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Case Study
Surf Cup Sports
The Challenge
The proposal to lease the Polo Fields faced opposition from environmental advocates concerned about endangered species, neighbors concerned about noise and traffic, and the incumbent leaseholder concerned about their ability to continue using the facility.
Our Strategy

Madaffer Enterprises led a multifaceted public outreach strategy that targeted all potential opponents as well as the decision-makers – the city’s real estate management staff and the San Diego City Council. Madaffer Enterprises organized and facilitated dozens of outreach meetings with the homeowner associations near the facility and the conservation groups concerned about the nearby river watershed. These outreach efforts were complemented by marketing collateral developed by Madaffer Enterprises designers, including a four-page, full- color handout and a four-minute professional video. To help sway city officials, Madaffer Enterprises secured the support of the most credible third-party supporters, such as leading executives in the local tourism and hospitality industries. Madaffer Enterprises also organized hundreds of the client’s most enthusiastic supporters —coaches, parents and young athletes — and helped them write and fine-tune speeches to deliver during public hearings.

The Result

San Diego city staff made a recommendation in our client’s favor, and the City Council voted 8-1 to award a long-term lease with favorable terms to our client.

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Frequently Asked Questions
What is Public Affairs?

Public Affairs is about building trust and often includes creating a strong brand and great reputation to allow you to build relationships with the public. For your company, those relationships might be with the general public; consumers – potential customers and clients; investors; employees; government officials, agencies and regulators; and the media. Great PR creates mutually beneficial relationships and incites change. Great PR can help you change behaviors and opinions in your favor.

What is Media Relations?
Media relations is such an important and well-known component of public relations that people often mistakenly believe that PR is media relations. Our media relations professionals work with members of the media to publicize companies and their products through what we call "earned media coverage." Earned media coverage happens when the news features your company, brand product, service or spokesperson. Unlike advertising, which sponsors the news, public relations uses earned media coverage to integrate you into the news content, not leave you a separate entity from that content. Earned media coverage appears in print, broadcast and online media. Madaffer Enterprises can show you how to maximize your media relations efforts.
Why should I use PR instead of advertising?
No one tunes into the news to see who's advertising; people switch to news channels and visit news websites because that's how they ensure they're informed, educated and entertained. Do you regularly turn to any website, TV show, newspaper or magazine for the advertisements?

Studies show that people are far more likely to believe a news story than an advertisement, and the ROI on public relations leaves advertising's ROI in the dust. People have trained themselves to ignore advertising. For less cost than advertising, PR creates a more credible message.

Will I be buying articles, advertising or space?
No. We will be working to acquire earned media placement of stories about your company. With earned media, unlike advertising, companies do not pay for placement of news stories. One of the key advantages of public relations over other marketing channels is that earned media helps establish credibility for a company and its products or services. PR is not instant or overnight, but it is a very powerful way to build your company's brand and reputation.
Why choose Madaffer Enterprises?
Because our clients love us. According to a survey, nine out of 10 Madaffer Enterprises clients are either “highly likely” or “extremely likely” to refer us to their colleagues and friends.