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The NFL Invades the Media: Pompoms, Swimsuits and High Heels

Apr 11, 2011 8:03 AM / by PAN Communications

Spring time marks the start of NFL tryout season. No, not the football players—the cheerleaders! Five years ago, I was one of the hopefuls among over 300 young women here in New England. I was thrilled to make the team and become an NFL Cheerleader, where I spent three seasons cheering on my favorite team, traveling across the U.S. and internationally for promotional appearances, and I was even lucky enough to take the field at Super Bowl XLII. I always knew my experience with the NFL would benefit and position me for my career in public relations—and it sure has! The NFL is surrounded by overwhelming media frenzy, and it’s the role of the cheerleaders to take this on. From sponsors to promotions, blogs to videos, the cheerleaders are exposed to all aspects of public relations.

Today, the NFL is on board with the social media and digital content aspects of new media and it’s the cheerleaders that are paving the way. At the top of my radar is the Dallas Cowboys Cheerleaders blog. The DCC have content streaming in every day and organize their posts into seven categories, including fitness, inspiration and relationships. The blog also features editorial articles, including “The Director’s Chair” where readers hear directly from DCC Director Kelli Finglass. This is how to blog—keep content fresh, always!

Another one of my favorites, as you might guess, is the New England Patriots Cheerleaders website. The NEPC incorporate video into each cheerleader bio. This type of content is far more appealing and entertaining than a typical written bio. It adds personality and life for fans.

Each public relations and marketing element of NFL Cheerleaders targets a different audience, requiring the young women to wear a different hat for each. For example, the attendees of junior cheerleader programs and purchasers of swimsuit calendars are very different! It’s important to know your audience and reach them in an effective way.

A large role of NFL Cheerleaders is to promote their team within the community and in the media. Each individual cheerleader will make about 40-60 promotional appearances every year. From local charity events to national television commercials, making a personal impression is important. Here’s the most recent headline the media has been buzzing about:

Yahoo! NFL’s Oldest Cheerleader Will Have Her Life Made into a Film - Laura Vikman, 42, has become the NFL’s oldest cheerleader and New Line Cinema will have her life story turned into a film.

I hope all the football fans and public relations professionals alike enjoy hearing about the effective public relations and marketing strategies in the NFL. See you on opening day this September!

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