Develop the kind of PR approach that can help bring all of city/state/region/nation/  world together behind the team, as exhibited in carefully prepared “stump speeches”.  Continue the Internet approach of the previous section, guided by Net Intrust.  And develop a four year PR program, and always update it to keep it with a four-year reach.  Elements to consider:
150             1.  Reputation:  Brand building for both team and head coach.  Every time there is a game on TV, the brands are advertised.  Any highlight shows builds the brand and image; ditto newspaper articles, sports scores programs and columns, etc.  The brand is constantly out there, with no advertising dollars.  Capitalize on the brand.  This is not just for consumers world wide, but also for football fans, sports writers, and local sports and “beat” writers.
151                 2.   Playing:    Participating in activities that increase the brand name (articles, books, web page, interview shows).
152                 3.   Winning:  Name recognition (“Q Rating,” positive public image, generate additional revenues), such that the team works toward the old image of the Cowboys to be America’s Team, and then, as the NFL expands around the globe, the Earth’s Team.  The only team to achieve this will be the one with vision.
153             4.  Have a competitive standard for use in evaluating one’s own information and that of others (see 10 Competitive Analysis Components” components of Appendix H). 
154             5.   Recall III.A. above:   effective models for internal as well as external communications to fit all occasions.  See 40 models of Appendix K.
155                 6.   Heed Robert L.Dilenschneider’s concept of “communication as the ultimate exercise of power,” a concept which views “communications as a problem solving discipline,” as there is “no Teflon, even for the formidable.” 
156             7.   Always be on the lookout for information that can be used.
157             8.  Always be evaluating the positioning and re-positioning of the team.
158                 9.   Have a framework and strategy for giving backgrounders and press conferences. 
159               10.   Plan and schedule high coverage special events.
160               11.   Have publications and programs that never get off message.
161               12.   Have a quick response process with “boilerplate” phrases and paragraphs at the ready for situations meeting “quick response” criteria; the rest:  ignore.
162               13.   Have a structured framework for handing damage control.
163               14.   Maintaining visibility while simultaneously parrying any attacks in the press, especially those that follow what Dezenhall calls “shadenfrude”, the joy of damaging others, the old “its not enough to succeed, others must fail” line, or “humiliating others is its own reward” (even Jonah couldn’t stand it when the people of Nineveh repented, as he wanted to see the fireworks spectacular of their being taken out).  Note:  attackers always feel victimized by the escape of the attackee, taking it personally, almost as if something was stolen from them.  And they seek revenge, consciously or otherwise.  Hence the need for the buffer of a “full PR account” when it needs to be drawn upon when attacked, as well as damage control strategies and ready words for same.
164               15.   Treat the press as in jujitsu:  using its power and strength for your own moves.
165               16.  Which means being prepared with a process and scripts for adapting and adjusting to press and other accounts (industry, business, government, non-profits, education, community groups, other associations and societies) in order, again, to turn their power to your advantage, especially when “damage control” is needed.
166            17.  Constantly evaluating the PR program and process for success and changing as needed, and using it as a gauge to compare oneself with the competition in terms of both other teams in particular and the NFL itself in general.
167            18.   Keep coaches, staff, and especially players up to date on the best ways to understand and deal with the media, including how to handle awkward or stupid questions, and to understand that the media has a role to play just as the players and coaches do.
168               19.   Keep players especially aware of their responsibilities with the media (its in their contract), as granting interviews is all part of the public relations and marketing not just of the team but of the game itself, that they should want to do it even if it was not in their contracts, as the media is their partner in selling the game to the fans and keeping healthy the goose that lays their golden eggs.
169               20.  Etc.  "Etc" is an important concept for it leaves the door open to new ideas and new understanding of the situation as it unfolds in real time, in real life.

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