Title

Running a Social-Media Newsroom: A Case Study of the Cincinnati Flying Pig Marathon

Document Type

Article

Publication Title

International Journal of Sport Communication

ISSN

1936-3915

Volume

3

Issue

3

First Page

377

386

Publication Date

9-2010

Abstract

The objective of this case study was to create and execute a proactive new-media public relations plan for the 2009 Cincinnati Flying Pig Marathon. Although the economic activity surrounding this marathon has been studied by Cobb and Olberding (2008), the 11th running of the popular marathon offered a chance to launch a social-media newsroom inside the traditional media center. Social-media tools like Twitter, YouTube, blogs, Facebook, Twitpics, and other multimedia postings have revamped news forums through their immediate transmission of news while traditional media must wait until press time. Few sporting events have actively planned to use social-media platforms to create ad campaigns, generate buzz, or track digital participation for selling, marketing, and measuring various responses to the event.

Publication Information

Schoenstedt L, Reau J. Running a Social-Media Newsroom: A Case Study of the Cincinnati Flying Pig Marathon. International Journal Of Sport Communication [serial online]. September 2010;3(3):377