12 Tips from 12 Years of Marketing the San Antonio Spurs.

According to Al Aguilar, chairman and CEO of San Antonio, Texas-based Creative Civilization, and the creator of the famous “Go Spurs Go” playoffs mantra, basketball and public relations have a lot in common. In accepting an invitation by the Public Relations Society of America, Laredo Chapter to present his experiences as the long time advertising agency for the San Antonio Spurs, Aguilar shared an advertising historical review and was inspired to draw on basketball analogies to illustrate his public relations insights in a simple and memorable way.

12 PR tips from 12 years of Marketing the Spurs

1. Shoot for 3 Buckets:

– Product News
– Marketing News
– Community Relations News

2. Know Your Role on the Team

Approach public relations from an integrated marketing, “holistic” manner. Marketing is a team sport and public relations can be a bigger star when you understand the big picture.

3. Get to know the Referees

The media calls the shots! The media decides whether your story will be included in their coverage so establish those relationships and know how to stimulate them. Know what motivates them and makes them think. Your story will never reach the consumer if it doesn’t interest the media.

4. Take Long Shots

Get outside the comfort zone of writing or pitching a story. Success comes greater and faster with big public relations ideas.

5. Wear the Latest Sneakers

Put technology on your side with search engines, eblasts, etc. Even the most successful NBA stars look at the latest sneakers to enhance their game.

6. Refine your Hook Shot

Small news gets big attention with the right hook. Creative Civilization experienced this when it guided the national media to its countdown billboard of the Spurs Playoffs for its client, San Antonio Express-News. The NBA finals opened on national television with the billboard.

7. Be a student of the Game

Change is constant. Consume new knowledge of the PR world every single day. Good Public Relations professionals, like NBA athletes, have to practice every day to refine their skills

8. Play hard for All 4 Quarters

Every public relations event should be mastered through 4 distinct activities.

– 1st Quarter – Pre-Event PR
– 2nd Quarter – Event PR
– 3rd Quarter – Post Event PR
– 4th Quarter – PR Value Recap

9. Have a Game Plan

A well-developed public relations plan far outshines any press release. Remember to play offense and defense.

10. Improve Your Shooting Percentage

The referees are watching you and will discount you or embrace you depending on how well you play the game.

11. Thrive on being the Underdog

Don’t worry about how tall you are. You can play in the big leagues with the right combination of passion and creativity. San Antonio isn’t Madison Avenue, but we compete with the best!

12. Play Hard, but Have Fun.

Personal rewards are greater when you play for the love of the game, basketball or public relations.

Founders Al Aguilar and Gisela Girard Pose with San Antonio Spurs Championship Trophies
Photo by: Carlos Ramirez