The fifth and final W in the Rules of Engagement
Why engage? Call this the Jesus effect: you go where the sinners are. If a group is spreading misperceptions about the coach, a player or a situation, often the best way to deal with it is by direct discussion. Just over a decade ago, SIDs sat round and complained about those non-journalists on the radio, fomenting trouble, reporting rumor and, gasp, letting callers on the air to say whatever they wanted. Today, would anyone let a sports call-in host run without challenge? And how many encourage the talk radio host through press credentials and access? The Southeastern Conference established Radio Row at football and basketball media days. Why? To organize the growing numbers who wanted to just show up and grab interviews, but there is no small extra benefit of bringing them inside the big tent of “respectable media.” Plus, if you don’t think the sinners and the saints are together on the boards – ask one of your board owners for a demographic of the membership. Chances are very good that some of the highest level donors to the program are hidden in those screen names. Even if your administration does not believe these are good reasons, here’s the kicker: the media reads it. Let me introduce a side concept – force multiplier. One reporter can sit in the office and scan the information just as easily as you can. No need for dozens of beat reporters when you have hundreds of citizen journalists out there. Gannett calls it crowd sourcing; Dan Rather calls it unemployment
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