The Jets Get it Right, Then Get it Wrong

So the New York Jets on Saturday pulled off a fantastic deal, in every way. In the boldest move in franchise history, the usually conservative and low-key Gang Green traded up for USC hot shot QB Mark Sanchez.

Granted, all trades and draft picks look great four months before the season opener. But for the Jets, this was a deal to not just improve the talent on the roster but a terrific public relations coup that greatly improves the team’s impact and relationship with the fans and community.

But less than 48 hours later, in the midst of all the great PR buzz and good feelings, Jets General Manager Mike Tannenbaum picks up the phone and calls superstar agent Drew Rosenhaus to inquire about the availability of his client, WR Plaxico Burress – UGH!

As we all know, Burress was recently released by the New York Giants following an incident in November when a handgun he was carrying in a Manhattan nightclub accidentally discharged and resulted in a self-inflicted gunshot wound to the thigh.

Burress allegedly did not have a New York State permit for the gun and, along with teammate Antonio Pierce, attempted to cover up the incident and not inform police. Burress, of course, was not successful in the cover up and the whole incident blew up into an ugly media storm – for both Burress and the Giants.

Prior to the accidental shooting, Burress had other numerous off the field incidents that angered Giants management and embarrassed the entire organization. Long story short, during his four-year career with the Giants (and also with his first NFL club, the Pittsburgh Steelers) Burress has been characterized by coaches, media and fans as a malcontent.

Although tremendously talented and one of the top-five receivers in the game, the Giants elected to cut ties with the troubled athlete even though they knew it would create a huge whole to their roster.

If Burress is healthy and does not have to face jail time (he has a June 15 scheduled court date to face gun charges), he’ll no doubt hook on with another team and get a second chance (really about an eighth chance, overall).

But why would the Jets, who’ve suffered decades of terrible draft choices, historical collapses, freakish injuries, coaching catastrophes and no Super Bowl appearances since 1969, want to get mixed up with this guy?

Granted, if Burress signed with the Jets, returned to greatness, and helped lead Gang Green to a championship, everyone would forget in a heartbeat about his checkered past.

But how likely is that? How likely is it that Burress, playing in New York again, will not cause any distractions, be a model citizen, and regain his all-pro form? Unlikely? Very unlikely?

Let’s look at four other pro athletes who’ve been tangled up in some recently negative publicity stories and examine how their careers have transpired as a result:

1. Adam “Pacman” Jones – A terrific NFL cornerback and return specialist, Pacman Jones was involved in a number of off the field criminal activities but most known for his involvement in a strip club shooting and subsequent cover up where an alleged member of his party opened fire and left a bouncer paralyzed. As a result, Jones was suspended for the entire 2007 season and became a symbol of “gangster-type” athletes that fans were getting tired off. Dallas Cowboys owner Jerry Jones took a chance on the talented but trouble athlete and signed him for the 2008 season. The move backfired and caused tremendous embarrassment and PR strain for the Cowboys. While a member of the Cowboys Pacman Jones was involved, yet again, in an off the field incident when he was allegedly drunk and beat up his bodyguard who, by the way, was assigned by the Cowboys' owner to babysit Pacman and keep him out of trouble.

2. Barry Bond – Barry Bonds became the most prolific power hitter in baseball history, at the age of 42! Okay, we all know how he achieved this unprecedented success. But the bottom line for baseball teams is producing on the field and winning. So why, after Bond’s contract expired with the San Francisco Giants in 2007 and clearly interested in playing, did no team try to sign him? Bonds could still contribute with the bat and would have been able to help any offense. But all 30 MLB teams stayed clear of the tainted slugger. There’s a famous story that came out of the San Diego Padres front office where General Manager Kevin Towers was considering signing Bonds. But instead of running the idea by his scouts and other baseball people he held a meeting with the team’s marketing department to get their thoughts. It was unanimous that bringing Bonds to San Diego would be a nightmare for the team’s marketing and public relations efforts. So Towers passed.

3. John Rocker – I think we all remember the famous Jeff Pearlman – Sports Illustrated article about John Rocker released in early 2000. The story quoted the Atlanta Braves relief pitcher spewing a number of racist, homophobic, and other mean and stupid comments about just about everybody. At the time, Rocker was a terrific hard throwing left-handed reliever who was one of the best in baseball. But the controversy from the article brought so much attention and negative publicity to Rocker and Braves that he was ultimately traded to the Cleveland Indians. But Rocker was never the same pitcher. He bounced around with the Indians, Texas and Tampa before leaving MLB baseball and resurfacing in independent ball with the Long Island Ducks.

4. Latrell Sprewell – Latrell Sprewell did not follow the same path of the other referenced troubled athletes. In December 1997, the Golden State Warriors small forward attacked then-head coach P.J. Carlesimo TWICE during a practice and strangled him to the point where other players had to pull Sprewell off before he killed his coach. For the assault, Sprewell’s contract was voided by the Warriors and he was suspended by the NBA for a then-record 68 games. The New York Knicks stepped in and made perhaps their most controversial move in franchise history when they traded for Sprewell, taking a tremendous PR risk. However, the move paid off. Sprewell flourished with the Knicks and emerged as the team’s best player during his five-year stop in New York (which included a 1998 NBA Finals appearance). There were some hiccups and off the court incidents caused by Sprewell while with the Knicks, but overall the trade worked out very well for both parties.

So citing history, is it wise for the Jets to publicly explore signing Burress – let alone actually doing it? In a league that has serious image problems regarding guns and violence, does expressing interest in the former Giant send a bad message to the Jets fans and community? The Jets could be portraying their organization as one that’s not concerned about its players’ character or respect for authority, implying that just as long as the athlete is talented and can help us win on the field we’ll take him.

Now let’s wait and see which GM is crazy enough to make that call to Michael Vick’s agent. I can’t wait to watch that PR story!

All Things Considered, You Must Visit the New Yankee Stadium

Click Here To View an Image Slide Show of the New Yankee Stadium

Whether or not you’re a Yankees fan, and setting aside your thoughts on ticket and concession prices, the new Yankee Stadium is an incredible venue and a sports and entertainment attraction one must experience personally.

I finally made the trip to the new Yankee Stadium, securing a pretty good seat on StubHub.com for last Wednesday’s (April 22) day game against Oakland. Including the handling and processing fees, I paid $40 for an electronic ticket I could easily print out at home.

Even before I could step foot inside the estimated $1.5 billion ballpark, I was already impressed with the Stadium’s customer service. Beginning at about a 100-yard radius from the entrance, I found dozens of Yankee staffers scattered throughout the area with signs welcoming fans and politely asking if anyone needs assistances or had any questions.

After a quick loop around the outside of the new Stadium (passing the old one and fighting back tears) I officially passed through the gates for the first time at 10:15 am and began my nine-hour odyssey.

Almost immediately I headed to Monument Park. The Yankees relocated this historic section of the old Stadium into the new ballpark and are now allowing all fans the opportunity to visit it for free before the game.

Jumping on the already long-forming line two and a half hours before game time, I had to wait about 30 minutes before I could get in.

The wait, actually, wasn’t too bad because the Yankee staffers did an excellent job managing the long line and updating you on the wait time.

A terrific feature right at the entrance to Monument Park is an opportunity to peer into the Yankees bullpen and see if there’s any action going on. When I arrived, I got to watch for a few seconds AJ Burnett’s side session for his next day’s start.

The Monument Park tour is not a guided one, so you’re free to roam around and visit the plaques and monuments you prefer. In my case I slowly walked and visited each monument and plaque, studying some more than others.

The entire experience and presentation of the plaques and monuments was first-class all the way. Roses and various flowers separated the historic treasures and very fine architecture surrounded the entire area.

After leaving Monument Park on my own schedule, without a time limit or insistence from staffers, I headed to the Yankees Museum - also free and open to all fans.


With close to 90 minutes before the first pitch, the line to the Museum wasn’t as long as Monument Park’s, but it was still a solid wait…maybe about 20 minutes.

But well worth it.

The Museum protocol was the same for Monument Park - when you enter, you are free to roam where you please without any pressure or time limit.

The large room was made up of various Yankee artifacts and rare memorabilia, really great stuff.

Numerous rare photos, autographed baseballs, World Series Trophies, statues, jerseys, Thurman Munson’s locker and a movie screen (really an enormous television) airing a Yankees highlight reel were all included in the fabulous Museum.

I reached my seat with about 45 minutes to game time. Other pre game entertainment options (like Monument Park and the Yankees Museum) is an airing of a “Yankeeography” on the enormous Diamond Vision perched above the bleachers in straightaway centerfield.

The episode playing, when I got to my seat, was the Sparky Lyle edition which referenced the great Graig Nettles line uttered back in 1977 when Lyle was replaced as closer by Goose Gossage. “(Lyle) went from Cy Young to sayonara.”

Classic.

Despite a slow drizzle throughout most of the late morning and into the afternoon, the game started on time.

The Yanks fell behind early courtesy of a three-run home run by Oakland Athletics catcher Kurt Suzuki. Apparently the homer appeared to be interfered with by some fans in the left field stands. Yankees manager Joe Girardi demanded the umpires review the play via instant replay – a new officiating avenue introduced by MLB last season (which I hate).

I couldn’t tell if the play was interfered with because the Stadium never replayed the action on the Diamond Vision. Perhaps the Yankees did not want to encourage unruly fan behavior so they elected not to re-show the play. But I was disappointed I couldn’t view a replay and try to determine the call myself. Especially since I was sitting and freezing in the cold drizzle for close to 15 minutes while the umps reviewed the play in private.

But the Bronx Bombers jumped back into the game a little later with back-to-back home runs from designed hitter Hideki Matsui and centerfielder Melky Cabrera.

Overall the game was anything but a pitchers duel. Yankee starter CC Sabathia allowed six earned runs and struck out only two in 6.2 innings while his counterpart, the A’s Brett Anderson, surrendered five earned runs on nine hits in 5.1 innings of work.

Another highlight for me during the game (on a personal level) was when I got to say hello to my friend and former Sports Museum of America colleague, Lynn Marschke.

A New York sports industry legend and one of the absolute best people you'll ever meet, Lynn now serves in the Premium Sales Division of the Business Development Unit for the Yankees. So if you’re looking for some higher-end seats in the new Stadium give Lynn a shout, he’ll take great care of you:

Lynn Marschke / (718) 838-6901 / LMarschke@Yankees.com

The game stretched 14 innings before the “The Melk Man” ended it with his second dinger of the day, a two-run walk-off shot into the right field stands to lift the Yanks over the A’s, 9-7.

I have to admit, aside from a $5 bag of peanuts, I didn’t try any of the food. So I can’t report on the cuisine or the prices.

I can report, however, that a cup of domestic draft beer is $10 (the same price, I think, it was at the old Stadium). Obviously that’s an exorbitant fee for a simple beer. But in the Yankees defense, the suds are served in a 24oz souvenir cup. So you’re really getting two beers with each serving. But 10 bucks is still too much for a domestic draft.

Here's my position with regards to the cost of tickets, concession, parking, etc. at the new Yankee Stadium…

I understand the new Stadium was designed and built to cater primarily to the corporate elite and other high rollers. That’s just a fact of life.

But I believe the organization should also offer more seats and some food and drink items with prices that are fair and reasonable for the regular guy. It’s a big mistake to alienate the “real fans”.

But again, all things considered, my first experience at the new Yankees Stadium was a home run (no, I don’t apologize for the pun).

I have to insist that regardless of your baseball allegiance, you have to make a journey to the greatest sports venue in the world…Yankee Stadium.

Let me leave you with one final thought (to borrow a line from John Sterling):

“The Yankees Win! The-Ah-Ah YANKEES WIN!!!”

(Melky gets mobbed at home plate after game-winning HR)

CLICK HERE TO VIEW AN IMAGE SLIDESHOW OF THE NEW YANKEE STADIUM

Was I Wrong About "Boomer and Carton"?

The “Boomer and Carton in the Morning” radio show (aired weekday mornings on New York's sports radio 66 WFAN) was never a program I would have consider hard-hitting or with much substance.

Although I have to admit I’m not a loyal listener, only flipping on the show occasionally, the show’s style seemed more like a general entertainment-type program with an emphasis on sports. But certainly not a show to take seriously.

Craig Carton (pictured left) worked his way to the New York media market as a sports/shock jock radio personality. Before coming to WFAN in September, he had been involved in a few controversies as a result of some insensitive on-air remarks and other questionable acts. Although always a high-ratings grabber throughout his radio career, Carton most likely attracted his audiences through outlandish behavior and an adult-themed sense of humor (a la Howard Stern) - not for his sound knowledge or analysis of sports.

Boomer Esiason, of course, has been a popular New York-area and national sports media personality for quite some time. Attaching his much respected name to the all-sports station’s morning drive-time show gave it instant credibility and a much larger audience it otherwise wouldn’t have.

However, after listening to Carton and Boomer interview NFL Commissioner Roger Goodell Friday morning my opinion of the radio show changed considerably. Expecting the usual soft-ball style questions regarding Saturday’s draft, the two radio hosts went after Goodell, professionally, with excellent questions about real and important issues affecting the NFL.

Carton turned into a real investigative journalist right in front of my ears, grilling Goodell about:

• Recent NFL layoffs

• The new NFLPA Executive Director and a possible upcoming labor dispute/work stoppage

• Why recently released NY Giants WR Plaxico Burress, who’s facing felony gun charges, was allowed to received a $1-million payment as part of his signing bonus

• The league’s position on Michael Vick returning to the NFL

Goodell is obviously always well prepared and media trained for the many thousands of interviews he’ll grant during his tenure as league commissioner. So when facing difficult but fair questions, like the ones from Boomer and Carton, Goodell naturally went into his safe corporate double talk where he doesn’t thoroughly answer the questions but kind of skates around them.

But Carton went right after him. When asked about the layoffs, Goodell spoke about how difficult it was to cut jobs and let people go. The commissioner defended the action by referencing the troubled economy. Carton went right back at Goodell, firmly questioning his answer with the fact that the NFL recently signed a four-year, $4 billion deal with DirecTV.

Goodell kept his composure and replied with another solid answer but his tone and mood clearly changed. Goodell, it seemed, went into PR lockdown mode and got real serious real fast.

I was really impressed with the interview and came away thinking that was an outstanding segment, not what I would have expected from “Boomer and Carton in the Morning.”

I’m not necessarily suggesting that the program is evolving. I’m just pointing out that Carton has a lot of guts and journalistic ability, a great combination to posses. Hopefully the show's audience will continue to experience those qualities.

The Best PR Machine in Sports - USC Football

As the 2009 NFL Draft approaches and potential picks are evaluated and analyzed around-the-clock in the sports media world, it has occurred to me that the University of Southern California has to be the greatest sports publicity machine ever.

USC junior quarterback Mark Sanchez has entered the draft, forgoing his senior season. Virtually all draft experts agree Sanchez will be selected within the first 10 picks and some believe he could go as high as four.

That is astonishing when you consider that Sanchez played only ONE season at USC. A highly recruited high school player, Sanchez was red-shirted as a freshman, battled injury and sat behind other QBs until getting his shot this past season – which he made the most of.

Sanchez threw for 34 touchdowns during the season, second most in school history (behind Matt Leinart’s 38 in 2003). He led USC to a 12-1 record and a No. 2 final ranking in the Coaches Poll (No. 3 in the AP Poll). In his final game, Sanchez was named MVP in the Trojan’s Rose Bowl victory over Penn State.

There’s no question Sanchez is a talented QB with an NFL-caliber arm. But with just one collegiate season under his belt he gets drafted in the top 10? What’s even more surprising, to me at least, is that it’s understood by everyone that he’s a top 10 pick and not one “expert” has questioned whether Sanchez is a risk.

Keep in mind many players, especially QBs, with three or four great collegiate seasons were drafted high and turned out to be major busts.

So why is Sanchez not a risk in the experts’ eyes? Three words: U-S-C.

The USC football program is not only a factory for future NFL players but a publicity magnet, second to none with launching its athletes to the top of the sports and celebrity media world.

Head Coach Pete Carroll and the sports information staff have built a public relations engine called the USC Trojans. Obviously being located in Southern California contributes to the Hollywood-like atmosphere around the program. But it’s more than that. When players sign with USC and achieve success on the field they become rock starts.

Remember all of the off-the-field hype QB Matt Leinart received during his time at USC (2003-05)? He was already regarded by the media (sports and entertainment) as a big-time celebrity. Same could be said about RB Reggie Bush. Bush broke off a dozen or so great runs as a freshman and was instantly catapulted to the national stage.

So now look at Sanchez. After his one very good season at USC (albeit surrounded by the top lineman, running backs and receivers in the country) he’s been featured in ESPN profiles, newspaper articles, Sports Illustrated and other sports publications.

Just like Leinart, Sanchez is the beneficiary of playing for college football’s version of Hollywood. The Trojans’ football program garners more national media attention and interest than any other program – by far.

If Mark Sanchez played just one season for Miami, Alabama or Oklahoma, and posted the same numbers he did at USC, not only wouldn’t he be a top 10 draft pick he’d probably stay in school and play a senior season - and maybe get drafted in the first round the following year.

No college football QB has probably meant more to his program than University of Florida’s Tim Tebow. In just his second collegiate season in 2007, Tebow broke the Southeastern Conference records for both rushing touchdowns and total touchdowns for a single season and became the first sophomore to win The Heisman Trophy. The following year Tebow led the Gators to a National Championship.

If Tebow left Florida as a junior and entered this year's NFL Draft, he most likely wouldn’t be picked in the first or second rounds. Even with his exceptional college QB resume, Tebow is staying in Gainesville for his senior season.

One more example about the PR power of USC football – QB Matt Cassel.

Cassel was drafted out of USC by the New England Patriots in the seventh round of the 2005 draft without ever starting a college game at QB. While at USC, Cassel posted a career passing mark of 19-for-33 for 192 yards, with no touchdowns and one interception.

The reputation of USC football is so exceptional that the legendary Bill Belichick made Cassel the only QB in NFL history to be drafted and start a pro game without ever starting a college game.

The funny thing is, after writing all of that, I’m praying my New York Jets make a deal to move up in the draft and grab Sanchez on Saturday.

So I guess I drink the USC Kool-Aid too.

Can Isiah Thomas Resurrect His Image?

I can’t believe I’m actually doing this, but I’m going to post some positive thoughts and opinions about Isiah Thomas – sort of.

There’s no point in going down memory lane about Thomas, especially if you’re a Knicks fan, but here’s a quick recap (following his Hall of Fame basketball career):

• Becomes part owner and first executive vice president for the expansion Toronto Raptors. After four years, Thomas leaves the organization with the Raptors in shambles following a dispute with new management.

• After a short stint in broadcasting, Thomas purchases the Continental Basketball Association for $5 million. In less than three years Thomas runs the 54-year old league into the ground and, ultimately, bankruptcy. Thomas’s poor management skills doom the CBA as his bad decisions, including the rejection of an $11 million offer from the NBA to purchase the league, eventually forces the CBA to fold.

• In 2000, Thomas takes over for Larry Bird as head coach of the Indiana Pacers. Bird had returned the Pacers to prominence when he took over the club in 1997, directing a 19-game turnaround from the previous season and building the franchise into a postseason staple. Thomas struggles as head coach and the Pacers slip from its elite level to getting bounced from the first-round of the playoffs in each of his three seasons. Following the 2002-03 season Bird returns to the team as President and, in his first move, fires Thomas.

• For reasons I’ll never understand (even if I lived a thousand years), the New York Knicks name Thomas President of Basketball Operations on Dec. 22, 2003 – or as I call it, “The darkest day in Knicks history.” The next five seasons are filled with historic losing, horrendous trades and personal moves, and a number of off the court embarrassments including the disgraceful firing and subsequent buyout of Larry Brown, the acquisition of Stephon Marbury and the sexual harassment accusations against Thomas by a team executive – costing the Knicks more than $11 million in a lawsuit.

Keep in mind this is just a brief outline of Thomas’s coaching and executive career.

Isiah Thomas is a fascinating sports personality. There’s no question he was a phenomenal point guard and one of best players of all-time. He has a 100,000-watt smile and oozes charisma. But he’s been his own worst enemy, allowing his arrogance, stubbornness and pride to bury every organization he’s touched since retiring as a player.

To no surprise, Thomas has gotten another chance to run a basketball organization. I can’t understand why, but I knew it would happen.

What is surprising, though, is his new opportunity isn’t with an NBA club or a high profile ACC or Big East college program. Thomas returns to basketball as head coach of the Florida International University Golden Panthers.

Quick: What conference do the Golden Panthers play in? Name one famous basketball player out of FIU. Where is FIU?

I couldn’t answer these questions either without looking it up:

- FIU plays in the Sun Belt Conference (Division I)
- Raja Bell of the Charlotte Bobcats played his college ball at FIU
- FIU is in Miami, FL

I have to admit that I’m impressed with Thomas’s decision to “start over” at FIU. His reputation, deservedly so, has taken an absolute beating over the last few years. A once great sports personality has dissolved into a laughing stock and now commands very little respect in the basketball world.

So for Thomas to, once again, pick himself up, dust himself off and move on to a small and relatively unknown college is admirable. Thomas was still under contract with the Knicks and could have remained “scouting in Europe” (a euphemism for “stay away from the team”) - earning millions of dollars. But in an attempt to rebuild his image and basketball resume, Thomas has swallowed his pride and will attempt to reinvent himself as a successful and respected basketball coach.

Thomas, most likely, could have gotten another high profile coaching or front office position. Maybe not now but in a few years he could have resurfaced with another NBA team. But Thomas decided to go to a small college program and learn how to coach and manage an organization. Something he should have done a long time ago.

Maybe Thomas is fooling everybody again. Maybe after a season or two in Miami he'll rehabilitate his rep some and then turn on that 100,000-watt smile one more time and talk his way into another high profile post, leaving the Golden Panthers behind.

But perhaps he’s sincere this time. A once great player, Thomas has a lot to offer young basketball players and could be a great teacher...without the hype and limelight.

If Thomas does reform his ways and resurrect his name and reputation, it will be one of the greatest comebacks of all time in sports PR.

BLOG NOTE:

Regarding my previous blog posting, “Mets Miss on Much Needed PR Opp”, check out this story in today’s NY Times.

Mets Miss on Much Needed PR Opp

To no fault of their own, the New York Mets have suffered some negative publicity as a result of issues related to the country’s economic downturn.

The naming-rights of the Mets news stadium, Citi Field, belong to a financial institution that has received billions of dollars in bailout money. Many fans (and many more taxpayers) are understandably furious at the idea that the bailed out bank continues to honor its naming-rights and sponsorship deal with the Mets for $400 million paid-out over 20 years.

The Mets have also taken some knocks because of their most famous season ticket holder, now former season ticket holder – Bernie Madoff.

Before his multi billion dollar Ponzi scheme crumbled, Madoff had been a longtime Mets season ticket holder and owned a pair of Delta Club Platinum season tickets behind home plate (bought for $80,000) at the new Citi Field. The tickets, of course, were seized and are being sold-off on auction Web sites like ebay and Stub Hub with the money going into a fund for Madoff’s victims.

Although these two situations have not, to this point, devastated the Mets image or brand it has put the organization in an uncomfortable and awkward spot. When you consider the tremendous media attention the Mets have recently received for their relationships with Citigroup and Bernie Madoff, and then coupled with the opening of their $850 million stadium that’s funded by the sale of New York City municipal bonds (to be repaid by the Mets with interest), the Mets could seem adverse to their fans and community’s economic hardships and suffer some PR damage as a result.

Even though the Mets were just a victim of circumstance (to borrow a line from Curly of The Three Stooges) and did nothing to warrant this negative media and PR attention, they still need to act and spin the bad publicity. To this point, as far as I can tell, the team has remained quiet on these issues and has done nothing.

So when I learned about the U.S. Bankruptcy Court in Manhattan auctioning off Madoff’s tickets I thought to myself, “Man, the Mets really missed a great PR opportunity”.

Wouldn’t it of been awesome if the Mets retuned the $80,000 dollars, received from Madoff for his Citi Field tickets, to the courts and attorneys handling the liquidation of the disgraced financier’s assets?

Then, after reacquiring the premium sets behind home plate, the Mets could have donated the two tickets for each game to a different charity or children's organization. Think about it: Each of the Mets 81 home games this season could have had a different set of underprivileged kids, hurt by the economic collapse, sitting in the best seats in the house.

This would have reflected the Mets as sympathetic to its fans financial hardships and could have helped the organization distance itself from the other entanglements causing negative PR.

Of course this would have cost the Mets $80,000 but they would have received ten times that in positive publicity.

I’m not suggesting that the Mets and their players are not already involved in numerous charities and terrific causes – because they are.

But whenever a client or organization suffers negative publicity, no matter how slight, you have to seriously consider if a PR plan needs to be devised and implemented.

Sometimes it does and sometimes it’s better to leave it alone.

The Mets chose to leave it alone. I think it’s time to act.

"Twitter-in-Sports" Is For Real

Nobody would ever accuse me of being an expert in emerging technologies. But anyone working in public relations or marketing has to keep a steady eye on the technology and business news and stay aware of new tools that could help gain publicity for a client or assist in building a brand. Especially tools that are free and extremely easy to use.

So when something like Twitter comes around a PR or marketing executive has to be able to recognize the potential of such an unusual instrument.

Although created in 2006, Twitter didn’t break into the mainstream until last spring. And when I learned what it was I didn’t initially understand or even see the potential of Twitter as a tool for generating PR. In fact, I think I might have even dismissed it as something juvenile and a just a new way for 15-year olds to send moronic messages to each other.

I obviously missed on that one, big time. As I write this today Twitter is the new text message or e-blast. When used properly, Twitter can serve as a vehicle to reach your audience and hit important demographics – the key words here are “used properly”.

The full power of Twitter has yet to be determined. I don’t think its potential as a PR or marketing tool is even close to being reached. But recent news in the sports world has really opened my eyes and made me salivate at the thought of what Twitter could do for sports PR.

You’re probably already familiar with the stories about the Milwaukee Bucks' Charlie Villanueva getting in trouble by his coach for “tweeting” during halftime. Shaquille O'Neal of the Phoenix Suns also grabbed headlines with his promise to post a Twitter message during halftime of a game, challenging authority so he could give his fans and his Twitter followers some excitement.

My reaction to those stories was amusement and some interest in its PR significance. But aside for some minor pub for the individual athletes, I didn’t make much of it.

But then I read about the Boston Celtics’ Paul Pierce and his Twitter news. Pierce posted a tweet prior to a home game announcing he’ll personally give away tickets to the first five fans that showed up at the Garden’s players entrance wearing his No. 34 jersey or shirt and relaying the password “Truth” (Pierce’s nickname).

Wow! I’m not sure if that was a spur of the moment idea by Pierce or the Celtics marketing department carefully planning and executing the promotion. Either way, I thought it was brilliant. What a way to not only please your fans but also almost force them to keep up with your tweets in anticipation of the next great giveaway or special event.

The same way PR and marketing departments gather e-mail addresses to blast updates to fans about new promotions, great ticket deals and player news, adding followers to your team or client’s Twitter account is a much faster and more affective way to reach your target audience.

If you’re not confident that Twitter has enough overall users to make it a must in your PR and marketing efforts, consider that the site recently received a third-round of funding for $35 million and was ranked in March by Nielsen.com as the fastest growing social media Web site and is alreadu the third most popular (behind Facebook and MySpace).

Minor league sports organizations are constantly searching for new and creative ways to market its teams to reach fans with messages. Major league franchises, of course, have also historically marketed its teams but in a more sophisticated and less aggressive way than the minors (you’ll never see a dizzy bat spin race between innings at Yankee Stadium).

But times are rapidly changing in the world of sports thanks to our free falling economy. The big boys can no longer sit back and simply live-off the name and status of their big-league franchises. Just as the minor leagues scratch and claw to draw fans, major league teams now have to be much more proactive in its PR and marketing but not at the risk of being corny or undignified - I think Twitter satisfies both stipulations.

Two other “Twitter-in-Sports” examples to keep an eye on, specifically over the next few months, is the “NBA on TNT” and the recently debuted Women’s Professional Soccer League.

TNT will use Twitter to promote its NBA playoff coverage beginning in mid April. The cable station’s annual "40 Games in 40 Nights" campaign will feature two of TNT's on-air hosts and analysts on Twitter. Accounts will be set up for Ernie Johnson and Kenny Smith so the pair can provide in-game updates. The tweets will also be shown on the “NBA on TNT” Facebook page and NBA.com

Women’s Professional Soccer officials allowed select players to tweet during the league’s inaugural game in late March. The league’s Web site and other PR and marketing efforts also encourage fans to follow WPS players on Twitter – a great way to introduce WPS and its players to the sports and soccer community as well as create new fans.

A potential serious negative of “Twitter-in-Sports” is the constant risk of an inappropriate or embarrassing tweet. I believe the more ways a team or client can communicate a message to the world the better. But whenever you implement a new communications tool into your PR or marketing efforts you’re also creating a new way to possibly hurt yourself.

It’s very dangerous for an organization to authorize or allow just any player or staff member to represent its team in a media capacity. So always be extremely careful when selecting someone to represent you or a client. Always provide media training for absolutely anyone who communicates to the outside world, even if it's just Twitter.

Players and Coaches Should Know Their Place Before Answering Questions

As a sports PR professional, I believe that one of the best ways to learn and improve my craft is to monitor closely interviews with athletes and coaches. Most interviews, of course, are very generic with softball questions and answers that would force a yawn from even the most intense fan (Reporter: How did you feel out there today? Athlete: I felt good. I just wanted to play well for my teammates…etc.).

But from time to time important questions, even tricky ones, are thrown at players and coaches – sometimes with the sole purpose of causing controversy (see Jim Calhoun and his thoughts about his salary). Especially in today’s rapidly expanding media world, reporters are constantly seeking ways to standout from their colleagues with controversial questions.

Most players and coaches are media trained and should know how to eloquently avoid answering these loaded inquires. So I’m always a little surprised when the bigger-named sports star comments on matters that he or she should stay far away from.

A recent example is North Carolina Head Men’s Basketball Coach Roy Williams. Throughout his Hall of Fame coaching career, Coach Williams has done a solid job dealing with the media (aside from his understandably emotional outburst with CBS’s Bonnie Bernstein following his 2003 National Championship Game defeat).

But I had to cringe the other morning when I watched a replay of one of Coach Williams’s pregame press conferences prior to Monday’s Championship Game.

With the title game in Detroit this year, a number of stories have logically centered on the city’s severe economic and unemployment struggles. So naturally head coaches from both teams in the Finals were asked about this issue.

Although everybody has a right to their opinion, I think this is an extremely dangerous area for professional athletes and coaches to address. In sports PR, you can never forget that sports is really just a distraction to real life. Sports is entertainment that, at the end of the day, really means nothing in the entire scope of things.

So when it comes to families losing their jobs and homes, I would rather not listen to a man earning roughly $2.6 million-a-year by coaching basketball comment about jobs and the economy (let alone make glib or insensitive remarks). One has to know where his or her place is and then address questions accordingly.

The following was Coach Williams’s remarks when asked about the economic impact of the Final Four in Detroit. “…I do realize they have a cause (Michigan State). Well, we also have a cause. We want to win a National Championship, period the end. And if you would tell me that if Michigan State wins it’s going to satisfy the nation’s economy I’d say, hell, let’s stay poor for a little while longer.”

Now I don’t really believe Coach Williams means that. He’s trying to keep his players focused and doesn’t want any distractions to linger in their minds. But you have to be smarter than that. Although there was virtually no criticism or response from anyone that I could find, I came away thinking that that was an extremely inappropriate statement and could of caused serious problems for the University and the NCAA.

Players and coaches have to be media trained and understand that topics such as economics and politics are hot-buttoned issues that they should stay far away from. Coach Williams, as great of a basketball coach that he is, was not qualified to answer that question and should have known that.

We all know that sometimes no matter how much media training and instructions you supply a client, they’ll pick times to ignore your hard work and say whatever they feel like. So I’m not necessarily blaming UNC’s sports information department for this gaffe.

But the University’s associate athletic director of communications or sports information director should definitely mention the matter to Coach Williams and make sure he understands his public relations mistake.

It appears no damage was done from the remark but it could have easily blown up and really embarrassed the University and NCAA.

Fast Money Now Equals Loss of Fans Later

It’s no secret any more that the pro sports industry’s overwhelming top priority is fast money, no matter how much it alienates the fans.

Whether it’s the outrageous ticket and concession prices or the fact that kids and many adults miss most playoff action because the games begin after 8:30 pm and end way after 11:00 pm.

These types of business practices and principles in sports have been going for some time and, sadly, we’ve all pretty much excepted it and shrugged it off as “oh well, what can you do?”

But as pro sports continues to blindly chase the almighty buck, knocking over any fan in its way, its ironically costing itself more in the long run because its continuing to find ways to ignore the kids who would otherwise grow up worshipping and idolizing its teams and players.

The latest example of this is the New York Mets and their new policy regarding tickets and access for little leaguers.

As a former minor league front office executive, I’ve seen first-hand how powerful it is to allow little leaguers and other young kids (and their parents) cheap and easy ballpark admission along with the invitation to parade around the field before the game.

Think about how exciting it must be for a six or seven-year old to go to a baseball stadium, watch batting and infield practice up close and then, as the stands fill up with fans, get introduced by the public address announcer and march around the entire field with your buddies waving to your parents and all the people? And that’s just for a 5,000 seat ballpark!

It might seem like that’s a sweet gesture by the team and that owner is a swell guy, but what that organization is really doing is making those kids become fans and hooking them for life.

With the opening of their new $800 million stadium, the New York Mets have to find ways to recoup the tons of the additional money it laid out for Citi Field – I understand and appreciate that. But one of the new Mets policies to add or save money is to no longer offer discounted tickets or parades for little leaguers and youth groups.

Local little league, youth and community leaders and coaches who’ve recently inquired about this once sensational opportunity have been told by Mets officials that they’ll have to buy regular group tickets and can no longer bring kids on the field.

I think this sets a really bad precedent for the Mets and sends a horrible message. Forget about how nice and sweet it would be to allow kids this opportunity, the Mets are denying themselves a fantastic chance to grab hundreds, maybe thousands, of life-long fans.

Can you imagine what a kid would feel inside their little heart if he or she walk onto the ball field of a giant stadium and found themselves standing near a David Wright or Jose Reyes? That kid would go berserk! I know because as a kid I got to experience that very same feeling.

The Yankees, by the way, are also running over fans as a result of their new stadium. The way the original Yankee Stadium (including the post renovated version) was designed, fans had the opportunity to arrive early and stand near the players entrance to watch their heroes walk by and possibly get an autograph and say hello. Some of my greatest memories as a kid was yelling to Dave Winfield and Willie Randolph outside Yankee Stadium to come over and sign my baseball (which they both did, Phil Niekro didn’t but I’ve gotten over it after years of therapy).

The new $1 billion Yankee Stadium was built with its team parking lot inside the stadium, allowing players to go directly from their vehicles to the clubhouse without the annoying hassle of ticket-buying and money spending fans telling them how great and wonderful they are.

I hope it’s worth it.

Another Legend Leaves the Biz

I was really disappointed to learn recently that longtime New York City sportscaster Len Berman is retiring from his day-to-day sportscasts in a few weeks, especially because he was pushed-out for budgetary reasons.

Like most markets, New York is losing a lot of terrific on-air and print talent as a result of the changing media industry. Maybe one can look at the media industry as evolving, as advancements in technology have given us numerous new avenues to supply our thirst for news and sports with much faster and convenient options. But when a legend like Len Berman leaves before his time because he’s deemed obsolete, there’s really something wrong.

Maybe I’m biased because I have a sentimental attachment to Mr. Berman. Growing up in Westchester, NY, his daily sportscasts and, of course, his always fabulous “Spanning the World" segments were apart of my foundation as not only a sports fans but a fan of the entire sports industry (there’s a difference between the two).

What made Mr. Berman so great was that he “got it”. His approach to reporting and creating stories placed sports in our lives where it should be: Not life and death, but fun and emotional – and creative!

Mr. Berman was interviewed today on WFAN’s “Boomer and Carton in the Morning” and I really enjoyed listening to him discussing his 40-year career, from his start at Syracuse University to his final days at WNBC in New York (not to mention his beef with Mike Lupica and Don Imus).

He will remain active in some areas of sports media including his Web site, which I encourage everyone to checkout and also signup for his daily “Len’s Top 5”: http://www.lenbermansports.com/

I’ll admit that, for the most part, I too have slowly slipped away from local TV sports and rely on the Internet and cable TV to keep me informed and updated. But listening to Mr. Berman this morning reminded me that those sports mediums will never be able to offer the uniqueness of Don Pardo closing out another “Spanning the World” segment with a "Tune in Next Time for ‘Spanning the World’…If there Is a Next Time. I'm Don Pardo." Classic.