OPEN LETTER TO 'OPEN LETTER TO LEAFS FANS'

Dear Larry Tanenbaum (MLSE Chairman),
Thank you for accepting some of the responsibility for the Maple Leaf's lackluster performance this year.

Great PR move. Finally, it seems as though someone in Toronto Maple Leafs management actually cares about the fans! The full page insert in the Globe and Mail (imagine if it were in the Sun?!) is a classy move and certainly boosts your reputation.

The words Tanenbaum used were simple and concise, especially for a Cornell grad, which spread a message that he is disappointed with the entire organization. The letter speaks about the team having an unacceptable end to the season as well as highlighting MLSE's (as a brand) key messages of: passion, hard work and accountability. I think this letter hit the nail on the head. Apologizing, moving forward and reassuring the fans are ways that will always work on the public to increase your declining image.

Although your intentions were good, it doesn't account for the consistent failure in the entirety of MLSE history.


The Raptors and Canucks have also done this.

Another Disappointing NHL Trade Deadline

UGH.
It happened again. What you ask? NOTHING. The 2011-2012 NHL Trade Deadline produced no significant changes in any team.
In the last week, it was obvious that the Tampa Bay Lightning were the busiest, but no major trades were made in the NHL.


What happened to the good old days when teams would trade for a bag of pucks for other players?
Here's a list of trades that happened this year - or you could just take my word for it that no one made any significant trades.
Here's why (one of many reasons):
When a team decides to trade a big name player (especially for draft picks), they risk the chance of losing some player-based capital (ie: jersey sales, ticket pricing based on superstars along with a million other money makers). Not to mention that the loss of income can hurt a team in the short term, but the team's public view becomes distorted and it's time for the communications team to earn their pay.

With a team's superstar players, an organization builds up a reputation, whether negative or positive. No matter if the player has a good or bad public image, the team's reputation always depends on the outcome of the trade (who got the better end of the deal).

If you were to trade away your best player (let's say 'he' has a eight years of experience), for first and second round draft picks; your team's public image becomes that of a 'team building towards the future'. If you trade for an experienced players, a la notoriously bad at trading Toronto Maple Leafs circa 1996-2006, then your team may become known as a 'team of old-timers' or 'trying to make the playoffs'.

It's not to say that they aren't a variety of reasons to pick up different valued or aged players but what is important is how the public perceives this. Believe me when I tell you: every GM considers this!

On the same note, teams with a poor rapport can obviously gain some great publicity by trading up. Fans who lost interest in their clubs may suddenly be sparked to start watching again due to the team's newest acquisition.

What's important here is the risk involved in trading. Since management is responsible to make money and win, it becomes difficult to see any other way to accomplish this than sticking with your big guns, or the guys who are going to score 30-goal seasons. These are the same guys that your team has been built around for months if not years and the same guys that kids are growing up, dreaming to be like (remember Dave Chappelle's skit?). Is it worth risking valuable players to gain someone who may or may not fit in the system?

Either way, we would all like to see trade deadline days have more action.

Green Eggs and Cam Newton

"No I will not eat green eggs and ham, Cam I am."

Cam Newton, scheduled to be the Carolina Panthers' number one, has just been given the playbook as homework before the season starts. However, there has been some 'adjustments' in the playbook to help Cam Newton learn the book quickly. In other words, the Carolina organization has 'dumbed-down' the book in order for Newton to understand the basics.

Here lies the issue. In an interview, Newton said: "That's Dr. Seuss compared to doggone Shakespeare". I interpret this in a few different ways.
First, Newton is referring to the difference in difficulty of the playbook compared with others, he basically said the Carolina Panthers needed to dumb it down so he can understand it.
Secondly, he is suggesting the Carolina Panthers do not trust his reading skills.
Thirdly, Newton has a hard time reading Shakespeare.
Fourthly, the Carolina Panthers are simpletons.
Fifthly, Shakespeare is superior to Dr. Seuss.
For more on this, read about it here.


In light of this, I took it upon myself to create the new cover of the playbook:

I feel it is appropriate, the top right corner would naturally display the Panthers' logo.

It appears Newton is happy with his contract and for his sake, I hope he gets some media training in Carolina before he moves forward. Carolina, who went 2-14 last year, is looking to the young QB to step it up. Still, he needs PR.
Next post: 'Newton Hears a Who' and 'One Miss Two Miss, Starting QB Back Up QB'.

I wish him well and as Anthony Jeselnik once said: you should probably read more.

Two minutes for two idiots, and Tiger Woods and Kevin Durant

No Class
Someone tell me what happens when athletes are on the off season and have time on their hands?
In one night, two 'class acts' got into trouble. Big time.

Making news today, August 5th, 2011:

Last night, Sean Avery was arrested after he pushed a cop. Apparently he was taunting the police by referring to them as 'Fat, Little Pigs'. After challenging them, he was arrested. AND now, he needs some PR, quick.

Last night, Michael Beasley pushed a fan in the face. He was being heckled at a streetball tourney at Dyckman in Washington. Consequences at this time are unknown but what we do know is that his reputation is about to take a hit. And now, he needs some PR, quick.

Haven't heard from either of these guys since the incident. I guess it is true that you only get one phone call when you're in jail.

Speaking of losers, Tiger Woods is looking to shoot worse than par this weekend. Does he still have what it takes or should we expect him to continue his slump. Tune in next week!
Either way, we all know his PR team is excellent and his media training is impeccable. Expect a sob story about his game not being up to 'par' and his failure to 'approach' his "drive" to win. If you didn't catch those, here's a glossary of golf terms.

On the plus side, let's look at the good things Kevin Durant is doing for the community, Oklahoma City Thunder and the NBA. Here's a look at his 'schedule' for the month of August (via TheScore.com):

  

His involvement in the community is quite impressive. Despite blowing out each opponent he faces single-handed, his impact on the regular, everyday people he is playing against is priceless. (I guess you can read more about Kevin Durant's social responsibility somewhere else, if you want to. I don't recommend leaving this blog though...ever.) This outreach will prove to enhance Durant's presence in the community and his worldwide reputation. He needs PR (in order to put this story in the press).

Too bad all athletes can't behave like Kevin Durant.

NHL Awards: Missing the Wide-Open Net

The NHL Awards took place last night. On a night where the glitz, glam and fashion statements (read Kevin Smith Jersey and Jorts) come out, it was probably the worst awards show I've witnessed. If you missed it - you can check it out here but you don't have to.

To begin, the duration of the red carpet was 2 hours...I had no idea the NHL Awards were close competition to the Oscars?
Jay Mohr, who I actually (normally) enjoy, botched his emcee duties.
Drying paint got bored of his jokes. His spoof of 24/7, called 24/6 (Hilarious duplication! Get it!? 24/6 not 24/7) was not funny.

Jon Hamm put you to shame, sir, even though he loves the Blues.

Who invited Dierks Bentley? I still don't know who he is and I was watching.

Historically, the NHL Awards are an opportunity to reward the players who have stood out in the league and made a difference in their communities. It is a PR dream to showcase the highlights that individuals have played throughout the season, on and off the ice. This is the one chance that the NHL can finally say that they are doing good in the community as well as fuel the egos of the young stars who performed particularly well. They tried, but unfortunately, the award show turned out mundane.

I ask an important question: How can you fail to mention the important people that passed away this year, some of which had a major impact on the NHL?

Derek Boogard became the first player in NHL history to die of concussion complications in the millennium of 'increased player safety'. Pat Burns, one of the most influential coaches ever, wasn't credited.

And what was with the American patriotism. I'm all for American Troops and what not, but seriously, it's also a Canadian game. Where were the mounties presenting awards? It seemed to me that despite the Ryan VS Ryan segment, the awards missed that point that hockey is truly Canadian.

I thought Tim Thomas's mustache was going to get up off his face and beat up Luongo and Schneider during the William Jennings (award for least goals against in the regular season).



In terms of acceptance speeches, here's a note for players: PRACTICE YOUR SPEECH! How can Jeff Skinner go up to the podium, attempt to wing it and have no clue what to say. If he didn't say 'uhhh' after every word it wouldn't have been the worst acceptance speech. Zeppelin were upset with how much he rambled on. Ok, bad joke but seriously Jeff, you're a rookie; you need to show that you're serious and professional about your job (that DOES include public speaking by the way).


So to Jeff Skinner and Corey Perry: You need media training. You need Trill PR.

Despite a decent award night for Daniel Sedin, seeing this photo made me smirk a little bit more:

So after all the mentions of hot topics: the Vancouver riot (Mohr said Vancouver is the marijuana capital of the planet - I say Amsterdam), Canada getting a new team (Atlanta was the butt of all jokes), the booing of Bettman at the Cup presentation (round of applause?), concussion syndrome a la NHL Poster Boy Sidney Crosby and many others (uncomfortable silence); the NHL awards and Gary Bettman failed to clean up the messy loose ends that will undoubtedly tie-up the off-season, full with drama and speculation.


One thumb up for Alex Burrows, who showed enjoyment after being insulted.

Case Study: PR Lesson on How to be the Pittsburgh Penguins Comm. Dept.

Pittsburgh Penguins PR department have had their hands full.
Here's a look at the roller coaster of events that they have dealt with in the last few months and how they have handled them.
I call this section: PR 101

Evgeni Malkin out with season ending surgery.
How the PR Team did: B-
What is more than a nightmare for the team became irrelevant as the Penguins clinched fourth spot. There was internal knowledge of the state of Malkin's knee, so an explanation to the public was relatively simple and they delivered a good message: "It's bad. He's done for the season."


Sergei Gonchar, top defenseman, traded.
How the PR Team did: A
Dealing with the explanation of trades are actually relatively easy for the PR team. They often stick the spokesperson at the helm with some media training (or not) and let them answer the tough questions. It's the coaches/GMs career on the line; and no one else. In this case: "Gonchar is old and expensive".


Captain Canada aka Sidney Crosby suffered two consecutive vicious hits in early January and was concussed.
How the PR Team did: C-
Plans to return any day, now...but the PR team has said that for over a month now. It's time to be clear - is he playing in the playoffs or not? Their response: "We're not taking risks".
OK BUT WHEN WILL HE PLAY AGAIN!?

Lastly, the Penguins had to deal with GM (Super) Mario Lemieux's comments about head shots and dirty play from specific players in the league (to remain unnamed) seems quite satirical considering this...

Matt Cooke - A goon amongst gentlemen

How the PR Team did: A+
He has been suspended for his sixth time in 800 games, this time, for the remainder of the season (14-plus-games). Cooke has only 300 points but managed to rack up just under 1000 PIMers in his career (988), more than one minute per game.
Complete knucklehead - but despite this, he has a great PR team around him. He publicly admitted he has to change his game and what he is doing is inappropriate conduct.

Good work PR team! Next, keep Matt Cooke out of the papers after his next stunt (which will happen) and you're communications department will remain the best kept secret in the NHL.

I guess winning a Stanley Cup pays the bills for the future - what happens next year?!