New York Yankees - Sample Package
This page collects the writing and strategy work I produced for a Writing for PR course. A majority of this package centers on a hypothetical campaign for the New York Yankees’ 122nd birthday: a two-day season ticket discount, with 5% of proceeds donated to the Food Bank for NYC. For that campaign, I wrote a press release, a fact sheet, and a media briefing plan for a press conference with the chairman, including key messages, logistics, and prepared responses to tough questions. I also wrote a fan newsletter for a separate mental health initiative, “Mind Over Mound,” built around a partnership with The Jed Foundation. Alongside the writing, I analyzed how the Yankees use the PESO model (paid, earned, shared, and owned media) and evaluated their approach to diversity, equity, inclusion, accessibility, and corporate social responsibility, ending with a proposed CSR campaign.
The challenge was making each piece fit its audience while keeping the story consistent. The press release spoke to reporters, the fact sheet gave them the details at a glance, the briefing plan prepared me to answer questions in person, and the newsletter spoke to fans. I also had to anticipate the hard questions, such as whether a discount was meant to boost weak attendance or whether a 5% donation was enough. Through this work, I strengthened my skills in PR writing, media relations, message development, media briefing preparation, and strategic analysis.