2. How Words Work
• A network of communications professionals providing
result-oriented communications services
• Our philosophy is to keep all our services
• Clear in content and approach
• Clean from any Jargon
• Focused on producing results
3. How Words Work – our services
• Media relations
• Media training
• Sports PR & Media
• Digital communications
• Marketing communications
4. How WordsWork – our professional network
• Providing end-to-end services with our core expertise and other
allied offerings. Our partners include –
– Commune – sports management
– Bloombox – brand management
– Origami Creative – creative design & content
– Indian Press Clearing – media tracking services
– Printline – printing services
5. Why us
• Highly cost effective & quick communications solutions
• Proactive approach – dedicated time and quality inputs
to your business
• Real expertise with sports media & industry influencers
– PAN India
7. Sports PR
• Traditional v/s new sportsperson – the savvy succeed
• Sports deal with a large ‘public’
• It is extremely ‘media heavy’
• A sportsmans career depends heavily on image management and
marketing
– Show me the money!
8. Sports PR
• Sports journalists in India
– Evolving – not necessarily into sports
e.g. Bobilli,
– Sharda & Kadambari
– Most often one journalist covers a
variety of sports
– A lot of them are ex sportsmen – some
slightly disgruntled
– An emotional lot
– Slowly getting into the ‘front page’
syndrome like other beats
9. Creating a brand personality in sports
• Typical brand attributes of sports/sports people – the
good guy!
– Discipline
– Kids – inspirational
– Endurance & strength
– Power and precision
– Patriotism
– Righteousness
– Trust
– Respectability
11. TSI RACING
• Objective
– Launch TSI Racing for the World Rally Championship Season 2009
• Key challenges
– Rallying is a relatively new format for the media in terms of motor
sports coverage – mostly out of South India hence launch in New Delhi
was a challenge
– Turn around time to produce results – less than 1 week
• Strategy
– Creating a splash across regional and national media for TSI Racing
– Use new lead driver originating from Delhi as a news peg
12. TSI Racing
• Activity
– Press conference with sports print & electronic
media in New Delhi
– AV on the launch of the team
– Photo press release and select 1-on-1 interviews
with lead driver and team Principal
• Result
– Attendance of over 35 key publications and
electronic channels including key competitors
e.g. Times of India & Hindustan Times among
other well known sports journalists
– Coverage across PAN India 6 cities with over 40
exposures
14. A1 Team India + Narain Karthikeyan
• Objective
– A1 Team India: create awareness and sense of patriotism around team
– Narain Karthikeyan: further establish as a brand personality
• Key challenges
– A1 Team India: lack of interest| bias towards cricket| niche sport
– Narain Karthikeyan: media shy| easily provoked| tagged to F1
• Strategy
– Long term media tie-ups to increase eye-balls for the sport
– Change media perception of Narain Karthikeyan & make him more
accessible
15. A1 Team India + Narain Karthikeyan
• Activity
– Electronic
• Competitive TV rights bid between ESPN &
Ten Sports
• Team promo creation with ESPN Star Sports
• News tie-up with News X for half hour
programming per race
– Print
• Media FAM trips for races
• Narain Karthikeyan
– media training & grooming for interviews ESPN Promo for team
– personal profiling in lifestyle publications
– Contributory articles
• On track and off track media coverage
– Radio
• Radio partner for joint promotions around
team
16. A1 Team India + Narain Karthikeyan
• Result
– 202 mn exposures across the season in over
90% of India’s print and electronic media
universe
– Media quote:
“He used to loathe TV and newspaper one-on-one
interviews, but now realises it is a must for a
star if he has to get good media. Let's raise a
toast to the champion.” – Mail Today article at end of
season
18. Team WordsWork
NEHA MATHUR RASTOGI
Neha Mathur Rastogi is the founder of WordsWork and has over seven years of experience in public
relations, corporate brand communications and media planning. Within a year, WordsWork has
developed a niche in the area of Sports PR with clients including TSI Racing, Standard Chartered,
ING Insurance, The Laureus Foundation and the FIH (International Hockey Federation). Prior to
setting up an independent consultancy; she has been the Communications Director for several
corporate initiatives of the Spice Energy Group of companies. This included complete management
of communications & media tie-ups of Narain Karthikeyan, leading race driver and A1 Team India
representing the country at A1GP – the World Cup of Motor Sport. She has considerable experience
in International PR with A1GP as well as with Burson Marstellar in London where she worked on
media relations for world class companies including Hewlett Packard, Dallas FortWorth Airport and
SAP. She began her career with Genesis Burson Marstellar with over three years spent on honing
expertise in the aviation and technology sector including clients like InterGlobe Enterprises and
Singapore Airlines.
19. Team WordsWork
ABHOY CHATTOPADHYAY
Abhoy comes with an experience of six years in the industry of automobile and sports PR and
Marketing. In his past Abhoy has led / been a part of some extremely prestigious assignments in
diverse areas. He has earlier worked with Tiger Sports Marketing, IPAN, Adfactors PR and 20:20
Media. Some of the key clients that Abhoy has handled in the past are – Maruti Suzuki Ltd., Hyundai
Motors Ltd., ESPN Star Sports, Hero Electric.
Apart from these clients Abhoy also has led a few extremely prestigious sporting events in the
country. Few of those are – Premier Hockey League 2006-07, Indian Premier League 2009,
Champions League T20 2009, Yonex Sunrise World Badminton Championships 2009, Commonwealth
Games Delhi 2010.
20. Team WordsWork
Geetika Gulati
Geetika is an associate at WordsWork. She is currently working on a wide range of communications
campaigns including the public diplomacy initiative for the Royal Netherlands Embassy. She has over
three years of work experience. Prior to joining WordsWork, Geetika has worked with IPAN,
Vaishnavi Corporate Communications and Buzz PR on a wide range of clients including HUL – Hair
Care, Pantaloons Femina Miss India, Titan Industries Ltd. etc
