217 Doing Dave's Homework (Can you help the rest of us)

[IKE]

Recently I have been hearing a lot in the office about "Hey I heard that some Utica Robotics thing did something important, was that you guys?" So the details remain a bit fuzzy, but word is getting out. This then leads to a humbling conversation about the awesomeness of the thunderchickens and there brush with greatness. Could someone on the Thunderchickens explain there PR Blitz after the Championship. I know they have been in almost every national piece of news about FIRST, and they have made many of the local papers here near Detroit. Great job guys, could you spread some advise on Do's and Don'ts since you guys now have 2 championships worth of experience in this field. What I am looking for here are tips like: Send written copy to every paper, or just call them up directly, send video in to TV, or get them to come to the event beforehand. The PR our team has gotten has honestly been mostly due to luck and a solid unique theme. Should we win something news worthy I would like to spread the word.

My personal belief on the Comp team footage of 217 is because they look a bit like a boy band (think Beasty Boys in their prime more so than Backstreet Boys). Just my personal theory. Nice driving this year!

http://s248.photobucket.com/albums/g...DSC02686-1.jpg

[Richard Wallace]

Originally Posted by IKE

My personal belief on the Comp team footage of 217 is because they look a bit like a boy band (think Beasty Boys in their prime more so than Backstreet Boys). Just my personal theory. Nice driving this year!

I'd never paid that much attention to how the 217 drive team looks. I did recall that they wore green shirts, and that some of them sported non-traditional hairstyles.

My lasting impression of 217 (for years now) has been based on how their robot looks, dynamically. It is poultry in motion. And the color scheme is nice, too.

However, a participant's perception of robot beauty can differ substantially from that of a non-participating spectator. And the latter view dictates what will or will not become a media-bite, fit for airtime that can elevate awareness of FIRST and thereby further the goal of culture change. So if the Thunderchickens look like rock stars, it can't hurt.

[Mihai]

Hello...what I would recommend is first starting at a smaller level. Get in the school paper and stuff, and that isn't very hard. Talk to the editor and set up an interview.

Next you need to call newspapers and news channel and let them know what is happening in the FIRST communities. You need to invite them to competitions a lot! Winning awards definitely helps too. Once you get in a few newspapers the others just seem to filter in. I've been getting phone calls every few days and sometimes on my home phone (which I never give out).

Many of the articles written are mostly on FIRST and showcases quotes/information from several teams. If you know a team that gets showcased a lot, they can help you out and get your name out there. If I get anyone asking about other successful teams in the area I'll be sure to point them in the direction of the bees!

[feliks_rosenber]

Send written copy to every paper, or just call them up directly, send video in to TV, or get them to come to the event beforehand. The PR our team has gotten has honestly been mostly due to luck and a solid unique theme. Should we win something news worthy I would like to spread the word.

Winning awards does help you get attention.
However, you can get it even before the events take place.

First start off with assigning team members to do the PR job.
My team has about 5 students whose task is mainly to spread the word about our team and FIRST , do the PR work and presentations.
You must have that sense of entrepreneurship when you are dealing with that, because I find no difference between a FIRST team and a startup company.

You must have people who would do the promotion of the team just as if you would need them to be there if you were in a high-tech company.

I'll give an example.
We had coverage both on Channel 3 and Channel 2 of the Israeli Television.
How did we manage to do that ?

At first we wrote a letter to the Channel 3 inviting them to come and do a report about a group of high schoolers who are working hard on a robot for an international competition.

Phone calls came in and that evolved into media attention involving several channels and this is how it all basically began.

After the competition, we got coverage from Channel 2 which is the most watched Israeli Channel.
Certainly our winning of 2 awards at the regional came in handy in that case.

BTW, here's the link to it

http://www.youtube.com/watch?v=K3NZ9u8X26c
The TV debut

http://www.youtube.com/watch?v=wqi-r-FFz8Q
Channel 2



Just a small correction, I think you meant "Dean's Homework"...

[Paul Copioli]

Ike,

I (and several other mentors) have pushed the theory on 217 that the team must look good, the robot must look good, and each and every member of the team must act in the best interest of team 217 when in the public eye. This has been a nd long and sustaining belief on our team. In the past, we have even prioritized on robot looks over function (which I donot recommend to anyone). We have finally figured out how to do both and it is important. If you don't look interesting, then you won't make the news.

Even more important than that is pushing yourself on the media. Our media frenzy started before we even left for Atlanta. We pushed that the Free Press had a photographer in Atlanta and didn't give up until they agreed. Our parent group (if you don't have one, create one; as they are a valuable networking asset) called Channel 4 before we even left to go back home to make sure they met us at the airport ... and they did! As a result of the Free Press push, I was called by 4 different news organizations before we even left Atlanta for interviews.

One thing led to another and all other news organizations just follwed suit.

With all of that said, if your robot does not perform or looks like it was made in a garage, then the media will lose interest. It is a fact of life. everyone who knows me knows that I propose the only way FIRST will really take off is if the high performing teams are publicized and used to bring public attention to what we are really about. We must use the best of the best performing robot teams to gain the attention of the general public and then draw their attention closer to what we are really trying to achieve. Team 217 believes in this principle that the robot is the "hook" and focus, not only on GP and community service, but also on the highest level of robot performance each year.

I am convinced that this attitude will bring the general masses to FIRST where we can get them to listen to our broader message.

Specifically to Team 33: you have the great image, you have the robot performance, but do you have the tenacity to keep knocking down the doors of news agencies until they come see what you are about?

[IKE]

Thanks guys. That is the exact feedback I was looking for.

While our team does a lot of things, I do not think we actively have been hounding the press (like we probably should have been). I am really impressed that it seems as though you had a plan in place even before winning. This is clutch as it seems like by the time you finish celebrating it is too late to get the Big Media involved as week old material tends to not get published. I would love to read about the Great Lakes Regional in the sports section some day.

BTW: It was Dean's Homework. My brain is a bit fried from the season yet.

[feliks_rosenber]

Thanks guys. That is the exact feedback I was looking for.

You are welcome!

I will be glad to further help you if you wish.
You can PM me any time or add me to the instant messaging programs.
I would love to share my team experiences.

[Grant Cox]

Originally Posted by Richard

I'd never paid that much attention to how the 217 drive team looks. I did recall that they wore green shirts, and that some of them sported non-traditional hairstyles.

Crazy spiky-haired kid and The Foof™ are proud of it

In response to the thread, we have a very devoted lead team contact *cough* who does a great job of networking and getting our name out there. All it takes is one big story; once the channel 4 report came out, two other local news channels picked up on within a few days. Like Paul said, many others heard about it from the Free Press article.