Welsh rugby’s public relations challenge
By Andy Pearson
In a huge year for rugby union, the Welsh game will benefit more than ever from a big Six Nations campaign.
With the Rugby World Cup on the horizon, the sport is in a position which requires a concerted public relations push by the people who have been the key drivers all along – the players and coaches. The best PR is winning with style.
This season there’s been a prodigious amount of PR and marketing effort by the specialists in those fields.
It has brought great coverage for the Admiral-sponsored Wales kit launch, decent TV take-up of the Autumn Internationals and the clever packaging of new stars such as George North and Sam Warburton.
Effects
However, the results on the pitch have gone some way to negating these positive effects.
Wales stuttered in the autumn, the fancied Blues failed in Europe, the stellar Ospreys similarly and the Dragons have stepped backwards from last season’s brilliant effort.
Only the Scarlets at the top level have done what sports teams should do: entertain.
They’ve even managed to add a winning edge to their game – and they’ve done it with a high proportion of zestful young Welsh talent.
Atmosphere
The spin-off? Improved matchday atmosphere at Parc y Scarlets; more spring in the step of supporters.
However, Welsh European elimination means that extra effort must be made to market the sport as regions plan for 2011-12 season ticket sales and the WRU plans for a RWC merchandising boost.
And a large part of this must come from the players and coaches.
The national squad must understand that the minimum expected of them from the coming two months will be a thrilling heads-held-high tournament.
Unthinkable
Defeats against Scotland and Italy are unthinkable; wins against two from England, France and Ireland will go a long way to making the sport’s marketing a lot more straightforward.
In sport, there’s only so much feelgood factor that PR and marketing strategies can deliver.
As soccer managers have found more than ever this season, professional sport is a results business.
A great win delivers a great boost to all concerned – from U8’s half-time tag players to gnarled old players nursing a pint of Brains Black in the clubhouse.
Players and coaches: you hold the power of PR in your performance.
Please try to deliver.
Tags: PR, pr marketing, rugby, Six Nations, Wales
