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Allen’s ‘Memo to Young Journos’ a true public service

Sunday, July 31st, 2011

Mike Allen of Politico – long one of Washington’s top reporters – took a brief timeout near the end of today’s Politico Playbook to offer the following advice to aspiring political reporters.  This sage counsel, inspired by recent reporting on the debt debate, should be considered nothing short of a public service:

PLAYBOOK MEMO TO YOUNG JOURNOS – This episode reminds us that: 1) Including other points of view strengthens, not weakens, your article. Readers are sophisticated, and get that the world isn’t black and white. They’re more likely to trust and article that reflects life’s complexity. Excellent pieces are undermined, or lose big prizes, over this exact issue.

2) Sometimes there are creative ways to obtain the same material with fewer restrictions.

3) Referring to a single source in multiple ways doesn’t serve your reader. Gotta pick a clear, accurate description for each unnamed source and stick with it. So on second reference, it’s “the official,” not “an official,” which makes it sound like someone different.

How athletes can engage, entertain, serve … with a purpose

Tuesday, May 31st, 2011

KEVIN SULLIVAN

Sports Business Journal Guest Column / Published May 30, 2011

Rich Gotham had it right. The Boston Celtics president had joined the team’s public relations staff and me on a conference call to discuss the preseason team media training session I would be conducting. When the conversation turned to Twitter, Gotham provided very specific guidance.

“Tell the players, ‘If you’re going to tweet, tweet with a purpose.’”

Gotham wanted to help the Celtics avoid the self-inflicted Twitter turnovers that can distract a team or even hurt the club on the court. Careless use of social media has resulted in fines (Brandon Jennings of the Bucks) and suspensions (White Sox manager Ozzie Guillen), players being benched (former Jets wide receiver David Clowney, now with the Panthers) and even waived (former Chiefs running back Larry Johnson).

Public apologies following ill-advised tweets are a regular occurrence. Steelers running back Rashard Mendenhall recently expressed regret after his controversial tweets about the killing of Osama bin Laden. Mendenhall tried to clarify his intent, but the damage was done, and Champion terminated his endorsement contract.

Players get accustomed to the informality of the 140-character world and forget, as Saints coach Sean Payton told his team, every tweet “is a one-minute press conference.” In other words, if you wouldn’t say it in front of a room full of reporters and cameras, don’t tweet it.

But for all the headlines devoted to those who tweet their way into trouble, there are plenty of pro athletes who, as Gotham suggests, tweet with a purpose — and that purpose is to effectively connect with the public in a way that reflects favorably on the player, team and league.

Fans crave a connection with their favorite players. A survey of MLB and NFL fans conducted last year by Catalyst Public Relations in conjunction with SportsBusiness Journal revealed “three-quarters of fans want athletes to engage with them directly through social media.”

Prior to Twitter there was no way for the masses to make this connection, described by SportsFanLive CEO David Katz as an “unvarnished, authentic glimpse into the lives of these athletes that we follow on TV and watch in the games.”

The survey also found that “fans who connect with the leagues through social-media sites say they are more avid fans of the leagues now than they were prior to the advent of such sites.”

The Knicks’ Amar’e Stoudemire asked for Twitter fans’ opinions on his footwear. In other words, athletes on Twitter can be good for business — as long as they tweet with a purpose.

Here are my three keys for using Twitter to forge a productive connection with fans, sponsors and, just as importantly, potential fans and sponsors:

• Engage with your followers.

Twitter at its best is a dialogue. There are many ways to accomplish this. Knicks forward Amar’e Stoudamire (@Amareisreal) polled his followers on which model of Nike shoes he should wear. Trivia contests for prizes and tickets can work well. Jaguars linebacker Kirk Morrison (@kirkmorrison55) allowed his followers to vote on which T-shirt he wore every day during training camp. The Yankees’ Nick Swisher (@nickswisher) — the only MLB player with more than a million followers — and Matt Duchene (@Matt9Duchene) of the Colorado Avalanche are among those who retweet messages from their followers on request.  (more…)

Top Five Things NBC Has Learned From Vancouver Olympics Research

Wednesday, February 24th, 2010

From a news release issued by NBC Sports & Olympics on Feb. 24, 2010:

NBC UNIVERSAL PRESIDENT OF RESEARCH & MEDIA DEVELOPMENT ALAN WURTZEL’S TOP 5 RESEARCH LEARNINGS – SO FAR – FROM VANCOUVER GAMES:

“The Billion Dollar Lab” initiative involved the participation of a number of research suppliers and the source line following each of the learnings indicates how the data was obtained.

1. THE OLYMPICS IS A HUGE CULTURAL EVENT

· 46% of Olympic viewers changed their typical routine to watch the Olympics.

· 63% stayed up longer than usual to watch, resulting in 42% being “more tired than normal.”

· 35% of viewers cried or became teary-eyed while watching (25% among men)

(Source: Research Results)

Alan Wurtzel

Alan Wurtzel

2. BIG EVENT TV PROGRAMMING BIIGER NOW – MORE THAN EVER

· More than half of all Americans have watched the Vancouver Olympics on the networks of NBC (174 million).

· That’s 24% more viewers than watched the entire 2009 season of American Idol (140 million for 39 separate telecasts).

3. THE OLYMPICS ARE A POSITIVE FAMILY VIEWING EXPERIENCE

· 77% of parents say they use the Olympics to teach their kids values.

· 76% agree “Olympics give me an opportunity to spend quality time together with my family.” (Source: Insight Express 2/14/10)

4. THERE IS TREMENDOUS GROWTH IN YOUNGER VIEWERS

· Gains from youth categories far exceed growth in older demos.

· Viewing among P18-24 is up 46% and viewing among older teens (15-17) is up 34% (compared to viewing for Torino Games).

5. PEOPLE ARE LOOKING FOR A SHARED CULTURAL EXPERIENCE IN A FRACTIONALIZED MEDIA WORLD

· There aren’t many experiences that let people share an event in such great numbers.  We see that in our social networking numbers and the overall amount of viewing.

· 63% of Olympics viewers say, “My friends and I enjoy talking about these Olympics.” (source: Knowledge Networks)


Apologies aside, here’s what Tiger should do next

Friday, February 19th, 2010

Feb. 19, 2010
Yahoo Sports
By Kevin Sullivan

Tiger Woods accomplished what he needed to on Friday in order to take the first steps on the road to image recovery. He took full responsibility for his transgressions, his contrition seemed sincere and he talked about specific personal changes he needed to make to live a “life of integrity.

He did not take questions, which was the right thing to do.

However, Woods would have helped himself even further by assuring the media that, at the appropriate time, and certainly before he tees it up again at a PGA Tour event, he will address their questions — as long as they do not cross a certain line.

He shouldn’t be expected to provide the kinds of details that certain, less than respectable, media outlets will seek. But he will have a better chance to put this behind him if he answers the responsible questions at some point. All he needs to do is give the media one opportunity, and then he should be allowed to move on with his recovery, and life.

Woods, though, in expressing his outrage, lumped all the media into one general category and that is not fair. There are plenty of outlets who are not trying to scrounge for every piece of dirt.

Some have suggested that he change the narrative and win back the support of women and, ultimately endorsements, he should do an Oprah Winfrey-style confessional sit-down. By definition those are personal conversations of the nature Tiger told us loud and clear are not going to happen.

Much of the analysis leading up to his statement focused on the level of control Woods exerted over the arrangements, but he was just doing what most public figures only wish they could in a crisis situation: Control the environment so that it best serves his needs.

By filling the room with the friends and associates he most wanted to apologize to, he created a more natural – and supportive – environment for his statement and in a sense deputized a number of potential advocates to serve as an echo chamber for his message.

There are not many athletes who can command the networks to pool their coverage and break into regular programming.  Woods can and he was smart to play that hand.

The Tiger Woods narrative isn’t going to change much off of today’s statement.  Nor would it change much by sitting down with Larry King, Matt Lauer or Diane Sawyer.

The Tiger Woods narrative will advance when he is back inside the ropes playing the game better than anyone on the planet.

Kevin Sullivan is the founder of Kevin Sullivan Communications, LLC. He was White House communications director under President George W. Bush, and before that was a communications executive with NBC Universal, NBC Sports and the Dallas Mavericks.

Not a sports fan? Oh, the joy and pain you’re missing

Wednesday, December 2nd, 2009

By Kevin Sullivan

Sports Business Journal // Nov. 30, 2009

Bill Gates was taking questions at Microsoft headquarters from an audience of the company’s top female executives. The first question came from a woman who wanted to know how, with three young children, Gates was able to balance his personal and work lives.

“Well, I don’t watch television,” Gates began. “And I don’t follow sports. So I can’t participate in those conversations.”

Bill Gates

Bill Gates

He said it matter-of-factly, as if it were no big deal. As if time spent watching and reading about sports would be better spent on … well, almost anything.

“I don’t watch television and I don’t follow sports.” I found myself actually feeling sorry for the world’s richest man.

So what if he is the most respected philanthropist in the world and has generously used his wealth to take on some of the world’s most difficult problems. So what if he is a brilliant visionary whose innovations have improved the quality of our lives. So what if he has a beautiful family and he always seems so comfortable in his own skin.

“I don’t watch television and I don’t follow sports.” Clearly, Bill Gates doesn’t know what he’s missing. His comments back in January 2006 got me thinking about what life would be like without sports. I decided that while the competition, new product breakthroughs and financial victories of big business and high technology must certainly be exhilarating, the things I would miss most about sports are not easily replicated in other arenas.

I am grateful to my dad for introducing me to sports at an early age. Because for all its imperfections, sports at its best enriches our lives in many special ways, starting with forging connections between the generations.

My dad took me to my first Major League Baseball game on Aug. 26, 1965 – the Orioles vs. the White Sox at Comiskey Park. A little more than 40 years later, we sat down together in my sister’s house in Chicago to watch the White Sox — our White Sox — beat the Astros in Game 1 of the 2005 World Series. In the intervening four decades, just about every conversation we had included some reference to our teams — the Sox, Dallas Mavericks, Chicago Bears and Purdue Boilermakers — and whatever big news was transpiring in the sports world. He always told me to keep the faith, that next year would be better.

My friend Ann Smeltzer tells me her family remembers her sister’s wedding day not as Oct. 25, 1986, but as the day the Mookie Wilson grounder went through Bill Buckner’s legs and the Mets beat the Red Sox in Game 6 of the 1986 World Series. Ann can’t tell you the exact date her future husband met her parents, but she can tell you it was the same day that the Dodgers’ Kirk Gibson hit the limp-off homer to beat the A’s in Game 1 of the 1988 World Series. I’m not sure anybody remembers that her first date was the same day the Exxon-Mobil merger went down.

(more…)

How Tiger Woods should handle his sudden PR crisis

Monday, November 30th, 2009

Yahoo Sports

Mon Nov 30, 2009
By Kevin Sullivan

Tell it first, tell it yourself and tell it all. That is the tried and true formula for handling a messy public relations crisis in the smoothest possible way.

When Tiger Woods let 13 hours lapse after Friday’s early-morning accident without issuing an explanation, he ceded control of his story not only to legitimate news outlets, but also to celebrity gossip mongers on the hunt for a tale –- made up or otherwise -– of adultery and mayhem. The story of Tiger’s first major off-the-course bogey was in their sights and the race was on to fill in the juicy details.

Woods hired attorney Mark NeJame, which shouldn’t raise eyebrows -– after all, the police are investigating Woods’ crash -– but repeatedly declining to be interviewed by the police makes it look like he has something to hide.

When Woods finally responded with a Sunday afternoon statement, he called the rumors false, malicious and irresponsible. Good for Tiger, who has a track record of successfully taking on the tabloids. But while he took responsibility for the crash, he provided scant information. ”I want to keep it (private),” Woods said of the details surrounding the middle-of-the-night incident. Good luck with that.

Woods’ strategy leaves many questions unanswered, which has ignited a media frenzy to fill in the blanks and take down the world’s most successful and well-known athlete.

(more…)

Okay, Reinvent the Game Story – Just Keep Your Opinion to Yourself

Saturday, November 21st, 2009

Thanks to Joe Favorito for passing along “Let’s Reinvent the Game Story” – an interesting read from the National Sports Journalism Center in Indy…the writer, Jason Fry offers four options for the classic sports game storiesL  1)  Retire them; 2) Revitalize them; 3) Reinvigorate them; and 4) Roboticize them.  Here is my take,  followed by  Fry’s story:

I am in the camp that game stories get their value today from being featurized in a way that tells a story beyond the play-by-play – not by injecting opinion.  Great game stories add color and context  beyond what a viewer would have learned from watching the telecast.  In my view Washington Post Nationals beat writer Chico Harlan (referenced in the story below) at times goes too far.  His stories almost mocked the nationals at times last season – and as much as they had it coming – that job belongs to columnists Tom Boswell, Mike Wise and Sally Jenkins.  So put me down for a vote for Reinvigoration without the intrusion of opinion.

Let’s Reinvent the Game Story

Jason Fry
Nov. 16, 2009

I’ve always had the notion that people go to spectator sports to have fun, and then they grab the paper to read about it and have fun again.

For generations, that Red Smith quote told you all you needed to know about why game stories exist. But when Smith said it, the newspaper was pretty much the only way to have that fun again. Today, the game story competes with lots of other ways to relive the moment. SportsCenter runs all morning. League and team sites offer key plays in on-demand HD video. Box scores have morphed into game chronicles that include every pitch. I can pull up an app on my iPhone the next day and watch a condensed game.

Compared to all this Jetsons stuff, many game stories feel like antiques, leftovers from the days when sports filled a couple of minutes on the evening news and all you heard about out-of-town teams was the final score.

“The new fan experience involves Twitter and YouTube and has made the game story even more obsolete than it was five years ago,” says Jason McIntyre, founder of the blog The Big Lead. “I usually hunker down for the NFL on Sunday or College Football on Saturdays with the TV on two games and the computer by my side. Twitter is open. If you want to toss ESPN 360 into the mix, you can follow so many games at once it can become dizzying. The last thing you want to do is wake up the next morning and read a reaction to games and events that happened 12 hours ago.”

At the very least, the game story now must compete with many new ways of discovering or reliving what happened. Pallid game stories that rehash play-by-play and mix in a few vanilla quotes won’t cut it anymore.

“I think play-by-play at this point is worthless,” says the veteran sportswriter (and ace blogger) Joe Posnanski. “It’s worthless because A) people have seen or heard the plays; B) people have seen the highlights and, most important, C) the play-by-play is easily accessible from box scores” and graphics showing how teams scored.

Posnanski thinks part of the problem is that beat writers face two conflicting missions.

“The first is that they have to tell you things about the game that you did not know, could not see, would not have access to find out,” he says. “The second is that the newspapers have to be printed, stacked, trucked, delivered and on the readers’ driveways by 6 a.m. A newspaper reporter needs the time necessary to work a locker room and a clubhouse and get new information. And a newspaper reporter faces absurdly tight deadlines — tighter every year, it seems — which prevents him/her from doing just that. It’s a numbing cycle.”

Some current beat writers seem ready to move on. While emphasizing that he understands why game stories are necessary today, the Washington Post’s Chico Harlan says that “my personal take is that game stories are an anachronism and are pretty worthless. I don’t think that is the best use of a beat reporter’s time. And I don’t think they’re the best use of the reader’s time in terms of providing information.”

Given these pressures and problems, what’s to be done with game stories in the Web age? Should they be revitalized? Reinvented? Or is it time that they’re retired?

Here are four ideas to explore:

1. Retire Them

This is the nuclear option – get rid of game stories. Instead, run a package of statistics, supplemented online by video, links and a discussion forum for reader reactions before, during and after the game.

That would give readers a historical record, while beat reporters would be freed to work on more-compelling stories. Minus the deadline pressures that often leave game stories hurried sketches, beat writers could focus on analysis and behind-the-scenes tales, telling readers why and what’s next instead of what most already know.

2. Revitalize Them

Last month, my co-columnist Dave Kindred made an eloquent plea for the game story, arguing that all the scattered bits and pieces of information leave sports fans wanting a story to tie them together. The games, he wrote, “are the beginnings of all our reporting on personalities, controversies, issues. We cared about Michael Jordan not because he was tall, good-looking, and charming, but because he could play a game better than anyone else ever had. To ignore the games is to tell stories with no foundation.”

If so, perhaps we should help beat writers focus on game stories, by stripping away additional tasks that have multiplied, hydra-like, with the Web’s rise.

Buster Olney, the veteran beat writer turned ESPN columnist and blogger, bemoans an industry trend toward “bits and pieces,” and argues that beat writers are too busy with other duties to make the in-game observations that yield the details that can make game stories great.

“Too much time is being spent posting minutiae — the lineup, the routine quote from the pitcher who just had his bullpen session, the manager saying that out loud that his closer, who has pitched four three straight days, is not available that night,” Olney says, adding that “the simple fact is that beat writers will not have the opportunity to write strong game stories if they are asked to twitter 60 times a game, because they’ll be looking at their laptop rather than watching the game.”

In Olney’s view, “any transcriptionist can file 10 blog posts during a game, but only the baseball beat writers have the capability of writing something that takes the readers inside. But they cannot do that unless pointed in that direction by the folks they work for.”

Posnanski agrees about the added pressures, saying that today’s beat writers “need to be offering insight, a little bit of analysis and a whole lot of perspective. These days, beat writers are pulled in a dozen different directions — Internet, radio, TV, Twitter, v-logs, on and on — and it’s hard to find the time for the old-fashioned information-gathering that is still at the heart of the job.”

3. Reinvigorate Them

Maybe strengthening game stories isn’t enough. Maybe they need something more to hold readers’ interest.

“If I were a sports editor,” McIntyre says, “I’d have some opinion mixed in with all game stories. … It isn’t like beat writers aren’t forming opinions as the game is going on. They’re tweeting opinions. Why can’t they offer theirs in game stories?”

Harlan, the Washington Post’s Nationals beat writer, might be a model of that form. He may not cross the line into opinion, but his game stories certainly have a point of view. And they manage something that’s unfortunately rare: They’re consistently surprising. Pull up most any Harlan story and you’ll find an unexpected turn of phrase and a lack of punches pulled.

On Sept. 20, for example, the Nats lost to the Mets, 6-2. It’s hard to imagine a more meaningless late-season game, yet Harlan’s lead is anything but dull: “Neither science nor sabermetrics has yet devised a method for measuring energy, so any attempt to moderate a debate on the Washington Nationals’ energy level Sunday afternoon might be as futile as the baseball itself. It’s hardly worth assembling the anecdotal evidence, either, because that would require some brave steward to revisit the details locked away within three hours of best-forgotten baseball.”

Beat writers who go this route may have to answer for pungent turns of phrase. But the best columnists have always offered opinions and then looked their subjects in the eye. And isn’t the occasional peeved player better than routinely bored readers?

“I think the motto that I would aim for – and often fall well, well short of – is to try not to be obvious,” Harlan says, passing along a colleague’s judgment that his game stories are “almost more like theater or movie criticism.”

4. Roboticize Them

Ever heard of Stats Monkey?

The name is an unfortunate one for our purposes, but the idea is interesting: Stats Monkey is a program developed by students and professors at Northwestern. It imports box-score and play-by-play information, uses statistics to identify key plays, then constructs a narrative, headline and story from this raw material, together with historical data for context.

I know, you’re horrified. But read this account of Stats Monkey by Rich Gordon, a Medill professor who worked on the project. Now, read a Stats Monkey sample story in David Carr’s examination of the program and see if you don’t agree with his somewhat-grudging assessment: “The weird thing about Stats Monkey is how not-that-terrible the stories are.”

The idea isn’t to use Stats Monkey as a replacement for beat writers, though I’ll grant that given the newspaper industry’s current woes you’d be justified in worrying about exactly that. Rather, think of Stats Monkey as an automated apprentice, meeting that tyrannical print deadline while the beat writer is free to work the clubhouse and write the kind of story that will grab a reader’s attention during SportsCenter’s third go-round.

Whatever the answer is, it’s clear that game stories face unprecedented competition for readers’ attention – and it’s clear to me that they need to change if they are reach any kind of audience in the future. Too many game stories follow a tired formula – lots of play-by-play, paint-by-numbers quotes – that was adequate when newspapers were largely protected from competition. But that day is gone, and that formula has to change.

“If I read a game story now with a lot of play-by-play I will conclude that (A) The reporter was on a ridiculously tight deadline or (B) the reporter didn’t have anything to add to the conversation,” Posnanski says. “Neither one is good for the future of game stories.”

From a PR perspective, Vick got it right on ’60 minutes’

Monday, August 17th, 2009

By Kevin Sullivan

Yahoo! Sports

August 17, 2009

vick jb 60-MinutesI am not sure how many people — especially animal lovers –Michael Vick won over with his news conference Friday in Philadelphia and his “60 Minutes” interview Sunday night. But he got me.

Sure, I reserve the requisite amount of skepticism for all athlete comebacks these days, but I believe that Vick is sorry for his crimes and understands that only his actions will convince people he has changed.

There were four moments in Sunday night’s exclusive “60 Minutes” interview that convinced me:

• When James Brown confronted Vick with a graphic recitation of the acts associated with the Bad Newz Kennels dogfighting operation, then asked him, “For those who may say it showed a lack of moral character because you didn’t stop it, you agree or disagree?” Vick didn’t hesitate, equivocate, hem or haw. “I agree,” was his simple reply.

• When Brown asked Vick, “Who do you blame for all of this?” Vick once again resisted the urge to deflect the question or share the blame with others.

“I blame me.”

• When Brown asked Vick about blowing his $130 million contract with the Atlanta Falcons, the richest in the NFL, Vick said, “I deserve to lose the $130 million.” (more…)

Remembering Tony Snow: A Great Example to All of Us in the White House – Even When He Couldn’t Find His Blackberry

Thursday, July 9th, 2009

tony snow On my first day as White House communications director back in July 2006, I stuck my head   in Tony Snow’s office to say hello.  He bounded from behind his desk and said, “Come on – I     want to show you something.“

Tony, who had been press secretary a little over two months, led me out of the West Wing      and up the driveway toward the Northwest Appointments Gate.  “I do this almost every day,”    he said. When we got close to the Secret Service guardhouse on Pennsylvania Ave., Tony i  instructed me to turn around and look back at the North Portico of the White House.

“Look at that,” he gushed.   “Isn’t that neat?  That’s where we get to work.  When I worked here the first time, for President Bush 41, I was too young and too stupid to appreciate it.  This time I’m not going to take it for granted or forget what a privilege it is.”

Tony went on to explain that before we knew it, we’d all be back outside the gates on Pennsylvania Avenue looking through the fence with the tourists.  “And you don’t want to be out there with any regrets, so you’ve got to give it everything you’ve got every day.” (more…)

“Penn Stater” Profile on AP Reporter A Great Peek Behind the Scenes at the White House

Tuesday, June 30th, 2009

Picture 5 The profile on AP White House correspondent Ben Feller in the May/June issue of the “Penn Stater”    provides a terrific behind the scenes look at what life inside the gates is like for White House   correspondents.  Feller, the reporter who broke the story of Sonya Sotomayor’s selection as President  Obama’s Supreme Court nominee, is a 1992 graduate of Penn State.

Before working with Feller during my White House days, I dealt with him when he was AP’s national education reporter and I headed up communications at the Department of Education.  I always found him to be fair and enjoyable to work with.  This profile is must reading for anyone interested in how the press covers the President both inside the White House and on the road.

One update since the story was printed: During a session with the President in the Oval Office, the AP no longer waits to call in alerts until after the President finishes speaking.  The AP reporter now emails quotes to a colleague in the AP booth adjacent to the West Wing press briefing room who gets the President’s words out on the wire while he is still speaking.

Read the entire story by clicking here and downloading the pdf.