ESPN video shows PR pros’ press release pains

The spot was created to promotes a behind-the-scenes ‘SportsCenter’ special and embraces brand journalism efforts as it points to the struggles of those who work in media relations.

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“It’s never as easy as it looks” is the message ESPN’s PR pros want fans to know.

The sentence closes out a video titled, “The Making of a Release”—which was created to promote a special “SportsCenter All-Access” episode, which will air tonight at 10 p.m. Eastern.

Taking a nod from the program’s special episode, which will give viewers a “real-time look into what it takes to create the iconic sports news and information program,” the promo shows what it takes to create a press release:

SC All-Access – The Making of a Release from ESPN Visual Communications on Vimeo.

It’s a highly relatable video for any PR pro tasked with the job of pitching. It’s also a great example of brand journalism.

Creating ‘The Making of a Release’

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