Media Relations Project

Abby Lawrenz, Madison Augustine, Addie Ballou, Chante Crusoe

PART 1- Frame/Angle and Opportunity

1. Within business- This angle would involve people who are within the process of
producing a basketball game (maintenance staff, coordinators, volunteers, etc.). For this
project, we are going to focus on the K-State Basketball players as the “employees.” This
would give the opportunity for the players to show their support for Coach Tang; they
would receive their own copy and create earned media. The media contacts are most
likely to be local. They would have the opportunity to present something unique to the
community by featuring individual players, and in return, gain exposure and credibility.

2. Brand Fans- K-State basketball has a diverse fan base consisting of children, college
students, adults, K-State sports faculty, and more. Collecting testimonials from the fan
base can offer a unique perspective on the team and attract more fans in the future. These
testimonials could highlight various aspects of K-State basketball, such as the team’s
expertise, the atmosphere of the games, and Coach Tang’s leadership and influence on the
team. Incorporating genuine testimonials provides an inside look into K-State basketball
and shines a positive light on Coach Tang. This aspect could pique the interest of media
contacts, potentially leading to earned media.

3. Celebrities- (ex: Lebron James, Micheal Jordan; famous BB coaches) These individuals
would explain their personal experiences with leadership within basketball or sports.
They would talk about their own personal stories within their lives and how it shaped
them into the people they are today. They would also have the chance to talk about
misunderstandings about topics in basketball and get a better insight within the sport. The
celebrities would pique interest in contacts by having a big part of getting the book
noticed and possibly raising more sales.
PART 3- Tailored Email Pitches

Pitch #1: National

STRATEGY: This contact can be approached from a “celebrity” angle to emphasize getting more
exposure and spread awareness throughout the sports community.

TO: Haley Jordan, Reporter/Video Director, Sports Illustrated

SUBJECT LINE: Be Apart of Something Special With Tang

EMAIL BODY:
Hi Haley,

I have recently read multiple segments of your articles that go into depth about speaking highly
of college athletes of all genders and wanting to make a difference within the sports world. I was
intrigued by the outpouring of love and support you give to athletes and their coaches. These
individuals deserve nothing but honor for all their hard work and putting their community first
always.

One specific coach that is worth recognition and respect is Coach Jerome Tang of Kansas State
University in Manhattan, Kansas. He has shown outstanding love and loyalty throughout the
community and also has become quite the leader in basketball.

Tang has recently released a book titled “Tang Time: Leadership Lessons On and Off the
Court.” It demonstrates his many leadership roles and how he is a role model to individuals of
all ages. I really hope you consider being apart of promoting this great message and to further
bring positivity to the Manhattan area.

Thank you,
Madison Augustine

Pitch #2: State/Regional/Local

STRATEGY: This contact has several articles related to K-State fans and Coach Tang, so he
could be approached from a “brand fans” angle to focus on Tang’s positive influence on K-State
fans, potentially resulting in earned media for his book.

TO: Arne Green, Kansas State Beat Writer for Salina Journal

SUBJECT LINE: Tang Reciprocates Appreciation to K-State Fans

EMAIL BODY:
Hi Arne,

I have recently read two of your articles that explore the positive connection between K-State
fans and Coach Tang. I was impressed by the significant level of support that the K-State
basketball program receives from its fans. Tang’s immersion in K-State culture through the
connections with students on campus is also appreciated.

As you mentioned in your articles, Coach Tang has exhibited an exceptional level of engagement
with K-State fans. He has demonstrated dedication to K-State by attending K-State football
games, interacting with sororities and fraternities, and participating in the ‘Hang with Tang’
series, where he engages in conversation with students.

Coach Tang is currently developing a book called “Tang Time: Leadership Lessons On and
Off the Court.” It presents a great opportunity to highlight his leadership skills, not only within
the basketball program but also among the fan base. He has emerged as a leader and role model
to many individuals who look up to him. For this reason, I hope you consider a role in promoting
Coach Tang’s book to further amplify his positive influence on K-State fans.

Thank you,
Chante Crusoe

Pitch #3: Trade Publication

STRATEGY: It seems that this contact has a strong interest in sports and the fan experience, so
he could be approached from a “brand fans” perspective to enhance support for college
basketball.

TO: Joe Lemire, Senior Writer for SportTechie and Sports Business Journal

SUBJECT LINE: Basketball Fans Want More Interaction with Athletes

EMAIL BODY:
Hi Joe,

I recently read an article of yours related to college basketball fans and their desire to interact
more with athletes. K-State Men’s Basketball Coach Jerome Tang is committed to creating a
positive fan experience for K-State students and supporters.

Throughout your article, I noticed that you highlighted how some college athletes have been
using a networking application, ‘Daps’, to personalize their interactions with fans. Given Tang’s
dedication to establishing a familial atmosphere and promoting a sense of community among
K-State supporters, the implementation of similar networking applications could benefit K-State
players and fans.

Tang is currently developing a book titled, “Tang Time: Leadership Lessons On and Off the
Court”, which will emphasize his leadership capabilities. Building strong relationships and
teams, specifically a powerful fan base, is a crucial aspect of leadership. Your involvement in this
process could lead to new opportunities for K-State fans to connect with athletes, highlighting
Tang’s overall leadership.

Thank you,
Chante Crusoe

Pitch #4: Entertainment Publication

STRATEGY: This contact is well known for his work at CBS Sports. He is a host for their
podcast Eye On College Basketball. He could be approached from a celebrity angle, because he
is popular within the college basketball community. He could also be approached from a brand
fans angle, because he has commended Jerome Tang for his coaching approach in his reporting.

TO: Gary Parrish, Host, On Air Personality, Columnist and TV Analyst

SUBJECT LINE: Kansas State fans excited about new leadership under Jerome Tang

EMAIL BODY:

Hi Gary,

I have been keeping up to date with your podcast, Eye on College Basketball, and I believe
Jerome Tang and the Kansas State Wildcats are going to be a team that you will definitely want
to look out for this upcoming season.

In the 2022-23 season and his first year as head coach, Tang led the Wildcats to their first Elite 8
game since 2018. His involvement with the Kansas State athletes and the student body as a
whole created an amazing, upbeat atmosphere at every game. The excitement and support
surrounding the team last year was a welcome improvement compared to previous seasons.

Coach Tang is now preparing his team for this season as well as working on his new book,
entitled Tang Time: Leadership Lessons On and Off the Court. The book will be available for
pre-order Dec. 1, 2023 and will officially launch Jan. 3, 2024. Tang’s approach to leadership and
management is very unique and he is excited to share his secret to success with the world. I
believe this book would be an interesting talking point for your podcast, and I’m sure your
listeners would be interested to hear about it!

Thank you for your time,

Addie Ballou

Pitch #5: Podcast Host

STRATEGY: Since this media contact already covers Kansas State Basketball, he will be a brand
fan that can talk about the book while also having a podcast session with Tang to further the
coverage of the basketball team.

TO: Tim Fitzgerald; Co-Host; Powercat Podcast: A Kansas State Athletics Podcast

SUBJECT LINE: Tang Impacts Positive Actions On Court

EMAIL BODY:
Hello Tim,

I had recently listened to your talk about your “postgame thoughts following Kansas State's
82-69 loss to USC”. Although they didn’t seem prepared, I fully agree with your statement that
they kept fighting.

Their positive attitudes can be explained through Coach Tang’s leadership to the Wildcat players.
Coach Tang himself is releasing a book called Tang Time: Leadership Lessons On and Off the
Court where he states:

“People want to pick my brain all the time about my approach and I have so much experience in
leadership, I thought, why not put it all in an accessible format like a book?”

Coach Tang is also hosting “The Jerome Tang Radio Show” where he will be talking about his
book and life experiences. This is a great opportunity to integrate your podcast with his show,
gain exposure, and continue to cover the K-State basketball team through a one-on-one
interview. Please reach out if you are interested in looking further into Tang’s coaching
leadership.

Thank you for your time,

Abby Lawrenz
Pitch #6: Thought Leader

STRATEGY: Presenting this pitch “within business” and offering interviews from the players
will lead to earned media since he is already interested in Tang's Coaching progress in previous
writings.

TO: Adam Zagoria; Journalist, Owner and Blogger; Freelance, Zagsblog

SUBJECT LINE: Basketball Coach Jerome Tang Demonstrates Leadership

EMAIL BODY:
Dear Adam,

I was recently reminded of your post earlier this year about Kansas State’s Basketball Coach
Jerome Tang named Basketball Coach of the Year and “taking his 3-seeded Wildcats to the
Elite8”.

At the beginning of the season, I was reminded of your post when Tang wanted to publish his
knowledge in his new book: Tang Time: Leadership Lessons On and Off the Court. I believe
this further demonstrates making accomplishments along with how his skills lead to the Wildcats
making the Elite8. Tang is also offering interviews with some of the Wildcat basketball players
to spread the word about successful leaderships within a team.

Thank you for your time,

Abby Lawrenz