Wednesday, November 9, 2011
Thursday, October 22, 2009
The Oakland Raiders’ Richard Seymour States Emphatically, “The Raiders WILL Make the Playoffs This Year” – AND I LOVE IT!!!!!
In case you haven’t heard, there are some teams who are not doing so well in the NFL this season. That team in Washington, D.C., is in crisis and surrounded by instability. The Cleveland Browns are, well, ummm….well they’re dealing with the H1N1 flu virus right now. The Kansas City Chiefs and The St. Louis Rams have left the state of Missouri in a state of misery so far this season. And then, there’s the Oakland Raiders.
The Raiders’ coach, Tom Cable, was facing potential assault charges for attacking and breaking assistant coach Randy Hanson’s jaw during a meeting in August and just found out the Napa County (CA) district attorney’s office did not file charges against him.
Their fans, arguably the most loyal and fanatical in the NFL, have been suffering for several years since the team’s Super Bowl run in the early part of this decade.
But today, TODAY people, All-Pro Defensive End, Richard Seymour (who was acquired from the Patriots right before the season), put a stake in the ground in an effort to change his new team’s losing ways. During a radio interview this morning, Seymour said,
“Being a champion is a mentality that you have to have. You have to be a champion in everything that you do, not just in football but in life as well.”
Then, when asked about whether the Raiders will go to the playoffs (and I love this part!) Seymour goes on to say,
“You can mark it down, the Raiders are going to the playoffs. The Raiders are going to the playoffs.”
Playoffs?!? PLAYOFFS?!? (as we all channel the old Colts’ Head Coach Jim Mora here, Jim Mora, people)!
Laugh all you want, but you know what? I LOVE his comments! This guy is a winner! Why?
Because he is right on with his approach and his attitude! You cannot be or do anything in life if you do not believe you can do it yourself. He is a champion.
Think about it. You’re Richard Seymour. You won in college at Georgia. You’re a multiple Super Bowl Champion with the New England Patriots. You’re a veteran All-Pro and one of the NFL’s all-time greats. Then, right before the 2009 season, you get traded. To the Raiders. You are headed from one of the NFL’s best to one of its worst. Yes, the NFL is a business, and as a professional you understand that. Trades happen. But still, your circumstances have changed.
You’re losing games now, three of the first four by at least 20 points. My beloved NY Giants blow your team out in the swamps of Jersey and then Giants’ Linebacker Antonio Pierce refers to that beat down you took in the Meadowlands in the worst way possible. He says the game “felt like a scrimmage” and there was virtually no fight in the Raiders. Wow.
But Seymour is still a champion. He gets knocked down. And then, he gets up. He focuses. He wants to and knows how to win. His team has won one game and lost four at this point. But something happens in that locker room and he inspires his teammates to get up and fight. Then, they go out the following week and they beat the Philadelphia Eagles at home in front of the Raider Nation! They play their collective a$$*s off and defeat a good team. Donovan McNabb’s team.
Can the Raiders make the playoffs? Anything can happen. It’s sports. Teams get hot. If this team in Oakland rallies around Seymour, adopts his attitude and commits to being champions both on and off the field, they may not make the playoffs, but they will turn their franchise around.
Every team needs a player like Richard Seymour and if everybody on the Raiders plays like he has been playing, they may have a chance. An outside chance, but hey, that’s why you play the game!
The Raiders host the Jets this week and I think we are going to head over to the Coliseum and check ‘em out.
Good work Rich! Lead your team baby!
The Raiders’ coach, Tom Cable, was facing potential assault charges for attacking and breaking assistant coach Randy Hanson’s jaw during a meeting in August and just found out the Napa County (CA) district attorney’s office did not file charges against him.
Their fans, arguably the most loyal and fanatical in the NFL, have been suffering for several years since the team’s Super Bowl run in the early part of this decade.
But today, TODAY people, All-Pro Defensive End, Richard Seymour (who was acquired from the Patriots right before the season), put a stake in the ground in an effort to change his new team’s losing ways. During a radio interview this morning, Seymour said,
“Being a champion is a mentality that you have to have. You have to be a champion in everything that you do, not just in football but in life as well.”
Then, when asked about whether the Raiders will go to the playoffs (and I love this part!) Seymour goes on to say,
“You can mark it down, the Raiders are going to the playoffs. The Raiders are going to the playoffs.”
Playoffs?!? PLAYOFFS?!? (as we all channel the old Colts’ Head Coach Jim Mora here, Jim Mora, people)!
Laugh all you want, but you know what? I LOVE his comments! This guy is a winner! Why?
Because he is right on with his approach and his attitude! You cannot be or do anything in life if you do not believe you can do it yourself. He is a champion.
Think about it. You’re Richard Seymour. You won in college at Georgia. You’re a multiple Super Bowl Champion with the New England Patriots. You’re a veteran All-Pro and one of the NFL’s all-time greats. Then, right before the 2009 season, you get traded. To the Raiders. You are headed from one of the NFL’s best to one of its worst. Yes, the NFL is a business, and as a professional you understand that. Trades happen. But still, your circumstances have changed.
You’re losing games now, three of the first four by at least 20 points. My beloved NY Giants blow your team out in the swamps of Jersey and then Giants’ Linebacker Antonio Pierce refers to that beat down you took in the Meadowlands in the worst way possible. He says the game “felt like a scrimmage” and there was virtually no fight in the Raiders. Wow.
But Seymour is still a champion. He gets knocked down. And then, he gets up. He focuses. He wants to and knows how to win. His team has won one game and lost four at this point. But something happens in that locker room and he inspires his teammates to get up and fight. Then, they go out the following week and they beat the Philadelphia Eagles at home in front of the Raider Nation! They play their collective a$$*s off and defeat a good team. Donovan McNabb’s team.
Can the Raiders make the playoffs? Anything can happen. It’s sports. Teams get hot. If this team in Oakland rallies around Seymour, adopts his attitude and commits to being champions both on and off the field, they may not make the playoffs, but they will turn their franchise around.
Every team needs a player like Richard Seymour and if everybody on the Raiders plays like he has been playing, they may have a chance. An outside chance, but hey, that’s why you play the game!
The Raiders host the Jets this week and I think we are going to head over to the Coliseum and check ‘em out.
Good work Rich! Lead your team baby!
Tuesday, October 20, 2009
Balloon Boy's Dad and His Self-Inflicted PR Disaster - Richard Heene's "15 Minutes of Lame" and What NOT to Do
If the media frenzy created by Richard Heene, the father of 6-year-old, Falcon Heene (who will probably forever be known as “balloon boy” thanks to his father’s quest for personal gain) was in fact a hoax, it was dumbest publicity stunt ever executed. Unfortunately, it shouldn’t be a surprise given the number of people out there looking to gain or extend their 15 minutes of fame. Not in the Twitter-crazed, Facebook-age, YouTube-obsessed, reality TV “I’m famous for being famous – or a rich housewife with nothing better to do,” “look at me, look at me, look at me” society we live in.
But how far is too far? THIS is too far. And we have no idea what the long-term effects on young Falcon and his siblings will be. Frazier Moore of The Associated Press said it perfectly in his piece on the story (Oct. 19):
“When 6-year-old Falcon Heene threw up twice while being interviewed about his role in last week’s balloon ordeal, he summed things up for millions of onlookers. Sickening.”
Frazier Moore is right. It was and is sickening. It’s appalling.
On a personal level, as a father of a 6-year-old boy, my heart was beating out of my chest thinking about the pure terror a little boy must have experienced while flying uncontrollably 7,500 feet above the ground in a super-sized Jiffy Pop balloon. There is NOTHING funny about this. You’re talking about a child’s life potentially hanging in the balance.
On a professional level, here is my advice to anyone thinking about garnering publicity through what they may think is a good idea (but ultimately is an outrageous stunt that can go terribly awry):
1. DON’T TRY THIS AT HOME.
Call a professional. Spend the time and the money necessary to secure the right public relations team to build a strong strategy behind what you’re doing to help you achieve the desired results. You need to find true PR experts, with experience. Look, we do this for a living with celebrities and athletes, creating, refining or rebuilding their images. If everyone could do it, everyone would. Just because you “think” you understand how it works, “think” you have a good idea, and “think” you know what you’re doing, doesn’t necessarily mean you do. Believe me, getting a public relations expert involved is as important as having experts in any area of your business and life. Don’t live to regret it.
2. STRATEGY – GET ON IT AND STAY ON IT.
Work with that team to build a strong strategy to help you achieve your goals. True PR pros focus on strategy – not tactical publicity maneuvers. There is a difference and it’s what separates the good ones from the flashes in the pan. Using tactics that are not tied to an overall strategy is a recipe for disaster. I’m all for stunts designed to create awareness and draw interest in your story, product or cause. But only when it is done in a professional manner, and in a way designed to benefit the client, the intended audience, and media, as well as add value to the public conversation. But you cannot develop your strategy in a vacuum. Work with a competent team of PR pros and go from there.
Heene’s stunt was designed to pull a fast one on the public at large, advance his own personal agenda, and ultimately wasted the time and jeopardized the lives of rescue personnel involved in the search.
3. KNOW THE IMPORTANCE OF BEING MEDIA TRAINED AND GET TRAINED BY A PRO – BEFORE YOU DO ANY INTERVIEWS.
If you are not media trained and do not have experience dealing with media, be it on a local, regional, national, global or social level, you run the risk of flailing miserably or, at best, doing a “fair to decent” job in interviews. But will your points get across? Will anyone care? Will you make an impact or a difference? Will you be successful?
Heene is a media train wreck. His mistakes were many. But thinking he could put his son and family on national television was foolish. You cannot media train a 6-year-old child to be authentic and tell the truth, stay on message, etc., when your story is fabricated. THIS, my friends, is called “spin” and that is NOT what we do as true PR pros. We engage our clients with media to help them tell their story and present their perspective or position in an effort to balance whatever is being reported or how it is being positioned.
Children are the most honest people in the world. They have limited understanding of filtering their responses. When asked a question, they tend to tell the truth. When they lie about something, they are VISIBLY uncomfortable and look to their parents to make sure they are saying the “right” thing. Or, in this case, they throw up on national television.
Falcon Heene was probably scared out of his mind trying to protect his dad, keep “the show” secret and say the right thing – all the while trying to understand what in the world was going on. He knows one thing – he doesn’t want to disappoint his father and he doesn’t want to get in trouble.
4. MAKE SURE YOU KNOW WHO IS IN YOUR CAMP – THE IMPORTANCE OF THE “INNER CIRCLE”
Whether you’re pitching a show, launching a brand, securing sponsorship, etc., you must be sure about the team around you and the individuals that are close to your business. I’m not saying be paranoid, but do pay close attention to this.
Given Heene’s outrageous publicity stunt and selfish desires, it shouldn’t surprise anyone that one man close to Richard Heene exposed the entire thing on www.gawker.com for the right dollar amount.
That’s it for now. Start with these four steps and you are on your way to success.
Follow Heene’s model and you’re more or less guaranteed to spin out of control – much like that gigantic aluminum foil, 1950’s Area 51 UFO-esque craft did high above Colorado.
Friday, October 16, 2009
A Rush to Judgment?
The Sports COMMENTary
by Wes Mallette
CEO, Comment Communications
A Rush to Judgment?
The Far Reaching Impact of Miscalculated Reputation Management and the Potential Fallout
By now we have all heard about, watched and discussed Rush Limbaugh's involvement as a potential minority owner with a group seeking to buy the St. Louis Rams and Thursday's decision by that group to move forward without him.
As a sports and entertainment public relations professional, I am often asked to weigh in on all things crisis and controversial. Rather than engaging in the overblown shouting match between the dozens of pundits and blowhards out there with an opinion and a microphone, when I do weigh in on these types of issues, my comments tend to focus on the issue at hand, accountability, and how the individual or team in question should maneuver through the situation to best manage, enhance or restore their reputation.
To that end, I will continue along that path and keep the focus of this article on how Rush Limbaugh's body of work over the years ultimately led to his being ousted from the ownership group that was bidding on one of the NFL's worst franchises. We can save the debate on whether or not Rush Limbaugh has the right to, deserves to, or should be allowed to, be a part of a potential ownership group seeking to buy an NFL franchise for later.
The bottom-line here is Rush Limbaugh and his own body of work throughout the years cost him this opportunity – not conservatism, not the excuses or whining he's firing off over the airwaves, not the liberal media.
How?
It's simple, and here are four lessons to be learned.
1. If you are an extremely polarizing figure, you must expect ramifications for your actions.
Like him or not, to say Rush Limbaugh is a lightning rod of controversy and a polarizing figure on issues of race in sports, politics and society in general, is an understatement. His belief that he can say, believe, and make a career marginalizing African American athletes and culture, and then expect to be welcomed into a business where more than 75 percent of the players are African American, is clearly not rational thinking. Players such as the New York Giants’ Matthias Kiwanuka and others have stated they would not play – or would have to seriously consider playing – for an ownership group that included Limbaugh. NFL Players Association Executive Director DeMaurice Smith has encouraged players to stand up and be vocal about this situation, the same way any good union head would encourage his constituency to stand up for what's right and what’s in the best interests of the collective.
On the flip side, I'm sure some of the owners, players and those affiliated with the NFL probably agree with Limbaugh's conservative rhetoric. But they are not using a media platform as big as Limbaugh’s to make millions off rhetoric that is divisive and borderline hateful at times. You cannot be the individual Limbaugh has been and expect to be accepted into the most elite of clubs (i.e., NFL owners). Owners know the most important thing for their franchises is to manage and protect their reputations and protect their bottom-line interests.
The NFL is an iconic brand that protects its reputation first and foremost, as it should. Under the watchful eye of Commissioner Roger Goodell, the NFL has served notice that bad behavior will not be tolerated. It is bad for business. Period. “Players behaving badly” is quickly becoming a thing of the past and if you want to maintain (or regain) the privilege of playing in the NFL, you cannot be a divisive force in the locker room, the front office or off the field. So to welcome a disruptive and divisive force like Limbaugh would go against the grain as it relates to the positive direction the League is heading.
2. You must own your actions and words, not blame others (in this case "the liberal left"), and begin working toward reconciliation with those you've offended in an honest and open (read: transparent) manner.
Limbaugh's recent statement on his radio show is ridiculous and shows no accountability.
"This is not about the NFL. It's not about the St. Louis Rams. It's not about me. This is about the ongoing effort by the left in this country, wherever you find them, in the media, the Democrat Party, or wherever, to destroy conservatism, to prevent the mainstreaming of anyone who is prominent as a conservative." He goes on to say, "This is about the future of the United States of America and what kind of country we are going to have."
Really? News flash, Mr. Limbaugh. It IS about you.
If my memory serves me correctly, didn't George W. Bush own the Texas Rangers? And I'm sure there are many others in prominent ownership positions who are prominent and conservative. However, these individuals (with the exception perhaps of the late Marge Schott) were not the polarizing lightning rods Limbaugh has built his Godzilla-size career on.
As for reconciliation with those you've offended, one would question the true authenticity of your actions should you even think about moving down this path.
3. What you say and do today will impact what you want to do tomorrow, especially in business.
Clearly, Dave Checketts, owner of the St. Louis Blues and leader of the ownership group bidding for the franchise, made a decision that was in the best interests of their business pursuit. That decision was to drop Limbaugh from its ranks. From a professional standpoint, it was the best decision to make. Limbaugh is not good for their business and the statement issued from Checketts clearly illustrates that (with utmost diplomacy).
"It has become clear that his (Limbaugh's) involvement in our group has become a complication and a distraction to our intentions; endangering our bid to keep the team in St. Louis. As such, we have decided to move forward without him and hope it will eventually lead us to a successful conclusion."
Checketts and Co. made the decision because they knew NFL owners would not vote him in. Limbaugh is trying to turn this into an attack on political conservatism. It is not. The fact is, people do not want a bigot as an owner.
4. Perception is reality, and how you handle the fallout from this situation will determine your fate in the court of public opinion going forward.
America is a place where freedom of expression is paramount. However, just like athletes, politicians, celebrities, talk show hosts (often times one and the same), and anyone in the public eye, we are all accountable for our words and actions.
Sounding off on a radio show, blaming everyone else, whining and crying, etc., will not serve you well. This reaction is no different than past NFL bad boy Terrell Owens pointing the finger at everyone else or Brandon Marshall's bad behavior during training camp for which his own team suspended him for during the preseason. Tantrums and tirades (although great TV) will get you nowhere. Look at Owens and Marshall now. They are working hard, saying and trying to do the right things, even when things do not go as planned. Why? Because they understand now the impact their actions and reactions have on their long-term future. They are working to change the perception the media and society have of them. They "get it" now.
The perception among many is that this conservative radio talk show host is a bigot. Limbaugh is viewed as a racially insensitive, polarizing, divisive force whose occupational practice is to make incendiary comments, which unfortunately represents a very ugly part of our history.
You can have whatever political beliefs you chose, you can be as polarizing as you want, but do not cry foul when it comes back to haunt you.
About Wes Mallette
As the Co-Founder and CEO of the Los Angeles, California based Comment Communications (formerly known as Elevation Sports & Entertainment) one of my responsibilities is to lead my company's crisis response strategy for our clients when they find themselves in adverse situations with their reputation and image on the line. At Comment, we focus on strategic public relations, media training, image consulting, crisis communication and issues management, and helping athletes build their post-athletic careers in the broadcast booth. By leveraging our expertise and deep relationships with the media, we work with our clients to help tell their stories and position the athletes and companies they represent in a way that will allow them to maneuver successfully through today's complex traditional and social media environment.
by Wes Mallette
CEO, Comment Communications
A Rush to Judgment?
The Far Reaching Impact of Miscalculated Reputation Management and the Potential Fallout
By now we have all heard about, watched and discussed Rush Limbaugh's involvement as a potential minority owner with a group seeking to buy the St. Louis Rams and Thursday's decision by that group to move forward without him.
As a sports and entertainment public relations professional, I am often asked to weigh in on all things crisis and controversial. Rather than engaging in the overblown shouting match between the dozens of pundits and blowhards out there with an opinion and a microphone, when I do weigh in on these types of issues, my comments tend to focus on the issue at hand, accountability, and how the individual or team in question should maneuver through the situation to best manage, enhance or restore their reputation.
To that end, I will continue along that path and keep the focus of this article on how Rush Limbaugh's body of work over the years ultimately led to his being ousted from the ownership group that was bidding on one of the NFL's worst franchises. We can save the debate on whether or not Rush Limbaugh has the right to, deserves to, or should be allowed to, be a part of a potential ownership group seeking to buy an NFL franchise for later.
The bottom-line here is Rush Limbaugh and his own body of work throughout the years cost him this opportunity – not conservatism, not the excuses or whining he's firing off over the airwaves, not the liberal media.
How?
It's simple, and here are four lessons to be learned.
1. If you are an extremely polarizing figure, you must expect ramifications for your actions.
Like him or not, to say Rush Limbaugh is a lightning rod of controversy and a polarizing figure on issues of race in sports, politics and society in general, is an understatement. His belief that he can say, believe, and make a career marginalizing African American athletes and culture, and then expect to be welcomed into a business where more than 75 percent of the players are African American, is clearly not rational thinking. Players such as the New York Giants’ Matthias Kiwanuka and others have stated they would not play – or would have to seriously consider playing – for an ownership group that included Limbaugh. NFL Players Association Executive Director DeMaurice Smith has encouraged players to stand up and be vocal about this situation, the same way any good union head would encourage his constituency to stand up for what's right and what’s in the best interests of the collective.
On the flip side, I'm sure some of the owners, players and those affiliated with the NFL probably agree with Limbaugh's conservative rhetoric. But they are not using a media platform as big as Limbaugh’s to make millions off rhetoric that is divisive and borderline hateful at times. You cannot be the individual Limbaugh has been and expect to be accepted into the most elite of clubs (i.e., NFL owners). Owners know the most important thing for their franchises is to manage and protect their reputations and protect their bottom-line interests.
The NFL is an iconic brand that protects its reputation first and foremost, as it should. Under the watchful eye of Commissioner Roger Goodell, the NFL has served notice that bad behavior will not be tolerated. It is bad for business. Period. “Players behaving badly” is quickly becoming a thing of the past and if you want to maintain (or regain) the privilege of playing in the NFL, you cannot be a divisive force in the locker room, the front office or off the field. So to welcome a disruptive and divisive force like Limbaugh would go against the grain as it relates to the positive direction the League is heading.
2. You must own your actions and words, not blame others (in this case "the liberal left"), and begin working toward reconciliation with those you've offended in an honest and open (read: transparent) manner.
Limbaugh's recent statement on his radio show is ridiculous and shows no accountability.
"This is not about the NFL. It's not about the St. Louis Rams. It's not about me. This is about the ongoing effort by the left in this country, wherever you find them, in the media, the Democrat Party, or wherever, to destroy conservatism, to prevent the mainstreaming of anyone who is prominent as a conservative." He goes on to say, "This is about the future of the United States of America and what kind of country we are going to have."
Really? News flash, Mr. Limbaugh. It IS about you.
If my memory serves me correctly, didn't George W. Bush own the Texas Rangers? And I'm sure there are many others in prominent ownership positions who are prominent and conservative. However, these individuals (with the exception perhaps of the late Marge Schott) were not the polarizing lightning rods Limbaugh has built his Godzilla-size career on.
As for reconciliation with those you've offended, one would question the true authenticity of your actions should you even think about moving down this path.
3. What you say and do today will impact what you want to do tomorrow, especially in business.
Clearly, Dave Checketts, owner of the St. Louis Blues and leader of the ownership group bidding for the franchise, made a decision that was in the best interests of their business pursuit. That decision was to drop Limbaugh from its ranks. From a professional standpoint, it was the best decision to make. Limbaugh is not good for their business and the statement issued from Checketts clearly illustrates that (with utmost diplomacy).
"It has become clear that his (Limbaugh's) involvement in our group has become a complication and a distraction to our intentions; endangering our bid to keep the team in St. Louis. As such, we have decided to move forward without him and hope it will eventually lead us to a successful conclusion."
Checketts and Co. made the decision because they knew NFL owners would not vote him in. Limbaugh is trying to turn this into an attack on political conservatism. It is not. The fact is, people do not want a bigot as an owner.
4. Perception is reality, and how you handle the fallout from this situation will determine your fate in the court of public opinion going forward.
America is a place where freedom of expression is paramount. However, just like athletes, politicians, celebrities, talk show hosts (often times one and the same), and anyone in the public eye, we are all accountable for our words and actions.
Sounding off on a radio show, blaming everyone else, whining and crying, etc., will not serve you well. This reaction is no different than past NFL bad boy Terrell Owens pointing the finger at everyone else or Brandon Marshall's bad behavior during training camp for which his own team suspended him for during the preseason. Tantrums and tirades (although great TV) will get you nowhere. Look at Owens and Marshall now. They are working hard, saying and trying to do the right things, even when things do not go as planned. Why? Because they understand now the impact their actions and reactions have on their long-term future. They are working to change the perception the media and society have of them. They "get it" now.
The perception among many is that this conservative radio talk show host is a bigot. Limbaugh is viewed as a racially insensitive, polarizing, divisive force whose occupational practice is to make incendiary comments, which unfortunately represents a very ugly part of our history.
You can have whatever political beliefs you chose, you can be as polarizing as you want, but do not cry foul when it comes back to haunt you.
About Wes Mallette
As the Co-Founder and CEO of the Los Angeles, California based Comment Communications (formerly known as Elevation Sports & Entertainment) one of my responsibilities is to lead my company's crisis response strategy for our clients when they find themselves in adverse situations with their reputation and image on the line. At Comment, we focus on strategic public relations, media training, image consulting, crisis communication and issues management, and helping athletes build their post-athletic careers in the broadcast booth. By leveraging our expertise and deep relationships with the media, we work with our clients to help tell their stories and position the athletes and companies they represent in a way that will allow them to maneuver successfully through today's complex traditional and social media environment.
Tuesday, August 25, 2009
REPUTATION REHAB: IS MICHAEL VICK REDEEMABLE? 7 KEY TIPS FOR NUMBER 7
(Originally posted on “The Real Athlete Blog” at www.AccessAthletes.com)
Is Mike Vick redeemable? Is he even believable?
I know simply mentioning his name sparks an extremely volatile debate. My goal here is not to debate the issue of how horrific his crimes were, but address the issue of how his re-introduction to the media, the NFL and society as a whole is playing out at this juncture. Many people will continue to try and punish Michael Vick forever. But if we don't take this opportunity to implement Michael Vick as part of the solution to address the larger problem that involves tens of thousands of people fighting dogs in communities across this country, then we're wasting a tremendous opportunity to make a difference. He is in a position now where he can help more animals than he hurt.
Personally, for the sake of everyone on both sides of this polarizing issue, I hope this will ultimately end as one of the greatest redemption stories of our time
To that end, many of my colleagues, media members and sports professionals have asked me, "Wes, how would your firm handle this situation?" So after several days of listening to pundits and critics sound off, I thought, "What better way to answer them than to tell them some of the things we would say directly to Mike.
So here it is – Seven Steps towards Reputation Rehab for Number 7:
1. Learn how to successfully work with the media
You are learning not only HOW to, but that you HAVE to work with the media. You may never be a “media darling” but we live in a 24-hour traditional and social media news cycle. As great as your God-given talent is on the field, by your own admission you were perceived by teammates as lazy, last one in to the locker room and first one out, etc. Transfer that same attitude and approach to media, and you're headed for disaster. You cannot be lazy when in front of the media. It's clear you realize that now.
You've done a good job answering the questions thrown at you, but you still have some work to do in becoming a more engaging speaker. Before you went to prison you may not have been the best or most comfortable public speaker, but it's clear that since you've been out, your team has taken the time to work with you to prepare you. Much better now. You're more down to Earth, not as seemingly arrogant, and more open. You've slowed down your pace, appear much more engaged and focused, look reporters in the eye, and let them finish their question and answer each one of them. You're accepting full responsibility and confronting the issue head on. All positives in learning how to successfully work with the media. You still have a way to go, but you're steadily improving.
Let's be honest. When everything around you was spiraling two years ago, you were not at your best and whatever strategy was in place for you was working against you. Truthfully, it was killing you in the media. However, the person the world is seeing now is very different from the one that displayed an over confident, can't be touched, above the law image.
2. Focus on your messaging and becoming more believable
You are clearly on message and it's clear you've received some good media training. Be careful though, Mike. Although you want to stay on message, you don't want to sound scripted. Yes, what you say is important, but how you say it and how those points are conveyed through your non-verbal actions are critical. Combine that with backing it up through action off the field, and that's when what you say becomes "believable." What's most important here is that you are learning to take a step back and follow the guidance of good, solid, strategic professionals around you.
Your non-verbal communication is key. It's okay to show a little more emotion in your eyes and in your tone. Be confident, but drop the stern look on your face. You may be frustrated and flat out disgusted with yourself, but let that show through your eyes and facial expressions, not a hard look. It gives the wrong impression. It makes people think you don't care. Combine that with a look you give where at times you can appear to look like you're about to smile and laugh. It can easily be misinterpreted like you really don't care about what happened, you just want your career back. You need to show contrition, remorse, and regret. It can't just be in words and it cannot look staged.
At the same time, you have to be strong and move forward and convey you are doing everything you can and dedicating the rest of your life to be a better man for your family and you are working tirelessly to put an end to dog fighting. Period. It has to be sincere and part of your life's mission now.
3. Understand the importance of your off-the-field actions
These MUST back up your words. As far as rebuilding what you can of your reputation, it is going to be a long road, but you must be consistent and transparent with the work you are doing to save dogs and end dog fighting. This is the MOST important media coverage you can get and that is why working on your public presentation skills is so critical. The same way you are now studying your playbook, defenses, and nailing the fundamentals to become a better QB, you must translate that same effort into your public speaking, media training, and public appearances. Make sure your PR team is garnering (and I’m sure they are) as much balanced to positive media coverage as possible for your off the field efforts to help save/rehab dogs and help put an end to dog fighting. You must let the world know what you are doing.
4. Retain a LOW-KEY profile
Stay at home and don't get in trouble. Be careful of where you go, and when you're out, be cognizant of who you are with and what you are doing and what THEY are doing. I think you understand the dudes you rolled with before are not the guys you need around you now. No gentlemen or night clubs, bars, big parties, etc. That will bring you nothing but trouble. Keep it clean. Be smart. Remember, this is about redemption so don't put yourself in the wrong situation. Humility reigns supreme.
5. Keep the key people in your "Camp of Credibility" close
There are a lot of high profile individuals who have put their names and reputations on the line for you now. Your teammates, your team’s owner, the head of the Humane Society, your coach, former players and current football analysts, sports agents like Darren Heitner (www.sportsagentblog.com - who brought up many significant points during a recent CNN interview), and former Coach Tony Dungy. Without Coach Dungy, it's hard to say where your story would be right now. All of these people are putting their name on the line hoping you can be one of the greatest redemption stories of our time. You now have an opportunity to change how the next chapter in your legacy will be written. Thanks them every day and DO NOTHING that will jeopardize the trust and confidence these individuals have placed in you.
6. Leave the social media world alone for right now
You are too much of a lighting rod for those who are disgusted with what happened and cannot see past the action to understand the legal punishment handed down to you has been served. There is too much negativity in this space right now as it relates to you. This will be a wait and see game, but you don't need to Twitter, Facebook, YouTube, UStream, etc., right now. Watch what you email, text, voicemail, etc. Everything is fair game in this new media world and you are a target right now. Stay away at least for now.
7. Focus on reputation sustainability
This will be the most important 4th quarter comeback drive of your life. You are on your own 1 foot line. Follow your game plan and be methodical with your play selection. You must execute to perfection and read whatever the defense is throwing at you, which will be everything. You cannot escape this media and public pass rush. There's nowhere to go. You're going to get hit hard with angry comments from enraged people and unforgiving media at times, but you have to stand tall in the pocket and trust in your teammates now — your new teammates, and I'm not just talking about the Eagles.
Look, I get it. Losing $130 million, your reputation, your name, endorsements, etc., would make anyone crazy. It's a long way back professionally and financially, Mike, but remember, what's most important is that you've been given a second chance on a scale the vast majority of people would never get.
Stay the new course and step up and be the leader in the locker room, on the field, in your home and community, and most importantly, let your actions speak louder than your words.
Is Mike Vick redeemable? Is he even believable?
I know simply mentioning his name sparks an extremely volatile debate. My goal here is not to debate the issue of how horrific his crimes were, but address the issue of how his re-introduction to the media, the NFL and society as a whole is playing out at this juncture. Many people will continue to try and punish Michael Vick forever. But if we don't take this opportunity to implement Michael Vick as part of the solution to address the larger problem that involves tens of thousands of people fighting dogs in communities across this country, then we're wasting a tremendous opportunity to make a difference. He is in a position now where he can help more animals than he hurt.
Personally, for the sake of everyone on both sides of this polarizing issue, I hope this will ultimately end as one of the greatest redemption stories of our time
To that end, many of my colleagues, media members and sports professionals have asked me, "Wes, how would your firm handle this situation?" So after several days of listening to pundits and critics sound off, I thought, "What better way to answer them than to tell them some of the things we would say directly to Mike.
So here it is – Seven Steps towards Reputation Rehab for Number 7:
1. Learn how to successfully work with the media
You are learning not only HOW to, but that you HAVE to work with the media. You may never be a “media darling” but we live in a 24-hour traditional and social media news cycle. As great as your God-given talent is on the field, by your own admission you were perceived by teammates as lazy, last one in to the locker room and first one out, etc. Transfer that same attitude and approach to media, and you're headed for disaster. You cannot be lazy when in front of the media. It's clear you realize that now.
You've done a good job answering the questions thrown at you, but you still have some work to do in becoming a more engaging speaker. Before you went to prison you may not have been the best or most comfortable public speaker, but it's clear that since you've been out, your team has taken the time to work with you to prepare you. Much better now. You're more down to Earth, not as seemingly arrogant, and more open. You've slowed down your pace, appear much more engaged and focused, look reporters in the eye, and let them finish their question and answer each one of them. You're accepting full responsibility and confronting the issue head on. All positives in learning how to successfully work with the media. You still have a way to go, but you're steadily improving.
Let's be honest. When everything around you was spiraling two years ago, you were not at your best and whatever strategy was in place for you was working against you. Truthfully, it was killing you in the media. However, the person the world is seeing now is very different from the one that displayed an over confident, can't be touched, above the law image.
2. Focus on your messaging and becoming more believable
You are clearly on message and it's clear you've received some good media training. Be careful though, Mike. Although you want to stay on message, you don't want to sound scripted. Yes, what you say is important, but how you say it and how those points are conveyed through your non-verbal actions are critical. Combine that with backing it up through action off the field, and that's when what you say becomes "believable." What's most important here is that you are learning to take a step back and follow the guidance of good, solid, strategic professionals around you.
Your non-verbal communication is key. It's okay to show a little more emotion in your eyes and in your tone. Be confident, but drop the stern look on your face. You may be frustrated and flat out disgusted with yourself, but let that show through your eyes and facial expressions, not a hard look. It gives the wrong impression. It makes people think you don't care. Combine that with a look you give where at times you can appear to look like you're about to smile and laugh. It can easily be misinterpreted like you really don't care about what happened, you just want your career back. You need to show contrition, remorse, and regret. It can't just be in words and it cannot look staged.
At the same time, you have to be strong and move forward and convey you are doing everything you can and dedicating the rest of your life to be a better man for your family and you are working tirelessly to put an end to dog fighting. Period. It has to be sincere and part of your life's mission now.
3. Understand the importance of your off-the-field actions
These MUST back up your words. As far as rebuilding what you can of your reputation, it is going to be a long road, but you must be consistent and transparent with the work you are doing to save dogs and end dog fighting. This is the MOST important media coverage you can get and that is why working on your public presentation skills is so critical. The same way you are now studying your playbook, defenses, and nailing the fundamentals to become a better QB, you must translate that same effort into your public speaking, media training, and public appearances. Make sure your PR team is garnering (and I’m sure they are) as much balanced to positive media coverage as possible for your off the field efforts to help save/rehab dogs and help put an end to dog fighting. You must let the world know what you are doing.
4. Retain a LOW-KEY profile
Stay at home and don't get in trouble. Be careful of where you go, and when you're out, be cognizant of who you are with and what you are doing and what THEY are doing. I think you understand the dudes you rolled with before are not the guys you need around you now. No gentlemen or night clubs, bars, big parties, etc. That will bring you nothing but trouble. Keep it clean. Be smart. Remember, this is about redemption so don't put yourself in the wrong situation. Humility reigns supreme.
5. Keep the key people in your "Camp of Credibility" close
There are a lot of high profile individuals who have put their names and reputations on the line for you now. Your teammates, your team’s owner, the head of the Humane Society, your coach, former players and current football analysts, sports agents like Darren Heitner (www.sportsagentblog.com - who brought up many significant points during a recent CNN interview), and former Coach Tony Dungy. Without Coach Dungy, it's hard to say where your story would be right now. All of these people are putting their name on the line hoping you can be one of the greatest redemption stories of our time. You now have an opportunity to change how the next chapter in your legacy will be written. Thanks them every day and DO NOTHING that will jeopardize the trust and confidence these individuals have placed in you.
6. Leave the social media world alone for right now
You are too much of a lighting rod for those who are disgusted with what happened and cannot see past the action to understand the legal punishment handed down to you has been served. There is too much negativity in this space right now as it relates to you. This will be a wait and see game, but you don't need to Twitter, Facebook, YouTube, UStream, etc., right now. Watch what you email, text, voicemail, etc. Everything is fair game in this new media world and you are a target right now. Stay away at least for now.
7. Focus on reputation sustainability
This will be the most important 4th quarter comeback drive of your life. You are on your own 1 foot line. Follow your game plan and be methodical with your play selection. You must execute to perfection and read whatever the defense is throwing at you, which will be everything. You cannot escape this media and public pass rush. There's nowhere to go. You're going to get hit hard with angry comments from enraged people and unforgiving media at times, but you have to stand tall in the pocket and trust in your teammates now — your new teammates, and I'm not just talking about the Eagles.
Look, I get it. Losing $130 million, your reputation, your name, endorsements, etc., would make anyone crazy. It's a long way back professionally and financially, Mike, but remember, what's most important is that you've been given a second chance on a scale the vast majority of people would never get.
Stay the new course and step up and be the leader in the locker room, on the field, in your home and community, and most importantly, let your actions speak louder than your words.
Monday, July 27, 2009
THE RE-BRANDING OF MICHAEL VICK: PICKING UP THE PIECES AND MOVING FORWARD
THE RE-BRANDING OF MICHAEL VICK: PICKING UP THE PIECES AND MOVING FORWARD
*** Originally posted at www.accessathletes.com - The Real Athlete's Blog. ***
It's official now. Michael Vick has been conditionally reinstated by Commissioner Roger Goodell to the NFL. He now has the chance - the chance - to rebuild his career, his reputation and his life.
For the past two years, one of the most polarizing debates in the sports media world today has been the discussion about Michael Vick. Regardless of your personal opinion, the facts are the facts. Vick served his sentence. He paid his debt to society based on what the legal system deemed an appropriate punishment. He lost his freedom and went to federal prison at Leavenworth (which is no Martha Stewart country club, nor is it the "NFL Jail" Pacman Jones served time in for multiple game suspensions).
Please understand, nobody is dismissing his crime or diminishing the severity of what he did. The question now is how will Vick fare under the conditional reinstatement from NFL Commissioner Roger Goodell and then, what team will take the chance on bringing him on board.
Although he has paid his debt to society, in the court of public opinion, Michael Vick is still guilty, has a lot to prove and has some work to do to repair his image. So, in keeping with the themed approach to these blogs (athletes and accountability), let's focus on what steps need to happen from a public relations and crisis communications perspective as the rebranding of Michael Vick begins.
Now that Vick has been reinstated into the NFL, there is no doubt is that Commissioner Goodell wants to see how Michael handles himself publicly, see if he is really a changed man, if he is truly remorseful, and how he will deal with elevated degrees of public outrage from those who believe he is nothing short of an abomination and should never be granted the privilege to play in the National Football League again. The League will watch how he handles interviews, press conferences, traveling alone or with his crew, tweeting, going out or staying in, etc. Ultimately, they will want to see what he is willing to do to put the past behind him, move forward, before believing this former overall number one pick can and will represent the NFL shield in a positive way.
Since his release from federal prison, it's obvious Vick has hired and is working with a public relations team. More importantly, he seems to be following their strategic approach regarding how he will be re-introduced into society and hopefully regain a position with an NFL team. I say this because there is a stark contrast in how he (Vick) is handling things now versus how he handled them prior to his arrest and leading up to and through his conviction. Back then, his public statements and actions seemed nothing short of contrived, insincere, unapologetic, and anything but remorseful. (Kind of Chris Brown-ish, if you will, but without the really bad made for YouTube script and the five month delay in releasing it.) Vick's initial statements were rushed. They were not focused. The strategy was not a strategy but more of a series of tactics that were not focused and ultimately insulted the public's intelligence.
You CANNOT go from making these vehement denials with an outward show of arrogance, to, in no short order, "I found Jesus, I'm listening to my spiritual advisors, and I'm deeply sorry about what happened." Listen, I'm a spiritual man with Tebow-size faith, but when you do the things that Vick was accused of, offend the vast majority of the population (not to mention a very active portion of the population — the animal rights activists) making a public proclamation such as this in the form of a poorly scripted (or maybe poorly executed) press conference, will never be accepted. People will NEVER buy that.
So let's fast forward to the immediate future like Mike raced through the defenses he played. The strategy of maintaining a low profile, saying little but letting actions speak louder than words, showing humility and remorse — and meaning it sincerely, will be the cornerstones in the re-branding of Michael Vick. The contrition he appears to show now is what was needed back then. It has to be real. Look, you cannot fake this or script this. The change has to be heartfelt, come from within, and be truly sincere if it is to be believable. Then and only then, do you have a chance to turn the tide from negative to neutral (if not positive).
Granted, it's going to take a while and he may never be forgiven by many of his detractors. Working with the Humane Society (and not doing PSA's right now is smart) and getting their President and CEO Wayne Pacelle to state that he looked Michael Vick in the eye, believed his level of sincerity and that he wants to make a positive change and that it's a new day, is another step in the right direction. It is a HUGE step towards reputation recovery. And having Tony Dungy as a mentor is a very wise move as it relates to rehabbing his image and putting the right people around him.
These few things are merely the first steps in a long road to recovery and rebranding for Vick. But they are important ones nonetheless. Mike still has a long way to go. Let's not forget Vick must encounter, handle and rise above a ton of negative things said and written about him, understand his reputation has been decimated and that it will take time to rebuild, and deal with activist groups chomping at the bit to protest outside and perhaps inside the stadiums he may play in.
I'm sure there will be a strategy surrounding how that will be handled. But for now, Mike needs to continue to go one step, one breath, one day at a time. Listen, I'm not condoning what he did nor giving him a pass. I for one do believe in second chances, but understand full well that Michael Vick cannot afford any additional mistakes.
Those of us who have played and understand the game of football (and sports period for that matter) always say, "the most valuable lesson in sports is knowing how to apply what you've learned on the field to how you handle life's adverse circumstances." Vick must now be the epitome of this statement. He needs to stay the course, not get rattled, remain poised and understand this is a journey, and now that he has been given a second chance, understand there is no room for error - off the field.
Good luck Mike. Stay the course. Be sincere and understand what's ahead of you. Keep good people and a strong, qualified team of advisors around you. Recognize what's happened and if you follow the strategy, you will come out on top in the long run.
I believe you can do this.
*** Originally posted at www.accessathletes.com - The Real Athlete's Blog. ***
It's official now. Michael Vick has been conditionally reinstated by Commissioner Roger Goodell to the NFL. He now has the chance - the chance - to rebuild his career, his reputation and his life.
For the past two years, one of the most polarizing debates in the sports media world today has been the discussion about Michael Vick. Regardless of your personal opinion, the facts are the facts. Vick served his sentence. He paid his debt to society based on what the legal system deemed an appropriate punishment. He lost his freedom and went to federal prison at Leavenworth (which is no Martha Stewart country club, nor is it the "NFL Jail" Pacman Jones served time in for multiple game suspensions).
Please understand, nobody is dismissing his crime or diminishing the severity of what he did. The question now is how will Vick fare under the conditional reinstatement from NFL Commissioner Roger Goodell and then, what team will take the chance on bringing him on board.
Although he has paid his debt to society, in the court of public opinion, Michael Vick is still guilty, has a lot to prove and has some work to do to repair his image. So, in keeping with the themed approach to these blogs (athletes and accountability), let's focus on what steps need to happen from a public relations and crisis communications perspective as the rebranding of Michael Vick begins.
Now that Vick has been reinstated into the NFL, there is no doubt is that Commissioner Goodell wants to see how Michael handles himself publicly, see if he is really a changed man, if he is truly remorseful, and how he will deal with elevated degrees of public outrage from those who believe he is nothing short of an abomination and should never be granted the privilege to play in the National Football League again. The League will watch how he handles interviews, press conferences, traveling alone or with his crew, tweeting, going out or staying in, etc. Ultimately, they will want to see what he is willing to do to put the past behind him, move forward, before believing this former overall number one pick can and will represent the NFL shield in a positive way.
Since his release from federal prison, it's obvious Vick has hired and is working with a public relations team. More importantly, he seems to be following their strategic approach regarding how he will be re-introduced into society and hopefully regain a position with an NFL team. I say this because there is a stark contrast in how he (Vick) is handling things now versus how he handled them prior to his arrest and leading up to and through his conviction. Back then, his public statements and actions seemed nothing short of contrived, insincere, unapologetic, and anything but remorseful. (Kind of Chris Brown-ish, if you will, but without the really bad made for YouTube script and the five month delay in releasing it.) Vick's initial statements were rushed. They were not focused. The strategy was not a strategy but more of a series of tactics that were not focused and ultimately insulted the public's intelligence.
You CANNOT go from making these vehement denials with an outward show of arrogance, to, in no short order, "I found Jesus, I'm listening to my spiritual advisors, and I'm deeply sorry about what happened." Listen, I'm a spiritual man with Tebow-size faith, but when you do the things that Vick was accused of, offend the vast majority of the population (not to mention a very active portion of the population — the animal rights activists) making a public proclamation such as this in the form of a poorly scripted (or maybe poorly executed) press conference, will never be accepted. People will NEVER buy that.
So let's fast forward to the immediate future like Mike raced through the defenses he played. The strategy of maintaining a low profile, saying little but letting actions speak louder than words, showing humility and remorse — and meaning it sincerely, will be the cornerstones in the re-branding of Michael Vick. The contrition he appears to show now is what was needed back then. It has to be real. Look, you cannot fake this or script this. The change has to be heartfelt, come from within, and be truly sincere if it is to be believable. Then and only then, do you have a chance to turn the tide from negative to neutral (if not positive).
Granted, it's going to take a while and he may never be forgiven by many of his detractors. Working with the Humane Society (and not doing PSA's right now is smart) and getting their President and CEO Wayne Pacelle to state that he looked Michael Vick in the eye, believed his level of sincerity and that he wants to make a positive change and that it's a new day, is another step in the right direction. It is a HUGE step towards reputation recovery. And having Tony Dungy as a mentor is a very wise move as it relates to rehabbing his image and putting the right people around him.
These few things are merely the first steps in a long road to recovery and rebranding for Vick. But they are important ones nonetheless. Mike still has a long way to go. Let's not forget Vick must encounter, handle and rise above a ton of negative things said and written about him, understand his reputation has been decimated and that it will take time to rebuild, and deal with activist groups chomping at the bit to protest outside and perhaps inside the stadiums he may play in.
I'm sure there will be a strategy surrounding how that will be handled. But for now, Mike needs to continue to go one step, one breath, one day at a time. Listen, I'm not condoning what he did nor giving him a pass. I for one do believe in second chances, but understand full well that Michael Vick cannot afford any additional mistakes.
Those of us who have played and understand the game of football (and sports period for that matter) always say, "the most valuable lesson in sports is knowing how to apply what you've learned on the field to how you handle life's adverse circumstances." Vick must now be the epitome of this statement. He needs to stay the course, not get rattled, remain poised and understand this is a journey, and now that he has been given a second chance, understand there is no room for error - off the field.
Good luck Mike. Stay the course. Be sincere and understand what's ahead of you. Keep good people and a strong, qualified team of advisors around you. Recognize what's happened and if you follow the strategy, you will come out on top in the long run.
I believe you can do this.
Wednesday, July 22, 2009
HANDLING CRISIS IN THE SPORTS (AND ENTERTAINMENT) WORLD - PERSPECTIVE FROM A GAME CHANGING PUBLIC RELATIONS PRO
(Originally posted on "The Real Athlete Blog" at www.AccessAthletes.com.)
So what do you do when you find your star athlete, celebrity or politician in the eye of a controversial media storm?
Athletes in trouble. Celebrities and politicians, too. We see it every day. Tune into SportsCenter, the local news, CNN, talk radio, troll around the Internet, and guess what? Without fail you are going to hear or read about someone saying or doing something so unbelievably dumb, so profoundly stupid, you find yourself staring at the screen in utter disbelief saying, "Wow. Really? Did they really just say/do that?!? You can't be serious!"
Whether amateur or professional status, one of the things athletes and their "handlers" will face at some point in their career is a crisis. It's inevitable. Unfortunately, it is all too commonplace that the athlete at the center of controversy and their "handlers" will be foolish enough to think, "Oh, we can handle this! Here's what we'll say/won't say. This is what we'll do. What's the worst that could happen? This will blow over...ummm...it will, won't it?" Their reactions and responses will range from blame assessment, vehement denials, finger pointing, and the worst possible response ever, the clueless, deer in headlights "no comment." We've seen it all too often. Athletes and/or teams in peril providing us with case studies in what NOT to do.
It is easy to pass judgement and point fingers when watching those in the spotlight flat out flail in front of the cameras. The pressure is tremendous. The world is watching and people who have never experienced the culture of what life is like at THIS level - the level of being inside the world of professional sports and entertainment - have NO idea what these athletes are faced with.
Then there are those who've weathered the storm, lost endorsements, served their penalites/suspensions, etc., and dealt with significant (albeit temporary) damage to their reputations. But they came back, and arguably stronger than ever. Kobe Bryant, Michael Phelps, Charles Barkley, Jason Giambi, and Andy Pettite, and you can even toss in LeBron James after his refusal to shake the hands of the Orlando Magic after the Cavs Eastern Conference Finals loss this past season. These individuals lost endorsement deals and credibility, but they all recovered.
Why? How? What's the difference between rebounding and faltering? How did these individuals find themselves overcoming the controversial situations they faced in the public eye?
For starters, they faced it head on. They owned their level of responsibility. They held themselves accountable for their actions and they worked hard to get through it. Their messages were consistent. Their apologies were sincere. Their "humaness" was believable and real. But prior to whatever reputation or sponsorship damaging issue that confronted them, they built a significant bank of goodwill with the media, the public, and their fanbase. And somewhere in the midst of it all, at the core was a sound communications strategy designed to help them face these painful issues head on, deal with them, and work through them. Both in front of and behind the cameras.
So what are you going to do when the situation impacts you? When you or one of the players in your organization are in the hot seat? Well here's one thing you don't want to do - have a group of publicists, lawyers, managers, agents, or "your boys," trying to fix your reputation in the public arena through the media WITHOUT the help of a skilled, seasoned and proven public relations professional. Look, no offense, we work with all of the aforementioned parties, but they are NOT the people designed to handle your reputation and how that is managed in the court of public opinion.
You see, it's not not about spin. It's about telling your story. It's about accountability, ownership, moving forward, and making sure the story is balanced. When you're honest, no matter how painful it is, the public will tend to forgive you. Will it be easy? No. Will it be painful? Absolutely. Will it impact your bottom line? Potentially. But recovery all depends on the plan you put in place, how well you execute it, and how closely your client (i.e., the athlete at the center of it all) LISTENS and STAYS ON STRATEGY. Do it right and you're on the road to recovery faster. Not so well and sponsorship deals, contract renewals, post-career opportunities, reputation blemishes, along with the fallout in the court of public opinion (and in some cases, legal) can be impacted in less than favorable ways.
Recovery depends on a number of factors, many listed above. But one thing is certain. A solid team of PR pros and a sound communications strategy is your best bet. And have them on board and in place from the beginning. Prepare for the crisis BEFORE it happens with anything and everything you do because success for your clients starts and stops with that solid communications strategy.
Remember, the fans and the public ultimately are forgiving IF you do not offend them. Yes, nobody is perfect, but normal people do not live under the microscope the way athletes and celebrities do. That's one of the things people forget. If our lives were viewed by all, how would we handle it? In my opinion, it's one of the reasons why if you own it, admit it, ask for forgiveness, be sincere in your apology, show contrition, deal with the pain and anguish and fall out, and show you are committed to seeing it through, you'll eventually be forgiven. Especially if you get back to what you were doing and perform at a high level on the field of play with solid relationships with media, fans, and teammates to go along with that.
And guess what? You got it. It's all centered around a solid communications strategy!
So what do you do when you find your star athlete, celebrity or politician in the eye of a controversial media storm?
Athletes in trouble. Celebrities and politicians, too. We see it every day. Tune into SportsCenter, the local news, CNN, talk radio, troll around the Internet, and guess what? Without fail you are going to hear or read about someone saying or doing something so unbelievably dumb, so profoundly stupid, you find yourself staring at the screen in utter disbelief saying, "Wow. Really? Did they really just say/do that?!? You can't be serious!"
Whether amateur or professional status, one of the things athletes and their "handlers" will face at some point in their career is a crisis. It's inevitable. Unfortunately, it is all too commonplace that the athlete at the center of controversy and their "handlers" will be foolish enough to think, "Oh, we can handle this! Here's what we'll say/won't say. This is what we'll do. What's the worst that could happen? This will blow over...ummm...it will, won't it?" Their reactions and responses will range from blame assessment, vehement denials, finger pointing, and the worst possible response ever, the clueless, deer in headlights "no comment." We've seen it all too often. Athletes and/or teams in peril providing us with case studies in what NOT to do.
It is easy to pass judgement and point fingers when watching those in the spotlight flat out flail in front of the cameras. The pressure is tremendous. The world is watching and people who have never experienced the culture of what life is like at THIS level - the level of being inside the world of professional sports and entertainment - have NO idea what these athletes are faced with.
Then there are those who've weathered the storm, lost endorsements, served their penalites/suspensions, etc., and dealt with significant (albeit temporary) damage to their reputations. But they came back, and arguably stronger than ever. Kobe Bryant, Michael Phelps, Charles Barkley, Jason Giambi, and Andy Pettite, and you can even toss in LeBron James after his refusal to shake the hands of the Orlando Magic after the Cavs Eastern Conference Finals loss this past season. These individuals lost endorsement deals and credibility, but they all recovered.
Why? How? What's the difference between rebounding and faltering? How did these individuals find themselves overcoming the controversial situations they faced in the public eye?
For starters, they faced it head on. They owned their level of responsibility. They held themselves accountable for their actions and they worked hard to get through it. Their messages were consistent. Their apologies were sincere. Their "humaness" was believable and real. But prior to whatever reputation or sponsorship damaging issue that confronted them, they built a significant bank of goodwill with the media, the public, and their fanbase. And somewhere in the midst of it all, at the core was a sound communications strategy designed to help them face these painful issues head on, deal with them, and work through them. Both in front of and behind the cameras.
So what are you going to do when the situation impacts you? When you or one of the players in your organization are in the hot seat? Well here's one thing you don't want to do - have a group of publicists, lawyers, managers, agents, or "your boys," trying to fix your reputation in the public arena through the media WITHOUT the help of a skilled, seasoned and proven public relations professional. Look, no offense, we work with all of the aforementioned parties, but they are NOT the people designed to handle your reputation and how that is managed in the court of public opinion.
You see, it's not not about spin. It's about telling your story. It's about accountability, ownership, moving forward, and making sure the story is balanced. When you're honest, no matter how painful it is, the public will tend to forgive you. Will it be easy? No. Will it be painful? Absolutely. Will it impact your bottom line? Potentially. But recovery all depends on the plan you put in place, how well you execute it, and how closely your client (i.e., the athlete at the center of it all) LISTENS and STAYS ON STRATEGY. Do it right and you're on the road to recovery faster. Not so well and sponsorship deals, contract renewals, post-career opportunities, reputation blemishes, along with the fallout in the court of public opinion (and in some cases, legal) can be impacted in less than favorable ways.
Recovery depends on a number of factors, many listed above. But one thing is certain. A solid team of PR pros and a sound communications strategy is your best bet. And have them on board and in place from the beginning. Prepare for the crisis BEFORE it happens with anything and everything you do because success for your clients starts and stops with that solid communications strategy.
Remember, the fans and the public ultimately are forgiving IF you do not offend them. Yes, nobody is perfect, but normal people do not live under the microscope the way athletes and celebrities do. That's one of the things people forget. If our lives were viewed by all, how would we handle it? In my opinion, it's one of the reasons why if you own it, admit it, ask for forgiveness, be sincere in your apology, show contrition, deal with the pain and anguish and fall out, and show you are committed to seeing it through, you'll eventually be forgiven. Especially if you get back to what you were doing and perform at a high level on the field of play with solid relationships with media, fans, and teammates to go along with that.
And guess what? You got it. It's all centered around a solid communications strategy!
Subscribe to:
Posts (Atom)
Posts
