March 17, 2014
Bracketology: PR wins in March Madness
March Madness is upon us once again. Teams from all across the country, some of which most people have never heard of, will fill out a bracket and compete in a national tournament to determine the top team in college basketball. Half of them will not make it past one game. Fewer and fewer teams make it further and further until the Final Four are crowned. Then, the championship game.
By the time the madness is over, only one team will still stand tall. But, what of all those Cinderellas and Underdogs? Ronn Torossian – CEO of 5WPR a top pr agency in NYC says, even if they haven’t cut down a single net, they may still come out ahead of the game.
The top teams carry the weight of heavy expectations. If they win, people just shrug, nod, and move on. But, if they lose, people lament and shout about missed opportunities. However, if an underdog “no name” team manages to pull out a win – or even a great showing against a “better” team, this can be a tremendous PR win for the school. Not only will they get national attention and priceless exposure, but this connection with national powerhouses pulls the smaller schools up in prestige, and gives them standing by association.
Every year, at least one Cinderella team makes a deep run, turning an anonymous school into a household name. Torossian says this dynamic teaches a stark lesson about elevation by association.