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LA Dodgers publicity boss says PR must look to their own assets to break and control news

Tim Burrowes and Joe Jareck speaking on stage at Comms Conn.

Mumbrella content director Tim Burrowes and Joe Jareck speaking on stage at CommsConn

The head of public relations for baseball team the LA Dodgers says the industry needs to look outside traditional media outlets to social media and their own assets to get their messages out in the way they want.

In the keynote session at CommsCon at Doltone House in Sydney, Joe Jarek director of public relations for $225m the brand told the audience newspapers and traditional TV media were no longer always the best way of getting a message out, joked “you can’t measure column inches anymore as there aren’t any inches left in traditional media”.

He said: “I’m of the belief that we should give everything to Dodgers.com — there are more eyeballs there. Gone are the days when (for us) The Los Angeles Times ruled the city.

“Very few (media) have that kind of influence anymore. So I’m of the view of giving it to our own website which is double or triple what the readership of the Los Angeles Times is in print and online.”

“And we can spin it any way we want. You can tell the (in-house) writer ‘here do this’ and they’ll do it.”

Jareck also spoke about how important Twitter was to the LA Dodgers and how the platform was now dominant in terms of breaking news.

“The Dodgers use them all (social platforms). I would say we are biggest on Twitter and we sometimes release news on Twitter and sometimes don’t,” said Jarek.

“That’s always a battle back and forth — media can’t stand it when we release news on Twitter – ‘It’s hard news why do you get to break it?’

“Facebook is more an escape for people — 15 minutes here 20 minutes there — but Twitter is the news. You have to be constantly scrolling and that’s how the national writers all break news these days.”

Nic Christensen  

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