Public relations strategy for the Cincinnati Bengals

PR in Sports

BENGALS ATTACK!

Public Relations Plan for the Cincinnati Bengals

The Cincinnati Bengals have the most explosive and exciting receiver corps in the NFL, and one of the most improved defenses in their conference. The PR Plan concentrates on the agility, speed and lights-out play of the Bengals offense. Both Terrell Owens and Chad Ocho Cinco have exceptional skills on the field and off and are two of the most entertaining payers in the NFL. The Bengals team also has many fascinating players, all of which have worked incredibly hard to get to the NFL. Combined with their natural talents and work ethic, the team personifies excellence.

Media Strategy

Bengals Attack! needs to communicate agility, quickness and hard-hitting insights and inside-the-locker room insights that fans are interested in. The Bengal Attack PR campaign also includes an extensive amount of interviews and chances to talk with the Chad Ocho Cinco and Terrell Owens, in addition to Carson Palmer and others. The Bengals Attack! campaign gets the fan right into the huddle and hears the intensity and focus players have to go after their competitors and score.

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. There needs to be a digital media specialist to concentrate on all aspects of social networking and media. 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.