By: Skyler Fleisher
On January 24, WVU’s chapter of PRSSA took a trip to visit the home of the Pittsburgh Penguin’s at the PPG arena. The journey started around 9:30 a.m. when seven members loaded two cars to make their way to Pittsburgh. Once there, Tom McMillian, Vice President of Communications, greeted us and gave us a tour of the facility. McMillian brought us down to the home bench where the players normally sit during the games, it was super cool being that close to the ice, considering there’s normally a glass panel separating the spectators from the action. After that we headed up to the fourth floor where we were greeted by James Santilli, Vice President of Marketing, and brought to a conference room for a presentation.
The presentation offered insight into what it is like to work for the Pittsburgh Penguins and what challenges are present. Both men highlighted the importance of being adaptive to the changing media field and how something that is cutting edge one year might become out of date in the near future.
They discussed how the lack of younger kids playing hockey and poor reputation of the sport has posed challenges within marketing and reaching new clients. The marketing department has conquered these challenges with programs that reach the community personally. They began providing hockey equipment for elementary school kids who are interested in trying the expensive sport. They also have the players deliver season tickets to season ticket holders. This shows that a personal connection can go a long way in this industry.
Overall the trip was incredibly insightful and it was a real privilege to talk to such knowledgeable people within the sport's communication industry.