Marlins seek professional help for PR problem
The biggest challenge of the upcoming baseball season may be the one facing JeffreyGroup, the marketing and communications agency hired this week to help repair the Miami Marlins’ tattered image.
“We plan to help the team communicate effectively with each of its key stakeholders, including media, community leaders, partners and, most importantly, loyal fans,” said Mike Valdes-Fauli, President of JeffreyGroup.
Fans have been in an uproar this offseason since the Marlins dumped about $150 million in salary in trading veteran players for prospects following their first season in their new ballpark that was funded largely by public money.
The team has also taken a PR beating in comparisons with the Dolphins' approach in seeking support for stadium renovations. The discussion has revived animosity about the Marlins' ballpark deal.
JeffreyGroup replaces RBB, a Coral Gables firm that has represented the Marlins since 2003.
“We feel it’s critical to enhance our dialogue with the community to ensure we are doing the best job possible,” Marlins President David Samson said in a statement.
-Craig Davis
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
