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Sport Public Relations Portfolio

Shannon Lynes
Upon graduation, Shannon hopes to enter the sport industry working in either sports marketing or event management. While she would love to work in her home state of Maryland, she is open to the idea of working in other locations.

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Sport Public Relations Portfolio

  1. 1. Sports Public Relations Writing Portfolio Presented by Shannon Lynes Shannon Lynes 443-829-4924
  2. 2. Table of Contents Personal Bio (Shannon Lynes)...................................................................................2 PR Plan: XU Musketeer Madness..........................................................................3-4 Press Release: Flying Pig Marathon.......................................................................5-6 Advance Game Notes: Cincinnati Men’s Soccer vs. Michigan.................................7 Game Wrap-up Notes: Cincinnati Men’s Soccer vs. Michigan.................................8 Media Database: Xavier Men’s Basketball..........................................................9-10 Cincinnati Sports Professionals Network Meeting Summary............................11-13 Press Conference: Jordan Crawford Is Going Pro...................................................14
  3. 3. Shannon Lynes (443) 829-4924 Shannon Lynes University of Cincinnati Student Shannon Lynes is a senior Sport Administration student at the University of Cincinnati. She first entered college in 2005 at Ohio University, where she was a member of the women’s lacrosse team. After the program was terminated in January 2007, for budget reasons, Shannon transferred to the University of Cincinnati to continue her athletic career. The University of Cincinnati announced the addition of the women’s lacrosse team in early 2007 with the hiring of head coach Lellie Swords. After meeting Swords, Shannon knew the University of Cincinnati would be a great fit for her. She became apart of the inaugural team in 2008, where she scored 14 points. This upcoming season will be her third and final season playing for the Bearcats. This past summer, Shannon was an intern at the Verizon Center in Washington D.C. where she worked in the Washington Sports and Entertainment’s Corporate Marketing Department. Washington Sports and Entertainment manages sporting events for the Washington Capitals, Washington Wizards, Washington Mystics, and Georgetown University Basketball. During her internship, Shannon was given the opportunity to attend board meetings with top executives, assist managers with sponsorship recaps and proposals, and conducted market research for future sponsorship opportunities. She also created a tool containing all sponsorship activity for the past year at the Verizon Center, which will be a critical tool to assist sponsorship managers while conducting future business with corporate sponsors. Upon graduation, Shannon hopes to enter the sport industry working in either sports marketing or event management. While she would love to work in her home state of Maryland, she is open to the idea of working in other locations. Shannon was born in Rochester Hills Michigan on December 7, 1986 to Kate and Shawn Lynes. Shannon is the oldest of four. She has three younger brothers, Luke 21, Jake 17, and Zach 14. Aside from lacrosse, Shannon enjoys a variety of sports, shopping, and spending time with friends and family. 2
  4. 4. Shannon Lynes (443) 829-4924 PR Plan: XU Musketeer Madness Objective: The objective of Musketeer Madness is to kick off XU men’s and women’s 2009-2010 basketball season. We want to get fans excited about the upcoming season and boost season ticket sales. Key Messages: Introduce both XU men’s and women’s basketball teams to create the 2009-2010 identity. Season tickets are available, starting at $17 per game for men’s and $80 for women’s season tickets. Kick off the 2009-2010 basketball season, and make the public aware basketball season is upon us. Target Audience: Our target audience starts with XU students and faculty. But we also want to target the Cincinnati public. We will obviously be competing with UC for fans, so we want to draw in the Cincinnati public and have them identify themselves with XU basketball. We will do this by targeting middle school and high school fans, and portray the event as a family outing. We will also target prospective donors and season ticket holders. We have enhanced the event with a members only free clinic with XU basketball players prior to the event. We have also targeted community partners (Skyline Chili and Trauth Dairy) as well as local media (KISS 107 and FOX Sports Ohio). Tools: We will use social media (Facebook and Twitter) to communicate the event, along with email blasts to our current data base. Our website will include up to date information about the event, along with a link for our online media guide. Initiatives: We will communicate the event through the vehicles of communication listed above. We will also use our local media (KISS 107 and Fox Sports Ohio) to create a buzz for the event. As far as fan interaction, this will take place at the actual event. Fans will have an opportunity to get autographs and meet the team prior to the intrasquad scrimmages. Timeline: The event will take place Oct. 24th so everything has been done thus far for the event. Our local media has already started the buzz about the event. On Oct. 5th we released a press release about the event on our website, as well as sent out person email blasts to our current fan base. Practice will begin Friday, Oct. 16th. 3
  5. 5. Budget: We will have a low budget for this event. Admission is free to the public. Skyline Chili and Trauth Dairy will be serving chili and ice cream, they will be handing all the costs/ profits. Our main costs and activities will include: • The inflatable games for the kids: $400 • A balloon artist: $175 • Corn hole: already owned by the athletic department • Posters/player autographs: $100 Measurements: We will measure the success of our event based on the number of fans that attend the event. We will also measure the success of the event by the amount of season tickets and memberships purchased. 4
  6. 6. Contact: Shannon Lynes Flying Pig Marathon The 12th Annual Flying Pig Marathon Registration is now open CINCINNATI (October 13, 2009) - The 12th annual Flying Pig Marathon will take place Sunday, May 2, 2010 beginning at 6:30 am. Registration is now open to the public for all events. The Flying Pig Marathon has become the third-largest first-time marathon in the country. making it a premier event in Cincinnati. The event is open to athletes of all ages and running abilities. The event is meant to bring the community together in celebration through participants, sponsors, volunteers and spectators. For more information or to register for the event, visit the Flying Pig Marathon website at A complete list of events and prices follow: Flying Pig Marathon powered by P&G • $70 through December 31 • $85 through April 19 • $100 at Expo PNC Half Marathon • $60 through December 31 • $75 through April 31 • $90 at Expo City Dash Open 4-Person Relay • $240 through December 31 • $260 through April 19 • $300 at Expo Corporate Relay presented by the Business Courier and McGohan Brabender • $500 through December 31 • $500 through April 19 • $500 at Expo Toyota 10K • $30 through December 31 • $35 through April 19 • $35 at Expo -more- 5
  7. 7. Flying Piglet Kids’ Fun Run • $10 through December 31 • $10 through April 19 • $15 at Expo Pump N Run If you are also interested in participating in the Pump-N-Run event please go to for more information and to register. ### 6
  8. 8. Shannon Lynes (443) 829-4924 Advance Game Notes: Men’s Soccer vs. Michigan October 14, 2009 7:00pm Gettler Stadium Cincinnati, OH Statistics: • UC Men’s soccers is currently 8-5-0, while Michigan is 8-3-1 • This will be UC’s 14th match of the season • ’09 Point Leader: Nick Weightman, 11 points • ’09 Goals Leader: Mark Konitsch, 4 points • ’09 Assist Leader: Nick Weightman Injuries: • Freshman backup goalie Peter Steve has not been cleared to participate in the game against Michigan after suffering a concussion. Features: • This will be the Bearcats first meeting with the Wolverines (non-conference) • This will be the Bearcats last non-conference game of the season • UC is coming off a 2-1 win against Villanova • Head coach Hylton Dayes is in his 19th season as head coach and his 9th season at UC. Dayes has the second most coaching wins in the programs history, 80-68-21. Bob Muro holds the programs record with 114-111-13. Milestones: • Miguel Rosales and Matt Williams are tied for seventh in school history for career shutouts with eleven each 7
  9. 9. Shannon Lynes (443) 829-4924 Game Wrap Up: Men’s Soccer vs. Michigan • The University of Cincinnati’s men’s soccer team losses their final non-conference game against Michigan, 2-0 at Gettler Stadium on Wednesday Oct. 14. • Michigan scored both goals in the first half of the game. Michigan’s Freshman Hamoody Saad headed in the first goal against the Bearcats in the ninth minute of the game of a throw in. • Saad was also involved in the second goal in the 20th minute of the game, moving the ball up field to teammate Jeff Quljano who finished past goalkeeper Matt Williams in the upper right corner. • In the 29th minute, UC’s Kit North had a wide open goal when goalie Chris Blais moved out of position, but a fellow Wolverine teammate blocked the goal. • Attendance for the game was 389. • Michigan had 10 shots, with 6 shots on goal. Goalie Chris Blais had 6 saves. • UC out shot Michigan with 25 shots, with 7 shots on goal, but was unable to find the net. Goalie Matt Williams had 4 saves and 2 goals against. • Cincinnati midfield/forwards Branden Stelmak and Matt Bahner each had 6 shots, but both were unable to finish. • Michigan had 3 corner kicks, while Cincinnati had 13 corner kicks. • Michigan had a total of 22 fouls, while Cincinnati had 14 total fouls. • Michigan finished the game with two yellow cards, one at 63:44 on Junior Adam Keller and the other at 78:28 on Sophomore Adam Shaw. 8
  10. 10. Media Database for Xavier Men’s Basketball TV: 1. Brian Giesenschlag 7. Tara Pachmyer Sports Director Weekend Sports Reporter Fox 19 WKRC-TV Channel 12, CBS Email: Email: 2. Steve Ackermann 8. John Popovich News Director Sports Director Fox 19 WCPO-TV Channel 9, ABC Email: Email: 3. Ron Miller and Joe Danneman 9. Brad Mordord Producers News Director Fox 19 WCPO-TV Channel 9, ABC Phone: (513) 421-0119 Email: 4. Fox19- Morning News 10. Mike Mattingly Fox 19 Producer Email: WCPO-TV Channel 9, ABC Email: 5. Brad Johansen Sports Director 11. Ken Broo WKRC-TV Channel 12, CBS Sports Director Email: WLWT-TV Channel 5, NBC Email: 6. Michael Berger and Marc Juszak Sports Producers 12. Executive Producer WKRC-TV Channel 12, CBS WLWT-TV Channel 5, NBC Phone: (513) 763-5452 Email: 9
  11. 11. PRINT: 21. Jennifer Scroggins Deputy Sports Editor/Nights 13. Melanie Laughman The Cincinnati Enquirer Sports Editor (Ohio and Kentucky) Email: The Community Press Email: 22. Paul Daugherty Sports Columnist 14. Anthony Amorini The Cincinnati Enquirer Sports Reporter Email: The Community Press Email: 23. Betsy Ross Sports Reporter/Host of “The 15. Mark Chlifoux Front Row” Sports Reporter Fox 19/WVUX-FM The Community Press Email: Email: 24. Kathryn Rosenbaum 16. Tony Meale Editor-in-Chief Sports Reporter The Xavier Newswire The Community Press Send email through website: Email: http:// pages/ contact.cfm 17. James Weber Sports Reporter 25. Doug Tifft The Community Press Sports Editor Email: The Xavier Newswire Send email through website: 18. Jordan Kellogg http:// Online Editor pages/ contact.cfm The Community Press (Westside Cincinnati) Email: 26. Scott Mueller Assistant Sports Editor 19. Shannon Russell The Xavier Newswire Beat Writer Send email through website: The Cincinnati Enquirer http:// Email: pages/ contact.cfm 20. Josh Pichler Assistant Managing Editor/Sports The Cincinnati Enquirer Email: 10
  12. 12. Shannon Lynes (443) 829-4924 Cincinnati Sports Professionals Network Meeting Summary After attending the Cincinnati Sports Professionals Network (CSPN) discussion of Harnessing Social Media in Cincinnati Sports I feel like I have a new perspective on social media. At the beginning on this class, I felt like social media was an invasion of privacy and was just one more way society was looking to get us into trouble. All you hear is “Don’t do this,” “Don’t post that,” “You know your future employer is going to see that!” However, after hearing the speakers, especially Xavier Women’s Basketball player Maureen Hester, I feel like there is a way to have “professional” social media as well as private. I will discuss my opinions and reactions in more detail in the remainder of this paper. I would like to start with Xavier Universities Coach Kevin McGuff, I think he was one of the more interesting people on the panel. Coach McGuff explained how he got on board with Twitter before the NCAA had the opportunity to regulate Twitter and recruiting student athletes. When he would attend her games, he would comment on his Twitter page about her performance along with his opinions, and I am sure she loved that. Coach McGuff saw an opportunity to appeal to a potential future player via social media and used it to his advantage. I know that, when I was getting recruited, you always wondered if a coach saw an awesome play you just made or their opinions on your performance. Not only were Coach McGuffs comments about this particular a boost of confidence, I am sure it was a very useful tool for the player as well to see what Coach McGuff liked and did not like about her performance. 11
  13. 13. Next, Coach McGuff went on to talk about a girl who would announce her future college decision via Facebook. This is probably one of the most unique things I have heard a recruit do. It was funny to hear a high school senior would have a hand full of college coaches on the end of their seats waiting for this girl to announce her decision on Facebook. However, Coach McGuff does not have Facebook, so I guess he will have to tune in via one of his assistant’s Facebook pages. One thing I found interesting was people were interested to see if Coach McGuff uses Facebook and/or Twitter to determine if they want a girl to come to their school or not. Personally, this is what I hate about social media. When I first went to college, Facebook could only be accessed through a University email, and it was a way to make friends at your new school and it was also a way to stay in contact with your high school friends. Now everyone’s mom uses Facebook, even my grandma uses Facebook. However, I have found this to be a useful tool to help stay in contact with my family and friends. After hearing Moe talk about the two I feel like I had a better understanding on how these two media’s could best serve me. Both Coach McGuff and Moe seemed to agree that Facebook is more of a personal media, you can regulate who can see your information. While Twitter can be more useful in trying to better serve your fans. The one this I found very annoying about the discussion was the bloggers who thrived on being the first on to report a story and who got which news first. It just seems like they are using social media as a giant competition. As a consumer, I would rather have the reporter who ran the story third, but took their time to make sure they had all the facts correct. 12
  14. 14. Next, I felt like some of the panel members really gave some good advice. Moe gave some really great advice, she said “Use it as a way to brand yourself.” I am currently a senior in college, and have a basic understanding of social media will be important in the next year as I begin to search for jobs. Also, using social media as a way to brand and make myself appealing to perspective employers will certainly give me a leg up in the competition. Next, I felt the advice Joe Reedy gave was very interesting. He did express that social media is in fact here to stay, be he also said “Its social, have fun with it!” This has given me some great ideas on starting a Twitter page for my team and make it appealing to fans. My final remarks about the experience has nothing to do with what anyone said, but it was in every one of their actions. At any point during the discussion at least one member on the panel was on their phone. I think at one point, two of the bloggers were passing a phone back and forth for each other to read. And John Thornton had two different phones with him at the table. This really opened my eye to the fact that social media is constantly being updated and it is vital to stay on top of it. 13
  15. 15. Contact: Shannon Lynes Xavier Athletics Cell: 443-829-4924 Jordan Crawford Is Going Pro Spokesperson: Jordan Crawford Keys points: • On June 24, 2010, Jordan Crawford was drafted by the Cleveland Cavaliers. Crawford has aspired to be a professional basketball player his entire life. For this reason he has decided to follow his dreams and pursue an NBA career. Crawford believes having the opportunity to play with NBA all-stars such as LeBron James and Shaquille O’Neal is a once-in-a- lifetime opportunity. • Crawford has signed a three year $2,000,000 contract with the Cavaliers • Crawford was selected by the Cavaliers to represent the team in the 2010 NBA Summer League held from July 10-19 in Las Vegas, NV. This will mark the seventh consecutive year the Cavaliers will compete in the League. All games will be played at the COX Pavilion and Thomas & Mack Center on the campus of the University of Nevada-Las Vegas. CAVALIERS GAME SCHEDULE Saturday, July 11 La Lakers vs. Cavaliers 3:00 p.m. PST COX Pavilion Sunday, July 12 Milwaukee vs. Cavaliers 7:00 p.m. PST COX Pavilion Tuesday, July 14 Washington vs. Cavaliers 3:30 p.m. PST Thomas & Mack Thursday, July 16 Dallas vs. Cavaliers 5:00 p.m. PST COX Pavilion Friday, July 17 Detroit vs. Cavaliers 1:00 p.m.PST COX Pavilion 14