Increase Your Increase Your MarComm & PR IQ:MarComm & PR IQ:

Make Yourself A Multidisciplinary Specialist!Make Yourself A Multidisciplinary Specialist!

Liam O’Mahony, MBA, APR

www.twitter.com/Liampalooza

www.linkedin.com/in/liamomahony

PR With Different OrganizationsPR With Different Organizations

Cornell University AthleticsUniversity of New Hampshire Athletics Chicago Bulls – 1998 NBA ChampionsSeattle SuperSonics Seattle Storm – 2004 WNBA ChampionsOff Madison AveCity of Chandler

Traditional Sports PR Traditional Sports PR EssentialsEssentials

Cultivating relationships with executives, coaches, players and media covering the team or organization.

Writing and disseminating pertinent information to the media and public via press release, web site, fan or customer publications and sales collateral.

Publishing media guide; compiling statistics, game notes for local/national media & team yearbook for fans and corporate sponsors.

Traveling as media liaison & organization spokesperson.

Sports PR Functions Sports PR Functions

Media coordination of players and coaches

Developing public relations plans and strategic communication initiatives

Managing live local & national TV interviews

Press releases, web stories, game notes Archiving coverage, press seating and

stats Coordinating community appearancesAttending NBA/WNBA marketing

meetings Writing marketing collateral

More Sports PR FunctionsMore Sports PR Functions Writing business plans, messaging to

promote ticket sales, marketing campaigns & off-the-court stories.

“Client” (player/coach/executive) relations

Supporting community relations & special events planning and promotions

Preparing for crisis communications Supervising press room staff & stats

crew Promotions and award submissions Researching and compiling statistics Story idea brainstorming

Sports PR Issues Sports PR Issues ManagementManagement

Angry coach who needs information ASAP, refusing interview or community appearance.

Disgruntled players avoiding media or “blowing up”

Consulting players on interview questions; providing background information and aiding in preparation.

Ownership change, major trade or free agent acquisition, head coach fired, player suspended

Planning - press releases, talking points in advance of major announcement & press conference.

Striving to attain the delicate balance of satisfying needs and demands of all parties from players and coaches to media to front office to league staff.

Thinking ahead in the midst of chaos such as a fight, team emergency or championship celebration.

PR Nightmare #1: Press Conference Blowups: http://www.youtube.com/watch?v=FQP16Zaem7I

Team Publications Team Publications

Team media guideFan yearbookPlayoff media information guideGame notes and statistics packetPress releases & event media advisories

Promotional awards and highlight flyers

Memorable PR EventsMemorable PR Events Chicago Bulls 1998 NBA Championship parade and rally NBA Media Day for Bulls – Phil, Michael and “The Last

Dance” Michael Jordan yelling at me in my first game with the

Bulls Attending the 2000 NBA Draft in Minneapolis Sonics biggest trade in history – Gary Payton for Ray

Allen Patrick Ewing press conference after trade from NY to

Seattle WNBA Draft events for #1 picks Lauren Jackson and

Sue Bird Press conference for Howard Schultz buying Sonics WTO riot in Seattle for Nov. 1999 Sonics-Lakers game Storm parade in Seattle after winning 2004 WNBA title

PR Sector DifferencesPR Sector Differences Sports PR – Exciting events, glamorous, high-visibility

functions, high demand/low supply jobs, long hours; stressful; nights & weekends. Very routine from year to year.

Agency PR – Fast-paced, exciting events and media campaigns depending on nature of client business; versatile skills development in research, writing, proactive media planning, working with other agency depts. Administrative functions of time tracking, client billing, reports can be tedious. Great learning when balancing clients in different businesses or markets.

Government – Many professional development opportunities, very local, resident-focused services; great work-life balance and benefits; often a more respectful, collaborative atmosphere.

Different Media Pitching Different Media Pitching PerspectivesPerspectives Pro Sports - Reactive: Turning Away Coverage

-Beating away the requests “with a stick”. If it wasn’t Sports Illustrated or ESPN, turn it down!-Earned coverage is rarely an urgent need – so much “natural” daily news evolves where pitching is a back-burner necessity reserved for community stories / human interest features.

Agency – Proactive: Hustling for Coverage -Striving to build a rapport with so many different

industries, trade editors and local beat reporters. -Securing earned coverage is a battle; a patient process of building credibility and synergistic information-sharing with contacts.

Government – Collaborative: Straightforward Public Information-There is more of an ally foundation with local outlets. Public information is readily available; spokesperson access is not a hurdle; beat reporters are not to be “dodged” as it can be in pro sports.-Pitching is more natural and less forced when promoting free and low-cost public services, programs and special events.

Cultivate Productive Media Cultivate Productive Media RelationshipsRelationships

They say: We are short-staffed. PR response: Make a house call on their turf when they are not on deadline and receptive to talk.

They say: On deadline; PR response: Propose a convenient time to engage in a mutually-beneficial discussion.

They say: You only call when you want a story; PR response: When you are not in need of immediate coverage, continue to provide industry news, local tie-ins for media outlets.

They say: We are tired of pitches & PR “speak.” PR response: We are strategic communication professionals that serve an array of audiences and we strive for productive relationships with media.

Be a partner in connecting writers to information and access to spokespersons; offer visuals before they are requested.

Share customer e-newsletters with targeted media contacts

PR Nightmare #2: Dreaded “unprepared junior reporter” http://www.youtube.com/watch?v=yXF8Lhvjqa8

It’s Not Just the “Big It’s Not Just the “Big Feature”Feature”

Utilize free calendar listings; plan several weeks ahead Assess web content: blogs, stories that didn’t run in

printPitch guest column from you or partner; non-profit,

community tie-ins that can be leveraged with larger story?

Historical brief, context to special event, performance or exhibit. Provide compelling image to preview piece.

Q&A sidebars with key staff, partners, performers; profiles on interesting employees, volunteers, customers.

Media breakfast or lunch with communications staff or site tour; build an alliance by getting to know the “person behind the writer/editor.”

Attend magazine special events or launch parties; support them where you can just as their coverage supports and promotes your messages, objectives and news.

It’s Not Just Big Feature…It’s Not Just Big Feature…continuedcontinuedAwards, personalities, interesting sub-storiesThe proverbial “Ride-A-Long;” reporters love

this, i.e. accompanying a performer or artist on the day of the show; what are they up to before and after?

“Trading Places” – Can the writer try doing something at your organization? Like a shadow, allowing the writer to experience logistics, details and demands of event, program of client or company.

“War Room” or “Draft Day” scenario – can editor/writer observe behind-the-scenes situation or planning if it isn’t too sensitive or proprietary?

Milestones; anniversaries; industry affiliations; conferences – reporters may want a summary if they don’t have budget to attend.

Local Publications for PR Local Publications for PR AwarenessAwareness

Stores have free lifestyle magazines/community papers

Shopping center concierges have lifestyle magazines

Libraries & community centers provide parenting, entertainment and sports magazines

Consider HOA /Chamber of Commerce newsletters

Start-up magazines need content and exposure to grow ad roster

Materials to Monitor & Materials to Monitor & MaintainMaintain

Keep a running schedule of topical columnists, days they run, best time to check in on a monthly basis.

Create a monthly media calendar for things to do, feature artist deadlines; A&E and lifestyle sections and magazines.

Have photo/logo archives to be sent on moment’s notice

Ensure press kit is current on web site and CD.Expand your publications library; you never know

when a niche magazine will be a fit for your client or company.

Send short weekly e-news previews or event/news recap to core media list. Could help them “plug-n-play” on slow news day or influence them along for a future feature.

Awards OpportunitiesAwards OpportunitiesResearch magazines and newspapers for

award entry information.Don’t be shy about submitting your

company, department, project or yourself!Consider attending award events for

networking and personal branding even if you are not a winner

Congratulate award-winning people or organizations that you admire on your social media sites to spread goodwill and show industry awareness and interest in others’ success.

Career TipsCareer TipsKeep a binder for business cardsSign up for free enewslettersCheck web site for speakers/events that appeal

to youAlways have paper and pen for events,

luncheons, speaking engagementsRead national and local business magazinesShare contacts, ideas & publications with peers,

coworkers Reciprocation is good KARMA!Be a versatile, organized project manager &

generalistBe flexible, humble and embrace new roles and

tasks

More Career TipsMore Career Tips1. Always have paper and pen when attending luncheon or

event. 2. Keep portfolio of business cards and folder for materials

you receive at lunches, conferences, etc. You may be able to be a referral.

3. Negotiate budget for association memberships, professional luncheons. These activities not only bring you out of your routine/comfort zone but puts you into different circles of knowledge. Volunteering can help you with new skills as well.

4. Try to go grad school full-time or evening. 5. Don't stay in the same job for too long if you aren’t

learning new sills and facing new challenges.6. Read local and national business/entrepreneur

magazines. 7. Sign up for e-newsletters of organizations/news outlets of

interest.8. Attend an industry conference in your market or field.9. Keep your resume and portfolio materials on a flash drive.

You never know when or where you'll need to email or print them out for a career opportunity.

Job Prospecting - Avenues to Job Prospecting - Avenues to ConsiderConsider

University Sports Info or Marketing DepartmentShadow a mentor or colleague in a large

corporation, agency or sports team (ask to see press areas). Inquire about shadowing colleagues in other divisions, facilities, partner organizations to learn other skills.

Volunteer for PR at special events, races, fundraisers for non-profits, healthcare, etc.

When visiting hometown or other cities, seek information meetings with local PRSA, IABC members.

Check local association job bank (see end of slides).

Read the Phoenix Business Journal every Friday!

Professional Professional DevelopmentDevelopment

Seek budget for professional memberships, industry publication subscriptions, conference attendance opportunities.

Mentoring can be a 360-degree process – you may have software knowledge and industry trend information that your supervisors lack.

Take evening classes (i.e. design, web, finance) or consider grad school.

Consider APR (PRSA) and ABC (IABC) professional certifications after several years of experience.

Expand your MarComm Discipline Expand your MarComm Discipline KnowledgeKnowledgeProject Management with other

departments Web site content, design,

functionalityAdvertising processes, vendor

managementMarketing planning, strategies and

softwareCustomer service procedures,

training, supervising Versatile = Valuable -> Proven Asset