We all hear the phrases when something seems impossible. Yes, it will happen when pigs fly. Or when hell freezes over. Or in a month of Thursdays. How about pro hockey in the desert? For years, people laughed at the thought of playing ice hockey in one of the warmest regions of the country. Yet, today, we not only celebrate the Vegas Golden Knights existence, but also applaud their incredible first year in the sport as well. Many lessons can be learned from the Vegas Golden Knights story when it comes to managing public relations in Las Vegas. Let’s take a look at some key takeaways from their first season…
Be Determined to Prove People Wrong
Determination is one of those things that can count for a lot in the grand scheme of things. Regardless of the challenges that might lie ahead, being determined can almost always overcome what seems to be impossible.
When you hear naysayers discouraging you from a particular project or if everyone believes that something cannot be accomplished, take a step back, review your goals, and if you feel strongly that you have a great direction or idea, go for it. Work hard to prove they are wrong.
Be Different
Even if no one else is doing something or the likelihood of success seems improbable, try to think outside the box. For many years, ice hockey was relegated to the cold regions of the country. However, as indoor rinks became affordable, there was no reason not to develop a fan base and market in the warmer cities as well. When the opportunity presented itself, the National Hockey League (NHL) was there to take advantage.
Can you repurpose the content of your website to reach a new and different audience? Is there a way to reach another referral stream or even a new group of potential customers all together? Break out of the mindset that things must always be done in the same way with the same tools and the same people, and you’ll find new public relations and marketing opportunities in places you haven’t considered before.
Find Talent
The Golden Knights got off on the right foot because they hired some of the best leaders in the sport who had proven success records. In the same way, you want to find those in the public relations and marketing arenas that have had proven success. Many aspects play a role in a successful marketing and public relations campaign including spectacular creative, advanced video technology, stellar writing, and organized special event planning. Either find the people who have the talent you need, or work with a team of consultants to put together an A-team.
Embrace Your Community
The Golden Knights are known in the Las Vegas community as the hometown team – #VegasBorn. They care about locals. When a tragedy struck, they were there to help. In a big city like Vegas where many people have come from other places, the Golden Knights became the glue that held them together.
Emulate that idea with your Las Vegas public relations campaign. Work to bring together a community, whether that be the local residents, your employees or even those in a particular industry. Everyone wants to belong, and any campaign that can help bring people together while accomplishing publicity goals will be that much more successful.
Hammer Out Your Strategy
You can’t get anywhere without a destination and a map. In the world of public relations that means understanding the overall business strategy as well as the targeted marketing and public relations strategy that will support it. Once you know your destination, just as the Vegas Golden Knights set its sights on winning, it will become much easier to create a map of tasks, plans, and programs to get you there.
When you’re ready to tackle Las Vegas public relations with the same passion that ignited the Golden Knights’ unprecedented first season, contact GYC Vegas. This agency has worked with start-ups, mid-sized companies, and major multi-national companies in many different industries over the last 15 years.