W.love the underdog…whether it has been Boise State last year, George Mason's Cinderella run or the Red Sox breaking the “Curse of the Bambino,” the ability for fans to follow and the media to embrace the underdog is a long time favorite. This year we have seen the University of Hawaii Rainbows, BCS eligible and Sugar Bowl Bound…embrace the role and expand it into season-long exposure from a host of angles. Many of the stories, from their downtrodden offices with broken VCR's to the Father Flanagan approach of Coach June Junes with his players to quarterback Colt Brennan overcoming trouble with the law to be a role model for wayward youth, have been embraced and exploited to the hilt. However the credit has to go to the University PR staff for identifying unique stories for the media and then making sure the media have the opportunity to tell the stories with as many slants as possible. Now whether or not Hawaii finishes with a Sugar Bowl win and an undefeated season is out of their control, but the control and spin that has been organized and consciously promoted has set the stage for success. Some recent solid wide ranging examples of that spin include. Carter Strickland's piece in the Atlanta Journal Constitution on the huge disparity in revenue, success and exposure between UGA and Hawaii. Paul Newberry's AP piece documenting all the differences in “The Team Like No Other,”Stephen Tsai's piece in the Honolulu Advertiser on June Jones’ tactical approach in keeping the team focused, and Pete Thamel's Times piece (one of many) on Hawaii Grad Assistant Brian Kajiyama and his role with the team while having cerebral palsy. Lastly, the pitch even extended to Hawaii's unusual alumni, with a great piece by Steve Popper in the Bergen Record on former Rainbow (and now author) Ian Sample (also the son of former MLB player Billy Sample.and his tales playing pro football in Japan.1- Plan for the Rainy or the Sunny Day:2- Keep the Pitches Fresh:3- Explain the Process To Those In Focus:4- Never Get a Second Chance To Mak.A First Impression:5- Treat Those You Meet On The Top The Same As Those When Times Were Dark:
