Top 10 PR-Sports Stories of 2011

What is the one thing people clamour for most at the end of the calendar year? LISTS! Your eyes cannot travel far between the television, magazines/newspapers and the Internet without stumbling upon a list. Heck there are even top 10 lists of the top 10 lists!

With that said, call me fashionably late, but here are my, "Top 10 PR-Sports Stories of 2011"

10. Ryan Braun - Did he or didn't he?
Just when you think that the steroid-era in baseball is in our rear-view mirrors, 2011 National League MVP and Milwaukee Brewer, Ryan Braun was busted in December for testing positive for elevated levels of testosterone caused by a banned substance. It has not been confirmed by Major League Baseball whether the banned substance was HGH or another Performing Enhancing Drug (PED) but this story certainly came at a bad time. Bud Selig must have been thinking, "you've got to be kidding me?!". MLB had wrapped up a great season with the most dramatic, down-to-the-wire regular season in history and just when we think MLB has moved beyond the PED problem, their NL MVP is busted. Fortunately for Commissioner Selig and the rest of MLB, this story didn't gain too much national attention as there were bigger stories that overshadowed this one, a couple of these stories that are on this very list!
PR Summary: After making significant efforts to change the public perception that the MLB is a no-cheaters league, their MVP, guilty or not, has tarnished said efforts.

9. Tiger Woods - His trip back to normality, including his golf game
Granted, Tiger Woods is so 2010 but the 2011 Tiger Woods story doesn't focus on adult-movie starlets and a multi-million dollar divorce. The 2011 Tiger Woods story rather focuses on the precipitous decline of the greatest golfer of my generation, possibly of ANY generation. Tiger Woods won 1, yes 1 tournament in 2011. You know who know earned more money than Woods in 2011? Woods' fall-from-grace has left a gaping hole in the PGA Tour landscape. The PGA is simply devoid of a star. Because of Tiger's struggles, ratings for tournaments, even the Major Opens, plummeted when Tiger wasn't walking down the 18th fairway in contention for the lead. 2012 could be a damaging year for the PGA if Woods is unable to regain his vintage Tiger form.
PR Summary: The popularity of golf and the PGA in North America rest upon the shoulders of Tiger Woods. If he doesn't regain a small amount of success he had earlier in his career, the sport will continue to lose popularity.

8. "The U" - Miami University highlights the greed and corruption of collegiate football
In the final days of the summer, Yahoo Sports revealed that University of Miami Booster, Nevin Shapiro, who himself had been incarcerated for his role in a $930 million Ponzi scheme, had  provided 72 U of M athletes with thousands of benefits from 2002 to 2010. Some of these benefits and NCAA infractions included Shapiro paying for: prostitutes, abortions, parties and jewelry. It was also noted that at least seven U of M Hurricane coaches had knowledge of or even participated in these acts. This scandal highlighted everything that is wrong with collegiate sports, the "student-athlete" and the greed of these football programs and the NCAA. It was the largest college football scandal since SMU was handed the "death-penalty" in 1987 when SMU Athletics payed players "under the table" for approximately ten years.
"The U" could face the same fate as the SMU Mustangs, but as of writing, no decision has been made.
PR Summary: This is a PR nightmare for the NCAA who are highly scrutinized for fostering the greed within these football programs. Their Bowl Championship Series (BCS) is a money-pit that every college wants inclusion into and scandal from the BCS extends further than the football programs that compete in the Bowl Championship games. The NCAA and BCS continue to fight the perception their system invites corruption.

7. The NHL off-season - A summer full of heartache
The 2011 off-season for the NHL was filled with tragedy. The deaths of tough-guys Derek Boogaard, Rick Rypien and Wade Belak were not only devastating to the families and players that lost a cherished Dad/Son/Brother and teammate, but it made the NHL investigate the role of the "enforcer" in the sport. For years it was debated whether there was a place in the league for the player whose sole purpose was to fight in an attempt to motivate his teammates or protect the team's untouchable superstar. After these three losses, the NHL was forced to probe beyond their place in the league and look closer into these players' lifestyles. With drug abuse and suicide in play, the ramifications of encouraging and even celebrating this type of player (as Brian Burke did with his romanticism of Colton Orr's role in the league) have to be scrutinized to the fullest extent.
PR Summary: After this tumultuous off-season in the NHL and having to combat the perception these enforcers are susceptible to a self-destructive lifestyle, it would seem the league's defence of fighting in the sport is nearly indefensible.

6. Vancouver Riots - And here we thought it was only a game?
June 15th, 2011 provided one of the ugliest moments in Canadian sports history. The seventh and deciding game of the Stanley Cup Finals, where the hometown Vancouver Canucks were outclassed by the relentless and hungry Boston Bruins provided the catalyst to city-wide riots throughout the streets of Vancouver, casting an ugly shadow over the city. Although the riots were out of the control of the NHL, these riots provided a bitter aftertaste of what was an enthralling NHL Stanley Cup Playoffs.
PR Summary: It was a tough two years in sports for the city of Vancouver. First, despite an overall exciting, heart-felt and memorable Olympics, there was the tragedy that befell the games officially kicked off with the Georgian Luger who died after sustaining insurmountable injuries in pre-trials on the Luge course. Fast forward a year, and after a thrilling Stanley Cup Finals, the people of Vancouver erased all the good that came from the series. Will we ever see another sport event be awarded to Vancouver again? It will take one helluva PR campaign to do so.

5. NFL & NBA Lockouts - Did they actually help the product?
If you followed the NBA and NFL lockouts respectively, you would have consistently read about the long-term effects missing an entire season would have on the popularity of the two leagues. We had previous proof that there would be ramifications if player unions and owners didn't reach a deal on a new collective bargaining agreement. The falls in popularity for both the NHL and MLB are well documented. And while there may be a microscopic percentage of fans that tuned out the NBA and NFL because the idea of millionaires and billionaires fighting over money was too ridiculous, when both leagues reached agreements and saved their seasons, the fans came back out in droves!

When the NFL owners and NFLPA came to an agreement in late July, it ushered in a free-agent period that swept the nation into a frenzy. This two week free-agent frenzy carried momentum over into the regular season where the league set rating records.

Similarly, when the NBA owners and players union reached an agreement in December of 2011, saving 80% of the season, it too ushered in a free-agent period that saw one of the best Point Guards in the game be dealt and a slew off wildly entertaining game scheduled for opening tip-off on Christmas day. The NBA has carried this momentum into January where they too, have set rating records.

PR Summary: Disasters averted. Rebuilding the image of a professional sports league after a suspended lockout is a bumpy road to travel. Ask MLB and the NHL. However, by saving their respective seasons' both PR departments for the respective leagues can campaign and spread their message that the owners and player unions were able to save their seasons for the fans.

4. Lebron James - Even Ric Flair was jealous of his "heel heat"
Minutes after, "The Decision" on ESPN went dead on that July evening of 2010, Lebron James choice to, "take his talents to South Beach" catapulted him to becoming one of the most hated men in American sports. Shortly after signing with the Miami Heat and aligning himself with Dwayne Wade and Chris Bosh to form, "The Big 3" or my personal favourite, "The Heatles", James quickly proclaimed that the Miami Heat would win, "not 5, not 6, not 7", but 8 NBA championships. That hatred grew.

Then came the Lebron James cartoon called, what else, "The Lebrons". A cartoon with the premise to highlight all the characteristics of Lebron James, *roll eyes*. The hate boiled over. James was hated for his audacity and ego more than his ability to drop 35 on your hometown team. He was the man that left his hometown underdog team, the Cleveland Cavaliers, to join forces with a superpower. Aspiring pro wrestlers who perform under a heel character, take notice, James was making the villainous Joker, from Batman lore, look like Mother Theresa.

The culmination transpired during NBA Championship Finals in June. James, now embracing his villainous persona, were out to vanquish the upstart and underdog Dallas Mavericks. By doing so, James could then look down on everyone he had turn his back on.

However, in typical WWE and Hollywood fashion, the villains were defeated by the heroes. The Dallas Mavericks won the NBA Championship in 6 games. James himself, shrivelled when his team needed him most. In fact, many point out James' shortcomings are the reasons why the Heat didn't win and James could not capture his first NBA Championship.

With 2012 upon us, James' villainous role has subsided for now but the 'Nature Boy' Ric Flair would certainly be a fan of Lebron James, circa 2011. WOOOOOOOOOOOOOOO

PR Summary: James' publicists have put in a lot of effort to repair his image after he sullied it with his actions from, 'The Decision'. While time is always the best healer, his late-year interview with Rachel Nichols also helped considerably.

3. Tebow 3:16- Tebowmania ran wild whether you liked it or not
Considering this is my third time blogging about Tebowmania, even if you try to resist its force, you're going to be sucked in, one way or another. Tim Tebow. There's not much else that can or should be said after saying that name. You all know the player and situation by now. Tebow is the quarterback of the Denver Broncos that is revered across the nation except for the executives that employ him. He's the quarterback, pundits say can't throw the football yet he keeps pulling off miraculous victories.

Without a doubt, Tim Tebow has presented the most unique NFL story ever; he is a beloved player that isn't very good but keeps on winning.

Sure, we've seen Heisman trophy-winning quarterbacks in the NFL. We've also seen many of these award-winning quarterbacks that couldn't hack it in the NFL. However, we have never seen a collegiate player this popular, who threw the football like he was throwing a javelin, struggled to complete a pass all game but in the 4th quarter would flip the script and pull out the aforementioned miraculous victory. I stress miraculous because he also happens to be one of the most spiritual players in the league.

The story of Tim Tebow reached all new highs in Wild Card weekend of the NFL playoffs. Tebow and the Broncos were hosting the Pittsburgh Steelers, who had the #1 rated defence in the league. Many predicted Tebow wouldn't complete a pass. Well, he did. He completed 10 passes for 316 yards including an 80-yard touchdown to win the game in overtime. And no, I didn't make a mistake, he actually threw for 316 yards. Guess what Tebow's favourite passage is in the Bible?

Unfortunately, the Tebow story is done until the summer. The Broncos marched into Gillette Stadium on January 14th to battle the AFC-leading New England Patriots. The Broncos were blown out 45-10. Whether you consider it praise for New England quarterback and former 'Golden Boy' Tom Brady or an indictment on Timmy Tebow, but half way through the third quarter, Brady had twice as many touchdowns than Tebow had completions!

Despite the horrific end to the 2011 season, I'd bet money on my organs that the #1 story going into the 2012 season will in fact be, "Timmy T".

PR Summary: Marketing and PR departments in the NFL must act quickly to exploit the goldmine that Tim Tebow is right now. Schedule your Tebow TV appearances, sell your Tebow jerseys and book your magazine covers while the iron is still hot. Something tells me, he may a flash-in-the-pan by this time next year.

2. Jerry Sandusky & Joe Paterno - The crumbling of an empire
The most horrific part of this story is without a doubt the sexual abuse from former Penn State Nittany Lions Assistant Coach, Jerry Sandusky. There was nothing sadder in the story than what these victims endured at the hands of Sandusky. However, Sandusky was also able to shake a collegiate football empire down to its very core. Happy Valley is sacred grounds to Pennsylvanians; their messiah is Joe Paterno. Paterno or "Joe Pa" is an icon at Penn State and was their Head Coach for 46 years. In 2011, that came to an abrupt end. Many thought Paterno, 85, would eventually retire due to age but no one could have predicted that Paterno would get tangled in a grand-jury report which saw Paterno along with 5 other officials resign or be relieved of their duties. The school, the campus, the state and the country were all saddened by the perverse acts of Sandusky and the loss of a guilty and misguided state figurehead. Penn State University and the Nittany Lions will try to rebound from this saga and for the first-time in nearly half a century, a man not-named Paterno will jog out onto the field at College Station as the football program's Head Coach.

Joe Paterno - Coach of the Nittany Lions for 46 years

PR Summary: Specifically speaking from camp Paterno, his decision to not release an immediate statement after his name was dragged into the story was his biggest miscue. It may and probably wouldn't have mattered, Paterno was a lame-duck, but immediate and complete disclosure is crisis communications 101.

1. Year of the concussions - Sid the Kid bookends a year of "head drama"
January 1st, 2011 was supposed to be one of the most important and signature events on the NHL calendar. The 4th annual NHL Winter Classic at Heinz Field in Pittsburgh would feature two of the games biggest stars, Sidney Crosby and Alex Ovechkin face-off in an epic encounter. The game received significant momentum with the airing of the HBO series '24/7', a behind-the-scenes look into both Crosby's Pittsburgh Penguins and Ovechkin's Washington Capitals. The result of this showdown may have changed the NHL forever. However, it wasn't what the NHL was hoping for.

Half way through the game, Crosby was hovering around the Capitals goal when the puck went blazing by him. Crosby turned around to find the puck;Capitals Centre, David Steckel, was rushing out of the zone. Steckel never saw Crosby and certainly, Crosby never saw Steckel; Steckel's shoulder caught Crosby flush on the jaw and Crosby went down in a heap.

This altercation led Crosby to suffer ongoing concussion-like symptoms and miss nearly 100 games in the last calendar year. As of writing this, Crosby has no immediate plans to return to the Penguins line-up.

However, the story of concussions goes back a lot further than the 2011 Winter Classic. Concussions have been a part of sports forever. What has changed dramatically, is the culture regarding concussions. Gone are the days of the "gutsy" quarterback that would get his "bell rung", shake it off and head back into the game as if nothing happened. The NHL and NFL have instituted strict protocol in handling head-injuries, even if they may not be concussions.

The concussion issue amplified several years ago with the formation of the Sports Legacy Institute (SLI). The organization was started by Harvard graduate and former WWE pro-wrestler, Chris Nowinski; Nowinski was forced to retire from contact sports because of the effects of concussions. The research and testing of SLI highlighted the lasting effects concussions can have on a life passed the athletes' playing careers.

In 2011, the concussion issue reached its summit. The NFL and NHL both put bans on direct head-shots that could lead to concussions. Penalties, fines and suspensions were issued at a consistent rate. The NFL was also subpoenaed from former football players alleging that team doctors' knew the effects of concussions and the teams tried to hide the information from players.

Late in November, Sidney Crosby made a triumphant return to the NHL. In a storybook night, Crosby came back to action with no rust and contributed 4 points in a Penguins win. However, shortly after, Crosby  once again experienced concussion-like symptoms and hasn't played since.

We may have reached the apex of the concussion issue in professional sports but we certainly have not seen the last of this issue. In the coming years, rules will be amended, more testing will be done to assure that the safety of the players' brains are the utmost importance.

PR Summary: This issue extends much further than the professional leagues of the NFL and NHL. The concussion discussion will ripple down to minor hockey and football. Any executive in these respective sports, from Commissioner Goodell and Bettman to the Convener of your local minor hockey association must display their commitment to erase the type of head-hunting hits that are susceptible to concussions and must also display a commitment to thorough precautionary measures and evaluation of players they feel may have experienced a concussion.

Tim Tebow & How The King May Solve The Tebowmania Riddle

Tim Tebow's legacy in Florida on display

Tim Tebow. You're not travelling far on the ol' interweb these days without hearing/reading/seeing that name. Even if you're not a football fan, your life has been taken over by "Tebowmania".

The question to ask is, how did this Tebowmania come to be?
Well, I first will try to debunk other explanations (although all of these I'm sure play a role in supporting Tebowmania) and then explain why I think Elvis Presley, yes the King of Rock'n'Roll may provide the best answer.

This is certainly unprecedented waters for the National Football League. The meteoric rise in popularity for a quarterback that doesn't look any better than you or me throwing a football. In fact, despite winning seven of nine starts this season, Tebow looks like he'll be pulled before the fourth quarter, well before he can make one of his "miracle" comebacks (seen below) and lead the Broncos to victory.

So what is it about Tebow? Let's look at potential reasons for this Tebow hysteria.

He's an exciting running QB?

• Tebow certainly makes exciting plays but Michael Vick is a far superior athlete who's far more exciting as a similar style QB. When Vick entered the league in 2001, there was significant buzz surrounding him. He sustained this hype throughout his first year as the starter for the Atlanta Falcons with his dazzling runs and cannon-like arm. However, as his statistics started to dip and the Falcons became an inconsistent club, the buzz around Vick dwindled. Sure that sounds reasonable, but in relations to Tebow, even Vick's WORSE statistics are better than Tebow's BEST statistics. Plus, in 2004, Vick led the Falcons to an NFC Championship game (which they eventually lost to the Philadelphia Eagles). Vick, despite inconsistencies and mediocrity, was still making unbelievable plays and still winning games but cannot sustain the hype he created earlier in his career. So why in despite of below average QB play and realistically zero chance to make any splash in the playoffs (if Tebow and Broncos get that far), does the national football media dedicate so much air-time to Tebowmania? I don't have any doubt that even if Tebow starts to lose more games than he wins, he'll still garner the hype and adulation from NFL fans, writers and analysts. 

He's a winner?

• Yes. Tebow has won seven of nine starts this season but can you guess which quarterback has an even better winning percentage, Arizona Cardinals QB, John Skelton. Where's all the praise for Skelton? Skelton has a pretty remarkable story, the first player drafted from Fordham University since 1968! Plus, think about some cool nicknames we can give this guy, "Helter Skelton".
• Tebow has certainly succeeded more than his predecessor, now Kansas City Chiefs QB, Kyle Orton. However, what's never discussed is that new Head Coach, John Fox was implementing a new offence and defence going into the 2011 season, and oh by the way, there was this lockout thing that cost all NFL teams, including the Denver Broncos, valuable Training Camp time to learn said new offence and defence. The Broncos were destined to start slow, which they did, going 1-4 out of the gate with Orton at the helm. I think even if the "iconic" Tebow was under center at the start of the season they would have struggled anyway.  
• The Denver defense, that certainly has adapted to John Fox's 4-3 scheme after playing the 3-4 system for each of the past two seasons, has made significant strides. In fact, they've only allowed 16 points per game in Tebow-led victories. Rookie LB/DE, Von Miller is having an outstanding rookie campaign and could very well be the second-coming of Lawrence Taylor. 

He's extremely spiritual?

• Tebow embraces his spiritual side and expresses his love for the Lord in any pre or post-game interviews. While spirituality can be a polarizing and hot-button topic in sports, Tebow is hardly the first athlete to be open about his religion. NFL Hall-of-Famer, Reggie White was an ordained minister and often expressed his spirituality to any reporter that stuck a microphone in front of his face. The same can be said for future Hall-of-Famer and Superbowl winning QB, Kurt Warner. Kurt Warner in particular, was not only a better QB than Tebow, he won an aforementioned Superbowl and has one of the best rag to riches, rise to prominence stories in NFL history; yet he still never was the center of such hysteria.

The King shares a lot in common with Tebow

So why do we have Tebowmania? I'll answer your question with a question...

Is Tim Tebow the NFL version of Elvis Presley? Think about it... Here's a few reasons why he may well be...

• Elvis performed what was, at the time, thought to be African-American music. Similarly, Tebow is a running-style QB we're accustomed to seeing African-American QBs play (Vick, Randall Cunningham and Vince Young). 
• Elvis, because of his style of music and his risque dancing techniques was a wildly polarizing figure that adored himself to millions of teenagers and young-adults but was also the wrath of an equal number of middle-aged parents and grand-parents because of his raunchy dance moves. Tebow is just as polarizing as half the nation believes Tebow to be a great quarterback and the other half believes he shouldn't even be a backup in the league.  
• Elvis crossed over to many platforms outside the music world, starring in many movies. The King's hip gyrations are also a signature move that are still mimicked today. Tebow has already been the subject of TV scripts as SNL recently aired a Tebow skit on their December 17th program. Also, like Elvis, Tebow has his own signature move, "Tebowing"

Despite Elvis Presley's success in music and Tim Tebow's success in athletics, comparisons between the two are valid. Tebow may lead a renaissance of the quarterback position from pocket-passer to running improviser. If you recall, Elvis led a renaissance of his own, some sixty years ago. Rock'n'Roll.

Let's just hope the Tebow story ends a lot better!

Miami Dolphins Gator Day PR Brilliance

Oh Stephen Stephen Stephen,

Where do I begin to describe the absolute debacle that Gator Day at Sunlife Stadium on October 23rd was? Well, on the field, I suppose I can start here...

However, Gator Day was a debacle, well before Tim Tebow, turned his chicken sh*t performance into chicken soup and lead the Denver Broncos to a 18-15 victory over the Miami Dolphins.

This charade all started when Miami Dolphins owner Stephen Ross, CEO Mike Dee and his marketing team brainstormed the idea in mid August to celebrate a national championship team for their October 23rd home game against the Denver Broncos. They conceived the gimmick in an attempt to draw attention away from a 2010 Dolphins squad that went a paltry 1-7 at home... yes at home! Surely, celebrating a national championship of the hometown University of Miami Hurricanes would deliver a feel-good moment to draw fans to the game. The Hurricanes have at least won a championship since Watergate, unlike the once 17-0 Miami Dolphins.

So which championship Hurricanes team was it? 1987, 1991 or 2001.

Oh, it's not the Miami Hurricanes championship teams that were going to be celebrated but the 2009 in-state RIVAL University of Florida Gators championship team.

Well, at least this would present an opportunity to honour Tim Tebow, iconic Floridian quarterback that led U of F to two national championship. Tebow is the most polarizing player currently in the NFL, how great an idea is it to honour this demigod upon his first NFL start of the 2011 season! Perhaps he could lead the winless Dolphins to their first victory of the season and their first home victory in 5 attempts.

Tim Tebow's legacy in Florida on display

Oh, Tebow doesn't play for the Miami Dolphins? No, Tebow, despite in his first fifty-five minutes of play, setting back quarterback play fifty years or so, was once again a hero in the state his name holds more reverance than Barack Obama. Tebow led the OPPOSING Denver Broncos to a 18-15 win, dropping the hapless Dolphins to an all too familiar 0-6 start. The final sounds of the afternoon were the chants of "Tebow, Tebow" echoing throughout Sunlife Stadium. Yes, the opposing quarterback received more adulation than the Miami Dolphins QB or anyone in aqua and orange that afternoon.

As I try to remove my twenty-five-year fandom of the Miami Dolphins and evaluate this public relations/marketing promotion as a PR practitioner, I come to the same conclusion that on and off the field; this once proud organization has officially lost their tradition. The tradition of the Miami Dolphins was their best PR message and now it's gone. They are only one step away from Charlie Sheen Day at Sunlife Stadium.

Here's a message to Stephen Ross: no gimmick, no PR campaign, no promotion can ever replace winning. I understand the challenges of attracting fans, especially those in South Beach, to come support a product that loses twice as many games at home than it wins, but the sounds of your crowd cheering the opposing team and growing apathetic towards your team is far worse than one or two blackouts in a season.

There have been several instances in professional sports, over the past twenty-five years, where proud, winning franchises have endured losing seasons. However, they let the tradition of the franchise speak for itself. That Miami Dolphins tradition is lost and unless they get "Lucky" in 2012, Don Shula will continue to introduce himself as the former coach of the Baltimore Colts (I'm Joking!).