Sports Public Relations

Writing Portfolio

Presented by

Kevin T. Johnson

Kevin Johnson

(419) 706-1451

johki@email.uc.edu

http://twitter.com/KTJ10

http://www.linkedin.com/in/kevinjohnson10

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Table of Contents

Personal Bio 3

Social Media research paper 4

Media Contacts 13

Public Relations Plan 14-15

Press Release 16

Flying Pig Marathon Press Release 17

Game Notes 18

Game Wrap 19

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Kevin T. JohnsonUniversity of Cincinnati Student- Athlete

Mr. Johnson is currently in his fourth year at UC. He is pursuing an Associate of Business

Management and a Bachelor of Sport Administration. At this time, he is scheduled to graduate

from the program this coming spring ’10 quarter. However, to do so he must carry 19, 18 and

18 credit hours in the fall, winter and spring quarters respectively. Also, Mr. Johnson is working

on fulfilling the program’s practicum and co-op requirements. Mr. Johnson will be balancing

school while playing baseball for the University of Cincinnati. His aspiration is to play

professional baseball after he graduates. This 4past spring Mr. Johnson was drafted by the

Florida Marlins, but turned down the opportunity to finish his degree. Career goals include, but

are by no means limited to, becoming the director/manager of sport marketing and/or

advertising for a sport related organization. Also, Mr. Johnson would like to become a leading

force in the local sport community by helping manage and develop local sporting ventures.

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Kevin Johnson

Sport Management

October 19, 2009

Social Media in Sports

“Social media is here to stay”, said Kevin McGuff, Xavier University’s Women’s Head

Basketball coach, at the CSPN Sports Professionals meeting (10/27). Whether it is Twitter,

Facebook, Myspace or Blogging, social media is a new wave of communication that is not only

changing the way we communicate but is taking the sport media community by storm in the

process. For example, Twitter is becoming more and more popular with every day that passes.

“Twitter has become so popular, so fast, that keeping up with its fast-growing user base is a real

issue. So many people now use Twitter to update friends that the system often crashes” (USA

Today). Twitter gives a great opportunity for Sports teams, along with their players, to reach

out to their fans/customers in a more personal light. The promotion of the sport franchise is

very important at every level, whether it is collegiate or professional. Social Media allows teams

to reach its fan base through alternative avenues. One of the benefits with social media is just

that, it’s social. Generally the information shared is not heavily regulated or restricted. This is

beneficial because then the message is able to carry a greater sense of levity and personality.

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As a result, the fan feels a greater sense of connectivity and belonging to that particular team or

player. For example,

“Pro athletes, teams, leagues and TV networks have joined the Twitter craze, using the

website to promote themselves and bypass traditional media to break news. On Friday,

for example, the world learned through Lance Armstrong's Twitter post that French anti-

doping authorities had dropped charges against the U.S. cyclist for failing to follow

testing protocols. (If found guilty, he could have been banned from the Tour de France)”

(Boston Globe).

Along with teams promoting their product, individuals too have an immense

opportunity to promote themselves. Social media has begun to evolve into a way for people to

endorse their own name. In a sense people are advancing their brand which is not only their

name, but their image. Perceived image is a very important concept to most, especially those in

the spot light. Social media gives a chance for those parties to utilize the means and develop

their image and mold the public’s perception. As an example Shaquille O’Neill created a Twitter

account by the name of @THE_REAL_SHAQ (Twitter). The reasoning behind the name was

because there were individuals posing to be Shaq, so he decided to ‘get connected’ and set the

record straight. In a sense he wanted to keep his good name.

“When Shaquille O'Neal and his management team learned of a Twitter impersonator

using the NBA superstar's name, they wanted to take legal action. Media strategist

Kathleen Hessert convinced O'Neal to open his own Twitter account under the handle

The Real Shaq. The rest is Twitter history. Since O'Neal joined Twitteronia, as he calls it,

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he has amassed almost 1.5 million followers in 7 1/2 months, easily topping the

circulation of major newspapers and undoubtedly interesting companies with products

to market. Although O'Neal tweets run the gamut, they usually give expressions to his

large, fun-loving side” (Boston Globe).

Another instance of an athlete promoting his own name is Chad Ochocinco of the

Cincinnati Bengals. @OGOchoCinco (Twitter), Chad’s Twitter name, currently has 416,926

followers. Just last night (11/18/09) Ochocinco had a live broadcast from his home computer

where he talked about his thoughts on the Bengal’s latest trade, the acquiring of Larry Johnson.

Chad conducts broadcasts and informs followers of breaking news through his own website,

OCNN (Ochocinco News Network) which is powered by Motorola.

Even with the seemingly endless opportunities of social media, the drawbacks follow

close behind. With the ability to say whatever you want whenever you want to whomever you

want, comes the consequences of sometimes pushing it too far or just simply offending people.

“When you use words, know what they mean. Pay attention to what you say”, as said by

OMGreds at the CSPN meeting. It is important to be mindful of the things you post on social

media sites, whether it is words, pictures, or even videos. This becomes an even larger issue

when an individual is perceived as representing a larger group of people. For example, anything

that I myself put up that may be questionable or could be read as offensive is not only a poor

representation of myself, it also reflects poorly on the entire University of Cincinnati Baseball

team and more importantly, the University as a whole. Whether we like it or not, when we are

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involved with a group that is visible to the public eye, if one person messes up the entire group

is painted with the same brush.

“Pick and choose what you like. Take it for what it’s worth.” John Thornton said this

when asked what his final thoughts on social media were at the CSPN meeting. Mr. Thornton

brings up a good point in that sometimes people do read too far into things and take social

media too serious or too literal. It is important to remember that things you see on social media

sites are usually spur of the moment off the cuff comments that someone is thinking, feeling or

seeing at the time. Social media is kind of like a double edged sword, it is possible to make a

really good name for yourself and really get your name out there. However, at the same time it

is really easy to do or say something wrong that will stick with you for a long time.

Unfortunately it is very tough to build a good name and earn the type of respect from people

that you deserve when it takes only a matter of seconds to undo all the good that you have

done.

Always keep an open mind when reading certain things. Also, when posting thoughts or

ideas, do so responsively. Social media is a very useful means of communicating and can have

great benefits if used properly and to the fullest. Even if you do not agree with what social

media is all about, reality is what it is. Keep this in mind, “Social media is here to stay” Kevin

McGuff.

…

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The University of Cincinnati Athletic Department not only acknowledges social media,

but also embraces it as an opportunity to reach out to its fan base. “We view ourselves

(University of Cincinnati Athletic Department) as a link to the public for UC Athletics.” Said John

Berry, Assistant Sports Communications Director in charge of Volleyball, Men's and Women's

Track and Field/Cross Country and Baseball, when asked what he thought the University of

Cincinnati Athletic Department’s role was.

John Berry is a 2007 graduate at Miami University where he received his Bachelors in

Finance. Mr. Berry has always had a passion for sports, college basketball in particular, but had

no intensions of working in the field of sport. However, when searching for an internship at

Miami while completing his undergraduate studies, a paid intern position in the Miami Athletic

Department was being offered. He decided to take that opportunity and run with it. Upon his

graduation, the Miami Athletic Department offered him a full-time paid position as the media

contact for volleyball, women's basketball, men's/women's swimming and diving, and baseball.

After one year at the position, a job opportunity became available in The University of

Cincinnati Athletic Department. John took the position and is now Assistant Sports

Communications Director and overseas media relations for volleyball, Men's and Women's

Track and Field/Cross Country and Baseball. Even though working in athletics is often perceived

as being a ‘glamour’ position in which everyone wants to get involved in, John gives some

insight on what it’s really all about,

“Athletics is fun but the pay is not very good. Along with that, it’s takes time to move up

in the ranks and be promoted not to mention all the sacrifices that must be made. Long

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hours are to be expected and you often have to take work home with to be able to stay

ahead of the game and always be In the know with the constantly changing sports

world. People that work in athletics do it because they love it. I have had the

opportunity to travel places and do things all over the country that I otherwise may not

have been able to experience.”

Mr. Berry explained to me what he felt were some of the most important skills and

traits with regards to his position and the Sports Communications Department as a whole.

“It is essential to be able to relate well with people. You are constantly meeting media

and people that are associated with various organizations. You must build relationships

with these individuals so you will be able to better serve them, and in return they will be

able to be an asset to you. Writing is important. The style in which you draft documents

is significant.”

In addition to the technical skill of writing, Mr. Berry also mentioned a program by the name of

“Netitor” (netitor.com). This is a tool that as a Sports Information Director is very helpful. The

program is set up as a template for the athletic website (gobearcats.com). It allows John to

easily insert and organize stories the way he wants them to appear on the website.

Just like any organization, the University of Cincinnati Athletic Department too has an

organizational design. Because of its essential input activities such as academics, external

affairs, communications, facilities, and faculty representative, the athletic department organizes

in functional departmentalization (Lussier & Kimball). Below is a modified segment of the

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University of Cincinnati Athletic Department’s organizational structure as it relates to the

external affairs department and the chain of command that Mr. Berry must follow.

University Of Cincinnati Athletic Department organizational structure

(gobearcats.com)

As mentioned before, the University of Cincinnati Athletic Department is extremely

proactive when it comes to the social media revolution. Mr. Berry and his associates are

responsible for continuing the development of social media for the Cincinnati Bearcats. With

regards to the sports that John is responsible he had this to say,

A.D.Mike Thomas

Senior Associate AD/External Relations

Mike Waddell

Assistant AD Sport Comm.Micheal Harris

Associate Sports Communication Directors

Assistant Sports Communication Directors

John Berry

Marketing

Academics

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“T.V. and print are cutting back on their coverage so it is up to us to invent new ways to

push stories out to the media. To promote minor sports there is a challenge because

there just isn’t the same type of following as there is for the major sports. For the minor

sports you have to push human interest stories. Human interest stories must appeal to

the reader’s emotion, we hope to spark an interest that way.”

Along the lines of being creative and finding new ways to push stories comes the on

sought of social media platforms such as Twitter. “UC Athletics has a Twitter account,

@GoBEARCATS_com, along with several individual teams such as Basketball, Football,

Volleyball and Men’s Soccer along with a few others.” John spoke very highly of the positives of

using Twitter and what it has the potential to do.

“Twitter is a positive by far. For example, when the Athletic Department was informed

of the upcoming game time of the final Bearcat football game against Illinois, it was

immediately tweeted by @GoBEARCATS_com even before we drafted a press release

for the public. It’s things like this that give followers the luxury of getting the inside

scoop on breaking news. Also in the last month, our website, GoBEARCATS.com, has

received 1.5 million hits. This is partly because of the success of the football team, but

also to the use of Twitter by the Athletic Department.”

Mr. Berry’s enthusiasm with regards to the endless possibilities of social media

platforms was apparent. He continuously expressed the benefits and even said that social

media is what the focused on the most as a department. It is clear that social media is a

legitimate link between not only people, but between corporations and there consumers.

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Works Cited

GoBEARCATS.com

Graham, Jefferson. USA Today. “Twitter took off from simple to 'tweet' success”. July 21, 2008.

November 18, 2009.

Twitter.com

Springer, Shira. Boston Globe. “Keeping You Posted”. July 3, 2009. . November 18, 2009.

Whiteside, Kelly. USA Today. “College Coaches Chirping about Twitter”. April 29, 2009.

November 18, 2009.

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Miami Redhawks Women’s Basketball Media Base

Name Position Contact InfoWLWT Channel 5- TV

Stacey Owen News Department sowen@hearst.comKen Broo Sports Director ken.broo@wltw.comGeorge Vogel Executive Sports Producer gvogel@wlwt.com

WCPO Channel 12 – TVDennis Janson Sports Anchor djanson@wcpo.comBob Morford News Director bmorford@wcpo.comJohn Popovich Sports Director jpopovich@wcpo.comMichael Mattingly Sports Producer mmattingly@wcpo.com

WXIX Channel 19 – TVSteve Ackermann News Director sackermann@fox19.com

Sports Department 19sports@fox19.comCincinnati Enquirer – Newspaper

Josh PichlerAssistant Managing Editor/Sports jpichler@enquirer.com

Jennifer Scroggins Deputy Sports Editor/Nights jscroggins@enquirer.comDustin Dow Xavier/college basketball ddow@enquirer.comPaul Daugherty Sports columnist pdaugherty@enquirer.comKatie Giovinale Sports Editor giovink@muohio.edu

The Oxford Press – NewspaperBob Ratterman Editor bratterman@coxohio.comRyan Gauthier Reporter rgauthier@coxohio.com

The Western Star – NewspaperJohn Boyle Sports Editor jboyle@coxohio.com

700 WLW – RadioDave Armbruster Director of Sports Programming davearmbruster@clearchannel.comJim Scott Sports jimscott@700wlw.comMike McConnel Politics/Sports Talk midday@700wlw.com

1530 Homer – RadioMo Egger Blogger mo1530homer@fuse.netNick Brunker Blogger nick1530homer@fuse.netLance McAlister Blogger lance1530homer@fuse.net

The Miami Student – NewspaperAustin Fast Editor-In-Chief fastar@muohio.edu

Public Relations Plan

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Kevin JohnsonMiami Ohio Men’s and Women’s basketball10/21/09

Objective

Introduce both Men’s and women’s basketball and create excitement buzz about the upcoming 2009/10 season.

Key messages

Create positive image of the basketball programo Hard workingo Dedicated

Program is active in its surrounding community

Target audience

Fans Students Alumni Season ticket holders All stakeholders

Tools

Athletic website local and regional TV Press release Radio Newspaper Through other athletic events

o Ex. Video clip of both teams at halftime of the football game

Initiatives

Player interviews and appearances coach interviews and appearances

Timeline

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September 1, 2009 October (1st week) 2009Schedule player and coach appearances Conduct interviewsSet up interviews with the local and regional media

Make the scheduled appearances

Carry out prospect clinics and camps Contact local media to cover event

Budget

Cost Revenue Radio and TV air time ConcessionsRent gym Merchandise soldAdvertising space in print media Raffle

Measurement

Attendance Revenue earned Amount of raffle tickets sold Fan feedback Measure the increase of support to the program after the event

Contact: Kevin Johnson

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Miami University Athletics

(419)706-1451

johki@email.uc.edu

Coach Maria Fantanarosa set to retire after 12th season

MIAMI (November 10, 2009) – Coach Fantanarosa announced today that she is planning on retiring after the completion of the 2009-2010 Women’s Basketball season.

Coach Maria Fantanarosa’s record at Miami University

Fantanarosa has had nine winning seasons in the past 11 years, including two Mid-American Conference East Division crowns, the 2003-04 MAC regular-season championship and the 2008 MAC Tournament championship.

Fantanarosa became Miami's all-time winningest coach in program history with her 132nd win, an 87-79 victory over IUPUI on Dec. 30, 2006, passing Pam Wettig, who previously held the mark with a career record of 131-103. Fantanarosa's all-time record at Miami now stands at 177-148.

1. Coach Fantanarosa feels the time is right to pass the torch, that of which is Miami Women’s Basketball

2. Coach Fantanarosa’s family is extremely important to her and played a mojor role in her decision

3. Coach Fantanarosa had a long career at Miami University both as a player and a coach and feels it is now time to start a new chapter in her life.

For more information on the Miami University Athletics, visit www.muredhawks.com

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Contact: Kevin Johnson

Game Day Communications

(419)706-1451

johki@email.uc.edu

Online registration for the 2010 Flying Pig Marathon is now open!

CINCINNATI (October 20, 2009) – The Flying Pig Marathon announced today that the online registration for the events is now open. This year’s race will include a new and exciting opportunity for the athletes to showcase their cross training abilities.

The LORD'S GYM Pump N' Run (PNR) Cross Training Events.The PUMP N' RUN (PNR) is an optional "Full Fitness Competition," offered to all 5K, 10K, Half and Full Marathon participants. The participant will have the exact same running experience as their race peers, but will now be able to compete for additional awards, which uniquely combine running ability and weight lifting skill. In addition to the PNR, there are also non-running cross training events, which include indoor rowing, hi-rep weight lifting and a cardio circuit challenge.

Marathon Events include:

Marathon Wheelchair Event Pump n’ Run Walkers Half Marathon 4-Person Relay 10K Event 5K Event

o Hope & Possibility 5K Kid’s Marathon Piglet Fun Run Packet Pickup Expo Info Pasta Dinner Post Race Party

For more information on the Flying Pig Marathon, visit www.flyingpigmarathon.com.

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Advance NotesGame 4 ALCS

NY Yankees vs. LA AngelsOctober 20, 2009

Coming of a disappointing 5-4 loss to the Angles in 11 innings Monday night, the Yankees are ready to hit the field again tonight. As CC Sabathia and Scott Kazmir face off in game 4 of the ALCS.

Watch for:

Everyone wants to see how CC is going to react to starting on only 3 days of rest A-Rod’s bat is coming alive again. He has homered in the last to ALCS games.

Starting lineup

NY Yankees LA Angels

Jeter, SS Figgins, 3B

Damon, LF Abreu, B, RF

Teixeira, 1B Hunter, CF

Rodriguez, A, 3B Guerrero, DH

Posada, C Rivera, J, LF

Matsui, H, DH Kendrick, H, 2B

Cano, 2B

Swisher, RF Morales, K, 1B

Napoli, C

Cabrera, Me, CF Aybar, E, SS

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October 20, 2009

1 2 3 4 5 6 7 8 9 R H E

NY Yankees 0 0 0 3 2 0 0 2 3 10 13 0

LA Angels 0 0 0 0 1 0 0 0 0 1 5 1

NY Yankees AB R H RBI BB SO LOB AVGJeter, SS 5 0 2 0 1 0 3 .286Damon, LF 5 1 1 2 0 0 5 .286Teixeira, 1B 5 1 1 0 0 2 2 .111Rodriguez, A, 3B 4 3 3 2 1 1 1 .375Posada, C 3 1 1 0 2 1 0 .308Matsui, H, DH 5 0 0 0 0 3 5 .286Cano, 2B 4 2 1 1 1 1 3 .235Swisher, RF 2 0 0 0 1 0 4 .167 1-Gardner, PR-CF 1 1 1 0 0 0 0 .667Cabrera, Me, CF-RF 4 1 3 4 1 0 2 .353Totals 38 10 13 9 7 8 25

LA Angels AB R H RBI BB SO LOB AVGFiggins, 3B 4 0 0 0 0 0 2 .125Abreu, B, RF 3 0 0 0 1 2 2 .125Hunter, CF 3 0 0 0 1 1 1 .235Guerrero, DH 4 0 1 0 0 0 1 .263Rivera, J, LF 4 0 1 0 0 0 2 .118Kendrick, H, 2B 3 0 0 0 0 0 2 .364 a-Matthews, PH 1 0 0 0 0 0 0 .000Morales, K, 1B 3 1 1 1 0 1 1 .125Napoli, C 3 0 1 0 0 1 1 .111Aybar, E, SS 3 0 1 0 0 0 0 .286Totals 31 1 5 1 2 5 12

NY Yankees IP H R ER BB SO HR ERASabathia (W, 2-0) 8.0 5 1 1 2 5 1 1.13Gaudin 1.0 0 0 0 0 0 0 0.00

LA Angels IP H R ER BB SO HR ERAKazmir (L, 0-1) 4.0 6 4 4 4 3 0 9.00Bulger 0.0 1 1 1 1 0 1 3.86Oliver 1.0 1 0 0 0 1 0 0.00Santana, E 2.1 1 1 1 1 3 0 1.93Palmer 1.2 4 4 4 1 1 1 13.50

Box score official statistics approved by Major League Baseball Office of the Commissioner

Coming into Game 4, all the talk was about CC Sabathia on short

rest. Sabathia was effective, pitching a gem and putting the Yanks on

the cusp of a World Series berth. And he had plenty of helpers, one

being Alex Rodriguez, who homered in his third straight ALCS game.

Game WrapGame 4 ALCS

NY Yankees vs. LA AngelsOctober 20, 2009

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MLB.com