It is so important not to make a wrong move on social media or traditional media. The repercussions of a serious mistake on social and traditional media can seriously damage the brand of a team spokesperson whether that spokesperson is a team or league executive or an athlete. So, is it beneficial for a team spokesperson to use social media? The answer is unequivocally yes. And the same is definitely true for traditional–radio, television or print–media.
It doesn’t matter if it’s FaceBook, Twitter, Instagram, SnapChat, Tumblr, Pin Interest, or even Google+. All of these social media tools, or applications, have benefits that increase an athlete’s brand which means opportunities for endorsement and sponsorship deals for a player, team or league. Traditional media has even more weight as a broadcaster or reporter ultimately help shape how the world views said team, player or league. However, there have been some team executives and athletes that have seem to have forgotten the power of the media can hold.
Brandon Taubman, assistant general manager for the Houston Astros, words and actions have created an uncomfortable situation for his team as they face the Washington Nationals. Taubman is the most recent example of how misspoken words can create havoc for a team or a league.
Source: ESPN
Two and half weeks prior to Taubman’s mistake, the NBA found, and continues to find, itself in hot water with China. The issue between China and the NBA was created by Houston Rockets General Manager, Daryl Morey, who used social media to express his personal opinion regarding the protests about Hong Kong and China. Morey tweeted:
Since then, sponsors in China have suspended relations with the NBA. And as of last night, China failed to air the NBA’s opening night slate of games.
Team executives aren’t the only ones who create havoc for themselves, their team, or their league. Professional and student athletes are usually the ones doing damage themselves and their teams. For example, everyone knows the antics of Antonio Brown this past year between the Pittsburgh Steelers, Oakland Raiders, New England Patriots and his personal life. Brown’s unruly behavior was fodder for both traditional and social media.
And let’s not forget Donte DiVincenzo of the 2018 NCAA Men’s Basketball Championship team, Villanova. After poor choices during his high school and college days tweeting offensive messages about homophobia, DiVincenzo had to remove his Twitter account. His outstanding performance on the basketball court was undercut by his lack of restraint during those early years in high school and college. That’s right. He helped Villanova win the championship, and his offensive tweets were revealed by fans right after the game.
The media can either become an ally or an enemy for a team spokesperson, so that person wants to be careful how he treats the media. Further, the spokesperson could find himself in difficult waters if he fails to meet the league or a sponsor’s expectations regarding interaction with the media. The same is true for social media interaction as well.
Perhaps, there should be more flexibility in the world for differing opinions. Until then, here are few simple pointers to keep an athlete, team executive, coach or league out of trouble with the media, fans and more importantly, sponsors:
⦁ Never attack a member of the media even when provoked-try not to take things personally;
⦁ Allow designated player association personnel to speak about labor disputes-some version of “no comment” works well in this situation;
⦁ Be calm and avoid defensiveness–“don’t let them see you sweat;”
⦁ Stay humble and think before you speak;
⦁ Make supportive statements about teammates and players associations without lying;
⦁ If you get caught in a sticky situation, accept responsibility;
⦁ Remember the media will either be your ally or your enemy;
⦁ What happens in Vegas stays in Vegas–the same is true of the locker room;
⦁ Zip the lips–avoid gossip (off the record comments), lies, omissions, and do not over share information;
⦁ Prepare for interviews;
⦁ Be professional, respectful and engaging when interviewing;
⦁ “No comment” or “I don’t know the answer” are acceptable answers to use when you don’t know or want to answer a question;
⦁ Don’t speculate;
⦁ Feel free to ask the reporter, or whomever, a question;
⦁ Know your brand and be yourself;
⦁ Avoid space fillers (e.g., basically, um, etc.);
⦁ Be energetic;
⦁ Choose your words wisely;
⦁ Be aware of folks with cameras when out and about;
⦁ Talk about community service and world issues (social justice);
⦁ Remember even if you delete it (social media) the world still owns it;
⦁ Remember personal safety concerns (i.e., don’t post personal contact information (e.g., PK Subban);
⦁ It’s okay to intellectually challenge faulty thinking on social media but don’t get dragged into an online argument;
⦁ Watch your body language;
⦁ Occasionally check both your traditional and social media reputations; and
⦁ Be thankful for the opportunity to be interviewed–someone else would love to be in your shoes.
If you still feel uncomfortable interviewing, seek assistance from a retired journalist or press agent. Further, do not forget to learn the language, or hire an interpreter, for the land that interview will take place.
The proper use of media whether traditional or social can increase one’s standing in the eyes of sponsors, teammates, owners, leagues, the media as well as with fans. Both traditional and social media used properly is a means to help improve not just the athlete, team, or league’s future but the future of world too. And that’s much better than having to go see the Spin Doctor.
Source: Erik Qualman