What Happened to Winning the Hearts and Minds?

This is part four from the Destin presentation:

Trying to woo the support of the people during a time of crisis should be the hallmark of any public relations professional. Cynical as it may appear, the goal is to gain the support of as many people as possible. It is no different for a basketball coach or a presidential candidate. Granted, Lyndon Johnson gave the phrase a bad name through a series of extraordinarily bad military tactics in Vietnam, and it continues to this day through the current administration’s
attempts in the Middle East. John Adams said it best when he wrote in 1818 that the Revolutionary War was won before it started because it was “in the minds and hearts of the people.”
But how can that be achieved for the athletic department? Start by engaging the fan base. Jesus said go to where the sinners are, and if there are issues of rumor and innuendo within a segment of the fan base, they need to be engaged.
The fear is that by stepping into the chat room or the blogosphere, this is legitimizing the accusations and commentary in those areas.
Let’s pause and consider the previous section regarding the media’s use of the internet as the digital street to gather public opinion. How many phone calls do you receive right now from traditional media who apologize for needing to check out something they heard on talk radio or saw on the message boards? They are already giving credence to the boards.
Both sides of this engagement – the media member and the SID – agree that the vast majority of what is out there is baseless. As a result, your explanation ends the potential story in the traditional media, and the job of the public relations professional is done. Unfortunately,
the problem is your answer to the media person is not being reflected back to the message board. This allows the issue to persist, and perhaps grow.
Take a page from the service industry. Those comment feedback areas and ratings on travel websites are shown to have a huge impact on hotel decisions. As a result, hotels are paying individuals to pose as guests and write positive comments. Hardly ethical, but ruthlessly effective. In addition, there are public relations firms created for the purpose of reputation managment -- positive web comments and other needs on-line.