Ryan Tracy

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Presented By Ryan Tracy Ryan Lambert Michelle
Moreton
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• An Introduction
• PR and Media Relations
• NHL Team in Columbus? (Case 1)
• Cracker Jack (Case 2)

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• Media Relations Research
• Client Research
• Opportunity or Problem Research
• Audience Research

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• Audience Research Tactics
• Create two (2) Media Contact Lists
• Mass and Specialized

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• Objectives
• Impact
• Output
• ? Service Media ? Proactively
  ? Reactively
• ? Coordinate Media Interviews

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• Programming
• Message Theme
• Action or Special Event
• Controlled or Uncontrolled Media
• Effective Communication

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• Evaluation
• Evaluate Impact Objectives
• Evaluate Output Objectives

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Open for Discussion What do you think is the most
important part of Media Relations
Research? Client Opportunity Audience
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• A NHL Team in Columbus?
• No Arena? No Team.
• Nationwide
• 3 Years till 1st Game

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• Obstacles to Overcome
• Offset Costs
• Gain Support

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• Objectives
• Build Excite
• Reassure
• Fix Problems

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• Research
• Interviews
• Tours
• Studies
• Surveys

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• Programming
• Special Events
• Press kits
• Ceremonies
• WWW

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• Opening Day
• Media Activities
• Interviews
• Team Access
• Newspaper Inserts

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• Evaluation
• Seats
• Momentum
• PSL Holders
• Nationwide

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Open for Discussion What other programming
features would you have included?
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Open for Discussion How would you gain support
for the new facility?
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Would the people who received numbered slips of
paper please come to the front of the room. Line
up from left to right in descending order
starting with number 10.
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6. Leave the cork in the wine bottle and off the
baseball field 7. If your Daddy owns a hotel,
stay away from the camera 8. If your
presidential candidate client is giving a speech,
make sure the railing is secure 9. Keep your
Desperate Housewife out of the Locker Room 10.
Make sure your client knows how to spell potato
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1. Make sure your wardrobe is properly
functioning 2. Always discuss the
strategery 3. Advise clients not to have
interns 4. Tell your client to take the stock
market hit. Its better than jail time 5.
Have a back up plan if your client is caught
lip-synching (Note The Ho-Down is not acceptable
crisis procedure.)
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• Cracker Jack
• Reinforce
• Prize Inside
• Product Sales

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• Research
• 900 stories written
• Voice
• Identify vendors

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• Objective
• Generate publicity
• Build relationships
• Increase sales

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• Strategies
• Link Cracker Jack to MLB
• Opening day
• Credibility of spokesperson

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• Audiences
• Baseball fans
• Stadium vendors

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• Execution
• Special event and media plan
• Time event/opening day
• Value added program
• Third party

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• Evaluation
• Generating publicity
• Strengthen relationships
• Increase sales

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Open for Discussion How would you generate
publicity for this event? Do you agree or
disagree with Cracker Jacks plans for
publicity?
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Open for Discussion How would you evaluate the
success of the campaign?
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Open for Questions Does anyone have any questions
about Media Relations?