NTRA Communications

Eric WingSr. Director, NTRA Communications

Eight Belles and Equine Health and Safety Aftermath

Our message:The industry cares deeply about its human and equine athletes and is committed to their health and safety.

Playing Offense Rather than Defense

Tough economy

Limited marketing budgets

Examples of Changing Landscape It’s not just about newspaper column

inches anymore TV hits (but not just in the sports

reports) Newspaper and magazine photos

(but not just in the sports pages) Website hits Blogosphere presence

The ESPN Machine

Where Have All the Papers Gone?

Newspaper industry contracting

Where Have All the Papers Gone?

Sports fans, including racing fans, are ahead of the curve

Mainstream Publicity Helpers

Charitable tie-ins

Celebrity tie-ins

Historical tie-ins

Look for the “gee-whiz” or the “talkable”

Mainstream Publicity Helpers

Landscape has changed

Sometimes the best opportunities are still right under our noses

River Downs Peruvian Day

The Oprah Winfrey Show, 10/23/07

Nothing more than a coincidental horse name

“Don’t call us, we’ll call you.”

BCWC provides needed context

A lot can be made from a little

Nucleus of a good story can lead to big things

Public Relations

September 2008

Best Practices for Obtaining and Distributing Photographs

Work with photographer to get key shots

› Service photos the same day Candid photos preferred Clearly show the celebrity is at the

track

Best Practices for Obtaining and Distributing Photographs

Some photo examples include:

› Celebrities interacting with jockeys, trainers or owners

› Celebrities next to a horse

› Celebrities in the Winner’s Circle

Best Practices for Obtaining and Distributing Photographs

Photos need to be free, high resolution, and vary in selection

Targeted outlets:

Shaquille O’Neal dressed up like a jockey at Belmont Park, NY

Belmont Stakes Example

© Copyright 2008 Harold Roth.

Gwen Stefani, Gavin Rossdale and Kingston at the Del Mar Thoroughbred Club

Del Mar Opening Weekend

Bo Derek at Del Mar racetrack

Del Mar Opening Weekend

The Power of Pictures

We live in a visual world

How the NTRA Can Assist You With Your Photo Needs

Harold Roth, Horsephotos.com

Working Together

NTRA Communications

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NTRA Communications

Media Resource

› www.ntra.com/mediacenter

Service Bureau

Crisis Communications