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How an Ostrich Shook Up ‘Baseball Town’

February 28, 2013

When the minor league baseball franchise the Reading Phillies launched a distinctive rebranding campaign, eebranding morphed into crisis communication. Reading’s recent hits and misses offer some insight into the rebranding process.

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Aaron J. Moore, Ph.D. PRSA member Aaron J. Moore, Ph.D., is an associate professor of public relations at Rider University. His primary research topic is sports media relations. Moore is a member of the United States Basketball Writers Association. You may reach him via email at or on Twitter: @pubrelationprof.

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