If you can engage with a PR person to understand your vision, understand what you are trying to accomplish as a company, the discussion is going to be different when you come together for a final PRplan.
The plan is to bring together senior level PR executives from across the professional and college sports landscape for panel discussions, idea exchanges and networking.
The other smart thing they did was team up with a company who would help reach astronomical growth numbers, Customer Hook who developed a strategic plan that would incorporate and integrate email marketing, SEO, PR, eCommerce and social media.