Anyone who lives in the North East region, and probably most of those who don't, are aware of the man pictured to the left. This man is Joe Torre. He used to hold the title of New York Yankee's Manager; however, he most recently picked up one word in front of that title: former. For twelve years, Torre successfully managed the team leading them to three world Championships and numerous other titles along the way. Now, the challenge for the New York Yankees is to find someone who can replace the man who "is not just winning but a sense of attachment and identification that he effortlessly inspired among the fans and the players and the millions of sports bystanders." For an in depth account of Joe Torre and his New York Yankees team click here.Now a big job for the New York Yankees is to find a new manager to replace Joe Torre and live up to his reputation. After Torre was upset in this World Series run, he decided not to take back his position of manager for the Yanks. (Okay Boston fans, that's enough!) Refer to www.newyorkyankees.com for recaps of the final games of the season and scores for the Series games.
Yankee fans say hello to your new team manager: Joe Girardi (to the right). The job of the public relations team is to inform the public that this is going to be the new manager and to get people excited for a new era of the New York Yankees.
The first step in the process by Guth and Marsh is research. The public relations team would have had to research to find the right audiences to pitch this story to. It is obvious that the Yankees would want to contact all major media outlets in the New York area such as this article in the New York Times. The Times being a very large publication would get the word out about this exciting event and to many different publics along the way. What the Yankees want is for the public to be excited about the new manager so that sports fans will attend Yankee games. They hope that a new manager means a new round of excitement for the avid fans. As far as researching to appoint a new manager. The team looked at different candidates, including Don Mattingly, and did an intense round of interviewing to chose the best new manager.
The next step is planning. I have not found much on how the PR team planned to get the word across about the new manager. However, it was just announced this afternoon that Girardi would be Torre's replacement. The did; however, hold one press conference when Torre decided to not accept the contract he was offered this year. This is planning on the PR teams part to announce that he was not coming back. I would assume that there is a press conference in the works to announce the new manager; however, I have not been able to find any evidence of one. The announcement is brand new; therefore, there are not any new plans yet.
In this video: Joe Torre announces at his press conference that he will not be returning to the Yankees.
The third step in the process is communication. The PR team has to find a way to communicate this event to its publics. Through press releases and different medias, they will get the word out that Girardi has accepted this position. Major press publications will cover the story such as the New York Times, Daily News, and many others all over the country. This is a topic that many sports fans, no matter what team you root for, are interested in. They also will get the word out to television media. Many news media will cover the story as well. They will set up interviews with important Yankee contacts and with Girardi to talk about his new position.
Lastly, evaluation must be done on this case. Since the case is so new, there is not much evaluating to be done yet. It is still in the beginning works, and there are many media channels that have not even covered the story yet. When they do end up covering the story, I am not sure how the Yankees will measure the success of their public relations dealings. They can see how many different publications cover the story, but until next baseball season, it will not be noticeable if the management change will help or hurt the Yanks.
For an unprofessional view of the press conference with Torre visit this website. It has one person's comments and criticism of the press conference as it goes on with a blog underneath.
As an endnote to the Yankee season:
6 comments:
With the New York Yankees being such a prominent team in the MLB, I'm sure it wasn't hard to get the word out. I know every avid sports fan was patiently awaiting the decision on a new manager. Once the press conference was held it didn't take long for the word to get out. I am a hard-core BOSTON RED SOX fan and even I knew who the new manager was.
I think that the PR team took the necessary steps to ensure a positive transition from old manager to new manager. I believe this case was more about making sure the media was happy with the timeliness of their decision and who could get the news out the quickest.
As a Yankee Faithful, I've always stood behind the actions by the owner with this club, however, I think this was wrong. Joe Torre has been one of the best managers. He has given the Yankees eleven out of 13 division titles, four world series titles, and I believe six world series appearances. What more can you ask for as a manager?
However, like any team, the Yankees do need to get on their game. We have been the team to beat, however, that has not been the case as the Red Soxs have beaten us this year with a world series win. I don't believe that things will change to much, but as many players said at the end of their regular-season game, if Torre leaves, that's the end of their connection with the Yankees.
But, with the good goes the bad, as A-Rod also left the Yankees. Let me tell ya, GLAD TO HEAR THAT ONE! There is no doubt that A-Rod as the ability to be a terrific player, I just think that he's no a true Yankee. Of course I could go on for days about this, but I'm no die hard fan.
I wish Torre the best and hope that us true faithful fans will stick by them in their 2008 season!
Shannon,
Thanks for an interesting and timely case. Lots of NY Yankee fans in this neighborhood, so this should draw a few comments. I'll offer a few.
First, thanks for the rich array of sources and media in this post: good links, cool tribute video from YouTube and a strange blog post by the dude that was into "live" blogging? Never heard of live blogging before ... can't imagine being strapped to a keyboard 24/7 with nothing to do but blog about what's going on in my world. Doesn't he have anything else to do?
Second, good thoughts about the Yankee PR machine. Personally, I think the Yanks blew it and Joe Torre, true to form, outclassed the owner and management team. Why did Steinbrenner have to make that remark pre-playoffs about Joe not being around if he didn't bring home a World Series? That put the Yankees on the spot when they lost in the playoffs. Then the Yanks waffled during their meetings in Florida, going days without any sign of what was going to happen to Joe, leaving him twisting in the wind. They should have been more decisive, especially given George's remarks earlier, instead of letting the media have a field day while waiting for an announcement. Then, they give Joe some low-ball offer, which was an insult. And, of course, Joe showed how someone with class responds by walking out without even a counteroffer. Did you notice it was Joe who delivered the first press conference ... taking the initiative before the Yankees could get to the chalkboard.
Thanks, again.
Mark
From a PR stand point the NY Yankees did a good job at getting out their message to their publics. The new manager was hired in a fairly short time and their audiences were kept informed throughout the entire process. Every major news publication covered the story, and agreeing with Johanna each wanted to have the story printed before the others.
Joe Torre handled the media with grace and dignity throughout this process as well. He spoke in a professional manner during his press conference and did not in any way tarnish the NY Yankees or his own reputation.
Joe Torre has been such an asset to the NY Yankees for many years and now, Joe Girardi has a very big seat to fill. Being a manager of one of the country's most loved and historic baseball teams is a huge responsibility, Joe G. must be loved by the fans in order for the spirit to stay alive. Therefore, it is very important they pick the right angle in which (and where; outlets) to bring-to-light the new manager. Sounds like they've done their research and made all the right moves though, or else this guy wouldn't have been appointed new manager.
I think they've covered all the bases in ensuring proper communication. It's near impossible one wouldn't have heard of this case, unless they've been hiding out in a shelter for the past week. From interviews to press conferences, they've generated excellent coverage.
Let's all hope Girardi has what it takes to make it happen!
This is a good case, mainly because there is so much more to think about below the surface.
First, I will agree with the rest of the comments and the millions of baseball fans that think that Joe Torre was wronged by the Yankees organization. I think Professor Van Dyke nailed it when he said that Torre outclassed the organization. We have known for years what Steinbrenner and company are all about. Business. Joe Torre was the face of the franchise for years, and in his 12 years with the team they NEVER missed the playoffs. What more do you want? Eventhough the yankees do have a 200 million dollar payroll and should make it at least that far every year, Torre has to be recognized as one of the greatest managers of all time.
Secondly, I think that the way the Yankees went about getting the word out to the public was a little....imposing. I say imposing because the Yankees announced that Joe Girardi would be replacing Torre as soon as their division rival Boston Red Sox won the World Series. How convenient. The Yankees absolutely planned this out. The Red Sox cant have the spotlight for winning the Series but we can take it off of them by announcing all the drama and hiring surrounding our team. The Yanks aren't fooling anyone there. Just notice how after Torre was "let go" or "replaced" bench coach and Yankee legend Don Mattingly left the team as well. Not to mention that the team as a ton of free agent that they either have to sign or kiss goodbye. Guys like Derek Jeter and Mariano Riveria have been with Torre their entire careers for the most part, and now that he is gone, they may feel different. The Yankee tradition and chemistry may no longer be installed in the organization.
And just a little side note. Steinbrenner's crazy sons are now taking over for their father so buckle up and hang on tight, it could be a bumpy ride for the Yankees.
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