Thinking Through New York Yankees' Press Releases

Press Release #1: Yankees Announce 10-Game Homestand Details

On September 2^nd, the New York Yankees issued a competition preview press release, which highlighted rivalries both past and present. Since the New York Yankees’ press release headline is “informative” and grabs the reader’s attention, The PR Style Guide’s author, Barbara Diggs-Brown would approve. (Diggs-Brown, 142) The headline states that this homestand is “crucial” because the games are mostly against two division rivals and emphasizes that the Yankees will also “face historical rival Dodgers”. (www.yankeespressbox.com)

This season the Yankees indicated they are not only committed to a youth movement, but they also intend to remain competitive. When asked about the Yankees’ decision to trade multiple veteran players at the trading deadline, Yankees Managing General Partner/Co-Chairperson, Hal Steinbrenner affirmed: “There’s no white flag here for me. There was no surrender. If you had seen me get rid of (Michael) Pineda and (Nathan) Eovaldi and (Brett) Gardner, then you could probably make a case.” (www.espn.com) The press release headline reflects positively on the Yankees because by stressing the importance of this 10-game homestand, the Yankees suggest that they are committed to winning now, just like they were throughout their illustrious history.

                               Yankees winning the 2009 World Series against the Philadelphia Phillies.

                                Image obtained from www.bronxbaseballdaily.com
                                
Baseball teams that are no longer in contention in September, generally have poor attendance. It appears that the Yankees focus is on ballpark attendance. They cannot afford the optics of poor attendance because the Yankees brand may be negatively affected. Consequently, by stressing the importance of the homestand, the Yankees provide incentives to encourage fans to attend games and to maintain fan allegiance.

The subsequent paragraphs in the press release offer enticements for the fans to attend these September games. These promotions include a bobblehead series (courtesy of AT&T). It is fitting to note that during the early part of the season, the bobblehead series featured Mickey Mantle and Didi Gregorious and in the fall honored Dellin Betances and Roger Maris; perhaps suggesting a link between the past and present. The Yankees also encouraged families to attend the September 8^th Yankees Peanuts Bobblehead Night game (courtesy of MetLife).
                                                                                                                                                             
                                                   

                                                   Mickey Mantle Bobblehead Promotion
                                                   Image obtained from www.newyork.yankees.mlb.com
                                                   
During this homestand, other Yankee promotions noted are: Yankees T-Shirt Night (by Sato), Yankees Old School T-Shirt Night (by Goldenberg’s Peanut Chews), Yankees Ear Buds Night (by Parking Spot), Yankees Knit Cap Night (by WFAN), and Yankees T-Shirt Day (by BASF). In addition, the Yankees offer ticket special promotions to senior citizens, military personnel, youths, and students. By offering discount tickets, it is a win-win situation because the fans get to see games at affordable prices and the Yankees maintain fan loyalty.

The Yankees online press release differs sharply from the textbook’s preferred press release format. The Yankees post press releases on www.yankeespressbox.com and www.yankees.com. Several characteristics of the standard format of a press release are conspicuously absent. This press release does not include a formal letterhead, the headline and dateline are not presented in “All Caps”, and the dateline also does not include a location. Furthermore, no boilerplate or slug are used. 

In some respect, the Yankees’ press release parallels the Gatorade example presented in G. Clayton Stoldt’s Sports Public Relations. The Gatorade headline states that their organization wants “To Meet the Athlete Needs” and stresses its “longtime commitment to science”, and that they are “sport performance innovators”. (Stoldt, 158) When introducing the G Series, Gatorade is telling their consumers they are constantly improving their product “. . . to meet the different needs of a broad range of athletes before, during, and after practice or competition”. (Stoldt, 158) Clearly, the message is that Gatorade does not sit on its laurels and constantly upgrades the Gatorade brand.

Similarly, the Yankees press release highlights: their history, commitment to continue their winning ways, and how important it is to maintain “brand awareness among their fans”. (https://expresswriters.com/how-the-yankees-are-killing-it-with-brand-awareness/) Just like Gatorade stated that they wanted: “To help all athletes get the most out of their performance . . .” (Stoldt, 158), the Yankees’ special promotions seek to reach out to the fans by providing many freebies and affordable tickets. The Yankees realize that people love free stuff.

The lead paragraph addresses: who (the Yankees’ opponents-Toronto Blue Jays, Tampa Bay Rays, and Los Angeles Dodgers), what (the 10-game homestand), where (obviously Yankee Stadium), and when (the game dates-September 5^th-14^th). However, the Yankees’ press release lead does not completely meet Thompson’s criteria that: “In the first 10 words of the lead, define an audience and provide a benefit for that audience.” (Stoldt, 160) Despite the fact that the headline stresses that the 10-game homestand is “crucial”, the lead does not explain why the homestand is so important. That is to say, the lead should mention the 10-game homestand will make or break the Yankees’ chances of making the playoffs. Essentially, the body paragraphs emphasize the promotional benefits of attending certain September games, but the commitment to winning seems implied rather than stated.

The headline suggests there is a call to action, but the rest of the press release lacks the old George Steinbrenner spirit and his fiery missives that Mike and the Mad Dog read on-air while playing the soundtrack from the movie Patton.

 

General George Steinbrenner

Image obtained from www.bradycarlson.com

 

  

General George Patton

Image obtained from www.masculinity-movies.com

                                                      

As previously stated, the Yankees’ press release does not include a boilerplate. Perhaps the Yankees do not include a boilerplate because they are a historic franchise and they assume that the public is aware that the Yankees’ mission is to win and their website details their strong relationships with corporate sponsors and their community outreach endeavors. (www.yankees.com)

 

The New York Yankees’ press release reflects the following TIPCUP elements: Timeliness is relevant because competing forms of entertainment can affect ballpark attendance. The impact is that the Yankees hope that several promotions will motivate fans to come to the ballpark. Given that the contests are among division and historic rivals, the prominence and conflict elements have great significance. The unusualness element plays a major role because of the multiple promotional games offered during this 10-game homestand and the fact the Dodgers playing at Yankee Stadium is a rare occurrence. Therefore, many Yankees and Dodger fans, who live in the area are nostalgic about the old rivalry, may attend the game. A Yankees-Dodgers contest is of great value to the New York media as well. In light of the Yankees’ recent hot streak, from a public relations standpoint, the proximity factor is the Yankees wish to remain relevant and receive positive publicity in the New York media.

                                                                                              

                                         Don Larsen and Yogi Berra celebrating the final out

                                         of the perfect game in Game 5 of the 1956 World Series
                                         against the Brooklyn Dodgers.
                                         Image obtained from www.nydailynews.com

                                 

The goals the Yankees seem to be pursuing by publishing this release are that the Yankees have a strong commitment to their fans and are trying to persuade the media and fans that they can be competitive and rebuild at the same time.

 

I would improve this press release by directly addressing why the 10-game homestand is crucial and placing less emphasis on promotions designed to increase attendance. Certainly, the Yankees want to preserve connections to their franchise. A strong statement in the George Steinbrenner tradition about the Yankees commitment to making the playoffs would have a greater impact on attendance and maintaining “brand awareness” than a bunch of giveaways.

                                                                                                          

         George Steinbrenner made it clear that losing is unacceptable.

 Image obtained from www.ctpost.com

 

Press Release #2: Yankees Celebrate Hispanic Culture

On September 9^th, the New York Yankees issued an event sponsorship press release announcing Hispanic Heritage Month. The focus of the press release is the celebration of Hispanic culture. In particular, the press release accentuates the achievements of 10-time Grammy Award Winner Eddie Palmieri.

Palmieri is a world renowned musician. His talents include: “. . . bandleader, arranger, and composer of salsa and Latin jazz”. The press release highlights his ability to blend “. . . the rhythms of his Puerto Rican heritage with the complexity of his jazz influences”. Palmieri’s “unconventional style included mixing American Jazz into Afro-Caribbean rhythms” earned him rave reviews. (www.yankeespressbox.com)
                                                                                    

                                         10-time Grammy Award Winner Eddie Palmieri

                                         Image obtained from www.twitter.com

                                        

Palmieri will be the Yankees special guest on September 13^th at the Yankees September Spanish-language press conference. In addition, he will interact with fans prior to the Yankees-Dodgers game. In addition, “Fans will have the opportunity to take part in salsa lessons courtesy of the Lorenz Latin Dance Studios and ¡Retumba!, a multi-ethnic all-female music and dance ensemble founded in 1981.” (www.yankeespressbox.com)

Given that 54% of Bronx residents are Hispanic, it is fitting that the New York Yankees honor their neighbors. During Hispanic Heritage Month, the Yankees highlight the accomplishments and contributions of community organizations including: “The ‘Little Yankees’ from the youth International Baseball League, the New York League of Puerto Rican Women, and the ninth annual Hispanic Heritage Month Community Achievement Awards . . .” (www.yankeespressbox.com)
                                                

                                      Community members celebrating Hispanic
                                      Heritage Month with Yankees relief pitcher
                                      Dellin Betances in 2015.
                                      Image obtained from www.latinosports.com  

Both the community and the New York Yankees benefit from the celebration of Hispanic Heritage. The Yankees promote a strong community outreach program, which comprises partnering with programs in: the arts, education, and recreation. The Yankees donate more than “. . . 80,000 tickets to various community based organizations”. (www.yankees.com)

The September issue of Yankees Magazine includes a Spanish-language supplement. The Yankees believe that this special edition reflects Yankees Magazine’s “. . . dedication to serve its loyal readers in new and engaging ways”. (www.yankeespressbox.com)
                                                  

                                                   Yankees Magazine in Spanish-May 2015
During the Hispanic Heritage Month, the Yankees encourage Latino fans to use social media, via New York Yankees Spanish-language Twitter and Instagram, to participate in a ticket giveaway. Fans who post “‘Yankees Pride’ (photos) using #YankeesHHM” are eligible to win tickets. (www.yankeespressbox.com)

The Yankees official Spanish-language website, www.yankeesbeisbol.com provides information on Hispanic Heritage Month. The Yankees encourage the Hispanic community to receive up-to-date information via Twitter and Instagram @Yankees_beisbol and @LosYankeesPR and Facebook at www.facebook.com/yankeesbeisbol.
                                                                                                                                

                                                          Yankees Beisbol

                                                           www.twitter.com
                                                                    

As previously noted in my review of the 10-game homestand press release, the Yankees’ press release format differs significantly from the textbook’s preferred press release format. The press release style used by the New York Yankees is less formal.  

The press release headline catches the reader’s attention and emphasizes that the Yankees proudly celebrate the diversity of the community. They showcase an extraordinary musician, who grew up in the local community and is a wonderful role model.

The headline reflects positively on the New York Yankees because they are celebrating the community and show their strong commitment.

In contrast to the press release on the current 10-game homestand for the Yankees, this lead is on target for the 10 word approach because: it defines the Hispanics as the audience and the benefits are celebrating many aspects of their culture.

The opening paragraph goes on to announce that Eddie Palmieri will be a special guest on September 13^th and notes opportunities for fans to participate in Latino cultural events. The body paragraph accentuates Palmieri’s talents and successes, while the subsequent paragraphs encourage members of the Hispanic community to learn more about Hispanic Heritage Month on the Yankees Spanish-language social media websites.

The third body paragraph is of great significance because it details the on-field ceremonies which honor the achievements of members of the community, who proudly serve the Bronx and are positive role models for their neighbors.

By recognizing people who serve their community, the Hispanic Heritage Month Community Achievement Awards can inspire young people and serve as a call to action for others to reach out.

Similar to the 10-game homestand press release, this press release does not include a boilerplate. As stated in my analysis of the 10-game homestand press release, it is likely that the Yankees do not deem it necessary to have a boilerplate. Given the fact the Yankees are in the Bronx and have many outreach programs to the local community, the community is well aware of the Yankee organization’s mission.

This press release reflects the following elements of TIPCUP: It is timeliness because given that it is September, the Yankees wish to fill seats in the ballpark and it demonstrates the Yankees continued recognition of Hispanic culture. The impact is that it strengthens ties between the Yankees and the local community and it demonstrates the importance of celebrating diversity. The prominence factor is that the press release highlights that “10-time Grammy Award Winner Eddie Palmieri, will participate in the Hispanic Heritage Month activities”, which probably will encourage the New York media to cover the festivities. (www.yankeespressbox.com) Given that the focus of Hispanic Heritage Month is to bring members of the community together, conflict does not appear to play a significant role. In the past, Hispanic Heritage Month featured many Hispanic entertainers, however, Eddie Palmieri’s musical talents are so unique and that he is in a class by himself, the unusualness element applies. The proximity factor is evident because the focus of Hispanic Heritage Month emphasizes that the Yankees are strong partners with their Hispanic neighbors.

The goals the Yankees seem to be pursuing by publishing this release is the Yankees are: reaffirming their commitment to the Latino community through outreach programs, consider their neighbors special, and believing that Hispanic heritage deserves recognition.  

Unlike the 10-game homestand press release, this press release is spot on because the Yankees clearly expressed their goals.

 

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Sean Hamilton's Blog

My enthusiasm for broadcasting is rooted in my passion for sports. Since my middle school days, I aspired to become the play-by-play announcer for the New York Yankees. In other words, Michael Kay was keeping the seat warm until I was graduated from college. I have been a sports fan my whole life and I am avidly devoted to the New York Yankees. Consequently, life became very interesting in our home during baseball season because Mom is a Yankee fan and Dad roots for the “Sawx”. Through family “debates” and attending ball games, I became fascinated with game strategy. While viewing games at home, I assumed the role of a play-by-play announcer.


Undoubtedly, my childhood experiences influenced my desire to pursue a career in broadcasting. I became fascinated with great play-by-play announcers like Bob Papa, Jim Kaat, and Vin Scully, who provided listeners with enough details and allowed the game to breathe. When our family attended the 2003 All Star Game Fanfest, I had the opportunity “to audition” as a sports broadcaster. I recorded demos for WGN’s, “This Week in Baseball”, and the “Fox Sports’ Report”. I was hooked; I knew that I could spend the rest of my life in the broadcast booth, that is to say: “See ya, Michael Kay!”.


As a Communications major at Manhattan College, reality set in. Michael Kay was not leaving anytime soon. Fortunately, my communication courses, as well as my internships provided me with valuable hands-on-experience and the opportunity to immerse myself in Radio and TV production. I recognized that what goes on behind the scenes in broadcasting is also very exciting.


In Sport Public Relations, G. Clayton Stoldt advises: “Sport public relations is predicated on the employment of basic skills.” (Stoldt 8) Stoldt emphasizes that writing, presentations, desktop publishing, new media, and interpersonal skills provide “the foundation” for “more advanced skills”. (Stoldt 8) Based on Stoldt’s five key skill sets, my self-evaluation is as follows:


As an undergraduate, Manhattan College accentuates a liberal arts education to challenge and to develop a well-rounded individual. Consequently, many of my communication and liberal arts courses required extensive writing in essays, research papers, etc. The assignments were challenging and focused on critical thinking. Based on personal experience, I rate my writing skills above average. Throughout my education, writing was a focus and I learned the importance of revising and that there is always room for improvement.


Both individual and group presentations played an integral role during my Manhattan College experience. In many of my liberal arts courses in religion, psychology, and literature, as well as communication courses stressed the importance of presentations as personal and career development skills. I rate my presentation skills superior because I developed strong research skills and how to organize persuasive arguments. I am very comfortable and enjoy speaking in front of a group. Just give me a stage! I suppose it is fitting that my last name is HAMilton.


My experience with desktop publishing dates back to high school-in particular, with PowerPoint. In my Web Design course at Manhattan College, we extensively used DreamWeaver-CS3 and Photoshop. As a Control Room Assistant at RNN/FiOS1 News, I enhanced my editing and audio skills by using Final Cut, Adobe After Effects, DPS Velocity, Nexio Remote, and Easy Edit. Given the significant amount of my hands-on experience, I rate my desktop publishing skills above average.


Through my experience at college and at work, I had the opportunity to strengthen my skills and to be comfortable using New Media. I consider my skills above average because I learned many forms of New Media. However, with the fast pace of technology, there is always room to improve and update my skills.


At times I may be shy, I am constantly working on improving my interpersonal skills. I enjoy interacting with others and working as a member of a team. I believe my interpersonal skills are average. As a lifelong learner, I am always seeking to grow and open to suggestions for improvement. One of the most important aspects of self-evaluation is to avoid complacency. There is always room to grow.


Although my dream job is a career in Sports Broadcasting, Stoldt’s five skillsets are valuable for many careers because they are transferable skills. Given that we live in a digital age, skills in: writing, presentation, desktop publishing, and new media can open up many doors for career opportunities. Coupled with interpersonal skills, one can have a very successful career.


I selected the New York Yankees as my brand because of their rich history. Probably the fact that I was brainwashed by my mother during my younger years also plays a role.


Let me explain. Mom introduced me to the Yankees during the dynasty years. Hence, my closet has lots of Yankee apparel and my mother’s classroom was nicknamed “Monument Park North”.


Undoubtedly, during the George Steinbrenner’s years, the Yankees mission was to win. In 1998, the New York Yankees had their winningest season of the Steinbrenner era. George Steinbrenner’s most memorable quote confirmed that the Yankees’ mission was to win. Steinbrenner stated: “Winning is the most important thing in my life, after breathing. Breathing first, winning next.” (www.si.com)


The Yankees’ history began in 1903 when Frank Farrell and Bill Devery purchased an unsuccessful Baltimore franchise and moved it to New York. The club became known as the Highlanders. Pinstripes became the official uniform in 1912 and the Highlanders became the Yankees in 1913 and moved to the Polo Grounds, home of the National League’s New York Giants. In 1923, the Yankees officially opened Yankee Stadium in the Bronx. (www.yankees.com)


The Yankees early success is largely attributed to “Murderer’s Row” which featured the immortals Babe Ruth and Lou Gehrig. The Yankees continued to be one of the most successful franchises because of their history of winning and their signature uniforms. In his article “A Lesson in Consistent Branding from the New York Yankees”, Matthew Montoya notes the Yankees: “. . . have kept the same look. . .They held on to the pinstripes even through the brown and orange uniforms of the absurdist 1970’s”. Montoya goes on to say: “Love them or loathe them, it’s hard not to respect them, as they wore those uniforms to 27 World Series (Championship) wins.” (http://blogs.constantcontact.com/consistent-branding/) Julia McCoy agrees that because of the Yankees’ history of success, they have “brand awareness in their followers”. (https://expresswriters.com/how-the-yankees-are-killing-it-with-brand-awareness/) That is to say, people want to be associated with winners; fans are eager to spend money on merchandise which bares the interlocking NY.


The Yankees product line includes team apparel, collectibles, and accessories. The services the Yankees provide include: Legacy Clubs with benefits for season ticket holders, stadium tours, and special promotion days.


The Yankees take very seriously their commitment to a strong relationship with the community. They sponsor a Sport Management Mentoring Program, Harlem RBI Field of Dreams, HOPE Week, and Green Team Initiative. The Yankees’ Community Outreach Program supports programs in: the arts, education, recreation, and healthy lifestyles. The Yankees demonstrate a strong commitment to the military through donations to the Wounded Warrior Project and Military Appreciation Day. (www.yankees.com) In addition, they support the Silver Shield Foundation by funding the education of the children of fallen police officers and firefighters in the Tri-State area. (www.silvershieldfoundation.org) 


The Yankees have maintained strong relationships with corporations who sponsor promotion days and community outreach endeavors. Clearly, the Yankees want to increase advertising revenue and promote the Yankees’ brand.


The Yankees also recognize the importance of relationships with the media. Under the leadership of Jason Zillo, Executive Director of Communications and Media Relations, the Yankees established yankeespressbox.com: “. . . a one-stop resource for all Yankees media relations materials. Documents are posted to the site the moment they are available. . .” (2015 New York Yankees Official Media Guide & Record 427) Clearly, Zillo recognizes that his number one goal is: “. . . to generate favorable publicity and minimize unfavorable publicity”. (Stoldt 9) In addition, as the architect of HOPE Week, Zillo hit a PR homerun.


The Yankees brand has been perceived positively by the public because of their 27 World Series Championships. The Yankees like to sell their history of winning with pride, pinstripes, and tradition. They assume the fans want to purchase Yankee gear because they feel they belong to a winning team. During the George Steinbrenner years, fans were confident the Yankees would always uphold their commitment to winning. However, recent events seem to indicate that the Yankees organization’s dedication to winning has lessened. Currently, they are committed to a youth movement and also remaining competitive at the same time.


This new philosophy received mixed reviews. Some argue that it is time to get younger. Others assert they do not want to pay high prices for Triple-A talent and they predict a strong decline in attendance and season ticket sales if the Yankees do not have stars on the team. Clearly, the Yankees are taking a gamble. Will they jeopardized their historic brand? We’ll have to stay tuned!


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