SMB.

A proactive public relations plan is a far more important and valuable strategy to pursue for the athlete by Darren Rovell

What is the most overused word in today’s athlete public relations and marketing lexicon? You probably guessed it: BRAND. Athletes and their handlers often talk about their efforts to build the athlete’s “personal brand.”

What is the reality? There are very few athletes who actually develop into a brand. Those athletes who do will certainly be the exception rather than the rule. My advice to all involved is: Don’t force the branding issue! In most cases the effort will be nothing more than an exercise. Truthfully speaking, you can’t be a brand if you don’t have a strong identity.

The real goal and focus of the public relations plan should favor maximizing awareness and building a universally recognizable identity instead of stressing the “branding” issue. A carefully crafted, clearly messaged, well executed, proactive public relations plan is a far more important and valuable strategy to pursue for the athlete.

The comprehensive and strategic plan should be effectively integrated with marketing partners, sponsors, business interests, teams, leagues, governing bodies and charitable or philanthropic initiatives. Be a good partner. I am a firm believer in the saying “rising tides lift all boats”. I am a strong advocate of promoting a collaborative effort between athletes and all of their partners and business interests. These partners should bask in the reflective glow of their association with each other. Each partner brings distinct value to the relationship. Don’t compete with each other. Be a team. Help each other create and seize media opportunities.

The plan should have a universal and clear message and aim to reach the largest possible audience. Athletes should seek opportunities across all media platforms and constantly look for ways to reach new audiences with their message in order to continue the process of creating greater awareness and building identity.

Focus on the message. Make sure that you are constantly promoting the right themes for you and your partners. Always know what you want to say and get those points across in interviews. Utilize every single media opportunity to promote the important messages and interests beyond your sport, including your goals, priorities, personal beliefs, sponsor partnerships, business interests and philanthropic initiatives. Every press conference, interview, book tour, sponsor day, charitable appearance, golf outing or speech is an opportunity so max out on every single one.

People love compelling stories and personalities that have depth that extends beyond the playing fields. The more access provided to introduce and promote the various aspects and dimensions of the athletes’ life and interests, the better. It takes time and a thoughtful and strong proactive effort; but in the quest to effectively build identity and increase awareness, it’s a critical step. Storytelling is often the great differentiator.

After all, the real goal is to stand out, not blend in. Maybe, someday, you actually may become a brand!

National Basketball Association and Harlem Globetrotters agreedd strategic partnership that will give fans worldwide access to high-quality basketball entertainment.
They will work together to plan and promote the Globetrotters' international slate of games and events. The partnership will début in February during the All Star Game 2009, the NBA's global showcase.
This past off season the NBA hosted more than 135 international events in 93 cities in 25 countries.