunig 2013, p. 80). The national
basketball association is a very active and responsible member of the United States of America
basketball and has since been recognised for its exemplary performance by the international
basketball federation commonly referred to as the IBF (Sietel 2017, p. 80). The league came into
existence in New York City in 1946 and was previously referred to as the basketball association
of America. Later, the league adopted its NBA name on the 3rd of August 1949. The league
boasts of both local and international team offices, which are coordinated from its head offices,
located in the Olympic tower in New York. Considering its international presence and influence
in sports activities, the national basketball association has a responsibility to remain cautious. All
this is in order not to disappoint its stakeholders, as well as hold on to its positive brand image
for the longest time in the international sports federation, and the entire world (Wilcox et al.
2006, p. 89).
The spokesperson and their title
The national basketball association has been recently accused of releasing tweets from
the social media accounts of the organisation, which are regarded to be negative especially
towards the opposing teams and players from other leagues. Tim McMahon came across a
memo, which was sent by the deputy commissioner Tatum Mark, to all the thirty teams in the
national basketball association (Sriramesh 2009, p. 50). The memo asserted that some social
media accounts had crossed the line, which should not be the case as per the norms and code of

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conduct of the league. ESPN, which is the global sports television channel based in the United
States, reported the events emanating from the association (Baskin et al. 20070, p. 27). The
tweets directly mocked the opponents of the team on social media, which has been termed illegal
and against the rules of the association.
What might have led to the publication of this article!
Provoking exchanges were noted especially between players, which had the potential of
damaging the reputation of the league (Herbert 2017, p. 1). Emphasizing rules which prohibit
ridiculing and mocking opponents was the primary aim of the memo released to ESPN and
forwarded to all the thirty teams of the league. According to the deputy commissioner Mark
Tatum, the organisation ultimately understands the use of social media by teams and the
importance of the same. However, there is also a need to understand the critical role that social
media plays towards the business. Therefore, the inappropriate use of social media accounts by
players from different leagues, coupled with negative exchanges between opponents is
considered profoundly negative especially for the national basketball association. The deputy
commissioner was also keen to highlight that most social media accounts have crossed the line,
primarily through their conduct.
Twitter wars between payers from opponents should not be paraded in public, as this has
a negative contribution towards the public image of the entire organisation (Herbert 2017, p. 1).
Reputational damage subjects players to discipline by the league. The memo was issued as a
result of the exchange between Memphis Grizzlies, guard C.J. McCollum, and small forward
Chandler Parsons and Trail Blazers. This exchange began as a result of the post from trail
Blazers official twitter account, which showed a GIF of parsons air balling a 3-pointer, from the
27th January match between the two teams. Parsons received numerous offers regarding contracts

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from Memphis and Portland, before opting to go with the Grizzlies the previous summer
(Herbert 2017, p. 1). Parsons was still struggling to come around especially after the knee
surgery the same season, which sparked a lot of social media attention in the international sports
arena.
Parson, however, laughed after the entire exchange and was keen to affirm that an
apology was not necessary, especially from the Blazers president and chief executive officer
Chris McGowan (Herbert 2017, p. 1). However, the entire league officer considered this matter
very important and dangerous, which could not just be shunned. The unfolding events apparently
led to the publication of the article, especially with the organisation eager to conceal its image in
public, in order not to make further losses, or act contrary to the expectations of all its
stakeholders. The publication of the article was PR related, and all came up as a result of social
media use, in this case, Twitter accounts. Every organisation is bound to do everything in its
power, to preserve the positive image in the eyes of the public (Herbert 2017, p. 1). Therefore,
the apology and criticism offered towards the events by the management of the league were a
good move, and highly anticipated among players and the league in general, which corrected the
organisation image within a short time.
Who is the organisation hoping to reach?
The message was intended to reach both the players, participants in the national basketball
association, and the general public (Lelinghan & Bruning 2010, p. 82). This message was
directed to all stakeholders of the organisation. Based on the memo, three aspects were the focus
of attention, and most emphases were directed towards three aspects that the organisation
considers inappropriate material for social media accounts for all the teams;

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a) Embarrassing any individual or opponent, as well as any game official by the team
members (Pincus et al. 2013, p. 30).
b) Mimicking or impersonating any opponent or game official in a manner considered to be
cynical or ill-motivated.
c) Extending any criticism towards the national basketball association officiating programs.
The national basketball association has an image to protect. The public, who in this case,
includes both fans of the teams and the fans of the opponents, need to be aware that the national
basketball association recognises and appreciates their support (Helitzer 2012, p. 80). Therefore,
having rules in place for the players and all participants are meant to assure the public that the
association has no ill moves towards other teams, and is focused on taking part in healthy
competitions and supporting every individual in the same field. The information was also
intended for the players in all the thirty teams of the national basketball association. The
organisation is also hoping to reach all players. The information is specifically meant to assure
all players of how severe rules in place have to be taken and adhered to.
What do they want their target public to think/do feel
The organisation needs the target public to recognise their efforts in participating in the healthy
competition and maintaining discipline among its players. At the same time, the target public
needs to know that the organisation does not condone any adverse actions, especially in social
media accounts and other press releases which focus on defaming the opponents (Whiteside &
Hardin 2012, p. 50). The organisation aims at maintaining a constant positive image, and good
relations with all stakeholders in the process, and upholding the morals and norms of
international sports activities. The organization, also wants the public to restore their trust and
confidence in the teams in the national basketball association. Through the apology and memo

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issued, the management is focused on retaining loyalty and trust, without compromising the
unending support of the public towards its teams.
What might public reaction practitioner need to do next?
Teams need to be aware of the rules and norms considered acceptable by the national
basketball association, especially about the use of social media by all teams. In game
entertainment for instance, and the participants involved are entirely prohibited from making the
opponents as well as team personnel and owners, together with game officials, including through
videos, pictures and statements 9Newsom et al. 2012, p. 202). Based on the memo issued, the
public relations practitioner will need to look into more reinforcement strategies to ensure that
such public relations scandal is not witnessed in the team again. The management needs to take
responsibility for all the faults and negative consequences and look into ways through which the
act of the players can be cleared. The general public also needs to be reassured of the
organisation's support and heartfelt apology based on what happened in the organisation.
The public relations practitioner needs to keep emphasising that the teams are free to use
social media for fun and any other form of lighthearted banter, provided that their actions do not
reflect poorly on any other league, team and individual players (Curtis 2010, p. 90). Teams and
participants need to be trained on how to handle and conduct their social issues, to ensure that
their social activities are not inappropriate, and do not end up affecting the league as a whole.
There is also a need for the association to encourage all teams to train their social media staff
members. The staff members need to know the kinds of postings which will boost the image of
the organisation, and the kinds of postings which derail the organization's public image. Training
programs and rules should continue being enforced to avoid future actions which may be more
detrimental.

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