I’ve recently seen several people say they would like to see the meaning of PR change from public relations to people relations. Whatever you call it, teams and athletes are better for using it in their professional arsenals.

As we take in the U.S.(tennis) Open these next two weeks, we’re reminded of the added value that “up close and personal” provides between athletes and fans. After most matches at the USTA Billy Jean King National Tennis Center in Flushing Meadows, N.Y., you will find players stop to sign large tennis balls, programs and tickets for fans who gather near practice and in the front rows of match courts. A few years ago, the United States Tennis Association instituted a tradition that asks winners of each match in all rounds sign three new tennis balls and swat them into the stands. Fans hoot and holler at players so that they might hit balls their way. At a time when it’s tough to find big-name football, basketball and baseball players sign anything unless there’s a fee involved, professional tennis players seem to sincerely enjoy the 30 seconds it takes for them to connect with their fans in ways other sports cannot.

Golf is another sport that finds its athletes more open to fan engagement by signing tickets, caps and in at year’s PGA Championship, golf balls.

“This helps sports like tennis and golf, possibly because they are individual sports, not a team sports, which helps to connect athletes with fans personally,” said Ryan Knapp, PR Director at the National Premier Soccer League. “Anytime there is autograph signing and interaction between athletes and fans it’s a benefit, but only if it is genuine. If it’s forced, there is no benefit.”

Knapp said one exception is when tennis pros launch the post-match balls into the stands.

“I think that’s pretty cool actually, but the benefit? Someone gets a cool signed ball and tells a story,” Knapp said. “It’s unique to the Open. If every sport had its athletes sign balls and launch them in the stands, I don’t think it would be as effective.”

Among the best signers in these sports that come to mind: Andy Roddick (tennis), Serena Williams and Venus Williams (tennis), Phil Mickelson (golf), Hunter Mahan (golf). I know there are others, so please feel free to add those you know who spend their own time signing for fans.

I can also tell you that having worked with Dick Vitale for ESPN and ABC Sports broadcasts, he signs as many autographs as time allows at the dozens of venues where he provides basketball analysis. Many years ago, I also had to drag former U.S. Gymnastics Olympian, Bart Conner, from a throng of fans for whom he spent at least 20 minutes after a telecasts because he had another commitment. These are people who won fans throughout their sports careers and grew those fan bases when they switched to broadcasting just because they took extra time to interact, face-to-face. It’s “person relations” that promotes stories and often endears fans for lifetimes.

Photo Credits: Tennis Ball ; Autograph

We’ve heard the words “public relations” tossed around quite a bit this summer, particularly when an athlete or coach scrambles to save face after behaving badly. My concern as someone who’s worked in sports PR in some shape or form for most of my professional life, is that I increasingly hear consumers talk about press conferences during which the accused attempts to set the record straight, as public relations spin zones.

You know the ones I’m talking about: University of Louisville basketball coach, Rick Pitino who is being extorted for millions of dollars after an affair earlier this decade; Plaxico Burress, a New York Giants wide receiver who recently plead guilty to weapons charges after he accidentally shot himself earlier this year and of course, Michael Vick, a previously heralded quarterback who spent 18 months in prison after bankrolling a dogfighting ring.

While it’s important to look at how sports interests handle themselves in the face of adversity, it’s important to dispel the myth that public relations is only for diverting attention away from a crisis.

Public relations, in its ideal existence, helps to provide audiences with information and knowledge they would not already enjoy.  It’s about communicating messages about an organization or individual that helps to shape that group’s image. It’s how people perceive you because of the relationships you’ve developed with them personally or professionally.

Sports public relations has had its challenges in the last two or three decades. Before technological advances in everything from desktop publishing to the way we produce audio and video, sports PR people were in the business of telling stories. People such as Lee Remmel, the Green Bay Packers longtime PR pro, Nick Vista a former sports information director at Michigan State and member of the CoSIDA (there are dozens more) are known for their ability to capture a room and most importantly, the ear of a reporter who would then tell those stories to audiences.

Today, there’s great responsibility among these professionals to have statistics updated, their media guides produced in the most sophisticated formats (today, most of it in html online so that information is up-to-the-minute) and managing producers of electronic productions, that there isn’t time to cull the best stories from off the field to show athletes and organizations in a positive light.

“The loss of the story telling is part of what’s missing in people’s lives now with all of our multi-tasking, social media updates and other responsibilities,” said Nick Gandy, the director of communications at the Florida Sport Foundation and former member of Florida State University’s sports information staff. “People don’t take the time to find out these stories and tell them, and it’s sad.

Gandy, who calls himself an old-timer who embraces new media, said that short attention spans are not good for sports PR, but thinks that new pros can learn old tricks if given the time and opportunity.

“Good stories don’t generate click-throughs, sells newspapers and draw viewers so we don’t get to talk as much about the good stories and the great things that athletes do as compared to the scandalous ones,” Gandy said. “I think if given the personnel and opportunity, more of the good things would come out and people would appreciate knowing about them.”

Suffice to say, the role of a PR professional in sports is a balancing act that can only benefit from having more people power to embrace the value of having an entire organization embrace old-fashioned public relations. That includes meeting on the same pages and hopefully, act accordingly, in addition to doing more than crisis communication.

Until that time comes, audiences will have to depend on us – those who learn of the great contributions that coaches and athletes make to our communities – to tell the stories.

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Photo Credits:  Public Relations ; Book

We all know who Bertha is.

She’s the ever-present Gatekeeper… the evil lord of the Decision-Maker’s precious  appointment book, telephone, and front door.  She eats unsuspecting sales reps for breakfast.  She’s been around the block, and knows what you’re up to.  You’re a Salesperson, and as far as she’s concerned, you’re the enemy.  She’s made up her mind; her boss’ office is the end zone, and she’s the entire Steelers front line.

When Bertha asks, “What is this regarding?”, we all know where she’s going.  She wants to get to the bottom of why you want to waste her boss’ time, and if she doesn’t get a satisfactory answer, you’re getting flushed like last night’s Taco Bell.

As a professional sales rep, it’s critical that you answer Bertha quickly and confidently. One hesitation – just one hint that leads her to believe you’re tentative, nervous, or don’t know your stuff – and you’re toast.

So Rule #1 of getting past Bertha is: Be Ready For Bertha.

Don’t count on your last-minute, off-the-cuff wit to pull you through; you must be prepared for questions like “What’s This Regarding?” and answer them with confidence.

(NOTE: Want to know my best responses to the question, “What’s This Regarding?”  Just E-mail me at bill@The800PoundGorilla.com with the words “BERTHA” in the subject line, and I’ll send ‘em right to you.)

Rule #2 is: Play Her Game.

This is her turf.  In order for you to win, she has to believe that SHE’S in control.  You won’t beat Bertha; your best bet is to win her over, which leads us to:

Rule #3: Treat Bertha Like She’s The Decision-Maker’s Best Friend.

You don’t know how much the Decision-Maker counts on Bertha to help him or her decide what to do.  Many bosses ask their assistants what they think about certain vendors or product lines.  They often ask their assistants questions like: “What’d you think of that person that just walked out the door?”  Most every Bertha has an opinion, and even though they may not take their advice, they listen to their responses, and it does influence the Decision-Makers’ thinking.

And if you can’t get past her, for whatever reason, employ

Rule #4: Figure Out When Bertha’s NOT There, and Call Then.

The best times to call are during “normal” lunch times, just before work hours begin (i.e., at 8:15 am if the day begins at 8:30), or just after normal work hours end.  Decision-Makers are often there early and stay late.

If you get Bertha’s voice mail, hit “0”, which usually transfers you up to the reception area, and ask the receptionist up front to transfer you to the Decision-Maker’s direct line, bypassing Bertha’s line.  (I use this tactic quite often.)

If none of these work, there’s also

Rule #5: Find Another Company Contact.

There may be someone else inside the company that can get you the access you need.  Call another extension, strike up a conversation with that person, and let them know that you’ve been trying to reach so-and-so, and wondered if they could help.

As I teach in every ticket sales training program I conduct with teams across the nation:  Sales is a game – play to win!

P.S.  If you’ve got a great response to “What’s This Regarding?”, send it to me at bill@The800PoundGorilla.com, and I’ll print it in a future Sports Networker column… and to learn more about my 3-day “Sales Dominance” program for sports ticket sales executives, click here.

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Photo Credits: Gatekeeper ; Phone