A lot of what makes PR work is the timing. Every PR person wishes for the “slow news” day. Of course nobody can know for sure when this is going to happen. But you can pick opportune times that may help.
Last week the Boston Bruins had this opportunity and it worked. They hosted their 2nd annual development camp for rookie and developing future players. This camp did payoff last year for the Bruins with the biggest stand-out being Milan Lucic. He had a great first season with the Bruins and is now a fan favorite. Their timing as PR goes was great. Of course the Red Sox is the number one sports story this time of year. All the other major Boston sports teams are quiet at the moment. So the Bruins development camp was the perfect PR event. When I first noticed the coverage, I asked myself if the Bruins had a new PR person? It was a refreshing change for them. They are moving in the right direction. Because it was a relatively slow sports PR week (except for the Red Sox), they were getting a lot of media coverage. They were in both major dailies everyday that week. They got TV coverage on all the local stations. They even had radio jocks talking hockey in July. This development camp event may have been good for the hockey operations department, but it was also a vital part of the marketing development for the 2008/2009 season.