Communicating The NFL’s DE&I Commitments
The Challenge
Help the NFL create an in-person opportunity to highlight its DE&I commitments to an audience of Black media. Educate and communicate the NFL’s DE&I progress, including its Black coaches initiative, Minority Banking program and Inspire Change social justice initiative, to this critical group of media stakeholders.
The Strategy
- Curated an informative and engaging panel discussion event, in partnership with Bully Pulpit International, featuring C-suite executives from the NFL and moderated by Pulitzer Prize-winning journalist Trymaine Lee.
- Procured a mix of high-profile sports, lifestyle, business, culture and news media as attendees, leveraging PR Noir’s decades-long relationships with Black journalists, media outlets, influencers and media personalities.
- Strategically included an “on the record” conversation and an audience Q&A to openly acknowledge the concerns of this stakeholder group, while highlighting the NFL’s commitment and value proposition.
- Leveraged the event as an opportunity for the NFL to forge ongoing and authentic relationships with Black media outlets, with the goal of yielding consistent, positive and favorable media coverage for its DE&I focused initiatives.
- Followed up with attendees to garner feedback, continue relationship-building, pitch stories and develop long-term strategies.
The Results
- Significantly enhanced the perception of the league among a critical target audience, garnering direct feedback from key journalists that continues to shape DE&I commitments and programming efforts for the NFL.
Industry/Sector:
Sports, DE&I
Service:
Media Relations,
Media-focused Events
Client: