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

It Takes More Than Balls To Achieve PR Success In Sports is a post from: Lewis Howes

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

Sports Public Relations Critical to Athlete Playbook is a post from: Lewis Howes

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

Getting Past Bertha: The Rules of Gatekeeper Engagement in Sales is a post from: Lewis Howes

Last week Antonio Ramirez wrote in from Mexico to ask what the best arguments were for convincing players to participate in a social program.

It’s a great question, and in Antonio’s case, for a great cause. Childhood obesity is quickly becoming an epidemic in Mexico, particularly surrounding low income areas and schools. And he’s looking to get a few futbol (soccer) players to be ambassadors for a program to inspire/lead these kids.

Certainly the kids would love if athletes would take time out of their day to visit a couple of times during the semester, but I’m certain there are people with more experience in philanthropic endeavors far more qualified to answer that question than me.
So, I’ll take a different approach and give Antonio (and all of you) my best advice on how to get athletes to participate in social media, which can still empower and inspire not only local kids, but anyone who wants to follow them. Ah, the power of social media.

Why?

It’s All About the Story

First, tell a compelling story, very similar to the one Antonio told Lewis. Athletes won’t be compelled to participate, much less to help if you don’t give them a damn good reason.

As a quick aside, here are two things I do know about philanthropic efforts:

1.) Don’t make the problem seem insurmountable. Define it such that someone knows their contribution will make a difference.

2.) Pick out one person. Find one overweight kid and highlight him. He resonates; people identify more with one person than the entire group. See above.

Now that you’ve told a compelling story, it’s important to remember that chances are these athletes are important people, at least they think they are. And you can bet your ass they’re asking what’s in it for me.

3 Reasons Athletes Should Use Social Media

Here are three arguments you can make that will work every time:

1.) At some point your professional career is going to be over. One of these days your body won’t be physically capable of doing what it could when you were 24. If you’ve saved your earnings you might live a nice, comfortable, quiet life. But having lived in the spotlight all your life is that really want you want? To ride off into the sunset? (Note – If they haven’t been in the spotlight, having a kick ass personality in social media is one way to get there.)

Being active in social media maintains your relevancy long after your sports career is over. Look at Shaquille O’Neal. His best days are behind him, but that didn’t stop over 2 million people from following him on Twitter. You think that even after he’s done playing he can’t leverage that following for more sponsorship dollars? For a goofy television show? Think again.

2.) You know how hard sending a tweet is? About as hard as writing a text message. Yeah, no excuses. Your fans want to connect with you. They love what you do on the court, but they want to know what you do off of it, what goes through your head during games, who you hang with, what team you play with in Madden ’10.

Being involved in social media a great way to increase your humanize yourself and increase your brand affinity. Oh, you didn’t think of yourself as a brand? Well there was your first mistake. Chad OchoCinco was an average wide receiver last year, but fans are still buying his jersey like crazy. Why? Because he’s got a shtick, and because fans can witness it because he provides them that opportunity via social media platforms: Twitter, video, etc.

3.) You can only sign one autograph at a time. You answer post-game questions on the spot when they’re asked. The media can see you out with a friend and tomorrow’s tabloid will say you’re cheating on your wife. Did you know that social media gives you the power to influence, facilitate, and protect your brand on your terms?

Instead of one autograph at a time you can take 15 seconds to send a tweet out to all of your fans at once thanking them for their attendance, their support, whatever. You can say what you want to say post-game on YouTube, in a blog post. You can sit down and craft the message you want to convey, not what you were forced to come up with on the spot with a microphone shoved in your face. And finally, you can clear up all the BS by setting your story straight on the platform of your choice.

If you take the time to tell a compelling story and then explain these three simple reasons, there’s no way an athlete will refuse to participate in social media; not if they ‘get it.’

And from there, the sky’s the limit. Can you imagine soccer players in Mexico writing blog posts, posting videos or tweeting about their workouts, their elaborate diets, how hard they practice? It’s not foolish to think that the youth in Mexico would follow these athletes, and start trying to prevent obesity.

It’s tough to tackle such a complex topic in 900 words, but I hope I answered your question Antonio, at least to some extent, and I hope I gave all of you some solid reasons to convince athletes to participate in social media. Unfortunately they’re not having the impact they could/should have. At least not yet!

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image by frank_z

3 Reasons Athletes Should Use Social Media is a post from: Lewis Howes

How Twitter Gives Fans Free Access to Games (& Why Ochocinco is Brilliant) is a post from: Lewis Howes

Sports Networker needs your vote!  We submitted to conduct a panel at SxSW next year to talk about how social media is changing the sports world.  We all know the sports industry is behind the times on using new media, however, it seems as though teams and companies are starting to see the value. In this panel I will address with some of the leading sports social media experts how pro athletes, teams, and fans can use social media for better interaction, and how the business of sport will change forever.  Some of the questions we will be answering will be:

1. How can teams/pro athletes better connect with fans online?

2.  How can teams find their audience and increase sponsorship dollars?

3.  What privacy issues do teams and players face by exposing their thoughts online?

4.  What are the newest online technologies that can track ROI for teams?

5.  How can sports agencies and management/marketing firms best utilize online tools to build their business?

6.  Should pro athletes be completely transparent and blog about the team?

7.  Should pro athletes be using twitter and facebook to promote their brand?

8.  What can entire leagues do to better embrace new media?

9.  Should all athletes use twitter, or is it hurting more than helping?

10. How can you use new media to get a job in the sports industry?

How can you help?  Well, over 2,000 panel topics have been submitted and there is a voting process to see which ones get picked.  We need you to go here, register, click the “thumbs up” button and leave a comment below the post.  Both your vote and  comments will be important as they play into the decision of them choosing the panel.

As a site, we have continued to be your leader in covering a variety of topics in the sports industry, and one of our main topics is social media in the sports industry.  Thanks for supporting this SportsNetworker.com and we look forward to your votes!

SXSW Panel on Sports and Social Media: Need Your Vote! is a post from: Lewis Howes

In roughly four months, Bob Ruxin and I will be releasing a new book: An Athlete’s Guide to Agents, 5^th Edition.  The book will cover everything from NCAA rules and regulations to turning pro early…and it even discusses the agent selection process.  That process is not a one-way street.  The principal is the athlete, who has control over his agent; however, the agent also has to agree to represent the athlete.

Athletes are often asked, “What influenced you to pick the particular agent/agency you chose for contractual and/or marketing representation,” but a question that is rarely asked of an agent is, “Why did you choose to recruit that particular player to be your client?”  Some agents, especially those first starting on their own, do not have the luxury of being picky.  But once an agent has a firm client-base, he is not going to go after twenty players in all fifty states.

An Agents Guide To Athletes is a post from: Lewis Howes

Peter Robert Casey, a fellow Sports Networker member who recently attended the Sports Networker NYC event has been getting a lot of attention online at mashable, Brian Solis, the St. John’s site (along with many others) for his recent “acceptance in the press” credentials he has received because of his powerful Twitter presence. Let’s just say, as a social media sports community that we are extremely proud of him for leading the way into this new opportunity.

Casey, according to the press release, is currently among the Top 10 most-followed basketball-related users on Twitter. The Brooklyn, N.Y., native and Bronx resident trails only NBA superstar Shaquille O’Neal of the Cleveland Cavaliers, Dwight Howard of the Orlando Magic, the Los Angeles Lakers, University of Kentucky coach John Calipari, Chris Bosh of the Toronto Raptors, Charlie Villanueva of the Detroit Pistons and a few others among those associated with professional, collegiate and youth basketball. Casey is, by far, the most-followed basketball-related individual who is not a professional basketball player, team or coach.

Casey’s arrangement with St. John’s Athletics is as an independent, credentialed Twitter micro-blogger, which will allow him to use his access to take St. John’s basketball from his behind-the-scenes vantage point directly to hoops fans worldwide, and in real time via Twitter. Casey currently brings a broad-based perspective on all things basketball to his massive following on Twitter, distributing links to news items, event coverage and feature stories, while providing an interactive forum for discussion and conversation. Through Twitter, fans of St. John’s basketball and the basketball community as a whole will be able to chat with Casey during live action – about the game, athletes, coaches, strategy, atmosphere or any topic that comes to mind.

We are all really excited about this opportuny for Peter, and look forward to watching his live tweets courtside this season!  Follow Peter on Twitter here.

Do you think more teams will start giving bloggers and power twitter users press passes to tweet or blog live at the games?  How many followers should one have until they are considered for a press pass?

How To Land A Sports Press Pass Using Twitter is a post from: Lewis Howes

Southeastern Conference associate commissioner for media relations, Charles Bloom, has had better weeks. Actually, so has everyone in the SEC offices in Birmingham, Ala.

Just days after a conference ticket policy went into place, the SEC began to receive unprecedented criticism from season ticket holders at its 12 member schools to media nationwide. The primary complaint stemmed from language that when taken at face value, said that fans could not share their game experiences via social media – Twitter, Facebook and other outlets on which people like to post photos and comments during games. The league, which had signed an exclusive, lucrative, broadcast contract with ESPN and CBS in August 2008, that would take effect with the 2009-2010 sports season, was accused of prioritizing corporate dollars en route to disrespecting its fans.

“”We never intended to cut off social media in our stadiums,” Bloom said. “It was the language that was misleading.”

According to Bloom, who has deep roots within the SEC, having held sports information positions at member schools and at the Conference office since the late 1980s, the original ticket policy focused on the protection of video and photo rights.

“Our objective was to not flood the market with unlicensed video,” Bloom said. “Since this was a first-of-its-kind document for us, we relied heavily on information from other like documents, and those were very restrictive.”

“This a classic battle of PR versus legal and financial decisions. I think where we landed was a good middle ground for everyone.”

Upon further review, the SEC released a revised ticket policy. Unfortunately, by the time they put red pen to legal papers, the league had been dealt a big public relations blow with blog posts including Mashable, and stories in the New York Times and on CNN.com Live, shared among thousands.

Even after the SEC announced that a revision would be released, Bloom and his colleagues did their best to stop the PR bloodletting.

“As a PR professional, one of my main objectives is to obtain as much positive coverage on the league as possible,” Bloom said. “That is done various ways and sometimes you have to balance that by making unpopular decisions that in the end, benefits the league. Even after all is said and done, we will continue to accept comments and feedback.”

Bloom said that although each school had to sign off on the initial policy prior to making it public, the blaze of criticism took those not in the know about the impact of social media, by surprise. They didn’t realize that by telling fans they could not share photos and experiences via these widely viewed online portals, they would make fans believe they were less than valuable to the league.

That’s not to say that Bloom, who is @SECSportsUpdate on Twitter and has a Fan Page on Facebook didn’t learn something in the face of the publicity crisis.

“I was surprised with how quick and viral the issue became on social media,” Bloom said. “It was an amazing exercise for me and showed how important social media will become in our communications strategy.”

The SEC is using old-fashioned media relations to help ease the wounds of its mistakes as it continues to answer questions about its ticket and media policies.

“Through all of this, we have done our best to return every phone call and email possible on the subject.  That’s been our tactic because we have heard from so many,” Bloom said. “We did not issue a press release on the revision – we put it on Twitter and used our PR contacts to help spread the word.

“Social media will grow in the future. It may be in our best interest to have someone on our staff who is exclusively devoted to it – hopefully that will come one day.”

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Gail Sideman assisted the SEC to communicate the value of its fans to the league and in the communication of its revised policy.

Photo Credits: Social Media ;  SEC

SEC Caught in PR Firestorm Over Social Media Policy is a post from: Lewis Howes

Perception is reality I am told and recently sports sponsorship has taken it on the chin. Do we need to rehabilitate our image and if so, how?  Some have suggested we should change the terms we use to describe our practice.  Is this managing perception or folding in the face of uninformed critics?   Jason Peck had a spirited discussion on the topic a while back on his blog.  With that in mind, I thought it would be a decent enough time to take a look at a few of the terms we use day in and day out while networking in the biz. 

• Need – I hear a lot of people confuse charity with sponsorship in a way that screams desperation.  ”We need sponsorship.” Not to sound cold or corporate, but “need” should be removed from the sponsorship lexicon. Sponsorship is a business decision, not a philanthropic one.
• Levels – Sponsorship levels.  Don’t get me started. You’ve got certain assets, both tangible and intangible and the collection of them (and how the sponsor uses them) in a customized way is what makes them valuable to that particular sponsor. Want to commodotize your sponsorships?  Throw in some levels. Leveling should be left to bull dozers.
• Sponsorship – Partnership is in vogue, but in my opinion something more specific is needed and running from a practice (and term) that has helped to build brands with unparalleled success is not the answer. As an industry, what is our brand?
• Official – As opposed to the “unofficial” I suppose?
• Category Exclusive – You mean.. category exclusive until the property creates new categories.
• Ambush – You mean you didn’t do anything with your sponsorship and someone else came along and did – spending a lot less money doing it. Properties vigilantly protect rights + sponsors activate = ambush is irrelevant.
• Hospitality – Wikipedia refers to this as “the relationship process between a guest and a host, and it also refers to the act or practice of being hospitable, that is, the reception and entertainment of guests, visitors, or strangers, with liberality and goodwill.”  We’ve also heard corporate entertainment, luxury suites, etc. In today’s environment, stealth marketing? What’s the term you use?

• Signage – Everyone uses the term signage, but nobody likes to think of sponsorship as “signs.”  In comes, sponsor visibility, awareness opportunities and branding. Ultimately, this one really depends on what you’re looking for and how you use it. Signage is still a viable tactic for name awareness and call to action. Just don’t confuse it with the activation… which leads us to..
• Activation – Some people call it leverage. I call it what the heck are you going to do with your sponsorship. Like buying media space and not running an ad. Sometimes when things work out right, properties provide the right benefits that grease the wheels of the sponsor’s activation plan.
• Media/Social Media – Shouldn’t all media be social in this day and age?  Is social media really it’s own breed like many properties are treating it? Fine maybe it is, but should it be? TV, radio, print and the internet should be one virtuous circle that emphasizes the sponsor’s raison d’etre… there.
• Recap – The annual recap. I get it.. measurement is important, but how about something a little more real time since we do have modern tools like smoke, the telephone and internet at our disposal. I also like “wrap-up report” and there’s always the sponsorship asset delivery recap or sponsorship fulfillment assessment.  I’m not making these up. Fun Fun.
• Renewal - commonly referred to as renegotiation or blame session.  This is the part where the sponsor blames the property (for what they didn’t do with the sponsorship), in order to reduce the renewal price or get out of the deal altogether.  Or ideally – and if it’s a true “partnership” – both parties are looking for ways to build on the positive outcomes the sponsorship received.

I’m not a linguist, but I do know that there are a lot of properties that are using different words to say pretty much the same exact thing.  Semantics? Perhaps. But if everyone’s speaking a different language there is probably some logical reason why, no? After all, “it’s not what you say, it’s how you say it.” In which case, how do you say it? More importantly, how should we (collectively) say it?

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Photo Credit via flickr: Text

How is Your Sponsorship Program? is a post from: Lewis Howes