The PR Studio

I’m going to begin this post with my disclaimer as opposed to conclude with it. I am not a baseball aficionado. I know the absolute basics of the sport and that is being generous. As a matter fact, I had a very brief baseball career as a member of the Koala’s (a tee-ball team) when I was six years old.  I recall bravely stepping up to the plate for my first at-bat. I smacked the ball off the tee and ran as fast as my little legs could carry me directly past the pitcher and straight to second base. That’s right, I skipped first. Why? Because it was out-of-the-way and seemed like a waste of time and energy to me.

Clearly, I was not longed for the MLB. However, as the result of a more suitable career choice, I do recognize from time to time how to run the PR bases, regardless of whether or not I know what RBI means.

What always seemed to “strike” me about Valentine (ok puns end here), was just how unprepared and “alone” he always appeared to be. I have no idea what went on behind closed doors and what type of preparation he did receive, but from a distance, I didn’t recognize any hint of communications strategy or assistance. Based on the difficult conclusion of the season prior to his arrival with accusations of players drinking during games, the Fenway family friction and the overall team’s fall from grace, Valentine was undoubtedly walking into a hornets’ nest of a media frenzy from day one. This was not your average introduction to a new, high-profile position regardless of what business you are in. From the get, it always seemed to be Valentine against the world. From the beginning, it was mission impossible.

Without a doubt, he made some serious rookie mistakes such as publicly criticizing a well-liked and popular player. He later followed that up with a bizarre and genuinely damaging radio call-in interview where he appeared to not know the reason for the interview and even worse he had no idea that he was on the cover of Sports Illustrated released that day. How did he not know that he was on the cover of Sports Illustrated? How did he seemingly blindly call into a radio station 1. having no idea of the topic and 2. not knowing that he was the subject of an unflattering, just-released Sports Illustrated cover story? That is very basic PR prep.

There is a reason why there is a protocol for reporters to reach high-profile individuals through a communications rep … because it is necessary. There are times when reporters are frustrated by not being able to directly get to the top of an organization. However, as long as the communications representative is accessible, accommodating and respectful; it is not something that is obstructive but necessarily strategic and what is ultimately most efficient for an endless number of reasons. Every high-profile professional has the right and obligation to approach their public perception and image strategically. You will fail if you don’t… in a very public and likely embarrassing way. Being strategic in your approach doesn’t have to completely dilute the authenticity of the communication/message, it will, however, save you and your organization from the tsunami of negative press that results from avoidable missteps. As I have said before, bad press creates a “pig pile” mentality. It is contagious unless you find a way to break the pattern. It is extremely difficult to get out from under so it is best to try not to land there in the first place but if you do, you need a plan – a comprehensive, multi-faceted plan. You can’t just keep blindly pushing ahead and hoping for the best.

The thing that I found the most unfortunate was down to the bitter end, he was a man on an island with seemingly no helpful guidance on the PR front. He loses his job and immediately heads out of his house on a bicycle responsibly sporting a  helmet to throngs of press laying in wait. The press has a job to do so I get it, but did he really want to allow the first pics of him post-termination to be reporters chasing after his bicycle through a crowded city street and then he gives an interview in his bike helmet? No communication ever seemed to be on his terms, which was unfortunate.

When PR reps are introducing a new high-level executive to a new position/media market, here are some key steps:

1. Spend some time on basic media training even if your executive has been in the public eye before. A refresher course never hurts and affects their mindset as they walk into that next interview. It also demonstrates your value and gives you an opportunity to highlight your strengths as you attempt to solidify a relationship with your new boss/client.

2. Become your executive’s sounding board. Your boss should want and feel the need to check in with you prior to a media interview. Have him/her say out-loud what they plan to say and you play devil’s advocate. Identify the potential outcomes of those statements and say “If I were the reporter and you say that, I would probably…” It is your job to help your executive to anticipate outcomes and potential questions. Do not leave the interview to chance.

3. Always keep your boss/client posted immediately on stories that will affect their next media interview. Just because maybe Friday is your “clip review day” don’t wait until Friday to point out something major – good or bad – do it ASAP.

4. Give your boss/client the assistance necessary so that they don’t walk out of their home in a helmet or spandex or with a yoga mat and get bombarded by cameras. Help them to strategize a better plan to achieve their best result but also accommodate the media’s needs. It’s your job to figure out a solution that does both.

I wish the best for the Red Sox and for Bobby Valentine. Maybe everyone should all just start running straight for second and stop wasting time by going to first base first : )

Sincerely,

Elaine – Pinch Hitter for the Koala’s