Media relations for Agnieszka Jarecka

Skijoring and bikejoring are disciplines in which an athlete on skis or a bike forms a team with a dog. Agnieszka Jarecka won world and European titles in them, but a niche sport rarely makes it into the major media — and without recognition it is hard to attract sponsors.

We were responsible for media relations: television, radio and the press. Thanks to our work, Agnieszka appeared with her dog on the “Pytanie na Śniadanie” breakfast show on TVP2, gave an interview to TVN, and Gazeta Wyborcza's “Wysokie Obcasy” magazine published a two-page feature about her, “Pies i dziewczyna” (“The dog and the girl”).

Throughout, we analysed the media — not only online, but also television, radio and the press. On that basis we calculated the advertising value equivalent (AVE), a concrete value of the coverage that the athlete could show to potential sponsors.