When you work for a team, a league, an event, tickets are a hassle. Often times transfers don’t happen, the point of contact is overworked and has different priorities, people don’t show up, they aren’t appreciated, people ask for more, they expect everything is free and on and on. The bigger the event, the bigger the hassle, and for those on the communications side, getting key people in the door is important, but might not always be important in the eyes of leadership as a brand, or someone’s grandparents. Often times I have heard people say you like to have the ask, and then hope no one responds. I get it.
However, tickets, or passes, or access to events in and around the game or the play or the show, are examples of the little things that can be done, that those in the trenches take for granted, to expand the circle of fun and influence well beyond the core. The little things that build relationships, trust and value sometimes reverberate well beyond the expected, and bring value that may be a hassle, but are vastly important.
I have seen this time and again over the years, but recently a few examples of doing little things that matter came up. One involved an event, one that brought sports and entertainment together in of all places, in what is now a massive entertainment center, American Dream in Secaucus, NJ. The event was the Harlem Globetrotters ten-day residency, and it was a pleasure to see the iconic brand be re-introduced to a wide number of fans. As is this case with such events, we extended tickets to friends, family and colleagues in the industry, many of whom hadn’t seen the Globies in years. The result for the family member of one media colleague was a trip he didn’t expect, he was randomly grabbed and carried out on the court, to the surprise and delight of all. While we are running around doing the things to keep events moving, making the effort to say help to guests, to check in with colleagues, and to watch and appreciate the joyous magic of events sometimes gets lost in the shuffle. It shouldn’t and this moment served as a great example of what we can take for granted…helping build a fun experience is worth the extra time.
Second case in point. Sometimes there are chances to go above and beyond in our industry that can involve trust…the trust built with athletes, coaches, front office leadership and on the other side, the media who are doing their job. It has become more of a slippery slope in recent years, with The Pandemic and the evolution of media of all forms changing the way relationships are built, secured and nurtured. The communications business has become more distant for many, a business where saying no is the first choice not the last, and trying to build solutions takes time and effort and yes, trust, on both sides. Many in the comms world feel the risk is not worth the reward, but for those who take the time to do the work, build the relationships and then earn the trust, the payoff is essential and valuable. Recently I spoke to a veteran writer working on a multiyear project that was certainly newsworthy and noteworthy and impactful…not a tell all story, but a very deep dive into one of the most complex individuals in sports. Media and entertainment. It was not authorized, it was a work that was fair and balanced, and this writer’s track record proved he was always fair with subjects, whether they chose to cooperate or not. In this case, his respectful requests over the years on the project had been rebuffed, but as things came to an end for the story, he continued to check in with the communications professional at a team who could help use his trust to facilitate at least a short sit down with the subject, not for approval but for affirmation to round out the project. After months of back and forth, the communications leader got the meeting to happen…it went well, and the project was completed without issue. The result was a win for everyone. Now it would have been EASY for the person just to take the ‘no’ road and move on. There was not huge upside in facilitating the meeting for him. But both the media members and the comms pro saw the value and worked together to complete a storytelling circle. Hard work and relationships on both sides paid off, and everyone won.
None of this is easy. All of it can be a hassle, but going the extra mile, building and maintaining relationships and enhancing experiences are essential to success in the storytelling business. It should be a business of solutions not hindrances, and when it works well, the victories pile up for all…fans, brands, media members, and yes, those doing the fence building and leaning in on the storytelling.
Risk worth reward, two examples of note.
