eric wing sr. director, ntra communications. our message: the industry cares deeply about its human...
TRANSCRIPT
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NTRA Communications
Eric WingSr. Director, NTRA Communications
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Eight Belles and Equine Health and Safety Aftermath
Our message:The industry cares deeply about its human and equine athletes and is committed to their health and safety.
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Playing Offense Rather than Defense
Tough economy
Limited marketing budgets
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Examples of Changing Landscape It’s not just about newspaper column
inches anymore TV hits (but not just in the sports
reports) Newspaper and magazine photos
(but not just in the sports pages) Website hits Blogosphere presence
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The ESPN Machine
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Where Have All the Papers Gone?
Newspaper industry contracting
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Where Have All the Papers Gone?
Sports fans, including racing fans, are ahead of the curve
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Mainstream Publicity Helpers
Charitable tie-ins
Celebrity tie-ins
Historical tie-ins
Look for the “gee-whiz” or the “talkable”
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Mainstream Publicity Helpers
Landscape has changed
Sometimes the best opportunities are still right under our noses
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River Downs Peruvian Day
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The Oprah Winfrey Show, 10/23/07
Nothing more than a coincidental horse name
“Don’t call us, we’ll call you.”
BCWC provides needed context
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A lot can be made from a little
Nucleus of a good story can lead to big things
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Public Relations
September 2008
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Best Practices for Obtaining and Distributing Photographs
Work with photographer to get key shots
› Service photos the same day Candid photos preferred Clearly show the celebrity is at the
track
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Best Practices for Obtaining and Distributing Photographs
Some photo examples include:
› Celebrities interacting with jockeys, trainers or owners
› Celebrities next to a horse
› Celebrities in the Winner’s Circle
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Best Practices for Obtaining and Distributing Photographs
Photos need to be free, high resolution, and vary in selection
Targeted outlets:
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Shaquille O’Neal dressed up like a jockey at Belmont Park, NY
Belmont Stakes Example
© Copyright 2008 Harold Roth.
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Gwen Stefani, Gavin Rossdale and Kingston at the Del Mar Thoroughbred Club
Del Mar Opening Weekend
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Bo Derek at Del Mar racetrack
Del Mar Opening Weekend
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The Power of Pictures
We live in a visual world
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How the NTRA Can Assist You With Your Photo Needs
Harold Roth, Horsephotos.com
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Working Together
NTRA Communications
is here to support you
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NTRA Communications
Media Resource
› www.ntra.com/mediacenter
Service Bureau
Crisis Communications