Blogger Offers Good Advice for Athletes in Crisis

I'm regularly disappointed by professional and college athletes who mess up their lives off the field. These are men and women that young people look up to and emulate. Just as bad is how so many of them lie and otherwise respond poorly to their personal crises. I could give dozens of examples, and you probably can too. I've analyzed a number of these fallen stars on this blog through the years.

The latest came yesterday (May 2). "Four past or present New Orleans Saints players were suspended Wednesday by the National Football League for their roles in the 'bountygate' scandal involving bonuses for trying to hurt opponents. The league announced that Scott Fujita, Anthony Hargrove, Will Smith and Jonathan Vilma were suspended without pay for varying lengths of time (ranging from three games to one year." (http://www.cnn.com/2012/05/02/sport/football/nfl-saints-suspensions/index.html?hpt=hp_c2)

Derede McAlpin, vice president with Levick Strategic Communications, among other things served as a contributor for the Washington Post’s "The League" providing crisis counsel on issues affecting the NFL and its players. (http://www.levick.com/vice-president/derede-mcalpin-esq) She offered on her The Locker Room blog some pointers for athletes in crisis that I want to share: (http://lockerroommag.com/when-in-crisis-watch-your-blind-side-the-first-48-hours/)

Perception is reality. As soon as an incident occurs, consider how the issue will be received by all potential stakeholders. The fans are armchair jurors that will drive the public’s perception of any alleged wrongdoings.

Assemble your team and the gather needed intelligence. The issues management team should be comprised of legal counsel, the agent, in-house or outside communications professionals, and the coach or manager closest to the situation. Once assembled decide what is the issue. Who is involved? Why did it happen? Is the media aware of the situation? Who needs to be informed? Once the battleground has been surveyed, it is then crucial to reexamine any skeletons still in the closet.

Define the desired end game. The intelligence you’ve gathered will enable you to determine whether the goal of the crisis campaign is outright vindication, the quiet settlement of a lawsuit, or a public display of repentance. Each objective requires different communications strategies.

Assess, control, and treat. Managing a crisis early is the key to success. It is a concept that is easily broken down into a three-pronged imperative: assess the potential negative impact on reputation; quickly take steps to control the message; and consider the likelihood of litigation or penalties.

Treasure your online reputation. When it comes to the exchange of ideas and thoughts via social media, some professional athletes fail to manage their brands when it comes to defusing controversy or managing the dream careers they have worked for all of their lives.

Recognize the power of the court of public opinion in legal matters. Prejudicial information is going to obtrude on a case whether the court bars it or not. Jurors cannot turn off their memories like a spigot, and, as a practical matter, limiting exposure to the internet is impossible.

Deploy third party allies. Identify and recruit potential third-party advocates. Third-parties are very important because they are perceived as more credible than someone with a direct interest in the outcome of the case or issue.

Anticipate problems. Use peacetime wisely and develop a playbook for all anticipated problems before an issue rises to the level of a crisis.

In summary, those in the public limelight need to have a crisis communications plan. It's not a case of cost, but a case of ignorance. Pro athletes need a crisis communications plan as much as nonprofit and for-profit organizations do.