Public relations campaigns and marketing campaigns are different but interrelated. The public relations campaigns focus on the general public, for instance, investors, customers, employees, the media, influencers, and the government, and marketing campaigns target potential customers. Therefore, Nike’s move to deliver a message with Collin Kaepernick's face was a smart move to build brand awareness and reputation through the provision of broader and meaningful information about the brand and create a sustainable fan base. In addition, the public relations campaign sought to credibly reach the public with the right message, considering that it is done by a third party who is not liable to dictation about the type of message to put across. A marketing campaign seeks to promote a particular product to generate sales to a particular audience within a specified time (Rubtcova & Pavenkov, 2016). Therefore, the Nike marketing campaign utilized the earlier public relations campaign to deliver products to its consumers. It was a nice move for the ESPN to repackage the old games, novelty sports, and use the vast 30-for-30 documentary library that culminate the expedited release of The Last Dance . This follows the financial crisis that has hit the football market following the spread of the pandemic. Duarte Muñoz and Meyer (2020) indicate that the pandemic brings a lot of financial uncertainty considering that rescheduling games without the clear dates of resumption to the field is not applicable. Further, Duarte Muñoz and Meyer (2020) report that despite COVID-19 being the immediate priority of society; to control and prevent the spread of the virus forcing clubs to abide by the health authority regulations, some of the clubs may be forced to shut down in different parts of the world. In addition, the media houses that are dependent on sporting activities may be forced to shut down too, and this makes the move by ESPN viable to maintain its operations and avoid bankruptcy and closure.
References
Duarte Muñoz, M., & Meyer, T. (2020). Infectious Diseases and Football–Lessons not only from COVID-19.
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Rubtcova, M., & Pavenkov, O. (2019, April). Optimizing Approach in Media Planning. In
ISERD–589th International Conference on Economics, Management and Social Study (ICEMSS) Pune, India (Vol. 24).
