Steve Smith is affiliate associate at Voxus PR.
As my group will inform you, don’t get me began speaking about baseball should you’re in a rush. Nonetheless, one story that not too long ago dominated headlines holds a number of essential classes for PR professionals: The suspension of broadcaster Kevin Brown by the Baltimore Orioles proprietor John Angelos.
The Orioles have been one of the vital outstanding tales of the baseball season up to now. That’s particularly painful for me to put in writing after the group took two of three from my Seattle Mariners this previous weekend. The group’s younger core of rising stars presently holds the perfect file within the American League (as of Aug. 14) following six consecutive seasons lacking the playoffs. However the group now finds itself within the information for all of the mistaken causes.
Brown, the Orioles’ TV and radio play-by-play announcer since 2019, had not referred to as a sport since July 30, and on Aug. 7 it was reported that he was “suspended indefinitely” over a remark throughout a pre-game present. Lengthy story quick (hey, I’m making an attempt!), Brown mentioned how the Orioles had performed poorly previously towards the Tampa Bay Rays on the highway at Tropicana Park, however that they’d already gained as many video games there this season because the earlier three mixed.
Matt Jergensen, a Baltimore sports activities blogger and podcaster, was the first to report what had allegedly occurred, prompting the sports activities media world to try to resolve Brown’s absence. Earlier than the day was over, the Orioles had a full-blown PR disaster on their fingers. Right here’s how the day performed out and three classes in repute and model administration that PR execs can study from it.
- Well timed and clear communication is vital: When information of Brown’s suspension broke final Monday morning, the Orioles group failed to reply in a well timed method. Hours handed with none touch upon why Brown had been lacking from the published sales space, leaving audiences to invest whereas the story continued to achieve traction. When the Orioles lastly offered a ready assertion to some choose information retailers, their remarks failed to completely clarify what occurred. In reality, the assertion particularly famous that there was no suspension, which contradicted what had already been verified by numerous information retailers, together with The Athletic.
The way in which an organization handles controversy can have an enduring affect on its model repute, and this case is an ideal instance of why well timed and clear communication is important when dealing with a PR disaster. By responding shortly and offering a transparent assertion explaining Brown’s absence, the Orioles might have addressed these questions and considerations whereas demonstrating accountability for what occurred. Sadly, that shortcoming resulted in….
- Social media provides gas to the hearth: Within the hours following information of Brown’s obvious suspension, it shortly grew from a neighborhood sports activities story to a nationwide sports activities story to an merchandise of nationwide information curiosity – all whereas spreading like wildfire on social media. This was quickly compounded by the truth that broadcasters for different MLB groups began chiming in throughout video games and on social media. Announcers from the New York Yankees, Boston Purple Sox, Chicago White Sox, New York Mets, Philadelphia Phillies and others got here to Brown’s protection, calling the suspension “unconscionable” and an “utter humiliation” for the Orioles, and even going as far as to make a joke about their group’s poor play and say they hope they gained’t “get suspended by the Orioles for saying that.”
So, what’s the lesson right here for PR execs? As with Brown’s suspension, firms typically make high-profile personnel selections with out well timed and clear communication or contemplating how social media can view this as an try to bury the information. Whereas firms could also be reluctant to debate personnel issues, in in the present day’s 24/7 digital world assume the information will get out and unfold shortly. The Orioles failed to interact with the media to supply data or clarification, leaving the story to spiral uncontrolled. PR groups have more and more gained entry to the C-suite lately. Leverage that entry to remind enterprise leaders how these occasions hardly ever happen in a vacuum and search to change into engaged in these conversations earlier than selections change into public.
- Contemplate potential impacts and put together for the fallout. As any Orioles fan will probably inform you, the Angelos household have lengthy been magnets for controversy, so – in that sense – this newest incident ought to come as little shock. With solely 5 successful seasons since 1997, maybe a narrative like this is able to fly below the radar and never draw as a lot consideration. However with the group enjoying so nicely and the darlings of baseball this yr, Brown’s controversial absence leaves a cloud of destructive consideration hanging over its shining efficiency on the diamond.
As my associate Paul Forecki wrote in regards to the artwork of name administration earlier this yr, it’s typically mentioned that there’s no such factor as unhealthy press. Nonetheless, firms and PR execs “want to think about how that controversy pertains to and impacts the underlying model” and “concentrate on the potential for collateral harm.” The Orioles’ state of affairs is the right instance of the necessity to have a disaster communications plan in place. PR execs needs to be ready to proactively anticipate and efficiently handle controversial conditions which will come up from the non-public actions or selections of key figures related to a model.
As Warren Buffet mentioned, “It takes 20 years to construct a repute and 5 minutes to spoil it.” Maybe that doesn’t apply to the Angelos household, as some may argue that chicken has lengthy since flown the nest. Nonetheless, the latest suspension of Orioles broadcaster Kevin Brown highlights numerous essential classes for PR professionals in model administration and disaster communication. By planning forward, growing a disaster communications plan and proactively partaking in conversations with key stakeholders, PR execs may help management the fallout and mitigate the potential amplification of destructive sentiments on social media.
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