Managing the Media: The Path from Message Delivery to Mass Appeal

As a media consultant, I take great pride in the knowledge that my work will reach a number of media members who, firstly, take the time to respond to a communique’ and, secondly, take a genuine interest in the subject matter and seek out more information.

To cite a recent example, in September I issued a media release announcing a new collaboration between a client I represent, the Toronto Blizzard Soccer Academy, and FC Emery, an established, community-based, North Toronto youth organization. Often, an announcement like this would simply fly under the radar, ignored by the majority of sports media who, at the time, were probably tackling a host of pressing stories like the start of Leafs’ pre-season training camp or the Blue Jays’ path to the post-season.

But every once in awhile, someone does take the time to inquire and investigate and the result is an engaging and candid conversation.

In an interview for the Fired Up Network, sports journalist Giancarlo Aulino spoke to FC Emery Founder, President and Club Director, Angel Granja, about the genesis of the collaboration with the Toronto Blizzard and the benefits to both organizations. Angel had some interesting observations and a unique outlook on player development that challenged long-standing principles and theories. For someone like me who has been around the game of soccer for decades, it revealed some interesting new concepts and was both informative and educational.

I’d like to thank Giancarlo for pursuing the opportunity to ask about this new collaboration, then recording an excellent interview, and I must also thank Angel for his eloquence in expressing the reciprocal benefits of this new Canadian soccer venture.

Knowing the track record of both organizations, I’m certain that, within a very short time span, the Blizzard-FC Emery collaboration will become one of the most significant youth player pipelines in the Greater Toronto Area.

For those interested in listening to the entire interview, please click on this link…https://soundcloud.com/firedupnetwork/monday-october-17-firedup-extra-interview-with-angel-granja-fc-emery