Like the unicycle, the bicycle or the motorcycle, the news cycle is a very powerful entity that can move brands from one place to the next, or if mishandled can cause problems for those trying to control it. The granting of access, strategic planning, the anticipation of issues, understanding the needs and wants of media, satisfying the needs of business and media partner.and solid communication up and down the chain all factor into the shortening or lengthening of the “ride” of the cycle. Like any other cycle, the unforseen or unanticipated items… outside news stories, lemgthy contract negotiations, travel issues…also factor in. However for those in the cycle business, having all the controllable parts in place are key.New York Knicks hiring of new coach Mike D’Antoni, and the extended cycle the process has taken in the press, from Thursday's initial reports, to confirmations that he had been offered a contract, to confirmation that he had signed to a Tuesday press event, all without the availability of any of the principals in the story (D’Antoni and Knicks president Donnie Walsh) speaking directly to the media. A look at the cycle, as well as a look at the media and how the story has already spun back and forth, was presented in today's New York Daily News by Bob Raissman. Now since this is positive news, the Knicks have done a great job of stretching the story out and waiting until everything is signed and presented correctly to officially make the announcement. They have been able to gauge the positive and the negative in the media over several days, gauge fan opinion and make sure those who will speak at the press event are well prepared, with very few surprises. All shoul.create a confident and smooth first day on the job for the new coach. With positive news such as this for the brand, the lengthening of the news cycle was very appropriate and well done.It also is positioned at a great point leading into draft evaluation (and ticket and sponsor renewals) so that the long term summer effect will be a good one. When the news is negative and the goal is to shorten the news cycle, the same amount of affirming the facts, communicating and extensive prep should also be applied.?Rushing to answer questions or not having everyone on the same page can be deadly with negative news, despite the obvious rush to try and quell the tide. Taking the time to step back and make sure all is in order may extend the cycle a few hours or a day, but in the end can avoid the unnecessary give and take that sometimes comes from a rush to answer.
Some other good reads…Sarah Talalay in the Sun Sentinel has a good Dunkin Donuts Miami Heat activation piece, with the Heat offering an Iced Coffee couponing opportunity that can only b.redeemed by attending the Heat Draft lottery party…also in today's New York Times there is some interesting info. offered up by ESPN on some of their new digital opportunities…also on the international branding side is a story in today's Guardian about a breakthrough deal for the FA and its players, which can have very strong implications for those involved with the branding side of the UK…lastly on the strategic side, the USTA/ESPN/Tennis Channe.US Open announcement yesterday was another great example of positioning a traditional brand looking toward the future. The announcement, which received great play in key places ranging from the Times and USA Today to the Sports Business Journa., delivered a clear message to all involved that the sport of tennis, its TV partners, its digital partners and its sponsors, are all pulling the same way to maximize exposure for all involved. Great messagin.day for the sport of tennis.
