For this campaign to be effective there needs to be extensive use of interaction opportunities with the players and a chance to listen to fans in addition to blast messages to them (Swann, 470). The focus on Web 2.0 technologies and social networking is also crucial for the team to get and capture the attention fo its fan base. Social networking is the most powerful channel to connect with those in the higher income strata of a market segment as many of these are early adopters of new technology (Bernoff, Li, 36). The Bengals PR team also needs to use social media monitoring to ensure their messaging is being well understood (Caitlin, 48).

PR Team Structure

The team is structured under a PR Director who needs to have access to the coach and team, and has a budget to support event-based marketing to promote the Bengals Attack! concept and strategy....

Additionally there needs to be a PR writer who will provide the copy and writing of all materials. There needs to be a videographer to travel with the team and provide content for the YouTube and other channels. Finally, there needs to be a PR project manager to also coordinate all of these tasks.
References

Bernoff, J., and C. Li. "Harnessing the Power of the Oh-So-Social Web. " MIT Sloan Management Review 49.3 (2008): 36.

Jeff Catlin. "Social Media Monitoring: Duck and Cover or Hold your Ground: Determining when it's necessary to respond, apologize or even retreat. " Information Management 19.8 (2009): 48.

Swann, P.. "PR 2.0 New Media, New Tools, New Audiences ," Journalism and Mass Communication Quarterly 86.2 (2009): 470-472.