Filed under: Public Relations

As if we did not know, today's media report on what athletes tweet like it was an interview

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This observation is not new. Twitter has opened a whole way for reporters to get information from athletes and coaches without talking to them. It was the root cause for this week's dust-up between the University of Kentucky and the Kentucky student paper.

This screen grab from my iPhone tonight struck me as interesting because it features two stories about what NFL running backs Tweeted. First, we have Chris Johnson of the Titans telling "fake" fans to STFU, and then we have Arian Foster of the Texans tweeting a photo of his MRI (so much for hiding behind HIPAA).

As I said, nothing new, but clear evidence of a sea change in the way news is gathered and reported.

UK SIDs continue behaving badly; Reprimand student paper for calling basketball walk-ons

Last month, I used this space to write about how a University of Kentucky sports information director suggested via Twitter that he would deny a CBSsports.com reporter a credential for writing a negative story. That same SID office is at it again, only this time they really did pull a credential. From the UK student paper. For calling walk-on basketball players without their permission.

In the interest of full disclosure, the Kentucky Kernel reporter did interview me for her story and you can read my opinions represented pretty accurately in the story. How she found me is still a mystery, but she did.

But, once again, the Kentucky SID office has garnered negative national attention for a story which should be a non-story. Andy Staples of SI.com tweeted the original story tonight, and immediately followed it with a semi-serious campaign to #freekernel.

The moral of this is two-fold. First, have written and publicly available policies for interview requests. This is something we preach heavily in our textbook. UK acknowledges in the Kernel story that its policies are "unwritten". 

And second, just like the first UK incident a month ago, if you are a PR person, don't become the story. This could have been handled many different ways, not the least of which would be a one-on-one conversation with the reporter, reinforcing the"unwritten" policy and suggesting subsequent policy violations will result in something more punitive. 

After all, this was a story about Kentucky basketball walk-ons by the student paper, written in August, six weeks before the season. Now it is national news.

Thoughts on College SIDs behaving badly on Twitter: Don't make the story worse than it may already be

I wanted to take a few minutes to weigh in on the Twitter spat, such as it is, between DeWayne Peevy (@uksidpeevy) and, well, the media. I know none of the principals involved in this and I really have no interest other than I worked in sport PR for years, have a second edition of my textbook Sport Public Relations coming out in March (shameless plug) and find this stuff fascinating.


Gary Parrish of CBSSports.com wrote a column yesterday rehashing old accusations of recruiting misconduct involving Anthony Davis and the University of Kentucky. Sure the piece contains old news and appears to be a hatchet job on the part of Parrish, a college basketball writer in the middle of summer with nothing to write about, but Peevy should not have reacted the way he did. Peevy took to Twitter to suggest UK would deny Parrish a credential to Kentucky basketball games this year. To Parrish’s credit, he did not take the bait and respond via Twitter.


In the world of PR, picking a fight with the media over old news like this is career suicide. The story that is national this morning is not the Parrish story, but Peevy’s comments. The Associated Press Sports Editors group picked up on it early today and it was quickly widely re-Tweeted, including by me.


By doing this, Peevy not only shifted the story to something even more negative for Kentucky, he violated a number of statements in the CoSIDA Code of Ethics. I don’t know for certain Peevy is a member of CoSIDA, but most major college SIDs are members.


The operative line in the CoSIDA Code of Ethics is this:

Fairness

* Collegiate sports public relations and communications professionals deal fairly with media, student-athletes and the public, respecting all opinions and their right of free expression


Certainly, journalists have their own code which is readily available at the Society of Professional Journalists, but we know journalists often sell out for page views and other metrics.


The take-away lesson from this is the need for SIDs, or any other sports public relations professional, is to not act on emotion, and respect their role in not making a negative story worse.

NASCAR seeks communications professional, insults entire an profession (via @SBJSBD)

The chief communications officer most likely will come from outside of motorsports and could come from outside the sports industry, Phelps said, and will be someone with broad consumer marketing communications experience on global brands.

“This is not going to be an SID from somewhere,” Phelps said. “This will be a leader in the communications business in strategic thinking, creativity, someone who’s a proven and trusted brand thinker.”

The quote comes from NASCAR's CMO Steve Phelps (in a page one article in this week's SportsBusiness Journal) and it manages to insult the entire profession of college sports information directors. Whether intentional or not, the between-the-lines of Phelps' comment is that SIDs are not leaders, strategic thinkers, creative, etc.

While it is true the traditional role of an SID has been very tactical in nature, more and more SIDs are being elevated into strategic roles. Here at the University of Arkansas, longtime SID Kevin Trainor was recently promoted to Associate Athletic Director for Public Relations and is no longer involved in day-to-day media relations for any one team.

Want creativity NASCAR? How about turning right some time during a race?

Tennessee football coach moves SEC newspaper coverage closer to Pravda (via @TheBigLead)

This is flatout silly. First-year Tennessee football coach Derek Dooley is selecting which media outlets can cover mock games on the basis of the highly subjective "exemplary performance." Jack McElroy of the Knoxville News Sentinel is wholly correct by questioning this (imagine his reaction if his reporter had been excluded).

Effectively, Tennessee has created a "pool" of journalists, at the university's discretion, to cover mock games. A motto akin to "All the news which is fit to print, and which we like."

It is hard to tell what created this environment: overzealous bloggers and journalism run-a-mock or arrogant and protective college coaches.

From http://blogs.knoxnews.com/editor/2010/08/dooleys_rewarding_of_reporters.shtml# :

I am just now learning about the arrangements under which our Vols reporter, Austin Ward, attended the mock game the Vols played last week.

It was the first time reporters had had the opportunity to see the football team in action. Coverage of the team has been limited to the start and end of practice when nothing notable was going on. Even scrimmages have been off limits because coach Derek Dooley considered them to be a part of practice.

But before the mock game, Ward reminded Dooley that before the spring game the coach had said coverage of games, as opposed to practices, would be allowed. If the mock game was a game, would reporters be admitted? Dooley took that under consideration, and he later announced that a select group of journalists would be allowed to watch - as a reward for their work thus far in the season.

Here's what he said:

dooley10hat_t607.jpg"Show up, which is No. 1. Give effort, and be respectful. That's kind of a Rule of Three in our program. Show up, meaning be where you're supposed to be -- it doesn't matter what it is. Give effort, which means give your best -- just try. And be respectful when you encounter other people.

"Now, you guys, there are a few of you guys who have gone above and beyond during training camp, just like some of the players, came for the majority of the front-end and back-end (of practice), you gave effort, worked and asked some tough questions. You were always respectful -- which I appreciate -- and so, John Painter has issued the first-annual Iron Vol of the Media. We've got a few people we wanted to recognize who will be attending our Wednesday night mock game for the entire session with the understanding that abuse brings control:"

"Brent Hubbs, Volquest.com,
"Matt Dixon, The Daily Beacon,
"James Bryant, InsideTennessee.com,
"Wyatt Clemmer, WBIR TV,
"Heather Harrington, Sports Animal,
"Austin Ward, Knoxville News Sentinel.

"We have a good blend of Internet, print, student, radio and TV. This was our 19th practice, right? Plus we had three split-squad (workouts), so the number is up to 22. Everybody on that list had over 15.

"So it's not a punishment, because I already hear (it). It's not a punishment to those that didn't come, it's just like the players. It's a simple reward for exemplary performance, and I hope we'll get something out of it."

I salute Ward for his initiative, he pressed for access, and he got it. That's what reporters are supposed to do. But I'm very uncomfortable with Dooley's attitude.

Suppose, for a second, that another public official, such as incoming Mayor Tim Burchett, took a similar approach and decided to grant access to a high-interest news event only to beat reporters who had been "respectful," but with a warning that "abuse brings control."

Dooley, like any source, has a right to work with the reporters he feels good about. But it seems highhanded for a government official to declare that coverage of his department's progress will be permitted only to journalists he judges to be "exemplary."