Popular Brands Pay a Price

by Gail Sideman | March 4th, 2010 | No Comments »

sean dreilinger This week, Tiger Woods’ college girlfriend defended her Stanford sweetheart by talking to Sports Illustrated and golf.com reporter, Alan Shipnuck.

As I read Irene Folstrom’s take on Tiger during their time as motivated college students with many of the same dreams that others enjoy, I was reminded of the huge public and private responsibility that athletes take on when they turn pro. Even coaches face this problem when they get that first big job, especially if they break onto the scene as the anticipated savior of their sport.

Folstrom’s memories of Woods is quite a contrast to what we’ve read and heard about the famous professional golfer in the last five months, if not 10 years. She talks about wistful talks about the future and the way each were grateful to receive free desserts at a Chinese restaurant that they frequented, the complimentary part being a big deal for a couple of college students.

Reputation Management: Athletes Facing Controversy

by Lewis Howes | February 23rd, 2010 | 1 Comment »

(This is a guest article by Wesley Mallette)

Athletes in trouble. We see it every day in the news and find ourselves wondering aloud, “Wow. Did they really just say/do that?”

The vast majority of athletes will face a crisis of some proportion during their career or post-career. How they handle it is everything, and who manages them through it plays a major factor in the outcome, hence the need for true strategic communications professionals (i.e., seasoned PR people) on their team of advisors.

Too many athletes rely on less than qualified “handlers” to counsel them through the eye of the storm of controversy. They are foolish enough to follow the non-expert advice of, “We can handle this. Here’s what we’ll say/won’t say and this is what we’ll do. This will blow over.” Their reactions and responses will range from avoidance, vehement denial, finger pointing, and… the answer that is really not an option, “No comment.” Bad advice or no advice, we’ve seen it all too often and athletes are left wishing they could do it over again. Ask Tiger. Ask Roger Clemens. Ask Gilbert Arenas. Take your pick. There are hundreds of case studies in what NOT to do.

Tiger Woods Press Conference: Do You Believe Him?

by Sam Taggart | February 19th, 2010 | 11 Comments »

tiger woods statement Over the past 48 hours, the Internet has been buzzing because of the announcement of Tiger Woods’ first public appearance since his infamous November 27th accident. All of the major sports, news, and entertainment publications have written about it. Yesterday #tigershouldsay was trending on Twitter (e.g. #tigershouldsay blame it on Nike, they told me to just do it), and this morning, “Tiger Woods” was a trending topic.

Many have questioned the timing and format of Woods’ appearance. Tiger chose to make his statement during the middle of the WSG-Accenture (Accenture being a previous Woods sponsor) Match Play Championship. Further, he opened the appearance up to only a small group of family and friends, and several members of the media. Oh, and no questions.

Bad Timing in the PR World

by Gail Sideman | February 18th, 2010 | 2 Comments »

<VIA LOUDSPEAKER> International Olympic Committee, Vancouver Organizing Olympic Committee and Tiger Woods, please report to the first-floor classroom for PR 101…

I really wish I could say that people who work in my industry do it right because we had the best and the brightest teachers. Somewhere along the way, however, some didn’t learn basic public relations, didn’t listen or are allowing a misguided leader to dictate actions instead of what could be a better strategy for relating to the public.

Woods’ agent, Mark Steinberg, announced that the world’s most popular golfer will make his first public appearance since November when he makes a statement to a “small group of friends, colleagues and close associates” and three pool reporters on Friday at 11 a.m., EST from the PGA Tour headquarters in Ponte Vedra, Fla.

Ready, Set, Luge!

by Gail Sideman | February 12th, 2010 | 5 Comments »

Will the Winter Olympics get more attention than people say and if not, is it a public relations issue?

It’s interesting that I hear and see people asking others if they are going to watch the Winter Olympics. A recent poll revealed that just 20 percent of Americans plan to make the Games a viewing priority. I found that number surprising since when it comes to the Summer Games, watching seems to be a foregone conclusion, especially with sports fans.

So, why the difference, or indifference, when it comes to the likes of competitive skiing, ice-skating and luge?

While I can’t answer this definitively, I can say that based on reports from Vancouver, site of this year’s Winter Olympics, challenges abound. There are cuts in NBC Sports’ staff (the network that owns the United States broadcast rights) from previous years, reports that the same company expects to lose money, the event’s covergirl, ski racer, Lindey Vonn is injured with a bruised shin and as of this writing, will try to compete, and from Michael Wilbon on “PTI”, maybe the Games have lost their luster.

Super Bowl Commercials Play Role in Branding

by Gail Sideman | February 5th, 2010 | No Comments »

ramseymohsen A few days ago a reporter called and asked how I would advise a professional athlete if he wanted to endorse a hot-button topic in a forum as big as a Super Bowl audience.

My answer was not textbook public relations.

(I will reveal the outlet and topic upon its publication).

The reasons that athletes and coaches endorse products and services are as varied as the people themselves. Some do it because they patronize and truly believe in said organizations. Others pitch products because it fattens their bank accounts; some make themselves available for endorsements to keep their face in front of possible post-sports employers.

Athletes Step Up to Help Haiti Earthquake Victims

by Gail Sideman | January 20th, 2010 | 2 Comments »

IFRC So many conversations of the last year, and certainly beyond, have focused on huge dollar figures that go along with professional sports and their high-paid, spoiled athletes.

During this past week, players from across the professional sports spectrum who are often portrayed as being little more than indulgent have shown quite the opposite personas. They have let their checkbooks act as their PR agents but most importantly, have proven that humanity comes first. The devastation of the 7.0 Earthquake that hit Haiti on January 12 was on the world’s minds and many who could afford to help, have done so.

adidas + UCF + Marcus Jordan – adidas = ???

by Gail Sideman | January 12th, 2010 | 3 Comments »

morberg It came as no surprise to learn that adidas and the University of Central Florida ended their eight-year $3 million marketing relationship five years early, last month.

In what seemed to be a case of miscommunication and disagreement over whether UCF basketball player Marcus Jordan could wear his father Michael’s signature Nike shoes during Knights’ games, adidas, from the outside looking in, missed a huge public relations opportunity.

Last year when UCF told adidas that it was recruiting the son of the aforementioned NBA superstar, school administrators reportedly asked the shoe company’s personnel if Marcus Jordan could wear his father’s Jordan Brand shoes, manufactured by Nike. adidas initially agreed to let the young Jordan wear his dad’s shoes without affecting the status of the school’s agreement with it, but adidas executives changed their minds.

Florida Football Coach Provides PR Case Study to End the Year

by Gail Sideman | December 28th, 2009 | 3 Comments »

serk1 Just when you thought you could put the finishing touches on your year-end list of best/worst stories, University of Florida football coach, Urban Meyer, added yet another chapter to 2009’s book of sports public relations case studies.

On Saturday, all modes of media went into overdrive when the 45-year-old two-time national champion coach announced he would step down after the Gators met the Cincinnati Bearcats in the Allstate Sugar Bowl, January 1, in New Orleans. He cited health challenges and priority of family over football in his decision.

University of Alabama Cancels Classes for BCS Title Game and Escapes PR Wringer

by Gail Sideman | December 22nd, 2009 | 3 Comments »

brian_esquire Am I the only one who finds that the University of Alabama canceling classes January 6-8, thus postponing the start of its spring semester so its students and faculty can attend the BCS National Championship game in Pasadena, Calif., ironic?

I’m all for giving Crimson Tide fans calendar flexibility to travel to see their team take on the University of Texas for the right to call themselves title holders, but from a public relations standpoint, the decision flies right in the face of one of the reasons the Bowl Championship Series hierarchy says a college football playoff is not practical.