Media Relations

Media relations as a whole has had a new face since the birth of the internet.  Nike has been at the forefront as far as athletic apparel goes for a while now.  A reason for their continual growth and domination of their field is largely attributed to their media relation techniques.  Before the internet, news about the company was released only by mail and press releases.  It was a very boring tedious way of doing things, but it was the only way to do it.  Now since we have the internet, it has opened up countless different opportunities to advertise and market ones given company.

Nike for instance uses blogs, microblogs, and picture/video sharing to distribute their information in order for that information to be turned into press releases.  Nike has numerous different websites all with different functions, Nikeinc.com provides information about new products, release dates, and overall company information.  The homepage consists of a number of feature links to all the most recent news surrounding the company.  If you keep scrolling to the bottom, you are given the opportunity to slim your choices down by choosing a specific branch within Nike (Nike Basketball, Nike Action Sports).  Nike is continually tweeting and updating their numerous Facebook pages periodically throughout the day.  Any Nike Twitter account will tweet anywhere from 2 to 10 times in a day.  You can check out the website here at nikeinc.com.

Nike's overall personality stays consistent through their media relations work.  They maintain their, what I believe to be a cocky attitude and instill a swagger about themselves even if it is just reading about them.  Nike is a company that is set out to change the way athletes perform as well as look.  Their use of neon colors in their products goes along great with their pursuit of customers.  Without doing anything once you go to a nike website or see a nike product immediately you are attracted to them because of their swag.  In saying that, Nike's branding and marketing strategy fits their overall company personality.  They are loud (use BIG lettering), they use bright colors (eye catching), and they push the limits (form fitting women clothing).  Nike states "if you have a body you are an athlete" which would mean they are advertising to everyone but more specifically they are promoting themselves to current athletes who are looking for more.