Sue Zoldak explains how the NFL was ill-prepared on Twitter to handle #KroenkeComplaints

If you anticipate producing an emotional reaction in your audience, be prepared to meet them on their terms, and on the platforms they use to vent their frustrations and gloat over their successes.

Twitter is a huge avenue for football fans. Six of the top ten tweeted sports events of 2015 were football games, and Super Bowl XLIX was the top-tweeted event of all television programming in 2015, and the most tweeted-about sports event of all time.

So, it makes sense that football fans would take to Twitter to express their outrage at the recent relocation of the St. Louis Rams, inspiring viral hashtags such as #KroenkeComplaints and #staySTL.

It also would have made sense for the NFL and Rams owner Stan Kroenke to meet their audience on their own playing field online. Instead, officials resorted to a “duck and hide” strategy that cost them the opportunity to build stronger rapport with fans and control the conversation around its sensitive relocation decision.

Read the full story here: http://www.odwyerpr.com/story/public/6242/2016-01-29/how-nfl-ignored-twitter-audiences.html

Why launch a grassroots action plan?

Your organization has many moving parts – likely media outreach, fundraising, events, member relations, website content management and more. Ultimately, all of these activities support your core mission. That mission is to effect public policy decisions. It is important to take a moment to ask yourself: Is your organization absolutely as effective as it could be in achieving your mission?

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4 foundations of a winning issue advocacy campaign

A winning issue advocacy campaign presents the issue in a way that resonates with the audience’s own self-interests, while keeping the overall message in line with the organization’s ultimate mission. Such a campaign reflects a desire to create a mutually beneficial relationship that, over time, achieves tangible benefits for both parties. How does an organization achieve this?

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Quoted in the media: Sue Zoldak in New York Magazine

Sue Zoldak is quoted in New York Magazine here, commenting on the future of Congressman Aaron Schock post-scandal.

“There’s no job today that doesn’t need someone who is good at connecting with people, where you don’t need good people skills or charisma; there’s no profession where those things would be un-valuable,” says Sue Zoldak, a crisis management expert. “I think that the world’s wide open to him.” 

What other are saying about The Zoldak Agency

"Sue is one of the very best public affairs and advertising executives in the issue advocacy and social media arenas, both inside-the-beltway and nationwide.  Under her adept and proven leadership, she runs a team that creates and executes integrated campaigns using award-winning advertising, media relations, coalition building, grassroots mobilization and new media tactics to help her clients win often-heated political and legislative battles and ultimately sway public opinion.  She's the go-to for many of the best and brightest in the industry, as her advice has been proven time and again to be invaluable."

-- Mike K., Director of Business Development, Major Advertising Network

 

"Sue has become a go-to person in both the issue advocacy and social media world. Her knowledge of the industry and its recent developments as well as her willingness to share this experience make her a valuable resource. And on top of it all, Sue's clients and reps love to work with her."

-- Alex T., COO, Digital News Publication

 

"Like Superman, Sue Zoldak has x-ray vision. She is able to see through whatever you think you want and deliver all of that plus the things you didn't even think of but would have thought about afterwards. Sue is my secret weapon in accomplishing amazing results which make us all look great.

Sue has a keenly tuned 6th sense that helps direct her own team to work seamlessly with others. She never misses an opportunity to dig a little deeper when discussing a potential project which often helps uncover additional goals and deliverables. As a marketer, Sue is an integral part of my team."

-- Chris L., EVP/CMO, Major Trade Association, Past Client