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The Blue Jays-So What Do You Do When The Team Starts To Win?

Don’t look now, but the Toronto Blue Jays seem to be on a roll.
After muddling all summer, the Jays are just off a 10-game win streak , are only 6 ½ games back from the  American League wildcard spot, and are actually making a realistic run at the playoffs.
The whole prospect must have Rogers, the team’s owner, gleeful at the prospect of the city of Toronto jumping on the playoff bandwagon and the immense possibilities for both the company and the team to come.
But, as it always is with sports, the situation could change on a dime.  Which leads me to wonder-how do you build a last-minute PR campaign around a team that could either soar high or fall flat on its face?
The Jays’ public relations team is likely in a rather joyful crisis mode right now, monitoring the situation as it unfolds and crafting their response in the most appropriate fashion.
They’ll use the usual PR tools on their website-stories and the official blog-and  highlight links to other blogs dedicated to the team.
If the team accelerates its run at the postseason after its current road trip,  Rogers would be wise to do whatever it takes to gets fans in seats down at the Rogers Centre (free ticket night anyone?)
The Jays open a series with Boston, the current AL wildcard holder, this weekend.  After the final out on Sunday, we’ll have a better idea of how Rogers is going to run with this.