What Can Caroline Kennedy Teach Equestrians About Media Relations?
Posted by Jayne Huddleston on December 24, 2008
Accessibility. I’ve posted about it before because it is key to getting media coverage. But, more importantly, it is key to getting positive media coverage.
Caroline Kennedy does not seek publicity. She is more famous than any athlete, in any sport, will ever be. She is famous around the world and has a squeaky-clean image.
Last week David M. Halbfinger, of the New York Times, wrote about Kennedy, saying “She has a personal assistant but doesn’t use her as a gatekeeper the way so many no-so-famous people do.”
Aah, what so many not-so-famous equestrians could learn from that simple statement. Athletes in other sports could learn too. However, equestrians tend to complain when they get no coverage and get hostile when it is not exactly to their liking. Be accessible. It’s easy and it works.
Ironically, Kennedy is also known as a powerful fundraiser. Despite her personal wealth, she has raised funds for various worthy causes. That includes a seven-million dollar fundraising campaign for New York City public schools in poor neighbourhoods. I have stressed before that good media relations and successful fund-raising go hand-in-hand.
Caroline Kennedy epitomizes both. And she is accessible.
John Royce said
You are right, Jayne, insularity is a characteristic of the sport and a good system has not been found to connect with the public.
You ideas are excellent and I hope you keep writing. The sport is in it’s cranky adolescence and it needs some clear thinking and good ideas. I’m adding you to my favorites!
Jennifer Smith said
You are correct about accessibility. Dressage as a sport is particularly affected by an image of people who are incredibly wealthy, snobbish and think of themselves as being above ordinary people. However whilst there are some riders who seem to be like that, the majority of them are actually superb athletes who are passionate about their sport and love their horses very much. If even a little of the passion and effort required to reach the levels of skill and performance reached by the top riders, could be communicated with consumers, then they would become heroes beyond the boundaries of the sport.
In South Africa there is a slow growth of development riders, riders who come from poor backgrounds but have exceptional talent, are being given the opportunity by their community to participate at a high level. this is also true of our disabled riders who are even more exceptional as they strive to overcome their physical difficulty and communicate their requests to their horses. this is not well communicated however with the consumer and so they continue to think of dressage and dressage riders as aloof and separate.