A bleacher collapse at a Barstool Sports event injured several fans. The company's founder, Dave Portnoy, will lead the PR response to address safety concerns and restore trust. The campaign will involve Portnoy apologizing on media platforms and promising improved safety at future events. The goal is to maintain Barstool's authentic brand voice while regaining fans' confidence.

1. PR CRISIS
BY: JORDAN BRONG

2. WHAT EXACTLY HAPPENED?
• At our 9th Rough N’
Rowdy event a bleacher
collapsed and injured 6
of our Stoolies. 1 of which
had to be hospitalized.
• We were aware of the
bleacher but was
informed that it was still
safe enough for the
stoolies.

3. SPOKESPERSON
• We have chosen to have
our founder Dave Portnoy
be the spokesperson for
this campaign
• He is the face of Barstool
and we want our Stoolies
to know safety is our top
priority.

4. AUDIENCE
• The audience we are
going to target is all of
our Stoolie’s.
• Make them aware that a
incident like this will
never happen again at
one of our events.

5. TALKING POINTS TO EMPLOYEES
• Get in front of the
Situation.
• Own the mistake
• Promise better safety at
future events
• Be authentic like Barstool
is intended to be.

6. TALKING POINTS TO STOOLIE’S
• Apologize
• Take responsibility for the
incident
• Promise safer
environment at RNR
events.
• Offer 30% discount off all
Barstool merchandise
using code: STOOLIE

7. OWNED MEDIA
• Emergency Press
conference by Dave.
• Address the situation on
Barstool radio show.
• News Release from
Barstool’s webpage and
twitter account.

8. EARNED MEDIA
• Appear on the Tucker
Carlson show to address
what happened and how
we have learned from this
situation

9. SHARED MEDIA
• Post blog on what
happened at the event
and reply to fan questions
on website and social
media platforms.
• Keep the authenticity that
Barstool thrives on.

10. CONCLUSION
• We believe this campaign will
restore our reputation with the
Stoolies and ensure them that
safety at our events moving
forward is our top priority.
• Barstool does everything
different than normal
companies and this isn’t a
normal campaign we have to do
this in the authentic fashion
Barstool is known for.
• Embrace the Barstool Difference

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