White Sox hire Burson to boost community efforts

CHICAGO: The Chicago White Sox have taken on Burson-Marsteller to work on PR related to community relations and charity efforts by the team. The White Sox wanted a firm that could bring fresh thinking to its community relations and charity endeavors and garner more media attention for them, said Scott Reifert, PR director.

CHICAGO: The Chicago White Sox have taken on Burson-Marsteller to work on PR related to community relations and charity efforts by the team. The White Sox wanted a firm that could bring fresh thinking to its community relations and charity endeavors and garner more media attention for them, said Scott Reifert, PR director.

The White Sox will continue to handle PR and media relations for the team itself in-house.

The Major League Baseball team put out an RFP in December and spoke with more than 20 agencies and individual practitioners before selecting Burson.

"We were really looking for a team that thought differently than we did," said Reifert.

In recent years, the club has played second fiddle to the Cubs when it comes to garnering local media attention. The Cubs this year have already sold out all of their home games as fans anticipate that they may finally get to the World Series after falling one game short last year.

The Sox have been plagued by complaints about their stadium, but have recently renovated it by eliminating some of the worst seats and putting a roof on the upper deck - improvements they're trumpeting this season.

"They're making a tremendous commitment to turn around public perceptions" about the stadium, said Jack Yeo, director of client services with Burson's Chicago office.

Burson will put from three to eight people on the account, depending on activities involved.

Yeo said Burson will help the club generate ideas for attracting more Hispanic fans, more families, and others who may not be traditional baseball fans.

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