Friday, September 14, 2007

capitals.nhl.com The Washington Capitals are savvy about keeping hockey fans connected to current news and info.

I wouldn't pretend to be familiar with everything that all the media and public relations directors are doing to better publicize their teams, but I can't imagine that anyone is more on the cutting edge than the Washington Capitals' Nate Ewell.

Ewell was on the cutting edge of online publicity in the late '90s at Michigan State University, and as the Caps' director of media relations, it shouldn't go unmentioned that the team owner is former AOL (and now emeritus) guru Ted Leonsis.

Also, Ewell was ahead of the curve in admitting credible bloggers to the Capitals' pressbox (not an auxiliary blogbox, as the New York Islanders are doing) -- and his e-mail distribution of breaking news, events and story opportunities also includes consistent use of viral marketing techniques to drive important messages (like ticket sales) home.

Ewell's latest approach is "Caps Today," a short and sweet one-screen newsletter that includes "Today's Storyline," "Must Read/See/Hear Material," "Upcoming Media," the practice schedule, and a link to broadcast-quality audio clips. I'd suggest adding an example of material from the bloggers, too, when warranted.

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"We'll see how this works," says Ewell. "It could be a lot of work for not much benefit, but I think hammering people with something quick every day could be effective."

It's just enough information to kick-start some coverage for a publicity-starved hockey franchise in the Redskins-crazy D.C. Metro. Ewell must be proactive and aim as much at non-mainstream media as traditional outlets like the Washington Post or local television and radio stations. Because Ewell gets it, the Caps may get the additional coverage they seek.

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