As last week began with Michael Phelps and ended with Alex Rodriguez, a great human interest story played out in the waters off Trinidad, and some smart spinning and careful wording turned this niche story into some solid worldwide press. The story was about 56 year old Jennifer Figge and her goal to swim across the Atlantic. Figge's story was aptly captured and told around the world, as befitting a great athletic accomplishment. However what made the story from a branding and media standpoint was the way it was crafted and then played out with Figge's media team. With AP there in both print and video from the start, the play got worldwide attention and the proper spin. Then as Figge made her voyage complete, the piece didn’t just end with a Hurculean feat. There were never talks of “World Records” or records of any kind, because in fact swimming the entire Atlantic may actually be impossible, as pointed out in the Guardian. However what was highlighted and pushed was the story and the endurance, and the fact it was a “first” for a solo swim. So by spinning correctly and highlighting the core of the story…no hyperbole…not overblown…the endurance story told itself accruately. Even when the “shortcomings” were brought to play, the Figge team explained carefully the feat, which in no way was diminished. Great example of finding the right mass connection, carefully playing the story with the facts, and then capitalizing on the moment of triumph.
Some other good reads…also on the swimming theme, the Washington Post has a solid story on the rebirth of the sport in swimming clubs in the area…good grassroots branding story…the LA Daily News has a good q and a with radio veterans Tony Bruno and Tim Cates…and the Eye on Sports blog has a nice feature on Shaq's twittering value…
