Hot Stove, Heating Up

Hot Stove, Heating Up

Top MLB Free Agents

 As baseball season came to a close and the Giants celebrated in San Francisco, the focus has turned to the competitive offseason where some big names are on the table and ready to hear offers.  Turn that stove up to high heat, because the baseball offseason is officially underway.  Players hit the market bright and early on Sunday, Nov. 7th at 12:01 AM.  This year's crop is especially rich, as some of the best players in the game are up for grabs. 

Top 5 Free Agents in 2010

 1. Cliff Lee - P  Coming off another World Series appearance, Cliff Lee is the hottest pitcher on the market.  The Yankees have expressed serious interest in him moving forward, dropping out of other bidding wars to solely focus on the Lefty.  He's been a dominate pitcher over the past three seasons, and it's no surprise he's the top free agent this offseason.  

2. Carl Crawford - LF  The speed of Crawford makes him a dangerous asset for any team.  He lead the American League in stolen bases for the fourth season in a row in 2010.  Of course, he's strong at the place with solid numbers.  His age gives him the boost, sitting at 29, so he can expect a large, multiyear contract.

3. Adrian Beltre - 3B  He's considered one of the best on the hot corner, and topped that off with great offensive year with the Red Sox.  He carried the team when other big names couldn't hold up.  Reports are that he will test the market and deny his player option for 2011.  

 4. Jayson Werth - RF  A star on the rise, Werth has solidified his

 position as one of the best Right Fielders in the game.  Just three years ago, he never thought he would play again due to a broken wrist, but the Phillies offered him another shot and he worked his way up to a starter for the playoff  contenders.  A rare five-tool player is hard to find, but expect Werth to look for a long-term contract.  

 5. Victor Martinez - C  Martinez is seen as one of the few catchers that can deliver at the plate, driving in over 100 runs this year.  Although he is on the older side of baseball, but supposedly is willing to move to 1B if necessary.  A team may pick him up for the short term in order to protect the plate. 

Lots of factors play a role in the value of a player, both on and off the field. Effective branding throughout the season can help increase the value of a player's identity.  All in all, sports is a business and we look forward to seeing where these assets end up in 2011. 

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How To Be A Media Darling

How To Be A Media Darling

Athletes and celebrities that are comfortable dealing with media are often the ones that will be targeted by blue-chip companies for endorsement and marketing deals. It’s a simple equation; companies want someone that they know is able to represent their product well. Therefore it is in the best interest of athletes/other celebrities to develop great relationships with reporters and journalists so that they are presented in the best light possible. 

So how does one go about doing this? Of course it starts with getting the interview (something which a qualified publicist can help with if interview requests aren’t flowing in). Once an interview is secured, it’s up to the individual to make a good impression.

•  Remember the reporter or interviewer’s name and use it during the interview. Psychologists have shown that when you use someone’s name in conversation, their overall impression of you will be improved.

•  Human beings are drawn in by stories. Telling a story in your interview about a situation that occurred behind the scenes or in the locker room is one way to make your interview more interesting.

• As much as possible, interviewees should try to mimic normal conversation. It’s ok to ask the interviewer questions if that’s your personality.  Media darling Shaquille O’Neal is famous for doing this.

These are just a few ways that public figures can endear themselves to reporters and audiences reading/viewing their interviews.  It’s important to remember that how one individual conducts an interview may not be the magic formula for everyone. By practicing with a media coach, athletes and other celebrities can determine what works for them and start the process of becoming a media darling that companies would love to have as their spokesperson.

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A Fallen King Begins To Rise

A Fallen King Begins To Rise

This past offseason wasn’t so “off” for LeBron James. Since walking out on the Cleveland Cavaliers during after game 5 of last season’s NBA playoffs against the Boston Celtics, James has received incessant backlash for nearly every move he’s made from nearly every person he’s encountered. He’s been publicly criticized by the likes of Charles Barkley, Michael Jordan, Cav’s owner Dan Gilbert, and sports commentators worldwide. He’s been slammed for abandoning his hometown, walking out on his team in the playoffs, being a poor role model, and, most notably, for The Decision. Essentially, Akron’s former “King” had become more of a court jester. 

While James’ life story has seemingly been told through the mouthpiece of the media, disgruntled Akronites, and just generally bitter fans everywhere, he has taken the first steps towards ironing out his wrinkly image. 

A new 92-second commercial for Nike’s “Rise” campaign is James’ undeniable attempt at regaining control of his image, and responding to all the criticism he’s received. It references all the topics he’s caught flak for through a cinematographic mash-up of poignant imagery, straightforward shout-outs to his critics, and questions to LeBron fans and enemies alike. 

Scenes such as the giant “We Are All Witnesses” banner in Cleveland falling to the ground while he asks “What should I do?”; asking “Should I really believe I ruined my legacy?” while addressing an empty room during a mock Hall of Fame induction; or having his “Chosen 1” tattoo removed while he winces in pain, are awakening in the sense that they make viewers reevaluate their strict views on the actions of such powerful athletes.

While “Rise” may appear to accomplish many tasks, it is here, as Barry Rothbard of Sports Grid says in his article Does Nike’s New LeBron James Ad Make You Forgive The King?, for one reason: “to shift the PR battle back into LeBron James’ court.” 

From a PR perspective, this ad is genius for a couple reasons. First of all: timing. He allowed enough time for The Decision to be digested, and for people to be ready to hear what he had to say again. Through the commercial, the world saw LeBron acknowledge the madness of the offseason on Monday. The NBA season started on Tuesday. What better time to clear up any questions or concerns, or to pick up--regain?--any last-minute fans than the day before he is thrust back into the limelight? 

Next: it is no coincidence that the face of the “Rise” campaign is LeBron James. The King fell from his throne four months ago, and is now rising back to the top. It’s that simple. Nike has tried to doctor athletes’ broken brands before (think Tiger Woods in the Nike “Boom” operation), but this “Rise” ad is the just the PR prescription that LeBron needs.

Finally, an oversized ego is like poison to an athlete’s image, making them seem super-human and out of reach to fans. In 92 seconds, this commercial brings James back down to Earth through his simple question, “What should I do?” 

In the recent past, everyone has had opinions regarding his actions on and off the court, career decisions, media involvement, what he should have done, and what he should now do. According to Sports Networker writer Sam Taggart, by repetitively asking his audience what he should do, “LeBron seems to be saying, ‘You try being me.’” 

Everyone knows how hard it is--or how virtually impossible it is--to please everyone, and this commercial sheds some light on that aspect of the superstar’s life. He acknowledges his mistakes, he recognizes there are ways he could have done things differently, and only after letting the public step into his shoes and see just how many different hurdles he faces everyday, does he finally opens up and invites people to share their opinions. 

An athlete’s brand is dependent upon whether fans are able to identify with them, and it took a mere 92 seconds for the world to begin to rediscover parts of themselves in LeBron James. And that is what will help The King begin to rise again. 


-Liz

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Creating An Efficient PR Campaign

Creating An Efficient PR Campaign

In working with high profile clientele, 

regardless of industry whether it be sports, 

music, general entertainment or options far 

and in between, creating public awareness

is the foundation of their brand building. 

When developing a PR campaign keep in 

mind these following tips to ensure success.

    Create Objectives & Goals

         Make sure that you clarify the goal of the campaign. Without doing this at the beginning, you run the risk of not being able to measure your results accurately.

    Develop a Tag Line

       To make your campaign memorable (even if only for a short amount of time), find a tag line that will stick in peoples' minds. Do not be subtle, use punctuation, and keep it short. A bold, to-the-point statement is easier for people to remember.

     Define Your Audience

       All campaigns are not created equally, nor are all campaigns directed towards the same target audience.  Ensure that your message stays true to something of current interest and importance.

    Create a Timeline

       Campaigns that run too long weaken the results of your efforts. Choose an execution time for your campaign that is brief, but relevant to its subject in order to maximize results and reach goals.

    Integrate Social Media

       Social media has gone viral in terms of communication. Choose at least two social media outlets to use as a platform for your campaign. By targeting more than one outlet, you ensure that none of your audience falls through the cracks.

-Amira

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