Wragg & Casas was hired by the Florida Marlins to conduct a public relations campaign to gain approval for building a new stadium. They worked to correct inaccurate information circulated previously and provide the public with facts about the potential economic and cultural benefits of the new stadium. Their campaign utilized various online tools like blogging and email to engage the public and key stakeholders. All of their communication appeared to adhere to the ethical standards of the PR profession, with transparency around financial information and an emphasis on honest, objective counsel.

1. Florida Marlins

2. Overview We will discuss the organization, analyze monetary aspects, explore SWOT analysis, define the problem, and discuss the key publics and human factors within our case study. As talked about in chapter 6 of the text, ethics and legalities play a major role in public relations. We will discuss each and provide examples of ethical values.

3. Organization Professional baseball franchise Joined Major League Baseball as an expansion team in 1993. The Florida Marlins have won two World Series titles. The Marlins are a member of the Eastern Division of Major League Baseball’s National League. The team is based in Miami, Florida The Marlins play their home games at Land Shark Stadium, which is also home to the Miami Dolphins and the Miami Hurricanes.

4. Net Worth The Florida Marlins were valued at $244 million in 2007. Lowest valued team in MLB. Value does not include the value of the new stadium to be built. Least profitable team in MLB with a net profit of $43.7 million in 2008. Smallest payroll in MLB. Annual Report can be retrieved from: http://florida.marlins.mlb.com/fla/components/community/fmcf/downloads/annual_report_2008.pdf

5. Internal Environment Consists of team manager, players and several coaches. Also includes other staff members such as: Trainers, team physician, equipment manager & others

6. SWOT Strengths: -Create the first Marlins field -Draw larger crowds -Create a sense of stability Weaknesses: -Congestion -Construction -Least profitable team in MLB Opportunities: -Omit sharing a field with another team -Over 100 activists ready to support (politicians, lawyers, etc.) -Located in Miami, which has great potential to generate revenue Threats: -Cost -Potential lack of voter support -Status of poor economy

7. Communication Archival news releases News Release sources: http://www.marlinsbaseball.com/topic/87528-death-clause-in-florida-marlins-stadium-deal-could-cost-miami-mi/ http://www.cbssports.com/mlb/salaries http://florida.marlins.mlb.com/news/index.jsp?c_id=fla

8. Problems The Florida Marlins’ baseball team has been playing their games in the Miami Dolphins’ Stadium. For more than 10 years, the Marlins have been trying to convince the public, the city of Miami, and Miami-Dade County commissions to approve a development project so the team could have a stadium of their own.

9. Problems Cont’d. There have been incessant misconceptions relating to the potential build that ultimately have led to the nonexistence of a permanent location for the much deserving Marlins team. The recent turn of the economy has also taken a toll on building a ballpark. Funding for construction of the site has been an issue also. Inaccurate information has impaired the judgments of the public regarding construction.

10. Problems Addressed by Wragg & Casas Wragg & Casas took on the multi-faceted task. Their challenges are difficult and complex. They must persuade the public to support a build by: Rectifying the inaccurate knowledge previously circulated Providing accurate information regarding all possible outcomes Convincing outsiders that a build will generate revenue Encouraging stakeholders and public to contribute monetarily

11. Timeline of Events

12. Key Publics Characters Involved Florida Marlins City of Miami Miami-Dade County Wragg and Casa Public Relations Directly Affected Characters Marlins baseball team Residents of Miami, Miami-Dade County Wragg and Casa Public Relations Dolphins football team Indirectly Affected Characters Stockholders MLB Sports fans Media (e.g. EPSN)

13. Human Factors Residents of Florida became correctly informed of the Marlins’ intentions in erecting a new ballpark. Further, fans of the team and supporters of local camaraderie had the opportunity to take part in creating something that would contribute to the cultural fabric of Miami/Florida.

14. Human Factors Cont’d. Inversely, some residents may not want the constructional and environmental setbacks that result from the creation of this magnitude. Not all residents will welcome the added media and tourist attention.

15. Practitioner Factors Wragg & Casas Public Relations: Is one of the leading PR firms in Florida Is a member of Pinnacle Worldwide1 In 2007, received a Davey Award honoring their creativity In July 2008, was ranked as one of the top 10 PR firms in the nation that specializes in environmental aspects. 1. Pinnacle Worldwide is today one of the world's leading organizations of independently owned public relations firms. Pinnacle Worldwide offers access to experienced local public relations practitioners in Europe, North America, Latin America and the Asia Pacific region.” (http://www.pinnacleww.com)

16. Practitioner Factors Cont’d. Why Wragg & Casas? The senior leadership team have a wealth of knowledge and experience in various areas of communication. Their backgrounds are in journalism, editing, advertising, marketing, and public relations. Many team individuals are also members of impressive groups. Some belong to the Counselors Academy of the Public Relations Society of America, and others are members of the Florida Bar Standing Committee on Advertising.

17. Practitioner Factors Cont’d. Personal Accomplishments JeanmarieFerrera, VP of Public Affairs has been recognized by the South Florida Business Journal as the “2005 Up & Comer in Public Relations.” She has previously received awards for journalism. Audrey Rohlehr, Creative Director, has received a bronze Summit Creative Award. She was also honored by The Communicator Awards with their prestigious Award of Distinction.

18. Practitioner Factors Cont’d. Company Accomplishments Successful campaign on behalf of Florida Sugar Farmers to defeat a sugar tax Collier Resources campaign to announce their agreement with the federal government to sell mineral rights in parts of Florida Hoffman La-Roche, pharmaceutical company campaign to promote new products Tamiflu & Fuzeon Once organized an event for 2,500 people in less than 24 hours that included media coverage, collateral materials, and logistics All Practitioner info can be accredited to: http://www.wraggcasas.com/index.html

19. Ethical and Legal Considerations The PRSA Member Statement of Professional Values Consists of: Advocacy Honesty Expertise Independence Loyalty Fairness

20. PRSA Member Statements on Values Advocacy- “We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.” This was accomplished by using the internet to inform the public of accurate information regarding the proposed ballpark. By creating an interactive forum, individuals were allowed to post messages and discuss their opinions openly. They also engaged the Marlins team in online conversation, allowing the public to ask questions directly.

21. Values Cont’d. Honesty- “We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.” This was accomplished by using blogging and e-mail campaigns to correct any inaccurate information that had previously been exposed to the public.

22. Values Cont’d. Expertise- Wragg & Casas is credible and is experienced. Their team members contribute high degrees of expertise. Independence- “We provide objective counsel to those we represent. We are accountable for our actions.” There is no evidence that would indicate that the firm did not counsel the Marlins objectively. Loyalty- “We are faithful to those we represent, while honoring our obligation to serve the public interest.” Wragg & Casas was faithful to the Marlins by supporting their potential build, and served the public interest by giving out credible, factual information regarding the proposal. Fairness- “We respect all opinions and support the right of free expression.” Again, this was accomplished through the use of an interactive forum that allowed the public to engage and be included in the campaign. Free Flow of Information-This basically states that all communications must be integral and unprejudiced. It addresses the issue of money or gifts being exchanged with others involved in the project. There is no evidence in the case study described to show any violations in this area.

23. Values Cont’d. Competition- This deals with the way PR professionals are hired by the clients. They are not allowed to undermine competitors or be unethical in receiving the campaign. There is no evidence of this violation within the described case study. Disclosure of Information: All information presented in the campaign must be honest and accurate. Sponsors and financial information have to be revealed. It appears that accurate information was posted on all their material. I have not been able to find any complaints regarding this, so there is no evidence to indicate any violation of this. Safeguarding Confidences: This deals with the PR firm’s obligation to keep the client’s proprietary information confidential. I have not found anything to show this was not done. (I’m sure something would be out there if this had not been handled properly.) Conflicts of Interest: This basically states that the PR firm must remain professional and always act on behalf of the client. They must disclose any relationship that may be an influence (such as one with the competitor). I could not find anything to indicate this was done incorrectly. Enhancing the Profession: This has to do with the PR firm staying current on legal and ethical issues in the profession and to continuously develop. All information was found at www.PRSA.org

24. Ethical and Legal Considerations Code Provisions Include: Free flow of information Competition Disclosure of information Safeguarding confidences Conflicts of interest Enhancing the profession

25. Ethical and Legal Considerations In the campaign Wragg & Casas took on regarding the development of the Florida Marlins’ new ballpark, all aspects and accomplishments were reached both legally and ethically.