What PR Pros Can Learn from Super Bowl Media Day 


Photo: @ESPN_RobKing

The San Francisco 49ers and the Baltimore Ravens have a few days yet to obsess on their football schemes before they meet on Sunday to see who will win Super Bowl XLVII.

But for the massive squad of PR execs who are responsible for Super Bowl Media Day, the preparation is over and the ultimate test is at hand.

Super Bowl Media Day kicked off Tuesday morning at the Mercedes-Benz Superdome.

For the thousands of journalists attending the festivities, there’s no shortage of stories to sink their teeth into, ranging from the first Super Bowl featuring opposing head coaching brothers, Baltimore's John Harbaugh and San Francisco's Jim Harbaugh, to the pending retirement of the Ravens' All-Pro (and outspoken) linebacker Ray Lewis.

And while Super Bowl Media Day has a circus-like atmosphere, there are a few lessons for communications execs — regardless of the market they traffic in — when it comes to steering a media scrum and pulling off a successful press conference:

  • Build a microsite in advanced of the press conference: When you’re handling a press conference that will draw at least a few dozen journalists it’s probably best to create a microsite that has every last detail about the press conference, such as when it starts; when it stops; whether there are any conditions or limitations on questioning and who among the PR staff can answer any logistical questions.

  • Make sure the room is big enough to handle the turnout: Nothing ticks off a reporter more than attending a press conference and having a boom microphone whack him in the head because the PR team tried to pack ten pounds of journalists into a five-pound bag. If the story has any legs, a press conference is likely to attract more journalists than you initially anticipated.  In fact, bet on it. So, make sure that there is ample room for all of the players involved, including reporters, broadcasters, radio reps and, of course, the people who are going to be answering the questions, such as your management team.

  • Following up prevents any potential fumbles in the coverage: During a press conference with lots of journalists attending, there may be some information and/or content that get lost in the translation. Keep the microsite up for a few days or weeks after the press conferences so journalists have a destination to check any facts, quotations or metrics. Perhaps more important, have your PR team follow-up with key journalists who cover the area/market/company to ensure, in the traditional PR parlance,  “that they got everything they need.”   


Follow Matthew Schwartz: mpsjourno1





Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.