Cheers to PR on Super Bowl Sunday

by Robert Jones Jr. |@rjmajorjr

Image from Brandify

It’s about that time again. The Super Bowl, one of the most-watched events of the year is almost here. That means a slew of advertisements will be seen by millions of eyeballs for the next few hours. Some will be outrageous and over-the-top. But while viewers will talk about the craziest commercial ad they saw the next day, the unsung heroes of Super Bowl Sunday should get some praise.

I mean the public relations professionals. They are the guys in the back working to generate the hype before the ad even hits the television screen. Plus, they have the discipline to make sure that the message (it can get tricky!) is not lost through the media. In a world of clutter combined with skippable ads, public relations teams are more valuable.

Using PR isn’t just for the big boys either. In 2016, the cost was at least $5 million for a 30-second spot. Not all companies can make a huge investment like that, so using their PR teams are vital for their message to reach eyes and ears. Instead of relying on marketing in the past, public relations is now being added in the marketing mix, and not just as a side dish either.

The Super Bowl is a big opportunity for public relations practitioners everywhere. It can be a showcase to tell a story about your company on one of the biggest nights of the year. The ROI (return on investment) is high, and the social reach is vast if your story is received well.

When the Super Bowl comes on and the commercials start to air, remember it was not just the ad creatives who put that clip together. All hands were on deck, and the public relations professionals helped get their company some more reach on a day that change their outlook.





Mudd, J. (2016, February 5). How to use PR to outsmart Super Bowl ads. Retrieved January 29, 2016, from

Garcia, T. (2012, February 3). PR Plays a Role on Super Bowl Sunday and Beyond. Retrieved January 29, 2016, from


Published by

UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism