robert griffin iii final
Post on 12-Feb-2017
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Background/Overview- Drafted as a quarterback in the first round (2nd overall)
in 2012 by the Washington Redskins
- College: Baylor
- Hometown: Texas
- 26 years old
- Agents: Relativity Sports
- After 3 seasons, Robert was benched prior to the 2015
NFL Season due to injury and speculated off the field
issues
Media Analysis - Topics of Coverage:
- RGIII trade/release rumors from the Redskins
- Prospects looking to pick RGIII up in the upcoming draft
- Quotes from peers and other NFL coaches about RGIII’s character or “fit” for a specific team
- Themes/Angles:- No real quotes from Robert himself- Those speaking about him “wish him
well in the future”- Most outlets portray sports team
coaches and officials as being on the fence or passive towards him
Media Analysis - Consistent Coverage:
- Washington Post - ESPN 980- CSN Washington- Washington Times- ESPN (for major news/rumors)
Media Analysis - After it was announced that Robert
would not start for the Redskins in
the 2015-2016 NFL, the tone of the
media was essentially split on placing
the blame on the Redskins or Robert
- While some outlets blamed poor
decisions made by Redskins’ coaches
and leaders for the downfall of
Robert, others blamed the
quarterback for being too egotistical
Public Perception - Like the tone of the media coverage, public
perception ranges - Key audiences:
- Redskins fans- While some fans were quick to jump off of the
“RG3 wagon,” others remain adamant that they
want him to remain with the team
- NFL coaches & players - Throughout his tenure with the Redskins Robert
has been viewed as too “self absorbed” and
difficult to coach
- Robert also was accused of throwing his
teammates under the bus on different occasions
- NFL fans- Similar to Redskins fans, some are begging their
team to add the quarterback, while others are put
off by his past character/performance dramas
PR Tactics/ Analysis
- An important PR tactic used to reach
out to their main audience (his fans
and fellow NFL colleagues, future
teammates, and coaches), is social
medias
- Instagram : RGIII 386k followers
- Twitter : RGIII 1.2 million followers
- Facebook : 1,004,965 followers/likes
PR Tactics/Analysis The differences and changes we’ve seen
in his social media activity:
- In his previous season, he was not
active on any of social media sites or
found in controversial problems
posting and liking inappropriate
things
- Now we’ve seen multiple “inspiring,”
“positive” tweets daily, and
instagram photos posted usually
once a day
PR Tactics/Analysis
- Another approach RGIII and his PR team have taken is getting involved with the community more and working with charities and other organizations
- He most recently hosted the second Salute to Fitness
program in Waco, TX.
- Adults and kids gathered on the Baylor campus to do boot
camp exercises and zumba session activities.
- Griffin said, “the purpose of the camp was to instill
fundamentals of healthier living”
- All the proceeds went to building a home for a disabled
veteran.
- Griffin also said he “enjoys giving back to the community”
Conclusion/PR Problem
- Making the “RG3” brand marketable again
- To NFL teams
- Restore confidence in athletic ability, and character
- To potential teammates
- Make Robert a teammate players want to have in their locker room
- To fans
- Generate the same excitement, and jersey and ticket sales that
having RG3 on the roster brought in 2012
References Media Analysis / Public Perception http://www.sbnation.com/2015/9/1/9232961/robert-griffin-iii-washington-jay-gruden-dan-snyder-mike-shanahan-injury-concussion
http://ftw.usatoday.com/2015/08/robert-griffin-iiii-rg3-quotes-washington-redsking-apology-starting-preseason-best-quarterback-nfl
http://profootballtalk.nbcsports.com/2015/08/27/report-several-washington-offensive-linemen-dislike-rg3/
http://espn.go.com/nfl/story/_/id/13623718/washington-redskins-qb-robert-griffin-iii-was-superstar-only-our-imaginations
Background:
http://www.spotrac.com/nfl/washington-redskins/robert-griffin-iii/
http://www.relativitysports.com
Pr Tactics/Analysis:
http://www.kwtx.com/content/news/Robert-Griffen-III-host-salute-to-fitness-event.html
www.instagram.com/rgiii
www.twitter.com/rgiii
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