A few weeks ago at the Sports PR Summit in New York we heard firsthand the brand reinvention of Michael Vick. From All Pro to prison to ow coach and commentator, Vick took is through his story point by point, with the honest and straightforward reality that makes him if not the best, then one of the best, brand reinvention projects in sports and entertainment in the last 30 years at least.
In addition to being very genuine and straightforward, Vick was very pointed in giving the props to the team, a lean and engaged and honest team, that has helped get him to where he is today. One of those key people is LaTonya Story. While we have seen PLENTY of people take credit for the reinvention of Michael Vick from a storytelling perspective, LaTonya has been a key member of his storytelling team, and he went out of his way to acknowledge the impact she has had on his success today. Never one to sing her own praises, it was great to catch up with her and have her tell us more about the backstory of Michael Vick, his comeback, and what she is up to as well. You can follow LaTonya on twitter or check out her business site as well. A solid storyteller helping tell one of the best stories we have today.
You have a wide swath of clients, but the reinvention of Michael Vick is top of the list. How did your work with Michael come about?
Michael Vick and I are from the same hometown in Virginia – the Hampton Roads area. I grew in Norfolk, Va. across the bridge from him in Newport News. I’ve always followed his career and would have loved to work with him at the beginning stages of his career. We have a mutual friend, Kal Ross, who has been working with Michael on marketing deals and business for almost 10 years. Kal had mentioned me to Michael for sometime, but the stars aligned in 2017 when Michael launched his V7 Elite Playmakers Showcase Series. Initially our working relationship was only a 3-month term, but I seized the opportunity to show him what I could do to make him want to continue to work with me.
He had a good amount of people talking to him, what made the difference in your business relationship with him?
I was highly recommended by our mutual friend and I could relate to him on a personal level. I saw Michael for who God has destined him to be. I believe that all have sinned and come short of the Glory of God, so my approach was from a place of wanting the world to know him and his redemption story and who he is now. Michael has learned and literally paid the price for his past and has dedicated his life to becoming a better man, husband, father, son and citizen. I see this in him everyday and he knows I believe in him and will work tirelessly to showcase him in the best possible light. Over our time working together, we have built this trust. I listen to him and he hears me. He is very involved and responsive.
What makes a good client for you?
The best client for me is someone who sees the whole picture and understands the impact of their position. Someone who is respectful of my work and time. Most importantly, someone who is all in on the process. I do not like having to chase clients down to do an interview or show up on time for something that is scheduled. That’s my pet peeve.
What were the key elements of having him turn public perception around that you worked with him on?
Michael has always been doing amazing work in the communities in which he lived and played, but he never publicized it. He had to become comfortable sharing his work with the youth, his redemption story and opening up about who he is now.
People had one perception of him and it was and is important for us to redirect the narrative. He wasn’t always one who wanted to be in the media or talk a lot, but since his retirement and our time working together, he has conducted more interviews than he has before. Anyone who has had the opportunity to hear him speak in depth or to be in his presence, all walk away with a more positive perception of him. He is engaging, an amazing conversationalist and funny.
His favorite line to me is, “let’s do it!” He trusts the process and I don’t take that lightly.
How did that work differ from what you have done with other clients, or are the principles the same and the stage just greater?
The work and approach is the same, but the stage is definitely greater. Michael Vick changed the way the quarterback position was played from college to the pros. He was the first African-American quarterback drafted #1 in the NFL. As a 4X Pro Bowler, he was a trendsetter, game changer and an iconic figure.
He has records that still stand. He has one of the most notable rise, fall and rise again stories. At the end of the day, he is still Michael Vick. No one can take that away from him. That’s what makes the platform different.
What are the keys you use for good storytelling?
The keys for good storytelling must first come from the base of the truth – telling your authentic story. The story has to be compelling and have the breadth and reach to impact a diverse audience.
Who have been some of the people who have influenced you and why?
Carl Francis, Director of Communications for the NFLPA, has been my mentor for over 10 years. He saw me come up as an eager, all over the place young woman coming into this business. He taught me to focus my attention on my business model to become successful. Other people who have influenced me is Mr. Samuel McNabb who gave me my first big break representing the National Football Players Father’s Association. The NFPFA and Professional Football Players Mothers Association (PFPMA) gave me credibility and support that catapulted my career.
As a woman of color working with athletes, are there challenges that you face that people don’t realize? Is it relevant now vs. in the past?
I think being a woman of color in the sports industry as a whole is challenging. There are very few of us and resources and access can be limited. When I first started 18 years ago, there wasn’t a blueprint for me to navigate this world. I didn’t have another sports publicist woman of color I could turn to or have as a mentor. Another challenge I had in the past, more so as a woman, was getting athletes to pay my worth. Any woman in business has dealt with this at some point or another. I read Smart Women Finish Rich by David Bach which empowered me to negotiate from a position of strength.
I make it a point to mentor, support and give information to emerging sports publicists.
What are some of the things you tell clients before you bring them on board?
I always have a conversation or meeting to ensure it’s a good fit for the both of us.
I let all of my clients know that I’m here to make sure they are positioned in the best possible light. I’m their advocate and biggest supporter. I start off with wanting to know their goals and objectives and share a plan to help them achieve them.
