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Volume 20 No. 42
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Technology keeps Clemson PR staff in the moment

Social media is changing the way Clemson approaches its public relations and game coverage. The old 800-word game story and the 20 pages of game notes are out. Live social media posts and, a site that tells a story through social media, are in.

Tigers’ tale played out on Twitter, elsewhere.
“We shouldn’t have someone in the press box writing the game story an hour after it ended,” said Joe Galbraith, who oversees communications for Clemson. “We’d rather have their focus on live tweeting and graphics.”

Clemson’s PR staff tweets and shoots photos throughout all of its games for social media. It’s all part of a philosophy at Clemson to not just feed the media outlets, but to be the outlet for Tiger Nation.

Galbraith feels they’ve already told the story of the game through live social media posts. A three-paragraph press release, sent out as soon as the game ends, will do.

Galbraith wants his team PR staffers on the field as soon as the game concludes to shoot video.

The staffers also are using Storify more and more to tell the story of an event. Storify collects all of the social media from Clemson’s official accounts and organizes them so that they tell the story of what happened. Clemson’s official site and Twitter feed direct fans to these mash-ups.

“We’re not depriving our sports of anything with a shorter game story,” Galbraith said. “We’re replacing it. We’re just saying it a different way.”