{"id":1015,"date":"2021-06-17T03:00:13","date_gmt":"2021-06-17T07:00:13","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/06\/17\/communication-gaffes-can-derail-sports-careers-so-dont-wing-it\/"},"modified":"2024-11-05T13:24:21","modified_gmt":"2024-11-05T18:24:21","slug":"communication-gaffes-can-derail-sports-careers-so-dont-wing-it","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/communication-gaffes-can-derail-sports-careers-so-dont-wing-it\/1015\/","title":{"rendered":"Communication Gaffes Can Derail Sports Careers, So Don&#8217;t Wing It"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Today\u2019s guest columnist is Barry Watkins, CEO of Clairvoyant\u00a0<a id=\"auto-tag_media\" href=\"https:\/\/www.sportico.com\/t\/media\/\" data-tag=\"media\">Media<\/a>\u00a0Strategies.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When I start any training session\u2014whether for a high-profile coach, superstar athlete, on-air television personality, general manager, CEO or member of a corporate staff\u2014I often say the same thing: You would never think about doing your job without ensuring you\u2019re fully prepared for what\u2019s in front of you. And yet, time and again, many people continue to wing it when it comes to one of the few areas that can immediately derail projects, reputations, even careers\u2014how they communicate with the media, the public and even their own employees.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There are countless examples showing how this approach can go wrong, and while some of the most noteworthy issues come from sports, lack of preparedness impacts anyone, across any industry. Houston Astros\u2019 owner Jim Crane made a horrible situation worse when he met the press to discuss the team\u2019s infamous cheating scandal. Longtime president of the Seattle Mariners Kevin Mather resigned after an appearance at a Rotary Club, where he made comments he would never have made to the press. NBC broadcaster Jeremy Roenick appeared on Barstool Sports and lost his job after saying things he wouldn\u2019t have thought of offering on-air. Former Houston Rockets GM Daryl Morey set off an international incident with a tweet. I could go on.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While each topic may be different, every one of these examples has certain things in common. Most of these individuals were very accomplished at their day jobs and took their work and responsibilities seriously. They didn\u2019t intend to create controversies, excuse bad behavior, insult people or lose their jobs. And they believed they had the skills, information and relationships to manage the circumstances they faced. In retrospect, they were wrong.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Given today\u2019s 24\/7, social media-driven environment, where every comment has the potential to become a global phenomenon and every issue seems to demand an instant reaction, professional training, where you gain the tools you need to stay in control of what you say and how you say it, has never been more important. In fact, it should be standard operating procedure for anyone who speaks to the media, has a public-facing position, or communicates with employees, period.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Think of a few scenarios.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u2014A baseball team hires a new manager. Did you know he or she will have approximately 400 mandatory media availabilities a year? There may be no one better on the planet at the X\u2019s and O\u2019s of game strategy, but has anyone prepared them to be the team\u2019s most visible spokesperson?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u2014Most owners, team presidents and\u00a0<a id=\"auto-tag_executives\" href=\"https:\/\/www.sportico.com\/t\/executives\/\" data-tag=\"executives\">executives<\/a>, general managers and broadcasters also speak on behalf of their organization\u2014to fans, employees, sponsors or media\u2014sometimes on a daily basis. They are experts at their businesses. But can you take the chance they\u2019re savvy enough to handle a slump, personnel issue, unruly fans or an off-the-field controversy\u2014every single time?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u2014Your company has lower-than-expected earnings. Does your president, CEO or CFO know how to tell your story? Stress long-term positives while blunting short-term negatives to analysts, media or stockholders?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u2014Your company has a major issue or controversial announcement. Is every facet of your organization from your executive team to the sales staff in sync on how you want to present your narrative? What about public-facing employees, such as your sales, customer or ticketing force? In today\u2019s world, every interaction is ripe to be exploited on social media, which is usually not complimentary. No one would ever play a game without practicing. The same holds true for anyone who interacts with your business\u2019 most important constituencies.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So how does professional training work and most important, what does it do?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019ll start with what it\u2019s not. It\u2019s not passive or conceptual. It\u2019s specific and practical about the particulars of your own situation, incorporating real world examples from your industry and beyond. It\u2019s not about being scared, defensive or tentative. It\u2019s about becoming fully prepared to not only participate, but control a process that can be enormously beneficial to you or your company, without getting tripped up by common and avoidable pitfalls. Through review, coaching and practice, you\u2019ll internalize specific, actionable tools to help you become effective in every interaction. You\u2019ll review the best style and presentation, while learning how to define your message and answer the question, \u201cWhat do I want my headline to be?\u201d You\u2019ll actively practice how to deliver your message most persuasively, incorporating the most powerful techniques and tools to help you bridge or block questions that might trip you up. And you\u2019ll study common pitfalls and go in-depth on both the value and dangers of social media.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Professional training is a specialty. While many organizations have strong communications staff to prepare their spokespeople for specific opportunities, they are often juggling a number of other responsibilities. Don\u2019t wing it. This is one area where it\u2019s worth finding experts and dedicating a few hours of your time. Professional training will give you the confidence and tools necessary to deliver your message effectively, build your brand, elevate your cause or promote your charity work. And it could save you and your organization a whole heap of trouble.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Watkins has 40 years of communications experience, including 35 years at the Madison Square Garden Company, where he led all aspects of the company\u2019s public strategy.\u00a0<\/em><em>Since 2018 he\u2019s been CEO of Clairvoyant Media Strategies, working with leading businesses, brands, executives and talent to help effectively deliver messages across several platforms.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You would never think about doing your job without ensuring you\u2019re fully prepared for what\u2019s in front of you. And yet, time and again, many people continue to wing it when it comes to one of the few areas that can immediately derail projects, reputations, even careers.<\/p>\n","protected":false},"author":7,"featured_media":1016,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3,13],"topics":[2],"class_list":["post-1015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","tag-sports-entertainment","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Communication Gaffes Can Derail Sports Careers, So Don&#039;t Wing It | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/communication-gaffes-can-derail-sports-careers-so-dont-wing-it\/1015\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Communication Gaffes Can Derail Sports Careers, So Don&#039;t Wing It\" \/>\n<meta property=\"og:description\" content=\"You would never think about doing your job without ensuring you\u2019re fully prepared for what\u2019s in front of you. 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