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Posts Tagged ‘Derek Jeter’

Should PR Pay Attention to Derek Jeter’s ‘The Players’ Tribune?’

Derek Jeter FinalLast Wednesday’s launch of the Derek Jeter-founded The Players’ Tribune, a digital forum for athletes, scored a home run from a media coverage standpoint. Later that day, key editorial and marketing executives involved in the venture –along with Jeter’s agent — appeared on a panel at Advertising Week New York to discuss the platform further.

The Players’ Tribune may be a worthwhile outlet for PR firms with clients whose business is associated with sports, since the site plans to feature branded content in addition to athlete-contributed content. Here’s the inside track:

What The Players’ Tribune is…

  • “It’s like the Go Pro of sports journalism, offering an inside first-person perspective”, said Jason Marks, executive creative director.
  • “We’re giving the athletes that fans know and love a voice. This is longform social, to tell stories with content in a natural way”, added Mark Grande, VP content strategy.
  • “It will be a platform where athletes control their own voice. It’s meant to complement what’s out there and provide opinions, POVs and perspective”, said Jaymee Messer, CMO, Excel Sports Management, Derek Jeter’s agency.

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Mediabistro Course

Mediabistro Job Fair

Mediabistro Job FairLand your next big gig! Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job. Register now!

Derek Jeter at Press Conference: ‘I Didn’t Want This to Be a Press Conference’

Earlier this week we shared a post on media relations lessons learned from the Yankees’ Derek Jeter, so of course we wanted to see what he would say at his “press conference” yesterday.

We weren’t disappointed. Our key takeaway: he really doesn’t like giving press conferences and tries to keep his quotes as simple and stereotypical as possible. We love his stubborn refusal to play the role reporters want him to play.

Check out his response at approximately 19:20 when the reporter asks him how he feels about being compared to past Yankees greats:

Things we learned: some wise souls advised Jeter to delay the announcement.

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Lessons in Media Relations from Derek Jeter

Sure, Derek Jeter is a great athlete…but can he teach us anything about communications and media relations strategy?

Kwittken + Company CEO/friend of the site Aaron Kwittken’s most recent Forbes story says “yes”. In fact, Kwittken goes so far as to call the veteran shortstop “one of the greatest communicators of all time.”

His points:

  • Jeter sidestepped the sports media entirely by announcing his retirement on Facebook (which he primarily used to promote his charity in the past), prompting The Boston Globe to call him “the Yankee you can’t hate
  • When the frenzy around his search for that 3,000th hit got too hot in 2011, he turned not to ESPN but to HBO, which made a documentary about the story:

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Derek Jeter Wants You to Pay Attention to Him One Last Time

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Oh hi.

One thing is clear this Valentine’s Day: Derek Jeter loves the attention—and so do the products he will help promote.

The New York Yankees veteran/endorsement machine’s announcement (via Facebook) that the coming season would be his last was really the beginning of what looks to be an exhausting marketing campaign that should serve as a model for future sports stars planning to hang up their cleats.

This will go well beyond t-shirts and posters.

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Setting One for the Record Books

Jeter hits number 3,000. Photo: Robert Sabo, New York Daily News

New York Yankee Derek Jeter has added his name to the record books, striking his 3,000th hit against Tampa Bay. Other well-known record breakers include Lady Gaga, who has the most Twitter followers and the fastest number-one-selling single on iTunes and Lil Wayne, who set the record for Facebook “likes” in a 24-hour period.

Setting and breaking records has long been a way to generate publicity for individuals and brands, and in the digital age there are more records to vie for. Having raw talent helps, but for companies it takes a concerted effort and some familiarity with the process. Even if one is not a celebrity, setting or breaking a record can still generate some buzz. We’ve outlined some tips for how to go about it after the jump.

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Derek Jeter Honored by Joe Torre Safe at Home Foundation

Scores of New York Yankees players, sportscasters and celebrities assembled at the Joe Torre Safe at Home Foundation’s eighth annual gala on Thursday evening at Chelsea Piers in New York.

They all turned out to pay tribute to Yankees captain Derek Jeter and to celebrate the tenth anniversary of the 2000 Subway Series. The charity’s goal is to stop domestic abuse through educational programs. Goodman Media International handles their PR.

Yankees GM Brian Cashman also used the red carpet as an opportunity to talk with the media about what the upcoming season will look like for the team.

Photos: Nancy Lazarus