How to Prepare PR Professionals for the
Dennis Rodman's and Michael Irvin's of Sports

In sports, winning isn't the goal, it's the EXPECTATION. In order to succeed, the team must expect to win and prepare accordingly. It's this winning attitude that takes the players far. And when you're a winner or an unexpected loser, you're going to h ave to deal with the media. This means facing a variety of PR issues.

• Prevention is the KEY to avoiding PR disasters! To be prevention oriented, organizations must value members' character as much as their talent.
  • Remember, there is no 100% guarantee that a crisis can be prevented!
  • The Carolina Panthers' core values helped them get to the AFL Western Division Playoff game in their second year of existence.

• Seven Upfront Survival Skills for the PR Professional:
  • Don't be satisfied being the cleanup team: try to position yourself/ department to offer insight into ramifications of decisions (before they're made).
  • Be prevention oriented by applying a "vigilant thinking" approach to the inevitable crises. Look inside and outside of your organization for signs of trouble.
  • Be prepared to clean up. Have a comprehensive crisis plan (if representing a corporation or. team), and customize the plan to match your specific needs.
  • Start with sound strategy then follow-up with response tactics. It's easy to get swallowed up by tactics and miss the big picture.
  • Do what you can to build a well of good will with your primary publics in advance. You'll probably have to draw from that well.
  • Do everything you can to retain power by establishing yourself/ department/ company as the primary source of accurate, up-to-date information.
  • Provide appropriate media training in advance of your next crisis.

• Dealing with the true weirdo's vs. those who do weird things once in a while. There is consistently disruptive behavior vs. a single situation involving a personality that allows the media to have a field day. The organization must be prepared to d eal with both.
  • Dennis Rodman fined $25,000, suspended at least 11 games, and ordered to undergo psychiatric evaluation after kicking a camera man in the groin.
  • Oksana Baiul charged with reckless endangerment and driving under the influence after the 19 year old figure skater's car skidded into a ditch.

• Practical crisis response tips:
  • Document everything.
  • Have a reserve budget to draw on in times of crisis (i.e., staff overtime, etc.).
  • Have a pre-approved list of outside resources to call upon if necessary (with access numbers 24 hr's. a day, 7 days a week).
  • Anticipate and prepare for ripple effects.
  • Don't rely on titles; rely on talent when naming members of your crisis team.
  • Make sure your Crisis Plan is easy to find, understand and use. (If it's in someone's head, is locked in someone's desk, or reads like an encyclopedia, it's worthless)!
  • If you have a morals clause, be prepared to use it.

• Conclusion: "No person is rich enough to buy back his past; a shattered reputation leaves little to rebuild." This is true for both people and organization, and is extremely costly!