Sports Illustrated taps media firms for event

NEW YORK: Last week was a busy one on the PR front for Sports Illustrated, which hired two agencies to help publicize an awards ceremony, and lost a key member of its PR team.

NEW YORK: Last week was a busy one on the PR front for Sports Illustrated, which hired two agencies to help publicize an awards ceremony, and lost a key member of its PR team.

NEW YORK: Last week was a busy one on the PR front for Sports

Illustrated, which hired two agencies to help publicize an awards

ceremony, and lost a key member of its PR team.



Art Berke, SI’s vice president of communications, has recruited Beverly

Hills-based Bragman Nyman Cafarelli for relations with the entertainment

press and Goodman Media International for sports-related PR. The event,

the 20th Century Sports Awards, will air December 2 on CBS.



The magazine’s PR division, however, took a hit when director of PR

Robin Shallow left to join Times Mirror Magazines. Shallow, who becomes

director of corporate communications, is already recruiting two new

publicists, which will up her internal team to five. Times Mirror

Magazines publishes around 20 special-interest titles, including Outdoor

Explorer.



Shallow’s move was motivated by a desire for extra responsibility. ’I

wanted to head a department,’ she admitted. In the wake of her

departure, Berke said he plans to increase the responsibilities of

existing members of the communications staff in lieu of replacing

her.



Tracey Raab will look after the Sports Illustrated for Kids and Sports

Illustrated for Women titles, while Joe Assad is slated to handle all SI

trade publicity. Rick McCabe has been promoted to senior publicist.



SI is coming off a stretch where its publishing savvy has been to the

fore. The magazine successfully warded off a challenge by ESPN: The

Magazine to its dominance in the sports magazine arena, not least by

welcoming the competition, while emphasizing improvements to its own

product. Through a series of small changes, SI didn’t even flinch in the

face of ESPN’s launch.



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