Industry Paper: Bob O’Donnell & Don Clemmenson
Sophia Doshi
S.I. Newhouse School of Public Communications; Syracuse University
PRL 206: Public Relations Principles and Practice
Professor Horn
February 11, 2024
I had the fortune of interviewing Bob O’Donnell and his colleague Don Clemmenson who volunteer for the Orleans Firebirds on their executive board, which falls under the sports public relations and marketing industry. They were both open and willing to discuss their experiences and careers with me, so much so in a way that they felt like old friends. I originally got a hold of Mr. O’Donnell through the Firebird’s general information email (info@orleansfirebirds.com), to which he responded promptly and expressed interest in my interview endeavor. We coordinated our interview date and time, and soon enough, the date arrived.
Mr. O’Donnell attended Assumption University in Worcester, MA. He was originally on a pre-med track, then decided to switch up his academic path to focus on the business side of healthcare. He found it to be a challenging and exciting area from a numbers perspective, which would also eventually be applied to his work as President for the Firebirds, a minor league baseball team located in Orleans on Cape Cod, MA. Now that he is older, he has found value in volunteering for the Firebirds, which functions successfully as a nonprofit. (B. O’Donnell, personal communication, February 9, 2024) Mr. Clemmenson attended St. John’s College with a focus on finance and economic management, after which he had careers primarily with senior management responsibilities. He now works in retail and investments for the Firebirds. (D. Clemmenson, personal communication, February 9, 2024)
Mr. O’Donnell highlighted that the people managing the day-to-day operations are mostly retired, older people. He highlighted that although it can be a challenging, complex game to keep organized and running, it keeps him, Mr. Clemmenson, and the executive board busy and satisfied. He also added that it greatly helps that the board loves the game of baseball—it motivates them to wake up every morning and continue what they started the day before. (B. O’Donnell, personal communication, February 9, 2024) Mr. Clemmenson reinforced this point, saying that not only is it rewarding, but it keeps him engaged and active in his professional and personal life. (D. Clemmenson, personal communication, February 9, 2024)
Mr. O’Donnell noted that a large part of how the board has grown the organization’s social outreach was by expanding its social media presence from just the ten weeks of the summer season to the twelve months of the year. They’ve found that not only does this reach more of an audience, but it also helps the organization to be more financially stable. He added that ten to fifteen years ago, the organization wasn’t treated like a business, which hindered its ability to reach its full potential and efficiency. Mr. O’Donnell detailed that one year he had to order ten thousand hats, for which there wasn’t enough money. To combat this issue, the board turned to retail, which resulted in a very effective way of generating revenue, as well as getting the fans in on the action. (B. O’Donnell, personal communication, February 9, 2024) Mr. Clemmenson spends a lot of time working the red retail tent behind the announcer’s box at Eldredge Park, which is the home of the Firebirds. Fans love connecting with the team by purchasing t-shirts, baseball caps, sweatshirts, shorts, and other novelty items. (D. Clemmenson, personal communication, February 9, 2024) In the same vein is the Consumer Culture Theory (CCT), where supporters can create and attribute meaning to the images, texts, and objectives that are commercially produced. CCT suggests that when we see ads or products, we don't just accept them at face value, we’re not just buying a trendy brand, but a lifestyle or identity that we connect with. (Eddy, Evans, & Gee, 2022) The Firebirds have a Fan Club, where donors contribute modestly or generously to the team’s finances, which both gentlemen emphasized as being an integral way that the team remains prominent on the Cape.
Just like any winning sports team, no one player carries the entire load. The same goes for the behind-the-scenes operations of the Firebirds. Mr. Clemmenson stated that some people have certain roles and others have different roles, and things constantly come up but because everyone wants the organization to work, those challenges are always smoothed over with quick thinking and teamwork. (D. Clemmenson, personal communication, February 9, 2024) Mr. O’Donnell added that meeting new people and getting to know them helps keep the board functioning like a well-oiled machine. While he handles his responsibilities, he understands that he can rely on his colleagues to contribute with their inherent and learned skills. (B. O’Donnell, personal communication, February 9, 2024) Both of my interviewees made it clear that while they entered the sports industry with skills from past careers, they have also had to learn how to navigate an entirely new path. In light of this, the team has a marketing firm on a monthly retainer to promote and maintain the Firebirds’ brand true to its mission. You can get your sports brand or sports team into the spotlight by partnering with well-known corporations for a common cause. At the end of the day, the more positive the image you build, the more favorable your media coverage will be. (Pressfarm, 2024) For years, the Firebirds have aimed to cater to family-oriented audiences and longtime Cape-goers, as well as people who simply enjoy the game of baseball. They have met this standard by hosting raffles for jerseys, signed baseballs, and other Cape Cod novelties such as skimboards, harbor cruises, and restaurant certificates. Another Firebirds tradition is the singing of “Take Me Out to the Ball Game'', a traditional song often sung by the crowd during the seventh-inning stretch at a baseball game. At Eldredge Park, a Firebirds volunteer gathers a group of a couple dozen kids who then sing this sentimental song, which remains a staple of the evening games to this day.
In addition to catering to the family aspect of their audience, another Firebirds tradition recognizes the service of active and former members of the military, where the players don camouflage uniforms and the retail tent features camouflage baseball caps. Although a minor gesture compared to the red, white, and blue displays filling the skies at airshows or the colorful fireworks that light up the night sky on July 4th and Memorial Day, it is a virtuous tribute to the people responsible for America’s freedom. “Sports can unify nations, promote social change, and affect the national psyche, making it a powerful cultural agent.” (L'Etang, 2017, p. 3) This tradition exemplifies the profound impact of sports as a cultural force, transcending mere entertainment to instill values of respect and gratitude. Sports bring people together and make us proud of what we stand for, ultimately reinforcing the importance of honoring those who serve their country.
This also follows the formula of personalizing a brand to fit the people consuming it. Just like any major league team, Eldredge Park has a tent designated for classic baseball food like hot dogs, hamburgers, ice cream, popcorn, and more. This, along with the minor league traditions, allows fans to feel closer to the team than one would with a major league team. In fact, fans both young and old are permitted to go onto the field after a game and ask for signatures from the players on the balls they’ve caught, hats they’ve bought, and/or any other item that can be signed. “It’s fans, after all, who buy tickets and team apparel, purchase the products of corporate sponsors and advertisers, and follow the team’s exploits in the media. Note the derivation of the word “fans” is from “fanatics,” and certainly, many fans are passionate devotees of “their” team.” (Page & Parnell, 2021, p. 299) A large part of the Firebirds’ brand that has been kept alive by volunteers like Mr. O’Donnell and Mr. Clemmenson is the closeness fans feel to the players. Being able to sit directly next to the field on beach chairs, cheer on their favorite players, and chat with the team after the game enhances the spectator’s experience and solidifies the brand’s image.
Much of what Mr. O’Donnell and Mr. Clemmenson described aligns with Harlow’s definition of PR. For one, it is true that they “maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics” (Horn, 2024, Slide 12). As aforementioned, the board keeps its presence alive on social media twelve months a year, celebrates traditions that include the fans, and honors those who continue to allow America’s favorite pastime to be played. Mr. O’Donnell and Mr. Clemmenson also described the different roles that themselves and the board have which “involves the management of problems or issues” (Horn, 2024, Slide 12), as the team both on and off the field works hard to keep the Firebirds successful. As for the rest of Harlow’s definition, Mr. O’Donnell refers to the marketing corporation they work with. He said that while he has an array of skills, there are simply some aspects of running a sports team that should be left to external professionals. However, every part of Harlow’s definition is met in one way or another by the Firebirds’ executive board and all of the other personnel that make its functioning possible.
When asked about navigating the PR industry, Mr. O’Donnell and Mr. Clemmenson responded passionately and wisely. Mr. O’Donnell stated that people who find themselves successful at the end of the road are always the people who start by learning. While this is true for effectively any industry, PR is all about hands-on work: the first internship, first job, first crisis, and first successful fire put out. From then on, it becomes an inherent routine. He also suggested finding an introductory or lower-level role that teaches you a thought process that enables success in PR while simultaneously providing you with foundational experiences. (B. O’Donnell, personal communication, February 9, 2024) Mr. Clemmenson agreed and added that the more you learn, the more valuable you become to the industry. (D. Clemmenson, personal communication, February 9, 2024)
He said that when he first started working in the retail branch, he was working with a woman, Kitty Daly, who was also new to the position. Because the original head of retail resigned, they turned to the general manager for help with how much product inventory they needed. Along with the general manager’s support and scouring records, Mr. Clemmenson and Ms. Daly fell into a routine that still works well for them. He stated that you’re not weak for asking questions, rather the opposite: there’s no such thing as a stupid question. The same improvisation applied to learning about the Square sales system, for which they asked for help to learn—Mr. Clemmenson and his colleague are now well-versed with the system. (D. Clemmenson, personal communication, February 9, 2024) Additionally, Mr. O’Donnell emphasized that the best way to defeat difficulty in an organization is to listen to others involved and allow everybody to learn and contribute their ideas. This leads to the team (behind the scenes and on the field) being on the same page. (B. O’Donnell, personal communication, February 9, 2024)
I found that my discussion with Mr. O’Donnell and Mr. Clemmenson generally aligned with, yet also changed, my predetermined and now, learned, view of what makes up PR. Before our Zoom meeting, I thought that these gentlemen would primarily be discussing the social media and communications aspect of the industry. However, I was pleasantly surprised to learn that their idea of PR extends beyond the meager stereotype of social media; instead, it is about having a team of people who are all there to achieve one common goal. In the context of their work with the Firebirds, PR was not just about crafting tweets or managing Instagram posts; it was about fostering and maintaining a strong sense of community and accessibility for fans. This broader understanding of PR underscored the multifaceted nature of the field, highlighting the diverse skills and strategies required to achieve organizational objectives.
To conclude my interviews with Bob O’Donnell and Don Clemmenson, who graciously shared their insights and experiences volunteering for the Orleans Firebirds, it became evident that their dedication and passion are key drivers behind the team's success. Their stories shed light on the vital role volunteers play in ensuring the smooth operation of the Firebirds organization. Despite the challenges that come with managing day-to-day tasks, both gentlemen emphasized the importance of teamwork and adaptability in overcoming obstacles. Moreover, their efforts to expand the team's social media presence and engage with the community highlight the evolving nature of sports as a cultural force. By embracing traditions like honoring military service members and fostering a family-friendly atmosphere, the Firebirds have succeeded in creating a meaningful connection with their audience beyond the game itself.
Bibliography
B. O’Donnell (personal communication, February 9, 2024). 413-427-6700. bodonnell15@gmail.com
D. Clemmenson (personal communication, February 9, 2024). donaldclemmenson@yahoo.com
Evans, Z. C. T., Gee, S., & Eddy, T. (2022). Building Bridges: Connecting Sports Marketing and Critical Social Science Research. Retrieved from https://www.frontiersin.org/articles/10.3389/fspor.2022.970445/full
Horn, Bradford. “What is Public Relations?” Lecture, Syracuse University, S.I. Newhouse School of Public Communications, January 24, 2024.
Ian. (2024). How sports public relations can benefit athletes and teams. Retrieved from https://press.farm/sports-public-relations-strategies/
L’Etang, J. (2017). Sports public relations - SAGE knowledge. Retrieved from https://sk.sagepub.com/books/download/sports-public-relations/i91.pdf
Page, J., Parnell, L. (2021). Introduction to Public Relations: Strategic, digital, and socially responsible communication. 2455 Teller Road, Thousand Oaks, CA: SAGE Publications, Inc.