An Olympic Sized Communication Issue…

October 10, 2009 by Joe Favorito · 2 Comments 

The best organizations have well thought out and effective communications plans, often times built around the most simple of ideas. Knowing how to effectively communicate messages internally, building consensus amongst key leadership, speaking with one voice, knowing your constituents and addressing their needs, or at least acknowledging their needs, and then making sure that media are communicated to in an effective and consistent manner are all hallmarks of effective internal and external communications, whether you are a large public corporation or a small business or not-for- profit. That basic checklist makes all feel at least listened to and engaged, and makes those “on the inside” feel like they are part of the process. That checklist also helps in challenging times, and usually gives senior leadership a chance to see issues coming or find ways to address upcoming issues more effectively than when operations happen in a vacuum. With those thoughts in mind, it is very troubling to see the problems that the United States Olympic Committee has gone through recently, with many of the problems stemming from a lack of effective internal and external communication. This is not about Chicago 2016’s failed Olympic bid either. The 2016 group actually had a good communications plan to get their messaging out to the people and the media, and few ever questioned who the leadership was or what they were trying to accomplish. Bid head Pat Ryan was available and presented the best possible picture the group had for the Olympics. Why Chicago wasn’t selected is another issue that has less to do with how the message was communicated than what the message was. However the USOC problems, which have now led to the potential dismissal of senior leaders Larry Probst (who received a vote of confidence from the USOC board Friday) and Stephanie Streeter, seem to be more about communication in the decision making process than anything else. The Chicago Tribune’s Phil Hersh detailed the issues the USOC has dealt with in a piece this week. In the past, the USOC had effective communicators like Daryl Seibel and Mike Moran making sure that messages were conveyed and taking the temperature of those both internally and externally to make sure that leadership could help address and make informed decisions. However recently, many media have wriitten about the inaccessability of top leadership throughout a critical period, and the lack of communication to the USOC constituents, the National Governing Bodies which run the individual sports. This lack of effective internal and external communication has brought the USOC to where it is today…with an external perception of crisis and an internal perception of chaos and call for change. Now could all of this been avoided if there was more basic contact internally, and with a regular flow of media contact externally? Unsure, but one thing is for sure. When building consensus in times of crisis, the easiest way to do it is to make sure there is always a free flow of information up and down the chain of command all the time. Without that free flow, leadership can be viewed as being out of touch with the day to day, which leads to loss of confidence and can slow down the decision process. Also without free flow, senior leadership can often miss key messages or problems amongst the rank and file, and those little problems are often the ones which can end up causing major distractions and become large scale issues for leadership, especially in challenging times. So what will happen with the USOC going forward? An organization which such a wealth of experience and positives amongst its rank and file now has the opportunity to re-trench, re-position and re-define itself with new leadership at a time when people want to see its heros Olympic-sized again. With the right leadership, people who are effective internal and external communicators as well as smart businesspeople, the USOC could end up being in a better position for the new world of sports and entertainment than it has ever been before so long as leadership learns the lessons of its recent missteps and communicates them effectively.

Brand Jeter…

September 12, 2009 by Joe Favorito · Leave a Comment 

September 11, with thoughts of a day of service and reflection proposed by President Obama, may be turning the corner from negativity and grief to positive action (although we should never forget and many need to and still should morn the loss on that day). However on Friday night we were again reminded as to how sports can help be a salve on wounds, and take us to places we never thought we could get to emotionally. Case in point, Derek Jeter. MLB, through their Day of Service and Rememberence initiative, and their announcement of giving back to veterans, created a very nice platform for transition for fans on 9/11, and tied it into the red hats worn by all players. However the person who helped New York turn the corner was Jeter, who broke Lou Gehrig’s Yankee record for hits on 9/11, and gave all a reminder of what brand leadership by example is all about. Brand Jeter is not flashy…there is little digital marketing and splash to it. It has solid, longstanding promotional partners who build very effective programs around his persona…Nike, Ford and Gillette…and his “Turn Two” Foundation does more works of service quietly than publicly in many cases. Still the Jeter brand is one of control, and effective control. In a time where many athletes try to build and expand brands into something they are not, or try to attach themselves to products just for the dollar or for the buzz, the Yankee captain and his business team have remained steady, the quality which many brands in and out of sports should aspire to. Of course Jeter’s onfield longevity and consistency play a key role in that, as does his soft spoken nature. But it could be very easy for Jeter as a brand to try and grab more edgy sponsorships or lend the name to a quick payday. Thus far there has been no need, and as an athlete leadership brand, the bet is that the position will stay the same….and now he has even given us a reason to look back fondly on 9/11…for sports anyway.

American Youth Could Be The Winners From This Weeks Olympic “games”

June 19, 2009 by Joe Favorito · Leave a Comment 

This past week saw the seven sports vying to be brought into the Olympics in 2016 and the four cities bidding to host the Games all travel to Lausanne, Switzerland for presentations to the International Olympic Committee Executive Board as well as the the membership countries of the IOC (for the cities presentations). The Chicago Tribune’s Phil Hersch has a great summary of all the back and forth that went on throughout the week, including at least three of the cities being named by someone as a favorite, and no less than four of the seven sports projected to have the best chance, best presentation or fastest movement up (no one was acknowledged to have slid down, others just moved ahead) in a week of true gamesmanship. However one of the better moves of the week for all amateur sports in the United States took place on Monday in Washington, when President Obama named a new office of Olympic, Paralympic and Youth Sport. The timing sent a clear but subtle message to the IOC that sports, especially Olympic sports, are now a high priority for a President that helped use a sports platform to get to casual voters during his campaign. The move also gives the US a “Head of Sport” that virtually every other country has, and could potentially help create and administer a uniform vision…and potential amazing branding and marketing opportunities for someone who is able to unify groups that constantly fight for the same dollar, same branding opportunity, and same audience. The position can also help administer policy so that athletics leading to healthy lifestyles does become the priority in schools here that is used to be, all quality messages and potential for those involved in the space. Meanwhile across the Atlantic, the games for the Olympic Games continued, with countless dollars spent on presentations, lobbyists and travel by all groups…monies that probably would be best served in building the brand of sport with their constituents and participants. The Olympic games remain big bucks and mega branding opportunities and can still create tremendous good will and a legacy for all involved. The hope is that the legacy does outweigh the cost for the long term, especially for those five sports and three cities that will not be chosen in Copenhagen in October. Even with all the spending, pomp and circumstance, the biggest winner this week may already be the youth of America…and maybe even those brands which can more clearly serve them…through President Obama’s deftly timed move as the political games begen this week. A move which could have Olympic sized popularity if the office does what it could do.

Deciding When The Envelope Has Been Pushed Too Far

April 9, 2009 by Joe Favorito · Leave a Comment 

A few recent instances have come up which show when sports or entertainment brands can test the waters to see what is acceptable for their fans and more importantly, their business partners. First was the UFC. CEO Dana White has done a phenomonal job of building that property to as close to mainstream as MMA may ever get, especially in a down economy where discretionary dollars will still go to the main four team sports, as well as NASCAR and soccer, in North America. Still, the UFC, with their great TV partner in Spike, have carved a niche with sponsors like Bud Light and Harley Davidson among others. Not huge spends, but very smart ones to access the demo and the UFC experience. Then last week, White went off on a video rant, aimed at a journalist, with profanity and anti-gay comments. It was premeditated, well thought out and then posted on the UFC website. Totally unprofessional and uncalled for and damaging to the brand for casual fans. Now White did recant some of his comments the next day after they received strong criticism, but there was no outcry from most MMA fans or from their brand partners, at least publicly, so perhaps the shock value outweighed the brand damage and the UFC got some edgy headlines with an edgy leader that they enjoy and can benefit from. Still it was way over the edge for a sport looking to be mainstream and poor leadership. Next comes a very interesting Yardbarker blog by the WNBA’s Chantelle Anderson on what the public perceives as sexy and what is not. It is a very well thought out post by a young female athlete and really oputs into perespective what can be edgy and damaging to a brand for women and what can be more acceptable, garner attention and be mainstream. Then Media Post today has an interesting piece on the letter writing campaigns around a too sexy Burger King commercial, aired during many sporting events, which is promoting a kids meal. Again, it is suggestive but not risque, but it caught the eye of a special interest and advocacy group during a sporting event which may make other groups sit up and take notice, and in these challenged times could create a problem for Burger King with the discretionary dollar of conservative families. So here we have a CEO dropping F Bombs and living to fight another day, we have a subtle mix of cartoon characters with a national popular brand being called on the carpet, and we have a top athlete wondering where the middle is. If you are a property, you hope you are smart to make sure partners stay in line but still speak to your clientel, and have leaders who are savvy enough to tow the line and still give your fan base what they want. End of the day, if the ticket buyers and the advertisers remain happy and engaged, then the envelope remains in a good spot. It is when the push becomes a distraction that the crisis management begins.

Sports and Politics…Obama Throws Support While Athletes Support Him…

June 5, 2008 by Joe Favorito · Leave a Comment 

We have periodically looked into the opportunities Senator Barack Obama has seized upon by associating himself with a sports culture, largely the very fickle male demo which does not get into the political mix.  Whether it was playing hoops with SI’s Scott Price or on HBO Real Sports or giviving his Final Four predictions, the Senator has done a more than admirable job, even more than sportsman Senator John McCain, of trying to come across as a guy who guys could like and vote for.  In the last few days, we have seen the politics as sports issue swing both ways, both positive.  First, with the great news that Chicago stayed in the race for the 2016 Olympics, there was a great Chicago Tribune piece on how Obama’s White House run (being a Senator from Illinois) could help the 2016 bid process and become a potential positive factor in his campaign and potential presidency.   Then, the Philly Inquirer had some humerous and some thoughtful insights from African American athletes on Obama’s potential nomination.  Again, the issue of a run for the White House, let alone any political issues, are very rare to enter the sports section in a positive way.  Here are two varied examples of a positive interplay between the two areas, which gets more people thinking about their given right to vote and could make for more spirited debate and interest in the system amongst the sports fan.  No downside to either issue at all.