June 12, 2013
How the NBA Uses PR to Build Hype
Americans love their sports. We talk about how the year moves with sports seasons more than the actual seasons themselves. The flowers bloom in the beginning of baseball season, the leaves fall in football season, and no one plays hockey in the first half of hockey season. But with the daily reporting of box scores and stats, and the 24/7 news treatment given to sports by the multitude of stations dedicated only to athletics, it is sometimes difficult to not lose the big news in the deluge of information.
Ronn Torossian acknowledges that the NBA has come up with a number of different ways to keep fans interacting in between the games, and working them into a frenzy even when their favorite players aren’t balling out on the court, reaching out to them through social media and traditional media.
Step one has been to fill out traditional media. Making sure there is plenty of coverage of every dunk and every shot blocked back into the face of a superstar is plastered across ESPN is step number one that the sports businesses have been using for over 30 years. Replays of the best and worst of each game, countdowns of the most exciting moments of the playoffs, and interviews with the sports superstars are a great way to ensure fans relive all the moments that got their teams to the finals.
Other traditional media, like radio, print, and even the internet, which at this point can be considered traditional media, also play a big part in this. If you’re not convinced of the importance print, take a look at Ronn Torossians 3 reasons why print media matters. Radio ensures outreach in talking about the finals when people traditionally aren’t in front of a screen, such as when they’re driving, jogging, or working away from computer access. Print media, while in decline, is still a primary source for older fans who are significantly less likely to jump online to see what’s going on with their favorite team.
New social media outlets are being utilized to keep fans up to date as well, with twitter feeds for every team, every player, and every news source a fan would want to hear from. Facebook updates with up-to-the-minute news reports on the health status of players, trash talk between teams and fans, and even what your favorite superstar had for breakfast to power him through the day are all available, feeding the beast of sports fan mania!
Much of this is done at the behest of the National Basketball Association because they understand that engaged fans are happy fans, and happy fans spend money. 5W Public Relations firm CEO Ronn Torossian plans to be watching, not just to see who wins the championship, but who wins the media outreach game as well.