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| Vol.
3, No. 3, May 27th, 2004 |
To The Editor | Subscribe | Back
Issues |
MeasuresOfSuccess.com | Masthead |
Advisory Board | Reprint
Information | |
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| {Article}
Can This Reputation Be Saved?
The Short Answer: We won't know till it's over. by Katie Delahaye Paine Judging by media coverage, Greece and its preparations for hosting this summer's Olympic Games is about on par with Enron, Abu-Gharib prison and toxic sludge. Positive coverage has been all but non-existent, and reporter after reporter has detailed the lack of preparedness, incomplete facilities and potential terrorist threats that face attendees to the games. Even after various Olympic committees traveled to the site and said that they were confident that Greece would be ready, the negative news continued. But this is one of those situations that reinforce my definition of public relations: The frequently feeble efforts by communications professionals to control the uncontrollable. What matters in the long run to the Olympics is that the games run smoothly, lots of people attend and the host city doesn't lose its shirt. True, the media can certainly influence those outcomes, but so will word of mouth, the emails and pictures that are sent back from athletes over which no one has any control, and any new events, attacks or other crises that might occur. As we keep
saying: Measure what really matters. In this case,
organizers and sponsors alike may cringe at every new negative article,
but unless they are simultaneously tracking ticket inquiries and ticket
sales and demonstrate a relationship to the media coverage, they won't
know whether they should react or not. And ultimately, ratings will
only increase with every new controversy and news story. So: Can their
reputation be saved? Maybe yes, maybe no. Should they worry about it?
Heck no. |
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