Strategic Communications Services

Message development, strategic communications, and grassroots coalition management to develop and execute a comprehensive communications strategy that educates New Yorkers about the economic importance of horse racing and builds broad-based support for the industry across New York State.
- Message Development
• Work with NYRA Communications and NYRA Government Affairs, as well as other relevant stakeholders, to review and update overall messaging regarding the economic, agricultural, tourism, employment, charitable, and community impact of horse racing in New York.
• Develop clear, compelling, audience-specific messages that communicate the value of thoroughbred racing and NYRA’s role within the broader racing ecosystem.
• Ensure messaging is adaptable for use across paid media, earned media, digital platforms, events, stakeholder communications, and grassroots outreach.
- Strategic Communications
• Develop and implement a comprehensive earned and paid media strategy centered on the updated messaging.
• Identify priority audiences, geographic markets, media outlets, reporters, influencers, third-party validators, and other stakeholders.
• Develop proactive media opportunities, including editorial outreach, opinion pieces, interviews, briefings, events, announcements, and other earned-media initiatives.
• Recommend and, where appropriate, coordinate paid media strategies, including digital, social, print, radio, television, and other channels.
- Coalition Management
• Work with members of the grassroots coalition to develop and execute coordinated communications and earned-media efforts supporting the sport and the thoroughbred racing industry.
• Identify opportunities for coalition members and third-party advocates to participate in media opportunities, public events, community activities, digital engagement, and other communications
efforts.
• Assist with coordination and execution of coalition events and other public-facing activities designed to promote the sport and demonstrate its importance to New York communities and the state economy.