Boston PR firm: 'Aly Raisman is the it girl'

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August 9, 2012, 8:55 am
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(NECN) – It’s the business of the Olympics.

Over the last week and a half, Olympic athletes like Massachusetts native Aly Raisman have skyrocketed to stardom.

It's a big change that's happened fast.

And our guest Diane McNamara has helped others, like swimmer Michael Phelps, make the transition to fame.

She is the founder of Fire It Up, PR.

“Aly Raisman is so the ‘it girl.’ Every four years there’s an it girl. Last four years it was a little tie between Shawn Johnson and Nastia Liukin. Aly will come out with Gabby Douglas as the big names of the 2012 Olympics.”

McNamara says as soon as Aly left the podium, the cash register started adding up.

“Cha-ching.”

She has very ambitious, enthusiastic and supportive parents.

McNamara says the agent is the most important person right now around Aly.

“It’s really about cashing in,” McNamara says. “It’s really about the sponsorships.”

McNamara says you have to know your brand, you have to know who your audience is and you have to choose very wisely how you’re going to elongate that connection.

“Aly has the potential to build a jewelry line, a clothing line, a beauty line, do speaking tours. You can make $50,000 a speech with a speaking tour, and she’s very well-spoken…Clearly Massachusetts loves her. She’ll have tons of support here. And she’s got great agents. We’re going to see a lot of Aly.”

Tags: Boston, London Olympics, public relations, Endorsements, Olympics 2012, Aly Raisman, diane mcnamara, fire it up pr, sponsorship
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