We tell our clients that one way to be “in the news” is to take advantage of trends that enable us to include your brand into the news cycle. Yet when I see communications professionals doing this to promote themselves, it often strikes me as being disingenuous.
The communications pros racing to comment on the Tiger Woods story is an example of this. “What I would tell Tiger is …”, “Tiger must do …”, “Tiger is getting bad counsel …” The talking heads who are certain they know better than Woods have one goal: Promote their individual brand as professional communicator.
I appreciate that the media are going to cover this story, and that, heck, if there’s going to be coverage why shouldn’t one promote their brand. But I ask this: Is this the type of news story — a scandal, filled with innuendo and, more important, having a negative impact on a person’s family and children — one that you want your personal brand to be a part of? Every opportunity to promote your brand should be weighed within the context of the story and how it will be viewed by your audiences.
Will the “crisis communications experts” who provided comments about Tiger Woods gain future clients? It’s possible. It’s more likely that by agreeing to comment now, these persons are establishing or furthering media relationships for later, when they need to help protect their clients. Quid pro quo.
When I look at the Woods story, I look beyond what his team has messaged. (Though isn’t it interesting that his only statements are public, posted on his Web site?)
Instead, I take a look at the brands that are advertising on some of these gossip and faux-news sites. These aren’t brands that Woods endorses, but other companies whose ads run prominently on TMZ and Page Six and the like that are directly benefiting from his personal plight. This story is likely generating millions of additional consumer impressions for those advertisers right during the middle of their important sales season.
For example, there’s a service provider whose musical ad is running on US Weekly. What a bonus for them to have their ad streamed right before one of Woods’ alleged voice mails!
Would I want my clients’ brands to be linked with this story? Probably not, but if the research says their target consumers index high for information on gossip and pop culture, maybe that’s the right place for them to be.
But still, I can’t help but wonder: World’s most famous athlete … peak sales season … stories suddenly reported … peak sales season … millions of online consumer impressions … peak sales season. Curious, isn’t it?
R. Antonette Communicates 