PR Technique - May 2007

Getting that winning feeling with sports PR

Singapore has already hosted premier international tournaments and sports-related events and looks likely it will soon host a Formula 1 race, and the completion of the Sports Hub at Kallang will attract even more of such global activities.

The increasing number of such large-scale events will likely bring about a similar increase in demand for good public relations consultants specialising in sports PR.

Agencies keen on tapping this growing market should not underestimate the sheer effort involved and while the basic principles regarding media relations and issues management remain largely unchanged for any event, local or international, other factors should be considered when reaching audiences beyond one's borders.

Start early - especially if this is your agency's first regional campaign

Find out as much as possible about the event before formulating your campaign strategy. How large is the event? Which markets are you targeting? Who is participating in this event? Which countries are they from? Are they likely to send a media delegation to cover the event? Will they be able to grant media interviews? Is there anyone of particular interest for the media? Is there anyone in particular that the media may find interesting (note the difference)? Some regional or global campaigns can begin as early as a year before the actual event as much research is required to set the stage for a successful campaign.

Determine target markets - and understand them

It is important that the campaign focus on key markets in order to prevent the spreading of resources too thin. This enables the client and agency to concentrate on several countries or areas where they think the campaign can make the greatest impact. Ask: Is there a following of the sport in the particular country? How much money is spent on it? Do we want to create such a following in places where there isn't? It is also imperative that your client hits their key markets, for example, which are important regions for the title sponsor? Would they want to increase awareness in those markets? Understanding those markets is key as local media behaviour differ from each location.

Compile your media list

If you don't already have one, take time to research key media for each market. What makes news in that part of the world? What angles work best with them when pitching stories? Is there a need for a corresponding advertising purchase? Do they speak English?

If possible, work with a foreign affiliate

For a more in-depth campaign in each market, engaging a local agency is recommended as they would understand their market best. Working with an affiliate based in your target markets will help ease the logistical workload of localising any information you might want to disseminate to these markets. 

Keeping to a timeline

While timelines are not uncommon in any PR campaign, they take on a bigger and more significant role in regional campaigns. Managing a global PR campaign requires keeping close tabs on how work is progressing in each market. An overall timeline for the campaign covering all markets should be put in place and updated weekly to ensure all bases are covered. This is probably the most basic but will prove the most challenging to manage as there are many parties involved.

Tips:

• Start early - especially if this is your agency's first regional campaign
• Determine target markets - and understand them
• Compile your media list and relevant information about foreign media
• If possible, work with a foreign affiliate
• Keeping to a timeline