On August 27, 2016, in Radford, Virginia, Winnipeg racecar driver Amber Balcaen became the first Canadian woman to win a NASCAR sanctioned race in the USA. Moments after her big win, Amber was buried by media requests coming in from all over North America, particularly from local news outlets who knew she was coming home in less than 24 hours. With no money to hire someone and in need of instant help, Amber reached out to Michelle Bailey to develop a “fly by the seat of your race suit” tailored communication strategy.
Using Twitter, Facebook, Instagram, and even leaning on the good old fashioned phone line to manage the onslaught, Amber spent the next 10 days conducting media interviews, attending events such as throwing the first pitch at a Goldeyes game, meeting the Mayor, answering questions on American call-in shows, and being the first person to conduct carpool karaoke with a local radio station. There were 14 appearances on Day 1 alone. Between Michelle managing the never-ending requests and working on opportunities for even further exposure, to Amber giving it her all to keep up with the demands, success was evident.
It was a full-on marathon for both Amber and Michelle, and the publicity went viral daily. It was an incredible ride. Now, the challenge moving forward? How to keep up the momentum in preparation for the 2017 race season, learning from what worked and what went slightly sideways in 2016?
Join Michelle Bailey as she discusses all this and more on Wednesday, November 2, 2016 at a luncheon to be held at The Metropolitan Entertainment Centre.
Introducing the CPRS Manitoba 2016/17 Professional Development Series:
The Modern Communicator
CPRS Manitoba board members chose The Modern Communicator as a professional development theme for 2016/17, because we believe in mastery, we believe in innovation, and we believe in integrity when it comes to the 21st-century practice of public relations. As such, your voice matters. We want to hear from you, and we will be responsive to your professional development requests.
CPRS Manitoba Presents: The Inside Track: Publicizing the Historic NASCAR Victory of Winnipegger Amber Balcaen
11:30 a.m. to 12 p.m. — Registration & Networking
12 to 12:25 p.m. — Greetings from CPRS, Lunch, and Introduction of Speaker
12:30 to 1:15 p.m. — Presentation by Michelle Bailey, including questions from the attendees
Wednesday, November 2, 2016 from 11:30 a.m. to 1:30 p.m.
The Metropolitan Entertainment Centre, Function Room
281 Donald Street, Winnipeg, MB R3C 5S4
Student members: $20.00
Student non-members: $25.00
Life members: Free
Registration Deadline: October 28, 2016 by 6:00 p.m.
About Michelle Bailey:
Winnipeg native Michelle Bailey has worked in the communications industry for over 26 years, starting out as a news reporter and TV anchor. Michelle eventually moved into the field of public relations by getting involved in provincial and municipal government communications, private corporate communications, and not-for-profit.
Passion for freelance writing has recently presented a diverse number of opportunities for Michelle. From covering the red carpet for a local media website to zooming around Winnipeg managing media relations and publicity for a Winnipeg woman who made history this summer winning a NASCAR race in the USA, Michelle thrives in the industry she fell in love with.
When she’s not interviewing celebrities like Dolly Parton or participating on a local radio panel discussing the upcoming US Presidential Election, Michelle can be found cooking up a storm for family and friends in her south Winnipeg home.