As Luck Would Have It

As Luck Would Have It

A PR case study about Andrew Luck's retirement from the NFL

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Kelli Matthews

October 17, 2019
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Transcript

  1. AS LUCK WOULD HAVE IT

  2. TEAM MEDIA TEAMMATES & COACHES GOVERNMENT FANS OWNER(S) SPONSORS/ PARTNERS

    AGENTS & PUBLICISTS NEIGHBORS
  3. SITUATIONAL THEORY ▸Active vs. Passive ▸Three Variables: Problem recognition, constraint

    recognition, level of involvement. Those publics who have high problem recognition, low constraint recognition, and high involvement in an issue are much more likely to actively engage in communication about it.
  4. SATURDAY AUGUST 24. The Indianapolis Colts vs. the Chicago Bears

    in a Pre-Season Game at Lucas Oil Stadium (in Indy). Midway through 4th quarter….
  5. SATURDAY AUGUST 24

  6. None
  7. None
  8. SURPRISE! ▸ This is Matt ▸ Matt is the Director

    of Football Communications for the Indianapolis Colts ▸ Matt did not know that Schefter had the scoop & was going to send that tweet. ▸ The plan was to have the press conference on Sunday, with Luck surrounded by family.
  9. None
  10. THINK FAST

  11. YOU’RE MATT (AND HIS TEAM)… WHAT’S YOUR PLAN? ▸ What

    do you need to do right now, post-game? ▸ Who else needs communication & what kind? What’s your priority? ▸ What’s your objective? ▸ What’s your timeline? ▸ What’s your message? ▸ What tools/channels are you using?
  12. https://www.colts.com/video/andrew-luck-announces-retirement

  13. https://www.youtube.com/watch?v=MCrEB5CvCJE

  14. WHAT ELSE IS ON YOUR MIND?