My assignment on how I would handle a PR crisis for Barstool Sports.

1. PR CRISIS
BY: JORDAN BRONG

2. WHAT EXACTLY HAPPENED?
• At our 9th Rough N’
Rowdy event a bleacher
collapsed and injured 6
of our Stoolies. 1 of which
had to be hospitalized.
• We were aware of the
bleacher but was
informed that it was still
safe enough for the
stoolies.

3. SPOKESPERSON
• We have chosen to have
our founder Dave Portnoy
be the spokesperson for
this campaign
• He is the face of Barstool
and we want our Stoolies
to know safety is our top
priority.

4. AUDIENCE
• The audience we are
going to target is all of
our Stoolie’s.
• Make them aware that a
incident like this will
never happen again at
one of our events.

5. TALKING POINTS TO EMPLOYEES
• Get in front of the
Situation.
• Own the mistake
• Promise better safety at
future events
• Be authentic like Barstool
is intended to be.

6. TALKING POINTS TO STOOLIE’S
• Apologize
• Take responsibility for the
incident
• Promise safer
environment at RNR
events.
• Offer 30% discount off all
Barstool merchandise
using code: STOOLIE

7. OWNED MEDIA
• Emergency Press
conference by Dave.
• Address the situation on
Barstool radio show.
• News Release from
Barstool’s webpage and
twitter account.

8. EARNED MEDIA
• Appear on the Tucker
Carlson show to address
what happened and how
we have learned from this
situation

9. SHARED MEDIA
• Post blog on what
happened at the event
and reply to fan questions
on website and social
media platforms.
• Keep the authenticity that
Barstool thrives on.

10. CONCLUSION
• We believe this campaign will
restore our reputation with the
Stoolies and ensure them that
safety at our events moving
forward is our top priority.
• Barstool does everything
different than normal
companies and this isn’t a
normal campaign we have to do
this in the authentic fashion
Barstool is known for.
• Embrace the Barstool Difference

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Citations