Can you ever take on the media and blame them for your troubles?
I don’t think so.
Just look. Fox News ratings are way up. The President’s approval ratings are way down. Is it any wonder then that Fox News is hyping their disagreements with the White House? ”Oh woe is me. Watch what we do that has the White House so afraid of us.”
By talking about the media or a specific outlet, it only increases their value. And it diminishes you.
Sports teams that blame the media for their troubles are no different. There have been times in my past that I wanted to blame the media for over hyping some issues or for using fake quotes or making up stuff. I always cringe when I read ”According to a source close to the team” or “According to a source who didn’t want to be identified because he may do business with the team.” What does any of that mean? One time we found that the person who was being quoted was the brother of a player that wasn’t happy with the team and wanted to be traded. Another time it was an out of work scout for a team that wanted to interview with us.
But I soon realized the media members have a job to do. They are good people. They are just doing what they need to do to complete their tasks at work. They will write and publish what they want to do so it is better to do the following:
- Be consistent and open and honest with all members of the media in good times and in bad times. Don’t get too high with the highs and too low with the lows. Talk to everyone. Always be transparent and when you feel you can’t be - “Ted, are you trying to trade so and so?” - tell them you won’t talk about it and you hope they understand why and that you know you are now taking on risk by NOT getting your comments on record and that non action always invites the unnamed sources quotes. It is better to go on record and talk than it is to avoid or offer up no comments. And never lie. Be silent on a tough issue if you have to be but never lie. Be yourself. Don’t be too polished or too handled. Media can smell a phony a mile away.
- Expand the sources of media. Embrace and extend a blogosphere. You want to create many voices; lots of pixels; and a big tent so that no one voice is so important to you and the communities you serve. Overwhelm the mainstream media with alternative media. We live in a fractured media industry. Pixels are pixels in a search algorithm. Feed the machines. It works. Go to Google and type in ‘Ted Leonsis’. You will get my blog as the first entry, not someone’s media site but my own operated blog.
- Be the media. Create your own media outlets to get your unfiltered message out. I blog every day. I do Owner’s Corner updates. We use our website; email newsletters; personal meetings; Facebook newsfeed updates; Twitter updates; and direct communications to talk and then hear back from our constituencies. We have direct access to our fans and to our customers. The mainstream media doesn’t. Our database at the Capitals is now much larger than any one outlet’s individual audience that follows us. We can communicate directly and often to our fan base. The media is just an intermediary for us now. We respect them as an industry and as individuals but by building our own media, we don’t fear the media as we once did. It has created more balance in our relationship. We can embrace them and talk to them like they are respected members of our community.
So never blame the media for your troubles. Never call one out for saying something provocative - one member of the media said something this weekend about one of our players - rather than respond. We shall disregard and minimize the individual.
Treat them with dignity.
Expand the outlets of media.
Communicate often and directly. Be unfiltered.
Honesty is the best policy.
Transparency is better than no comment.
Be yourself. Be authentic. Don’t be too handled.
Don’t get too high with the highs and too low with the lows.
And just win. The rest will take care of itself.
Tags: President Obama, Ted Leonsis, Ted's Take
Don’t blame the media or injuries, just win baby!
As a “recovering” newspaper editor and long time media spokesman for public officials and trade associations, THANK YOU for dispensing some superb and time-tested advice. Spot on. Let’s hope the White House is reading (Congress, too, for that matter).
Ted for President!
Seriously, he’ll trade all these unproductive holier-than-thou Maoists for young prospects who might get something done in the White House!
Actually, Ted, the first entry when you google “ted leonsis” is your Wikipedia bio. The second entry is your blog.
Having been on both sides of the equation, the advice is superb and should be followed by anyone who deals with the media.
Ted,
Some nice points.
Relating this to hockey and the idea of televising every game on the net free with advertising support, why not, at least do the most to create your own media for your team?
There would be a sizable audience to watch the pre-game warm-ups on the net…as well as a lengthy post-game interview show/call-ins for each game. It should be done with a host(s) with a great sense of humour.
You can do more to direct a sense of community and re-focus coverage in a positive way this way. You could even split the screen (multiple camera angles) to show the ambiance of the arena. The feel of going to the game should be replicated in every way possible.
The whole experience should be more informal than the usual telecast and not too produced.
Sorry, Ted, you’re very much mistaken on this one.
You’re absolutely right that a sports team can’t blame its woes on the media. Ultimately, the success or failure of a sports team will be determined on the playing field. And a critical media isn’t likely to be very critical if you’re winning or showing promise.
OTOH, Fox has demonstrated they are actively invested in seeing one side of the political spectrum lose. In this case, it matters not if the Dems are succeeding or failing–Fox is going to attack them in either instance.
You claim Obama’s approval ratings are way down; yet the most recent polls show him with favorable ratings of between 55-60%. While those numbers are down from the 70% numbers–they’re numbers many recent US Presidents would be pretty pleased with. And let’s not forget when Bush’s approval numbers were in the mid-20% range–Fox was still hammering away at Democrats.
I think the Redskins need to read this post. They have lost control of the message and appear to be hunkered down.
I think the Capitals get good press for the most part. Of course, it helps when you win. For me, I like hearing Ted on DC 101 and other radio outlets. As an owner, he has created a great “brand” for himself. Not the team but the brand of Ted Leonsis. He has a voice and is respected.
The thing about Obama that is frustrating is that he gets and has gotten great press coverage. Why attack the ONE news outlet that is not favorable to you?
Very well stated!
I was surprised to read this piece and not see Mike Richards brought up. Good post, overall though.
Ted, please buy the Redskins. I’ll kick in $100 to help out, and I bet a lot of other Redskins fans would do the same.
Ted,
You’re far and away the best owner of any DC professional sports team. (I know it isn’t saying that much, but I greatly appreciate your commitment to making the Caps a Cup Contender every season. I look forward to you soon becoming the majority owner of the Wizards and many more wonderful seasons watching the Caps!
As a diehard DC sports fan, can you take 30 minutes of your time to sit down with Daniel Snyder and Ted Lerner and explain to him you need to have a Real GM in order to run a successful franchise and to be hands off with personnel decisions.
Thank you so much for being the owner of the Caps and a minority owner in the Wizards.
Best of luck to the Caps this season! C-A-P-S CAPS CAPS CAPS!!!
Keep up the great work!
“OTOH, Fox has demonstrated they are actively invested in seeing one side of the political spectrum ”
Same can be said for MSNBC, but to a more extreme degree. That didn’t stop Obama from inviting Olberman to an off the record chat at the white house.
Obama’s media coverage is not the problem. He has systematically taken this country off the cliff with his economic policies. FOX will always be on top because the speak the truth from both sides. Even the “other side” can’t defend him now. If the democratic side take over healthcare we are all doomed. That’s ok Ted. I will say if for you, since you have to be polically correct