Summary: Public relations isn’t about a press release or a pitch. From the NCAA Tournament to the Oscars, the biggest wins happen when you start building a community, then consistently feed it.
First, a shoutout to my friend Jeff for sending a mountain of popsicles and ice cream while I recover from dental surgery. Here’s to wall-to-wall hoops … and flag football.
Which brings me to one of the most powerful PR and publicity tools: community.
We create it, yet it’s usually left on the table when we publicize a business, book or ball.
Online, offline, at tailgates or concerts — people with a common passion gather to rally or share something special to them. At that point, people are part of a tribe and a passive publicity push.
Music fans are perfect examples. Think Deadheads, Parrotheads, Phishheads/Phans, BTS Army or the Beyhive. Or sports: Bills Mafia, Chiefs Kingdom, Ravens Flock, Dawg Pound, the 12s …
When I collaborate with someone on a PR project, we typically start digging into reputation management and the “why.” We look at crisis communications prevention (everyone should practice it), then talk about their stories.
The thread that makes those stories stick and builds momentum? Community.
Among the questions I ask:
❓ Do you (or what you’re promoting) have a built-in fan base we can motivate to push your message further?
❓Have you built a community with your newsletter, on social media platforms or just collected a bunch of likes? Let’s find a place to grow a loyal group without forcing it.
Many of you are part of one of the year’s most popular communities — NCAA basketball fans. Some of you are all-in from October through April; others just when the brackets come out. It’s all one group come March.
This year’s men’s NCAA Basketball Tournament bracket from CBS Sports.
Psst: I know you’re checking your picks while you’re reading this. I’ll be here when you’re done cursing that missed layup — or picking Wisconsin over High Point.
That people obsess over wins, losses and predictions for three straight weeks proves the NCAA has done something right. It’s built a community so loud that even non-fans find themselves sneaking a look at the scoreboard.
Office productivity tanks
The NCAA’s ultimate publicity win is that people who don’t typically follow basketball feel like they have to be part of the event. Nearly a quarter of U.S. workers admit to watching tournament games during office hours (if they didn’t take a day off). That bracket-checking could cost the economy more than $12 billion in lost productivity.
Community extends to all sports
I’m not so blind as to think some March hoops fans aren’t here for the “love of the game.” Gambling and fantasy teams fuel a lot of communities, and the former is big business during March Madness. Who doesn’t love the bragging rights when you win a bet or bracket? (Disclaimer: If you gamble, please do so responsibly.)
Communities in progress — look no further than the screen I know you’re watching as you read. How’s your bracket?
🏆 (MORE) 🏆
🎬 From the Oscars
If you watched Sunday’s award show, maybe you laughed — and cried — much like you did during the year’s best films.
The tribute to director Rob Reiner hit hard. As a director, actor and even as an activist, he left us a legacy of scenes and lines we’ll repeat forever. His film scripts run so deep that they live on through generations.
🎞️ 🏀 And a sports connection
Speaking of the Oscars, Steve Kerr has a new trophy for his case. The Golden State Warriors coach produced the Best Documentary Short winner, All The Empty Rooms. Between that and his 600th coaching win, it’s been a special week to be Steve.
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©2026 Gail Sideman; gpublicity.com; SIDEbar
