Manage your Message Media Training

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Did Apple solve its PR problem?

Pat Burns, Facebook and the Hockey Hall of Fame

Recently, we told you about the social media campaign we started to get former NHL coach Pat Burns inducted into the Hockey Hall of Fame in 2010 (Burns has terminal lung cancer). Over the course of a few weeks, more than 70,000 people joined the group, helping to generate extensive media coverage for the cause.

 

The Hall announced their 2010 inductees in late June and to the amazement of many, Burns was not included in this year's class. His omission generated a significant amount of negative media coverage for the Hockey Hall of Fame. Here's a sampling:

The Globe and Mail: What were the Hockey Hall of Fame voters thinking?

Toronto Sun: Hall of Fame could have done something special

New York Post: Former Devils coach Burns stabbed in the plaque

NHL Hot Stove: HHOF says 'Thanks, but no thanks' to Pat Burns

National Post: Opening doors to Hall of shame

ESPN: Hall selection process needs big overhaul

Canoe: Hall passes over Burns

The New Jersey Star-Ledger: Pat burns fails to be elected to Hockey Hall of Fame

Yahoo Sports: In Hall of Fame Class of 2010 roll call, it's all about the absences

Fanhouse: Hall of Fame election committee member acknowledges Burns snub

Inside Halton: Campaign a success despite Burns being overlooked for Hall of Fame

A big thanks goes out to all of the reporters across North America who supported this campaign from its earliest days and who took the HHOF to task for this bewildering error in judgment. I owe each of you a cold beer. Email me if you'd like to collect.

Burns will be inducted some day. But instead of making the speech himself, it will likely be his wife or one of his children. That's a shame. The HHOF missed a great opportunity to do the right thing for one of their own. Here's hoping the former coach is still with us in 2011 when we try again.

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Note: This story is taken from our 'Manage your Message' e-newsletter. To get your own copy sent to your inbox each month, sign up here.

Student journalist schools State Senator

Preparation is the key to success for any media interview - whether you're being interviewed by Peter Mansbridge or the kid next door. Recently, high school student Keith Wagner interviewed Arizona State Senator John Huppenthal. During the interview, the student asked a few basic questions about massive budget cuts to education funding. Huppenthal is clearly caught off guard and appears to know less about his own voting record than the student journalist. After Huppenthal agrees that the cuts are terrible, the student reminds him that he actually voted for a bill that would cut $550 million from education. Huppenthal's body language gets more uncomfortable as the interview progresses. He excuses himself and doesn't return. The interview has been seen more than 340,000 times on YouTube. 

The Lesson: 95% of a successful media interview occurs before the first question. Do your homework, anticipate questions (even the bad ones), Google the reporter's previous work and never underestimate a reporter because of their age or experience level.

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Note: This story is taken from our 'Manage your Message' e-newsletter. To get your own copy sent to your inbox each month, sign up here.

'The Decision': Ratings bonanza, PR disaster

Whether or not you follow basketball, you probably heard about the recent one-hour TV special in which NBA star and free agent LeBron James announced which team he would be moving to.

 

The 60-minute ego-fest, titled, The Decision, was a ratings bonanza with nearly 10 million viewers. But it also served to paint James in a rather negative light. After announcing he would be joining the Miami Heat, the interviewer asked him how he felt about sharing the spotlight with the two other stars on the Miami team. LeBron's response:

 

"For me, it's not about sharing, it's about everybody having their own spotlight and then doing what's best for the team."

 

The first six words tell the whole story.

 

It's hard to imagine those words coming out of the mouths of athletes like Wayne Gretkzy, Michael Jordan or Steve Nash. James has taken a lot of 'heat' for the manner in which he made his announcement, including a public lambasting by the owner of his former team.

 

The Lesson: First, wear a suit. During the special, James looked like he was stopped on his way to a picnic. Second, rent a copy of Bull Durham. In the 1988 movie, Crash Davis (Kevin Costner) teaches Ebby 'Nuke' LaLoosh (Tim Robbins) how to survive sports media interviews by keeping it simple and cranking out  clichés. It's boring, but non-controversial. 

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Note: This story is taken from our 'Manage your Message' e-newsletter. To get your own copy sent to your inbox each month, sign up here.