New York Yankees' bald-headed outfielder Brett Gardner has provided an example of what public relations does when the intended beneficiary, Gardner himself, is publicity shy. Gardner’s teammates want him on the American League’s All-Star team, so they’ve, literally, taken their heads in their hands to help him with the fan voters.
“That’s just not me, that’s not my personality. It’s not necessarily the approach I take,” the soft-spoken Gardner says in a Wall Street Journal story. “I know Jason (Jason Zillo, the Yankees’ public relations director) and his staff and everybody with the Yankees is going to work hard to get the message out there and try to get me some votes, and we’ll see how it goes.”
Sure enough. Michael Margolis, a PR staff member, found a costume shop “selling rubber bald caps, and he picked up 60 to bring to work. The PR staff got a makeup artist in to fit them to the players’ heads, and each player filmed a brief get-out-the-vote spot…”
Indeed, that’s what PR does. Call it pitching, if you will.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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