Public Relations and the GAA – The Relationship

Public Relations and the GAA – The Relationship

Although I may not be a fitness fanatic nor play any sports (I once did, trust me), I am a huge follower of the GAA, both in my local club and county. In most recent years it has come to my attention the tremendous effects and benefits Public Relations has had on GAA and it is of course something I feel is worth mentioning. For those who do not know, GAA is an Irish Sporting Association consisting of Gaelic Football, Hurling and Handball, all at amateur level. That’s right, it is not a professional paid sport. Why you ask? Because of the strong Irish heritage that dates back hundreds of years and simply doing it for the love of it.

SONY DSC
SONY DSC

From social media to traditional advertising to brand marketing, it has undoubtedly opened up so many doors for both young talented players and organisations. With many sporting social media sites such as Joe.ie, Ulster GAA and Humans of the GAA, not only do they acknowledge young affluent GAA players, but it also creates brand awareness and revenue for that particular site as they put up analysis of games as well as stats and top scorers – it is of course the best of both worlds. Popular, renowned players are seen as god-like figures in this part of the world and someone most sporting nuts aspire to be, which is why many businesses seize the opportunity to liaise with such players to help promote their merchandises whether it may on Facebook, Instagram or good old fashioned advertising. This can be anything from Puma football boots to Murphy’s gloves. We all want the next best thing our sporting heroes have so it is certainly a great way of promoting the company as well as boosting sales. Moreover, seeing TV adverts such as Lidl sponsoring ladies football to Electric Ireland constructing their TV advert on the GAA Minor Championships, it highlights that the our beloved GAA is in the heart of every home in Ireland and Northern Ireland.

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With GAA becoming not only huge in Ireland itself, it has broken into the US as well as many other prosperous countries including Australia and Dubai which is of course pumping not only extortionate money into the organisation but letting other cultures become aware of the sport! Not to mention, with many people getting sponsorships from across the water in places such as Canada, it goes without saying, that with GAA enthusiasm on the rise, it sure does open up a whole new window of opportunities for eager young people with Public Relations playing a huge part in this expansion.

Irish people take pride in their own people especially when it comes to playing the sport and it is fair to say we do all we can to ensure their talents and commitments do not go unnoticed! With many extravagant and formal awards nights including the Teamtalk Awards and the Irish News All Star Awards, Public Relations is at the centre of every function, big or small. It is enough to inflate anyone’s ego but is of course a fundamental way of highlighting the important place GAA holds in our community and that hard work really does play off. With special guests including sporting legend AP McCoy at this year’s Irish News All Star Awards, it is enough to get any typical PR agent jumping out of their boots!

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Public Relations and its close knit relationship with the GAA has had many positive successes in the past when it comes to raising money for campaigns or charities making it a go-to when looking for a strategy that is simple yet effective! One that stands out from the rest in my opinion is the most recent charity match hosted in Galway in September. The Galway team of 2017 (winners of the Hurling All-Ireland Championship) competed against the Galway team of 1988. The charity match was put together in an attempt to raise funds for the family of the recently deceased Tony Keady, who was named hurler of the year as Galway claimed the 1988 All Ireland Title. Not only is GAA a fun loving amateur sport, it is about helping a fellow comrade when you can and exploiting your skills to do so. This of course gained the attention from the media with many news reporters and journalists making their way to the scene as well as many press releases and social media sites giving it some attention!

What I love most about the GAA is that the amateur sport has been imbedded in us since toddlers and helps bring each and every community closer together. It is not played for money or fame, but for the love of it. It is your local plumber, primary school teacher, your uncle or dad, and that’s what makes it all the more special!

Shannon Grogan is a final year BSc in Public Relations student at Ulster University. She can be found on LinkedIn on https://www.linkedin.com/in/shannon-grogan-09712510b/ 

FOOTBALL VS PUBLIC RELATIONS Volume 1: Part II

FOOTBALL VS PUBLIC RELATIONS

Volume 1: Part II

 

Public Relations within Soccer

Hi everyone, welcome back. If you read my last blog post you would know that I looked at the similarities between football and public relations. If you haven’t saw it yet, feel free to go check it out. Today I’m sticking with the football theme but I want to look and see what PR exists in football today.

 

Now, if we look at footballers we can’t deny that they have been blessed with remarkable talent. Fortunately for them they are able to make a living (a really good living) from displaying this talent. But where would they be without their fans? If they didn’t have the support of millions behind them then the footballing industry as we know it would not be as popular as it is today and it certainly wouldn’t be making as much money as it does. This is why I feel that it is important for the sport to give back to us. The fans. What is football without its supporters?

 

Barclays did exactly that. If you aren’t a big supporter of football then all you need to know is Barclays sponsors the Premier League, and the Premier League is the top division in England and one of the most popular leagues in the world. The new footballing seasons kick off in the middle of August and Barclay’s thought this would be the perfect opportunity to thank the fans which is why they launched this campaign on the 16th of August. Just days before the new season started. They released a 90 second video titled “Thank you” which was aimed at the fans. The video consisted of looking at different fans of different ages who supported a variety of teams in the league. It followed their journey to the match and during the match and finished it off with “To follow is to love. To the millions of fans who make the Barclay’s Premier League what it is, we say thank you.” This is the perfect message. The way the say it is the fans who make the league what it is and not the players shows their appreciation and is pretty much saying without us, they wouldn’t be able to have their dream job. This video was distributed worldwide and it hit 200 different countries reaching hundreds of millions of people. With this video they are also promoting competitions to win tickets and they have paired with the hashtag “#YouAreFootball”.

 

I feel like the reasoning behind this has been based behind some negative issues especially with FIFA. At the time they had been under the spotlight in terms of corruption and although they now have sacked their president who was responsible, I still feel like that reputation has been damaged and not mended completely. This campaign, in my opinion, was Barclay’s way of building trust and showing that they are not the same as FIFA. I feel that maybe FIFA should take a page out of Barclays book and try something to rebuild their relationship with the fans.

 

However, this is where I’m going to leave off today. Stay tuned for future posts and I hope you have a very nice day.

 

Joseph McAuley is a final year BSc in Communication, Advertising and Marketing student at Ulster University. He can be found on Twitter: @JosephMcAuley96 / Facebook: https://www.facebook.com/joseph.mcauley.3 

Beauty and the Influencer Beast

Beauty and the Influencer Beast

YouTubers and Instagram Stars Have Quickly Become the Only Voice That Matters for Consumers in the Beauty Industry.

On YouTube, I am subscribed to 40 (yes, 40!) beauty “gurus”.  Excessive? Let me explain.

Over the past decade, YouTube has exploded as a user-generated platform for companies and people around the world to share their ideas, their work, their talents and their opinions. This platform has facilitated the oh-so-important co-creation process for brands and consumers to mutually create and share content.

For the beauty industry, YouTube is now an intrinsic part of communication strategy with thousands of beauty channels providing access to millions of consumers. L’Oreal’s most recent advertisement even included beauty YouTuber KaushalBeauty alongside long-time L’Oreal ambassador, Cheryl.

YouTube videos are the earned media that today’s makeup brands need to survive. These makeup channels post regular product reviews and makeup tutorials with the latest products, providing consumers with real, mostly unbiased information that they want and need before they make a purchase decision. If they don’t like the product, they tell you! Essentially, it allows consumers to ignore traditional advertisements for new products and base their decisions solely on other people’s opinions. They cut out half of the purchase decision-making process!

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Paid media is also increasingly a major part of YouTube, with makeup sponsoring videos, where the “guru” is asked to use and promote a new product, or they are sending them new products for free to review. This was my downfall – never considering that these YouTubers were getting these products for free, I was the ideal consumer for these brands: the girl who went out and bought these “must-have” products immediately, spending hundreds of pounds to keep up with my favourite influencers! (No regrets.)

YouTube and Instagram have revolutionised word-of-mouth communication, where I can search a specific term or product and instantly have access to thousands of posts and videos telling me the pros and cons of a product, and showing me how to use it. Additionally, I have access to the opinions of people of different ages, different skin tones, different skin types, different genders, from different countries (where certain brands may not be available), ex-MAC makeup artists, celebrity makeup artists… every opinion a consumer could possibly need!

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Need more proof of the power of these beauty gurus? The number of cosmetic surgery procedures fell 40% in 2016, with analysts suggesting the rise of makeup contouring tutorials may have been a contributing factor.

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YouTube heavyweight Carli Bybel demonstrating her famous nose contouring.

Currently, I am following 40 YouTubers who are more influential upon my makeup purchase decisions than any TV or print ad. Ultimately, Maybelline and Estee Lauder may promise “flawless coverage” with their new product offerings, but until NikkieTutorials and MannyMUA tell me it’s true, I won’t be convinced.

Charlotte Goss is a 4th year CAM student at Ulster University. She can be contacted at https://uk.linkedin.com/in/charlotte-goss-b4389895, and on Twitter @CharlotteGoss94

Celebrity Sells: The Rise of YouTubers

Celebrity Endorsements have been used by businesses for years as a way of creating likability and trust; both for the company and in the company’s product. Some great examples of this include Cheryl Cole and L’Oréal, David Beckham and H&M, and Michael Jordan and Nike.

This practice has evolved in recent years to include a whole new range of celebs: YouTubers. YouTube has grown into a digital powerhouse with over one billion users. This channel reaches more 18-49 year olds than any other outlet, making it an advertiser’s dream. This reach was then emphasised AGAIN when “YouTube stars” became a reality. Popular YouTubers have as dedicated a fan base as any traditional celebrity and, because they seem more authentic and genuine, their endorsement is more readily trusted. Let’s take a look at some companies that saw this opportunity and used it well.

Lilly Singh and Estee Lauder

With just under 11 million subscribers Lilly Singh is the proud owner of one of the most popular YouTube channels under the name IISuperwomanII. Not only does she make globally enjoyed videos, she also has created music, clothing and movies. This woman has a strong fan base and brand making her the perfect choice for Estee Lauder when they launched “Lana Steele: Make up Spy” on one of their own YouTube channels “I love MakeUp.” This series followed the adventures of Lana Steele, a heroic spy who uses her favourite make up products to disguise herself before she goes to fight the bad guys. While this all sounds unbelievably cheesy, people loved it. Estee Lauder went from getting an average of 100k views on their videos to over 600k on each episode of Lana Steele and there’s even talk of a second season! Watch it yourself below!

 

Kurt Hugo Schneider and Coca Cola

Kurt Hugo Schneider runs a hugely successful YouTube channel with over 8 million subscribers, dedicated to making music with other musicians as creatively as possible. This content includes playing songs using a bicycle and even through an original version of patty-cake. Butterfinger capitalised on this just a few days ago when they partnered with Schneider and he created a Back Street Boys classic using butterfinger bars to create different sounds. This is reflective of previous endorsements in 2013 when Schneider created the song “Safe and Sound” using glasses of coke. This Butterfingers video has already gained almost 600K views and this is likely to keep growing. Watch the video yourself using the link below!

 

These successful endorsements show that the way companies partner with celebrities is growing. YouTubers make more trustworthy and seemingly credible endorsers and their skills can allow companies to really get creative. Gone are the days when we watched Snoop Dogg rap about hot-pockets (yes this happened see link below).

 

No more stilted and cringeworthy advertisement performances from well-paid celebrities but instead genuine entertainment from people who make their money sharing self-made content in an interactive and modern way.

Chloe Peoples is a 2nd year CAM student at Ulster University. She can be contacted on Twitter @ChloePeeps or on LinkedIn at http://www.linkedin.com/in/chloe-peoples