This document outlines Mike Cronin's public relations campaign conclusion for Major League Baseball's new MLB Youth Baseball League. It identifies key baseball journalists to target, provides an example email pitch to journalist Ken Rosenthal to cover the league's opening week, and includes a timeline of communications strategies from the initial press conference announcing the league through promotional events and the opening day coverage. The campaign's goals are also outlined as increasing youth engagement in baseball, providing an inclusive platform for all children to play, and developing the next generation of players. The document explains that measuring increased youth interest and engagement will determine the campaign's success.

1. PUBLIC RELATIONS CAMPAIGN CONCLUSION
Name: Mike Cronin
Organization: Major League Baseball (MLB)
1. Targeted Media (Specific news media outlets and journalists to target for your
campaign. A minimum of five journalists and outlets are required and should include a
variety of platforms.)
 Ken Rosenthal (The Athletic)
 Buster Olney (ESPN)
 Joel Scherman (New York Post)
 Jeff Passan (ESPN)
 Tom Verducci (Sports Illustrated)
Explanation of why these journalists and reporters would be targeted, including why
they would have interest in a story and how they can reach and influence the target
audience:
These journalists would be targeted because they all cover Major League Baseball for
various news media outlets, so there’s a built-in interest for the journalists. They would
bring legitimacy to the MLB Youth Baseball League and reassure parents that this a
great opportunity for their children.
2. Email Pitch (A concise email story pitch to a journalist from the targeted media list to
persuade the journalist to cover an aspect of your campaign, implementing the best
practices for media relations discussed in the course and covered in chapter 22 of The
New Rules of Marketing & PR.)
To: _Ken Rosenthal________________________________________
From: _Mike Cronin___________________________________
Subject line: _MLB Youth Baseball League________________________________
Body of email Include:
-- a personalized intro that demonstrates an understanding of the journalist’s interests;
-- a persuasive message that demonstrates the newsworthiness of the story and why the
journalist’s readers/viewers/listeners would be interested in the story;
-- a call to action to provide a next step for the journalist.

2. Dear Mr. Rosenthal,
I hope this email finds you well. You are arguably the best and most respected journalist
in the world of Major League Baseball. You are incredibly hard worker and always makes
sure to get the news out as soon as possible, but more importantly, as accurate as
possible. That is why we believe that you would be the best journalist to cover opening
week for the MLB Youth Baseball League. It is important that the league gets off to a
good start and your readers would be really interested to see the potential future stars
of baseball play under the MLB banner. We hope to hear back from you, so we can start
arranging for media days for yourself.
Best regards,
Mike Cronin
3. Timeline: (A comprehensive timeline for the implementation of the various elements
of the campaign. This includes strategies in the outline created in Assignment 1, the
components created in Assignment 2, and any additional communications strategies
and elements for the duration of the campaign. This should include timing of
announcements, news releases, blog posts, social media, speaking engagements,
events, promotions and any other communications.)
Date Communication Tool
& Platform
Content/Message Purpose/Goal
Example:
January 6
OR Week 1
News release to key
media outlets and
websites
Announce launch of
new products
Build awareness of
new products and
create interest in
future campaign
elements
Feb 15, 2021 Press Conference Announce creation of
MLB Youth Baseball
League
Garner interest
from fans and
create excitement
for league.
Mar 1, 2021 Blog Post Message from Mike
Trout detailing his role
with the league
Show fans that one
of the best players
in baseball is going
to be involved in
the league.
Apr 10, 2021 Social Media Announce the League
Schedule, including
To let fans know
when teams are

3. Television broadcast
times
playing and who
they are playing.
May 29, 2021 Speaking Engagement Get to know the
teams and players the
weekend before the
inaugural season
begins
To give fans and
the media a chance
to interact with the
players and
coaches
June 1,2021 Social Media Opening Day team
highlight video
Show the fans the
teams in action
June 5, 2021 Promotion Opening week article
written by Ken
Rosenthal
Bring legitimacy to
the league by
having a highly
respected baseball
journalist cover the
opening week of
play.
Summary and explanation of the timing of communications strategies:
The timing of the communication strategies was carefully thought out. The main goal
was to generate excitement for the product and make it last all the way up until the
opening week of games. It was important to have a steady stream of announcements
and promotional events to create excitement among the fans.
4. Measurement: (Detailed description of measurement methods implemented to
determine if the campaign strategies were effective and goals and objectives were met.)
The campaign strategies were effective, and the goals were met. The goals for this
campaign were to, increase young fan engagement in baseball, give a platform for all
children to be able to play baseball, regardless of their income status or social class and
help shape the next generation of professional baseball players. Young fan engagement
skyrocketed because kids got to watch other kids play for MLB Youth teams. The league
had no restrictions to who can join a team, it was based on skill and had no connection
to income status or social class. Lastly, this helped shape the next generation of baseball
players. The kids got valuable experience playing competitive baseball on a nationwide
scale.

4. Explanation on how these measurement methods will be effective in determining the
success of the campaign:
These measurement methods will be effective in determining the success of the
campaign. The success of the campaign will be felt almost immediately and will
hopefully show a renewed interest in baseball from the youth demographic.
Revisions: A revised digital news release and blog post from the Week 2 Assignment,
using feedback provided, must be submitted separately.