Anyone who is around sports or entertainment knows at least a little about the star power of the Golden State Warriors. Whether Steve Kerr’s team wins the NBA title again this year or not, the household names not just on the court but in the front office, have transcended every area of popular culture, entrepreneurship, media, leadership and business.
However one aspect of the organization which links everything together, storytelling and effective communication, sometimes falls into the morass of big name owners and big name players, and usually, rightfully so. The team communications staff, some may assume, are more order takers these days than proactive order makers. In many organizations that have reached the top, that is probably true.
For the Warriors, at least from the outside looking in, that’s not exactly true. Their communications staff, led by longtime pro Raymond Ridder, is always looking for the next edge, the next place to storytell, and unlike many in communications, never shies away from the opportunity, bug and small.
That’s why it was with great pride this week that we noticed that the Warriors AGAIN were given the Brian McIntyre Award as the best in the NBA. Even better is who gives the award; not the NBA, but the pro basketball writers, who can be ahem, grumbly at times about everything from player access to the ever disappearing seating options in arenas. What’s even more impressive is the Warriors PR team has now the award an amazing three years in a row, four times in five years, and five times overall (the first time being a year when Golden State was in transition, 2009-10 and the ever resourceful staff had to chase even more opportunities to build storytelling and relevance).
Having known Ray and some of his staff present and past, I can easily say his style, his understanding of proactive storytelling, his ability to listen and find ways to get things done big and small are what makes him successful. It’s not because he has the biggest staff, the biggest budget, the best stories (all the time anyway), or the biggest ego; it’s because he understands the business and TREATS PEOPLE AS PEOPLE.
There are countless times I have witnessed from afar how the Warriors have treated media on the smallest side with great care, and made all feel welcome. There were also times a few years ago, as Kevin Durant walked in the door, that people in the industry quipped that the Warriors would struggle to keep the media sated. Not true. The communications efforts of their staff are no less effective and accommodating today than they were when they won 20 something games. Does that mean that everyone gets Steph Curry? No. What it means is that NO is not the only answer. In a business that has become more about insular gatekeepers vs. proactive storytellers, the Warriors keep setting a bar that’s great to see and it’s great to see them be rewarded. Communications has never been about patting yourself on the back; it’s OK if someone does it for you from time to time.
By the way, there are a host of teams, leagues and properties who do a great proactive job across team sports, many of whom we connect with time and again. The job is not easy but it certainly can, and has to be both fun and rewarding.
Congrats to the Warriors; Ridder, Director of Public Relations Brett Winkler, Director of Basketball Communications Michael Ravina, Director of Publications and Statistical Information Darryl Arata and Public Relations Assistant Cole Lawrence on doing it well, and keep it real.
