Image is Everything

In my last quarter of undergrad, I took a crisis communication class that ended up landing in the top 5 of the most interesting courses I ever took at Ohio State. This week, in one of my graduate classes, we discussed how crucial crisis communication is for a business. Any organization, no matter how big or small, must have a crisis communication strategy in place or else failure of that organization is imminent. In the last decade, we have seen some of the world's biggest corporations crumble, not because they messed up in their operations but because they failed to clearly communicate with their publics about what went wrong and what they are doing to correct the problem.

As I began reading the chapters and engaging in class discussion, I got to thinking: why aren't athletes trained in crisis communication, or at least surrounded by people who are?

Athletes are their own business. Each is branded based on their market value within the world of sports. This goes beyond endorsements to the image these figures present the fans and where they make these images fit the best. Like in business, there are those who are:

• Your typical small business in the wrong market either because of too many fish in a big pond or not having what it takes to stand out: any 7th round draft pick that gets cut before the season, only never to be picked up again or stuck in the UFL
• Your niche market: Joshua Cribbs, Daniel Gibson
• The up and coming businesses that will change the market: Kevin Durant, Blake Griffin, Peyton Hillis
• Your fad market: Allen Iverson
• Your sketchy market that sounds great in their sales pitch but really are out to scam you (like those check cashing places and Safe Auto): Ron Artest
• Your big businesses we love to love that really got their marketing campaign right: Shaq, Michael Jordan
• Your big businesses that got so big it was only a matter of time before their egos became too big for their markets: Tiger Woods, LeBron James

Each category is what makes the U.S. business moedl one of the world's most powerful and what determines athletes' positions in sports hierarchy. For both worlds, it's the one that usually fails in connecting with their publics that takes a bigger fall when a crisis occurs.

Let's first look at Tiger. The media has finally gotten over all his drama, for the most part. However, he is going to forever be a topic we'll hear about and think "oh no, why are we talking about him again." But he is a perfect example of an athlete who definitely did not know how to handle an image crisis. When Tiger came on the scene, he became one of the most fascinating athletes to walk this earth. If it wasn't for him, golf would undoubtedly still be an obscure topic to most Americans. He didn't just make himself America's hottest brand; he made the golf market relevant to the overall picture. People only started watching golf to see what Tiger would do. People that don't even golf would buy Nike golf products to look like Tiger. That is the goal every athlete wants: be the biggest and the best. Isn't that the same goal of business-people? Hmm..

If I had to compare Tiger to a billion-dollar corporation he is Enron. Before the whole scandal, I had no idea what Enron was all about. In fact, I didn't even know it existed, mostly because, at the time of its downfall, I was 13. But most people past a high school education would tell you they've heard of Enron. They could probably also tell you Enron was an energy company in Texas. That's where the knowledge of the company stops. It's a big mystery that was only cracked when scandal struck. The same goes for Tiger. Everyone knew Tiger was a biracial golfer that was freakishly good at the sport. But that's it. Every now and then there would be mention of his family, but, usually athletes and their families aren't hot topics in mainstream and celebrity news unless they have a unique angle.

Last year, Tiger found his angle.

I'm not going to re-summarize the story that's been summarized hundreds of times before; we all know what went down. But what is the most interesting part is not the situation but how long it took Tiger to face the public to talk about it. Even in his monotone apology three weeks after the Thanksgiving incident did he never come out and say exactly what went down.

Here was this person, invincible in our eyes, that, overnight, became one of the most hated people in the country. Enron was the same way. It was one of Forbes' most innovative companies, yet no one really knew what it did. All people needed to know about Tiger and Enron was that they were badasses in their business strategy. So when each fell, everyone was stumped and curious.

It really makes you think: how can we trust something we know so little about? Why do some of the most loved people end up being the most shady?


If I had to compare LeBron to a billion-dollar corporation, he is BP.

BP is one of the most notable and profitable businesses in the world, and, unlike Enron, most people could tell you some facts about BP and why they use them for fuel. LeBron is one of the most notable and profitable athletes in the world. Unlike Tiger, people could tell you all about his life story and why they love him. Within months of each other, BP and LeBron Inc. managed to go from these humble, yet massive market powerhouses we love and respect to these entities we love to hate. The key similarity between the two, besides the obvious letting-people-down thing, was that they ran from their disasters, instead of admitting they were wrong.

While the oil spill was terrible for the environment, the public might not have been so pissed at BP for letting this happen had the CEOs immediately apologized and said they were doing everything they can to fix the problem. Instead, they were off on a sailing trip, amongst other ritzy activities. LeBron leaving Cleveland was going to suck regardless. Not only were fans losing the biggest superstar in Cleveland sports history, but Northeast Ohio was about to lose its biggest economic stronghold (See video below).

Hastily made Cleveland Tourism video

The part about his decision that angers people the most was "The Decision." Like most educated people, I get business. I understand that in order to capitalize on your wealth, you need to go where you think you will get the highest return on your investment. Athletes are traded or sign contracts with different teams all the time; people change careers all the time. Sometimes, we lose co-workers we love because a better opportunity awaits. Sometimes, we lose our superstars for the same reason.

Another key similarity between LBJ Inc. and BP: they continue to make money off consumers, because we can't live without them. Everyone says they hate BP, but they'll still get gas there because they need it. Nobody likes LeBron except for fans of the Heat, but people need to know what will happen next. Interesting fact about the Heat/Celtics game was that the city with the most viewers behind Boston and Miami was Cleveland. We may not like LeBron, but we can't stop watching, just like the way we can't stop driving our cars. 

Whatever happened on the business side of basketball that made LeBron want to leave is still a complete mystery. All he had to do was issue a statement, maybe even a small press conference saying he was leaving and why he was leaving. Instead, he created a PR spectacle that was so ludicrous that it earned him twice as many haters as he would have had if "The Decision" never took place. Now, he wants to work with Nike and create a commercial basically telling Cavs fans "What do you want from me? I had fun but, oh well, I'm going to do what I want, I don't know why you are so mad."

Let me say this again:

IT IS NOT WHAT YOU DID IT IS HOW YOU DID IT! Stop pretending you are a good person when you have yet to admit the biggest mistake you have made in your career thus far. Maybe your choice wasn't necessarily the mistake but your method sure was and that is something Nike is not going to be able to fix for you.

That commercial was not image repair but image reaffirmation, that LBJ just doesn't get it.

If a person, famous or not, or an organization, big or small, is up front about their image rather than trying to hide it, less people will feel betrayed if an "oops" occurs. Also, waiting to react to a situation is a great way to lose respect. People don't like uncertainty. We must constantly be in the know about everything important to us. If we feel like we are being fooled, we need to know the truth. That's what crisis communication is: communicating the truth about mistakes, as fast as possible, and letting the audience know what is being done to rectify those mistakes.

Maybe athletes don't have PR representatives for crisis communication. Maybe this is because they are supposed to be people, not entities, and should know what to do in the event they mess up. But the truth is, they are entities. They are not just the people we see on the court, the field or the green. They are the apparel and the sports drinks they endorse. They are the movies and TV shows they make cameos in, the same way corporations use product placement for their brands. They make money off the consumer, not just their talent. 

The more these entities try to fake their images, or fail to admit their mistakes, the greater the reprucussions when the dirt comes out. Tiger ended up admitting his infidelity and apologizing, even if it was forced and totally unbelieveable. In the year since, he has yet to win a PGA tournament and his earnings have plummeted. Enron's top executives also apologized and were incarcerated. Following its bankruptcy, it never regained its position in the corporate world. BP, on the other hand, still remains in business, because we can't live without them, even if they never fully admitted their failure. LeBron also has yet to apologize to his fans and admit the way he humiliated them on national TV was wrong. Time will tell what happens to his career. But, to me, LeBron saying he still has a soul is like saying I don't drink for 14+ hours in Columbus for OSU gamedays. What's the point in trying to pretend you're something you're not?

Hey, don't forget the "little" guy!

Unless I am so exhausted I could sleep standing up, I have to fall asleep with the TV on. I'm probably not alone in this; having the TV on brings on an unexplainable comfort that doctors usually say is bad for children, but I think I turned out okay. As my interest in sports has grown, I usually turn on the late night version of SportsCenter, and last night was no different. Just as I entered that state right before sleep was about to set in, Stan and Neil started talking about how many people thought the Cleveland Cavaliers would cease to exist after the departure of LeBron James. I got to thinking "wow, they're going to finally mention how well the Cavs are doing in the preseason." It was too good to be true. Instead, they talked about the original 2011 Cavs calendar with LBJ on the cover and how he hasn't completely left the city yet. Then they went to talk about his performance with the Heat and all of his awesomeness.


Immediately, I woke up and actually had to turn the TV off. By now, I'm used to everyone disregarding the Cavs, but I have barely heard any mentions in the sports world outside of Cleveland how well they are actually doing. I know, it's just preseason, but everyone thought they were going to be horrible. While they are missing a superstar, one thing they've always done well, is work together. I was at the only preseason game they lost so far (go figure) and I was impressed how they played like LBJ never existed. They were nowhere near "best team ever" status, but they put on a show that was still so dynamic that it's gotten them to a 4-1 record.

From a media standpoint, I understand why the Heat are going to be the most-talked about team this season, but from a fan standpoint, I hate that the Heat are going to be the most-talked about team this season. But what agitates me more than the Heat is how much hierarchy exists within American sports; how a synchronized swim team can bring a school the most national championships out of any of its intercollegiate programs, yet barely get recognition because football is "better"; how a state can have seven Division 1 FBS teams but only one really matters; and how a professional basketball team is only as important as its number of superstars (times that by three and, congratulations, you won yourself a special section of ESPN).

Before I continue, I must make one thing clear: I am all for competition. If life didn't thrive on competition, we may avoid major problems like war, but, if it wasn't for competition, how would we ever form goals? How would this country become what it is? How would we be pushed to constantly better ourselves? If there was no competitive aspect about sports, then why play them? Even in an intramural game that's supposed to be "just for fun", there has to be a level of competition or else everyone would just stand there and stare at each other. Someone has to be the best, and ties don't work- which is probably part of the reason Americans are nowhere near as excited about soccer as the rest of the world.


But, can we really pinpoint how to measure the best? If you said it is measured by the number of championships, then, fine. Let's look at Ohio State athletics.
Number of intercollegiate teams: 35 (36 if we count cheerleading, er, spirit program).
Most popular sport: football.
Sport with the most national championships: synchronized swimming (26)

When I wrote for The Lantern, I covered synchronized swimming and other sports that no one else would, because, as a school newspaper, I felt it's only fair for it to represent the entire school, including its athletic department. Most people would argue that synchro is boring, but that doesn't mean it sucks and doesn't deserve notoriety. If anyone has a chance to go watch synchro at OSU, I highly recommend it because it is incredible how strong their bodies are. They don't just float around and do little flips and leg kicks like on those Nuva Ring commercials; they tread in 10 feet of water for about 4 minutes, hold their breath for 30 seconds at a time and flip into the air like dolphins. These girls can do things the Terrelle Pryor could never pull off. If he did, he would either drown or severely injure himself.

Even with their success, people would much rather spend a Saturday at the Shoe than at McCorkle Aquatic Pavillion. But, if we talk strictly about football, why is it that most people would rather spend it at the Shoe than at Dix Stadium, Summa Field or the Glass Bowl? Ohio is home to 7 Division 1 FBS teams, but only one really matters. These MAC teams can be found in all corners of the state, so their fan base is strictly a niche market. Also, the MAC has never had the funding or the talent to ever compete with Ohio State for market share. In fact, when MAC schools face OSU, some of their students actually cheer for the Buckeyes. What is really crazy to me, though, is how people actually wear OSU stuff to MAC games that have do not involve OSU.










I went to the Kent vs. Akron game last weekend. The only thing better about KSU's Dix stadium than the Horseshoe was that it sold beer. Two of the people we were with wore OSU jerseys (in their defense, they were alum who, unlike me, are not continuing their education at Kent), and as we walked around the stadium, there were way more. The worst non-display of Kent or Akron spirit wear had to be the people wearing Pittsburgh Steelers jerseys. Seriously? I could see Browns jerseys because KSU is Josh Cribbs' alma mater, but Pittsburgh. This would never be seen at OSU, but I guess that's what happens when there is only one alpha dog in a state full of teams that never learned what it takes to be a football powerhouse. However, this doesn't mean it can't happen..Cue Boise State and TCU highlights.

The worst hierarchy system of all happens in professional sports, although, I'm starting to think this is more of a media issue than a fan issue. As mentioned before, the Cavs are surprising everyone with their winning preseason record, but the only people that know, or care to know, are Cavs fans. It's hard to remember too much of life before LeBron, but I'm excited for life after. ESPN doesn't think it matters though. What I heard last night got me thinking about all the other teams in the NBA that aren't the Heat, the Celtics, the Magic or the Lakers. All the other teams that lack those mega-superstars but probably play with a whole lot of passion. Why don't teams like the Cavs or the Grizzlies or the Warriors get a special section devoted to them on ESPN? Even the Celtics and the Lakers don't have devotion pages, which could be called things like "Shamrock Showcase" or "LA Confidential". I was taught that in the media, whatever media it is, you should remain fair and balanced. ESPN might be relatively neutral in their content, but that doesn't mean they're fair to the world of sports. Again, I get that some sports, teams, and athletes are just more popular than others, but if you are going to over-analyze LBJ's new team you better be able keep tabs on where he came from.

Many of you who sat through this post might think I'm crazy and the answers to my questions are a no-brainer. I know why the sports world is the way it is. I know that competition is one of the things humans thrive on. And I know that things are not going to change. But that doesn't mean we can't question it and stop to think about the "little" guys (and girls) once in awhile because to somebody, they matter.


By the way, The Heat are 3-2. Every loss is Cleveland's gain.

Links to 3 videos that you've probably seen, but I had to share the wealth just in case

To start the weekend off right, I figured I'd post my favorite web videos. None are new or in anyway enlightening, but I find all of them hilarious and excellent pieces of the YouTube world. Enjoy, and Happy Friday!

First one is patron chug. It was on Tosh.0 a few weeks back. Sadly, I probably can name a few people stupid enough to try this.

http://www.youtube.com/watch?v=31m33PJW7cw

Number 2 is a little less disgusting but a lot more hilarious. There's a good chance you haven't seen the first one but if you never saw this one you're living under a rock.


http://www.youtube.com/watch?v=EzNhaLUT520


And finally, if you want to know what we're taught NOT to do in journalism school, please watch.

http://www.youtube.com/watch?v=Y5C2gihnEkE

Back in Action: Happy October

Well, hello, blog world, my have I missed you...

The dozen people in this world that actually care about what I have to say probably thought I disappeared for good, or that with LeBron's departure was the end of my inspiration. But unlike he, I am no sell-out. My hiatus was merely because of two reasons.

First, summer is a slow sports month, and after "The Decision", there really wasn't much of importance going on, at least not anything I was paying attention to. I will admit, I tuned sports out of my life for about two weeks following LBJ's display of douchery. Then, I wrote a post, and tuned out again until football season.


Second, I was trying to do as little thinking as possible so I could rest my brain for what I was about to take on for the next to years: graduate school. Six weeks in, I think I've gotten my new routine in order and have found the time for free time. Also, I can count my number of friends in this area on both hands and the number of bars on one so there are far less distractions than in Columbus. Of course, I am already counting down the days until I get out of here. I love the program, the people, and the campus isn't bad, but it's far from the city life I thrive on. And no one really cares about football. The night Ohio stayed played Marshall, Kent also had a game, against Murray State. But, you would never know because there were more people in Scarlet and Gray than Blue and Gold, and all the "college" houses were silent. The black squirrels weren't even running around; they're usually ALWAYS running around. I guess that's how it is at MAC schools. Every day I think of how lucky I was to not go anywhere besides OSU for my undergrad. I imagine my life would have turned out much differently, which probably would have been for the worse.

But, now that I have my life in order, or at least the illusion of having it together, I can get back to my art. And, what better time than October?

If you are sports fan, it's hard to argue against October being the best month of the year. For me, it is actually my second favorite. The first is March because that is when I celebrate my birthday-which for the past 4 years has fallen on spring break, and will do the same for the next 2, giving me an extra reason to sacrifice my dignity for a week.






If it weren't for all the horror film previews, October might take the top spot. If I was to try to write about the awesomeness that is October I would be on the verge of a small novel. Baseball, football, basketball, soccer, hockey and even golf are all in session, giving ESPN more than five stories to dwell on 24 hours a day. Wait, what am I talking about, they do that regardless.

This year, I'm a little irked at all my sports. Usually, this is only because the Indians did not make the playoffs. This time, it's more than that. But, it's still October so for every negative there is at least one positive around the corner.

The one irking me the least: Ohio State football. The only thing I'm annoyed about is how they almost lost to Illinois. Why do they almost lose to Illinois every year? In 2007 they DID lose to Illinois, but the Illini weren't exactly terrible. They weren't ranked, but they had a winning record in a year where only OSU and Michigan represented the Big Ten in the AP Top 25 at that point of the season. As far as Pryor's injury, I'm not too concerned. I hope this doesn't bite me in the ass but facing Indiana before they head to Wisconsin should give him some time to heal. So as long as he stays healthy, something clicks with the special teams and they don't have another October upset, it should be smooth sailing into November (arguably our toughest month of the season).

The no-brainer annoyance: The Indians failing to make the playoffs, or even have a chance. I really don't need to say anything more except I'm with the rest of the country and hope the Yankees blow it (besides Yankees fans, of course). The bright side to baseball this season: There is an Ohio team in the playoffs. Yes, they were shutout by Roy Halladay, but at least they made it. That's something the Tribe can't boast, 3 years and counting.

The team starting off October right: The Cleveland Browns. So far, the Brownies have a winning record in October. Despite T.O.'s 200+ yard game, the Browns held-off the Bengals 23-20. And I have fallen in love with a running back named Peyton Hillis. Every time I see his face after he makes a play I learn what a Bieber-obsessed 12-year-old feels like when the words "Baby, baby, babyyy" come on the radio. The only bummer about the Browns so far is knowing they should be undefeated. Instead, they decided to turn into a junior varsity football team in the second half of all their September games. The most ridiculous play was (against the Ravens, I believe) when Seneca Wallace through the ball BACKWARDS TO NO ONE! I don't know what that was, but it's irrelevant now because an 0-3 September is going to turn into a 4-0 October.

What irks me the most: The Heat Index. In case anyone is unfamiliar with ESPN's latest coverage stunt that goes against everything we're taught in journalism school, please refer to the following link:

http://www.espnmediazone3.com/us/2010/10/espn-com-to-launch-%E2%80%9Cthe-heat-index%E2%80%9D-oct-11/

I never really thought ESPN favored LeBron this much until he took his dignity to South Beach. Then again, this could be one of those situations that is comparable to a bad relationship: everyone tells you he's a douche but you don't want to hear it and then when it's over you wonder why you never realized how bad it was while it was still going on.

With the Heat Index, Cleveland fans can be slapped in the face every time they check ESPN.com. It's a fantastic move by ESPN. Everyone is sick of Brett Favre so to spread out their time they put more focus on Miami. What's even more genius is that they got former Cavs beat writer, Brian Windhorst, to be one of the main contributors for the special site. In his defense, he always hoped to take his talents to ESPN and faced the music when the critics came calling. It is also good to know that he will crank out more critical pieces about LBJ than any other journalist who didn't see first-hand how bad he hurt an entire city. It's okay though. The Cavs are 1-0 in preseason play, showing they haven't totally lost themselves.

The Heat are also 1-0, but I don't really care at the moment. I've already put enough time into thinking about them for one day. I can't waste too much time dwelling about bad things happening in October when there is so much good all around. I will be at the Cavs second pre-season game tonight. I think it will be a reassuring experience knowing that Cleveland fans always bounce back and look on the bright side. It's just in our nature.