One of the biggest problems I faced when working with corporate clients in media was convincing them of the importance of using only quality photographs to help convey their brand correctly.

I can never understand why businesses and sports persons will spend thousands on ‘flash websites’ but never invest a few hundred dollars in a quality media portfolio that can be used time and time again. Professional athletes often use amateur photos in social media. This is also the case for those who are not yet earning money in their sport but seeking to become professional.

So this article is for all of you sports execs or athletes who need to upgrade! Your brand and business have to be in alignment and this includes everything in your media portfolio, in particular social media photographs which are becoming more and more important also. Everything should be considered part of your overall brand alignment even if you don’t consider your social media accounts to be as ‘official’ as your website.

So this week I decided to get some tips on how to create good quality photographs from renowned photographer Andrew Railton, one of Australia’s most well known sports photographers. With a background shooting stills from the film industry, Andrew is a master of creating the perfect image.  I caught up with Andrew while he was on his way to Mount Buller where he is photographing snow antics for the next three months.

So what exactly makes a good sports image?

Andrew says the key thing before you take any sports photos, or have any taken, is to decide the message you want to convey to your audience. As a picture can tell a thousand words, you want to make sure the story is pretty interesting.

Get clear on what you want

“Decide whether you want a portrait or a ‘live action’ moment. Capturing a live action moment requires a good understanding of a few key items. Shutter speed is crucial – if you want to capture the moment crisply, you’ll need a high shutter speed somewhere between 500^th of a second to 2000^th of a second so if you are hiring someone make sure they know what they are doing,” he said.

“The photographer will also need to make sure they can time the action. An action shot is pretty useless without the items in it that tell the story. For example, a football player without a soccer ball would be much less exciting than if you had the ball in the shot, or in motion. Help your audience to get the message quickly by utilising everything that connects you with that particular sport. If you have set up a photo shoot to promote your sports brand keep the message simple and connected.”

Correct lighting is crucial

“As with all photography, lighting and composition remain at the heart of any good image. Make sure you or your photographer look for interesting light, including shadows, back light, reflections, colours etc…. If the available light is minimal or flat, make sure your photographer has a small flash handy and a remote cabled or wireless trigger. This will allow you to use the available ambient light as the fill, and create a key light on your subject from your flash allowing for much better images.”

Get creative

Portfolio shots or sports shots don’t have to be run of the mill. Make them interesting.

Andrew says to make sure your photographer takes a range of photographs from alternative angles, using different light, props etc.

“This way there is bound to be some photographs that you or your client will be happy with.”

Add a Media Page to your website

Andrew says it’s also a great idea to have a media page on your website to allow reporters and journalists to down load high resolution (print quality) files of your approved portrait easily. This way your story has a much higher chance of being run. (Especially without a dodgy photo that has been pulled from Facebook.)

Andrew Railton entered the Queensland Film and Television Industry in about 1991 and worked as a professional motion picture camera assistant until about 2004. He gained experience on a few major Hollywood motion pictures, and dozens of major television commercials for national and international clients/brands. Then in 2004 he decided to develop his creative talents with the camera with the goal to develop a client base as Production Stills Photographer. He’s shot Motorsports, including Champ cars and V8 Supercars,The LA marathon in 2010, the Crossfit Games LA Sectionals in 2010.

About Claire Kelly

Claire Kelly is a freelance writer, communications consultant and Australian beach volleyball player based on the Gold Coast, Australia. Experienced in social media marketing, conducting interviews, ghostwriting, editing, generating publicity and photography, Claire is passionate about about helping athletes and businesses grow through the power of the media and the internet. Follow Claire on Twitter @clairelkelly

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A savvy athlete can today command huge endorsement and sponsorship deals.

A recent article on the BBC spoke of the endorsement riches awaiting British tennis star Andy Murray, despite his recent loss in the Australian Grand Slam final – his third unsuccessful attempt to win a major. In the Sports Illustrated feature on the 50 highest earning American athletes of 2010, it was revealed that golfer Phil Mickelson pocketed $52million in endorsements. Tiger Woods earned more, but I’ll come to him later.

Sports athletes and celebrities draw huge attention from corporate sponsors and media as they appeal to many demographics. An athlete endorsing a product can transform a brand (of course, it can also backfire and create an undesired outcome).

Initially the endorsement creates exposure for the brand. From that starting point, it can then achieve an array of positive brand impact factors – from association to recognition, consideration, favorability, loyalty and ultimately to increased sales of a product. It is thought that consumers purchase athlete endorsed products based on a bundle of perceived benefits and these can include knowledge of the sport, entertainment, nostalgia, affiliation and other benefits personal to the buyer.

So, if that is the logic of endorsements, who would you choose to endorse your product? What attributes do brands look for in an athlete?

In a successful product endorsement, the athlete does so much more than sell the product. The athlete actually becomes a ‘human brand’ in his or her own right. The key attributes can be broken down into two groupings – those you see on the field and those off of it – and these two groupings have to be wrapped in consistency and authenticity. Derek Jeter’s endorsement of Gillette Fusion, for instance, must appear genuine and authentic. If not, then Jeter won’t persuade you to buy the razors. The perceived benefits will not be there.

On-field attributes

1. Performance quality
2. Winning record
3. Skill
4. Style
5. Potential

These attributes speak for themselves. Brands want their endorsers to be successful, to be skillful and to play the game in style.  This explains why champion basketball player Michael Jordan’s association with Nike was so successful. Linking with the very best in the game proved to be a successful strategy for Nike. Jordan became arguably the most recognized athlete on the planet and Nike became the stand alone leader in sports shoe sales.

You also need to look at potential. Tennis champion Maria Sharapova signed endorsements with Nike and Prince rackets at the ages of 11 and 14, respectively. At the age of just 17 she won her first major and later became world number one. She quickly gave positive returns to those brands that supported her at a young age.

For me, another case of a brand spotting massive potential while understanding the importance of performance quality, style and skill is the recent contract signed between Adidas and New Zealand rugby player Sonny Bill Williams. Williams is a relatively new convert to the game of rugby union. He has only been in union two years after defecting from rugby league amid much controversy in 2008. Since then, he has only played 4 times for the All Blacks – the legendary New Zealand national team. With a huge year looming for the game, in which New Zealand will host the World Cup, the talented Williams is expected to be a sensation. Adidas have realized this and have added him to a group of global athletes including David Beckham and Lionel Messi, from soccer, and Dwight Howard and Derrick Rose, from the NBA.

Off-field attributes

1. Personality
2. Physical attractiveness
3. Uniqueness or unique personal background
4. Role model
5. Relationship with fans

Brands should look for athletes who possess most of the off-field attributes above. Even when one of these attributes is clearly not achieved, possessing the on-field attributes and the other off-field ones may just be enough.  Athletes can sometimes appear bullet proof.  For instance, Nike stood by Tiger Woods, no longer a role model, even after his much publicized extra-marital affairs. Despite losing about $22 million in endorsements, from lost deals with AT&T, Gatorade and Accenture, Woods is still the biggest earner in terms of product endorsements in world sport. Woods now earns $70 million in endorsements, according to Sports Illustrated.

David Beckham is a classic case of an athlete having a personality, the looks and a relationship with fans that strongly appeals to brands and products. Beckham, 35, no longer plays in the strongest leagues in soccer. So, you could argue that his on-field attributes are not as high as they once were. However, Beckham still earns $43.7 million a year and much of that income is derived from product endorsements.

A good example of an endorser leveraging physical attractiveness is tennis star Anna Kournikova, who could be regarded as a highly successful sports loser. Despite never winning a WTA singles tournament, the tennis player earned a reported $10 million a year back in 2002 and her sponsors included Lycos, Omega watches, Berlei lingerie, Adidas and Yonex.  In a press article in July 2002, David Schwab, a spokesman from her agency, Octagon, commented:

“She’s a great tennis player, has a great look, and has global appeal. Those are the combination of characteristics companies look for when they partner with athletes”.

The first part of his statement is debatable (particularly in hindsight), but you can’t argue with the remainder.

Talking of tennis brings me back to Andy Murray. The British tennis star will create something unique should he one day win a major. He’ll become the first male British Grand Slam tennis winner in living memory (the first since Fred Perry back in 1936) and – what is more – he’ll be a winner in a truly global sport. Already scoring well on the other attributes above, Murray will finally tick the boxes of ‘winning record’ and ‘performance quality’ and will become hot property. His agent – Simon Fuller, who created the Idol music franchise, and who has also represented Beckham – will then have a genuine opportunity to turn Murray into a global ‘human brand’.

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About Chris Conway

Chris is a strategic programs analyst at the Australian Rugby Union (ARU) focusing on, amongst other things, sponsorship research, analytics and acquisition. He holds a MBA from the Australian Graduate School of Business (AGSM). Chris took part in the school’s exchange program by completing a semester at Stern business school, NYU where he studied sports marketing and sports economics. Connect with him on Twitter and LinkedIn.

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Maintaining life as an athlete takes a massive amount of dedication and focus. Not only does the athlete need to demonstrate talent on the field, he needs to translate that talent into an effective media presence. After all, the athlete is himself a brand and he needs to ensure he doesn’t water down his brand with an improper and unsuitable media style.

I recently had the opportunity to speak with one of my strategic business alliances, Forrest Dorsett, Founder & Principal of Dorsett Sports Marketing and Managing Partner at Fred Hickman Communications. We had the chance to dive into the subject of media training. Here is how our conversation evolved:

Michelle: As a brand marketing agency, what measures have you taken to emerge as a valuable resource for professional athletes?

Forrest: Recently, we have entered into a great partnership with Fred Hickman Communications to offer more of a “concierge” type media training and coaching platform. Fred Hickman has worked as a lead anchor for prominent networks including TBS, TNT, ESPN, Fox Sports and the YES Network. Today’s athletes are busier than ever with game and travel schedules, corporate sponsor commitments and non-profit appearances. Mr. Hickman will come to an athletes’ residence, hotel conference room or team facility. Mr. Hickman has in excess of 30 years experience in media and has conducted countless interviews with sports legends, coaches and front office executives. Secondly, as a result of many years in front of a camera, he is capable of providing tailor-made training sessions for his clients.

Michelle: Who are you targeting and who would make the ideal candidate for media training?

Forrest: Professional athletes, coaches and team administrators in the core leagues (MLB, NBA, NFL, NHL). We definitely have a full plate. Presently we are reaching out to a number of MLB teams as players prepare to report to spring training and with the 2011 NFL Draft quickly approaching, we’ve been in discussions with a number of sports agents regarding our value added services.

Michelle: Why do athletes need media training?

Forrest: Media training can help shape an athletes’ brand; how to better handle their day-to-day media obligations, connect with fans, increase his or her marketability and enhance their value to both their franchise and to themselves.

Michelle: What are a few of the core benefits an athlete would gain from media training?

Forrest: Well-spoken, accessible athletes who project a positive image can generate a vast number of marketing opportunities and lucrative endorsement deals. In addition, this acts as a springboard to better equip the athlete after their playing days, should they transition into broadcasting, business, coaching or front office after their playing career has ended.

Michelle: Do you have any closing comments or advice?

Forrest: Poor media etiquette can negatively impact an athletes’ brand and cost them their credibility. To succeed in the media the message must be clear, crisp, and compelling.

An articulate, well spoken athlete promotes not only himself but his team and entire organization. He promotes his personal brand wherever he is, whatever he’s doing, and whenever he speaks. He trains in the weight room, he trains on the field; doesn’t it make sense to invest in media training to fully complement his brand?

Athletes, Sports Agents and Team Administrators can contact Forrest Dorsett at forrest@dorsettsportsmarketing.com

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About Michelle Hill

Michelle Hill, the Strong Copy Quarterback for Winning Proof, is a sports and fitness copywriter. My mission is to help pro athletes, coaches, and sports agents increase their success score in their entrepreneurial endeavors with my writing expertise and creative turn of mind.I write website content, client letters, media pitch letters, sponsorship proposals, and brochures for sports-related companies. www.winningproof.com

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In last week’s newsletter, we asked you what you thought the future of sports social media would look like and all of you responded with a optimistic outlook for the coming year. The trends being talked about include more virtual engagement, inclusion of mobile real time technology, and a global reach. Here is what you had to say:

Virtual Coaching

In my world of coaching and training, the instant access to prospects, families and people to train is what is the most exciting.  Also, for families to instantly access the training and coaching content is phenomenal. Imagine setting up a virtual training session with a video tie in, tweets back and forth during the training, right from the gym. An athlete no longer has to be in the gym with their trainer one on one.  A trainer could set up video and virtual workouts with several clients at the same time and provide them all with instant feed back based on the video feed and tweeted comments on each set!

The potential is endless!

Jeff House

The Social Athlete Bandwagon

I think (social media in 2011) will be better than ever. More athletes are jumping on the social media bandwagon. I think it will grow even more because it allows athletes to connect with their fans easily, without having to take a lot of time to do so. It’s incredibly convenient for them.

Monica Fritsch

I think the future of sports/social media for 2011 will see an increase in popularity and usage by both athletes and organizations. It will move from a sporadic afterthought to an organized strategy by organizations/leagues, while continuing to give athletes a controlled outlet for exposure free from media spin. Sports media professionals will continue to use the medium effectively to promote columns, tv appearances, and non-column worthy opinions. I fear that as social media becomes more mainstream for the notoriously slow moving sports industry, it will become more managed, sanitary, and regulated by image conscious teams afraid of taking focus away from on-field activities.

Steve Dancey

Narrowcast Media and the Global Reach

No longer does a team need to be covered on ESPN or the local news channel for fans to be educated and involved. This is an opportunity for the teams getting less than ideal media coverage. Organizations can now maintain multiple channels of communication with their fanbase more effectively than ever through social media. As Maslow’s hierarchy of needs lays out for us, people need to feel part of something, and communities of fans will continue to become stronger than ever through social media.

Jim Harshaw

I think we should all be excited in the sports industry about the web 2.0 input: a fantastic opportunity to move away from broadcast to narrowcast which will bring sport content, emotions to individuals in the comfort of their home (or anywhere else). Here in Europe where we see major sports like Formula1 vanish from the scene and media while fan base tankers, web diffusion stands up to address strong and rising expectations..

Laurent Gaudy

Real-Time In-Game Interaction

I believe social media has led to an all-time high in levels of viewership and engagement in sports in 2010; and it will be trumped by even greater growth for the industry in 2011. Social media allows various stakeholders – from fans and sponsors to athletes and front offices – to connect in a more intimate, and thus more loyal, relationship. In stadiums and arenas specifically, the usage of mobile apps, social media, and increased connectivity ushers in a new era of high-tech venues that must compete against the improved “at-home” viewing experience. 2011 will be an exciting time for the fan as the in-venue spectator experience will continue to improve via the ever growing social media trend.

Joshua A. Boren

The End of Forums

It is obviously the future of sport and social media has the potential to grow and keep growing, dramatically. I feel social media interactivity with other websites will develop in popularity, sharing stories and ideas/blog responses through Facebook Connect and continuing conversations over social media. Twitter is a great tool for athletes, clubs, associations and organisations and newsworthy stories will continue to break through mini-blogging, with developments in video, audio and photo/graphics. Facebook has the potential for growth with business use in sport and more readily available (and affordable/free) apps, coupled with the anticipated Facebook email, will aid this notion. We could see the beginning of the end of message boards/forums because of social media growth…

Will Simpson

We tried to fit in as much of your feedback as possible, but apologize in advance if your comments weren’t posted! What are your thoughts on the future of sports social media? I’d love to see your thoughts below.

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About Lewis Howes

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I work with professional sports organizations and athletes for a living, consulting them on best practices in social media branding. That being said, before working as a social media consultant (I hate that term), I am a massive sports fan (GO PHILLIES!).

I’ve loved sports for as long as I can remember, and ever since I realized I would not be a professional athlete, I’ve always dreamt of working with them in some capacity. I have several athletes’ numbers stored on my phone, and I would be lying if I said I think it’s no big deal. Because I don’t think that. I think it’s freaking awesome!

That’s why I understand this: a simple @reply goes a long way…

Take a look below. The other day, I sent Kerry Rhodes, Arizona Cardinals’ safety, a tweet congratulating him on his fumble recovery for a touchdown, and his team’s big win over the defending Super Bowl champion New Orleans Saints (Note: In full disclosure, Kerry Rhodes is a former client of ours). He replied, “@gosam thx.” A few days prior to that, I hit up Leonard Weaver, the injured fullback from my hometown Philadelphia Eagles. He tweeted that he was hard at work, rehabbing his leg. I replied, “@LeonardWeaver love it man, keep working, get healthy! eagles fans want to see you back!” He tweeted back, “@gosam me too!”

As a social media consultant, I was just proud to see two different athletes taking the time to respond to a tweet I sent them, regardless of how simple and brief their responses may have been. With Kerry, I expected it, because I know his tendencies to respond to everyone he possibly can get to. But with Leonard, I was ecstatic! As a fan of the Philadelphia Eagles, getting a response from someone on the team really made me happy! Granted, I know that Leonard tends to reply to as many people as possible as well, but either way, I was thrilled he took the time to get back to me. If you’ve ever gotten a response from a professional athlete (or even someone you simply didn’t expect to get an @reply from), you know the feeling. It’s awesome! There’s nothing more to say.

That’s what makes Twitter so great. Fans and pros can connect like never before. And the 140-character limit makes short responses acceptable. Few fans would complain about getting a reply from a player they supported. I’m seeing more and more athletes using Twitter this way, as a tool to connect with fans. And with every @reply they send, they make another fan’s day. Technology is truly amazing. One day soon, connecting with athletes will be commonplace, when just a few years ago, we never could have dreamt of this.

As sports fans, let’s never forget the truly amazing opportunity social media is providing us with, and let’s never take it for granted.

Have you experienced this from a professional athlete or someone you simply didn’t expect to get an @reply from? Share your story below, would love to hear it!

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About Sam Taggart

Sam is a Creative Strategist for VaynerMedia, a social media agency based in New York City. Sam previously worked as an Account Executive for the New York Jets as well as the New Jersey Nets and spent time working with former NBA player Jalen Rose as well as NFL safety Kerry Rhodes. He now focuses on creative strategy across VaynerMedia's portfolio. You can follow Sam at http://twitter.com/gosam & visit VaynerMedia at http://www.vaynermedia.com.

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Super Bowl XLIV is a mere memory now. Faint echoes of “Who Dat” ring in our ears. We’ve seen a Brees blow through and we’ve seen the burning Bush. For fans, the season is over and we’re wondering what to do on Sunday afternoons. We could relive the season by watching games of our favorite teams on DVD but it just doesn’t hold the same magic. We could spend our days anticipating the draft or go on a hot wing fast in defiance of another season ending. We could turn our attention to other sports but football is football.

However, the end of a season often means the end of a pro player’s football life. Often, the end comes sooner than later due to an injury or just being cut from the roster. Other players, after a long and illustrious career, decide to hang up their helmet to preserve the remaining strength of their bodies.

What happens to any one of the 1,900 players once the NFL spotlight party ends, and they’re just a “regular” person?

How do their bodies cope from the myriad of hard hits they gave and received during their career?

Does a metamorphosis take place in their attitude toward winning, or does that same intensity and self-confidence translate into the corporate or entrepreneurial world?

According to Bob LaMonte, author of Winning the NFL Way, “Within five years of leaving the league, 75% of NFL players end up either broke, divorced, or unemployed.” Sad statistic and I don’t want to believe it. But, alas, it doesn’t mean it’s not true. Many are addicted to painkillers, alcohol, or drugs, and facing bankruptcy and depression. Many players whose sole identity is wrapped up in being in the spotlight will have a difficult time adjusting to an everyday life of anonymity. One former player likens it to going from CEO, back to the mailroom.

Fred Vinson, former Cornerback for the Green Bay Packers states, “If you don’t have a strong self-identity before the NFL, you’ll have a harder time establishing one afterward.”

In 1956, to help aid the transition, the NFL established the NFL Players Association, a union to assure that the rights of players are protected. The Player Development division of each team encourages players to start businesses of their own, even during playing years. The program focuses on four primary programs: Continuing Education, Financial Education, Career Internships, and Player Assistance Services. Players are encouraged to invest and plan well for their 40-year post-football life.

For every story of post-football defeat, there are many more success stories. If you browse NFL profiles on LinkedIn, Prolebrity, or Google, you’ll see just how many former players are translating their winning attitude and work ethics into victorious combinations in business and life. The same self-confidence that helped them excel as pro players now helps them excel in their careers.

A lot of the former players I communicate with manifest that same exuberant passion for their current position in life; whether it’s financial services, non-profits, web design/SEO, or promoting their kicking school. To combat the beatings their bodies took during football, they maintain the relentless pursuit of muscular, strong bodies and healthy lifestyles. The defining difference between floundering former players and successful former players is attitude. Attitude is everything and it’s a choice we all make a million times a day…everyday.

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Michelle Hill, owner of Winning Proof, writes press releases, blog posts, brochures, and website content for fitness and sports-related companies. Her mission is to help fitness professionals and athletes achieve a greater level of success in their entrepreneurial endeavors with her writing expertise. Feel free to learn more and connect with her here.

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About Michelle Hill

Michelle Hill, the Strong Copy Quarterback for Winning Proof, is a sports and fitness copywriter. My mission is to help pro athletes, coaches, and sports agents increase their success score in their entrepreneurial endeavors with my writing expertise and creative turn of mind.I write website content, client letters, media pitch letters, sponsorship proposals, and brochures for sports-related companies. www.winningproof.com

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(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.

There are also those who’ve weathered the storm but in the process have lost endorsements, served suspensions, and dealt with significant damage to their reputations. But, they came back –and arguably, stronger than ever; Kobe Bryant, Ray Lewis, Michael Phelps, Charles Barkley, Jason Giambi, and Andy Pettite, among many others have all recovered.

So how do you overcome the white-hot spotlight of the media when you are in crisis? How do you eventually win back endorsement deals, fan approval, the media, and the court of public opinion?

The road through what I call “Reputation Rehab” is not easy. But it begins and ends with one thing – a sound and strategic communications plan. Do it right and you’re on the road to recovery faster. Get it wrong and you can kiss sponsorship deals, contract renewals, and post-career opportunities goodbye.

As an athlete, you understand preparation is key. You prepare for every game by studying film, practicing hard, attending meetings, developing the game plan, etc. The same must be done when it comes to managing your reputation. You start by having a solid communications strategy in place BEFORE you embark upon anything and everything you do. Here’s the key: your lawyer, agent, publicist, etc., cannot do this on his / her  own. They are not qualified. That strategy MUST be developed in conjunction with a true PR strategist, a person or team skilled in this arena.

Also, make sure you are properly (and consistently) media trained in how to handle both social and traditional media. As a public figure in the spotlight, you have to understand how to work with media and that everyone involved has a job to do.  With social media, you can avoid mistakes on a basic level by being responsible and thinking before you “tweet” or post a status update.

Build a significant bank of goodwill with the media, the public, and your fan base from the outset and do the right thing all the time. It will help tremendously when reputation or sponsorship damaging issues confront you.

When you are faced with controversy, huddle with your strategic communications and legal team immediately, lay out the clear message that everyone on your team will communicate, tweak your plan accordingly, and then go face the controversy head on. Own your level of responsibility, be accountable for your actions and be sincere. Your message must be consistent. You must be human, believable and real. If you can avoid it, do not have your agent or lawyer speaking on your behalf. It’s not authentic, it’s not believable, and you will start to quickly see the court of public opinion swing in the wrong direction.

Do not “spin.” Managing an athlete’s reputation in the court of public opinion is not about “spin.”

When you spin you don’t win.

Save that for the politicians and their scandals. We’re talking sports here and in this world it’s about accountability, ownership, telling your story and making sure the story is balanced. When you’re honest – no matter how painful – you have a much better chance of getting your key stakeholders to stand by you and forgive you. When you run, hide or lie, it’s over. The speed of the recovery depends on the strategic communications plan put in place and how well it is executed. An experienced team of PR pros and a sound communications strategy is your best bet.

Success in sports is achieved through solid game planning. The same holds true when it comes to managing your reputation and image. Prepare, plan and execute. Your long-term career depends on it.

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Wesley Mallette is Co-Founder and CEO of Comment Communications (formerly known as Elevation Sports & Entertainment) a strategic communications firm specializing in media training, crisis communications and broadcast training for athletes and sports executives.  A former Division I football player and decathlete, Mallette has led communications efforts for some of the world’s finest brands including MTV Networks, Black Entertainment Television, and Limited Brands, Inc. (Victoria’s Secret, Bath & Body Works).   For more information about Mallette and Comment Communications, please visit here.

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About Lewis Howes

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It’s no surprise professional athletes are using social media sites like Twitter, Facebook, and even Ustream everyday.  Being an ex pro athlete myself (even on a smaller scale than the NFL) I loved connecting with my fans before and after games.

I had my regular group of fans that would come down by the field and say hi after every game.  If I would have had Twitter back then, it would have given me a great opportunity to thank them online, and get them excited about the next game.

Although I didn’t know how important building a personal brand online was during my playing days, I definitely see the value of it now for helping me achieve a number of my professional goals.

Want to know why pro athletes should be building their personal brand online and how they should be doing it?  Then make sure you check out this video where I interview Dan Schawbel of Personal Branding Blog to learn more.

What ways do you see pro athletes using social media the right way?  How are some using it the wrong way?  More importantly, how does it make you feel when you see a high profile athlete doing things “right” or “wrong” online?

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About Lewis Howes

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Let me start by saying that LeBron James is doing just fine for himself. LeBron can pretty much do whatever he wants (e.g. get dunked on at his own camp and confiscate the video, walk off the court without shaking hands after losing the Eastern conference finals, back out of the Slam Dunk Competition) and people will still love him. The LBJ brand is very much intact and thriving. The man has tons of endorsements. However, is “doing just fine” good enough for the most exciting and athletic player in the game right now? LeBron has never settled for “just fine,” so why start now?

That’s not to say that LeBron James owes us anything. His play on the court is an absolute spectacle. I’ve never seen anyone like him. He’s exciting, unselfish, and completely dynamic. So, whatever LBJ chooses to do is up to him. All I’m saying is, I think LeBron could take it up another notch. I can’t imagine the kind of pressure on an athlete like LeBron James is under. But he’s chosen the path of greatness, a lot is expected of great people.

Slam Dunk Contest

Did you see LeBron throwing those dunks down in the All-Star Game? Wow! As impressive as they were, all I could think about is that I wish he would have pulled them out Saturday night during the Dunk Contest.

I’m calling out LeBron. Last year, during the 2009 Slam Dunk Contest, LBJ said he was putting his name in for the 2010 competition. For nearly a year, we anticipated LeBron’s performance in this year’s contest. What would he pull out of his bag of tricks? Then, in January, LBJ announced he would not participate.

I can’t say I was surprised, but I was definitely disappointed. I don’t think anyone knows for sure why LeBron decided not to stick with the competition (complicated entry form, anybody?), nor did anyone make too much of a big deal about it. It’s possible LBJ thought he couldn’t live up to expectations, that if he entered and lost the Slam Dunk Contest, he would lose some of his aura and give the haters more fuel. I know the argument, that LeBron has far more to lose than to gain from participating in the Slam Dunk Contest, but I don’t buy it.

LBJ is the most athletic person I’ve ever seen, and the other night, during the All Star Game, he pulled out the dunks we all wish we’d seen the night before. No offense to Gerald Wallace, Shannon Brown, and even Nate Robinson, but you guys just don’t cut it. Everyone in the world wants to see a Slam Dunk Contest featuring Lebron James (and D-Wade and Dwight Howard). So, let’s see it in 2011, LBJ. No excuses.

Online Presence

This about says it all:

LeBronJames.com is a parked GoDaddy.com site.

Twitter.com/LeBronJames is an inactive account with 7,000 followers.

While Facebook.com/LeBronJames has 1.6 million fans, the last post was nearly four months ago, and LeBron clearly doesn’t run the page. So, he has 1.6 million fans, and that’s with close to zero involvement!

In a world where athletes are getting involved with social media, producing content, and interacting with fans, some of the biggest stars (e.g. LeBron, Kobe, Tiger, Peyton) are absent. As I mentioned earlier, LeBron has no responsibility to any of us to do anything apart from what he feels like doing. But if he truly wants to become the greatest, most memorable and likable athlete ever, social media can be his friend. LeBron has 1.6 million fans on Facebook, with little involvement. Imagine where he could be were he actually interacting and producing content.

Sports’ superstars often hide behind a curtain. Tiger Woods, for example, was one of the most private athletes in our world until it was discovered he was cheating on his wife with several mistresses (so, maybe for good reason). LeBron has a chance to change that stereotype. He has the opportunity to become the most beloved athlete of all time, yet he’s passing it up.

Conclusion

The sports world has been forever changed by social media. Fifteen years ago, when Michael Jordan was dominating the basketball scene and signing endorsement deals, he was doing all he could really, for his brand. Now, we live in a world where athletes can take it to the next level, by utilizing the Internet to create their own content and connect with their fans. LeBron James has a chance to be the best ever on the court. He gets better every year, and pretty soon there will be no way to argue whether or not he’s the best in the game (I don’t see how you can argue it now). He’s incredibly charismatic and likable (as opposed to a certain superstar who rocks the purple and gold). But if LBJ wants to be a truly revolutionary athlete, the most beloved of all time, he needs to be doing even more.

LBJ, we need to see you in the Dunk Contest next year. And you need to start utilizing social media. There is no reason not to. With just a little extra work, you can propel your fame to heights we’ve never seen, you can truly connect with your fans, and to be perfectly honest, you can command more money. I absolutely love what you do, I’m a huge fan (borderline fanboy) but  please think about it, because you’re missing a massive opportunity.

What do you think about LeBron James? Were you disappointed that he dropped out of the Slam Dunk Contest? Would you like to see him utilizing social media? Do you think he’s doing enough?

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Image by Aaron Frutman

About Sam Taggart

Sam is a Creative Strategist for VaynerMedia, a social media agency based in New York City. Sam previously worked as an Account Executive for the New York Jets as well as the New Jersey Nets and spent time working with former NBA player Jalen Rose as well as NFL safety Kerry Rhodes. He now focuses on creative strategy across VaynerMedia's portfolio. You can follow Sam at http://twitter.com/gosam & visit VaynerMedia at http://www.vaynermedia.com.

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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.

That’s the people portion of Super Bowl advertising. There’s the business side that pays big dollars to get noticed during the most popular sports event of the year. How they deliver their messages can enhance or break their brands.

Among the most discussed people during the weeks leading up to the Super Bowl isn’t even playing, and yet his image is being bantered among fans and foes alike. Former University of Florida quarterback, Tim Tebow, is slated to appear in a commercial for the conservative Christian group, Focus on the Family, during the National Football League’s grand finale. There is a huge uproar from pro-choice groups over the scheduled airing of a commercial that preaches the opposite. Will this damage Tebow’s brand going forward? Will it affect the opinions or actions of NFL teams that want to draft him?

To be sure, controversy is not new to paid advertising, but it seldom, if ever, surfaces during an event that’s known for its cutting-edge creativity and humor-infused breaks. This year it seems to be playing an extra period:

Audi’s scheduled Super Bowl commercial is attracting criticism for its message that conjures up memories of Nazi Germany. The German luxury automaker produced commercials that feature the “Green Police” – people who don forest green officers’ uniforms and provide tips about saving energy. The controversy lies in the historical meaning of The Green Police. A group by the same name referred to the German Order Police, which housed a battalion that was instrumental in sending Jews, Poles and Gypsies to concentration camps during World War II, according to the Jewish Virtual Library.

Not to be forgotten among the controversial messages are those that didn’t make the cut. Gay dating website Mancrunch.com’s 30-second commercial was reportedly not approved by CBS, the network that will broadcast this year’s Super Bowl.

All of these messages, whether approved for air or not, communicate personalities of people, products and businesses. Will the misguided message of Audi affect the way people perceive the automaker’s brand and thus, sales? Will Tebow’s draft stock change because he’s willing to speak publicly about an emotionally charged topic? Has CBS set a double standard by approving the Focus on the Family ad and not Mancrunch? What makes a commercial too controversial or risqué for air?

Some of the answers to those questions lie in the opinions of viewers. Before hitting the “send” button with language and creative’s for these ads, however, I trust that each person and organization considered the benefits and potential ramifications of their messages. It drives their public images and brands not just during the game, but also for days and weeks to come.

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About Gail Sideman

Twenty years of public relations experience, including 10 in NCAA Division I sports information during which she received national awards for her work, have helped Gail Sideman emerge as a nationally-respected publicity professional in sports, social media and publishing. She is also a veteran support staffer of sports television crews for events that include the NFL, NBA, MLB, NCAA regular and postseason and others. You may learn more information about Sideman's business at www.publiside.com or follow her at www.twitter.com/PUBLISIDE and www.facebook.com/gail.sideman.

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