Who Really Wins Championships...Offense or Defense?

I’ve gone back and forth about writing this post because just when I think I’ve made up my mind, I talk myself out of the position I previously took. About one month ago, I had the conversation with three different individuals about the infamous quote: “Offense wins games, defense wins championships.” Initially, I was firm in my thinking that is not the case in public relations because we are more comfortable, and prefer, to play offense. If we find ourselves on the defensive side of an issue, situation, crisis, etc. we were usually blind-sided and not prepared. Here is a little secret, PR Pro’s DO NOT like to be blind-sided. It’s only logical that we would say offense wins championships.

Then one of the other common PR strategies got the best of me and I found myself stuck. It’s the ‘ol “angel on one shoulder and devil on the other” theory…and I started examining the other side of the issue. Here was my thought process:

Thought 1:

What is a defense? I feel confident in saying that a pretty basic defensive philosophy would say that if the defense is strong enough, the opponent will not score and if the opponent does not score, they cannot win. Simply put, the defense must prevent a score, gain possession of the ball and if the opportunity arises score while on defense.

Thought 2:

How often in public relations are we fortunate enough to get to “call the shots” and keep the offense on the field? Reality is, our jobs would be pretty simple if we were prepared for everything that was thrown our way and were able to pick apart the other teams defense and score. But that’s not reality; we get blind-sided often as PR Pros so that automatically puts us on the defense side of the ball.

Thought 3:

Who prepares more for a game, the defense or the offense? Simple, the defense! They have to watch film on the other teams offense, they have to know every set, play, route that the other teams offense is going to use. Their job is to keep the opponent scoreless right? The offense can’t do that, only the defense can. Here is where my stance started to change…we can’t always foresee the circumstances we are going to find ourselves in as PR Pros, but once we know what the offense is going to do, we can adapt our “game scheme” and keep them from scoring, get the ball back and let the offense do its thing. When we find ourselves on defense, that just means we’ve seen their play, we know their move and we know how to respond. When on offense we “anticipate” that we know how the other team will respond and sometimes (ok, quite often) we are shocked by what doesn’t happen instead of what does happen.

Thought 4:

I still would argue that as a PR Pro, I prefer to be on the offense side of the ball, it’s just more comfortable feeling prepared and having the ball in your hands. BUT, because the PR world is not that simple, it’s what we do on defense that can ultimately determine our organizations success or failure when a situation we were not prepared for arises.

So…yes, I did just change my mind (it’s my right, I’m a woman) and I am confident with my stance in saying that the “PR Game Philosophy” follows that of football: “Offense wins games, defense wins championships.” It only took me one month to come to that conclusion…

Football 101

My mom enjoys telling a story about when I was a 7th grade cheerleader and I was cheering at a football game when I started yelling "defense, defense!" I then proceeded to turn to the other cheerleaders in a "know-it-all" kind of way and say to them, "that means the other team has the ball." Maybe I could have approached informing them about offense and defense in a more kind way, but I often found myself getting quite embarrassed when they were yelling defense instead of offense and vice versa. I used to proclaim, "it's not that hard of a game to figure out, why don't you pay attention." Needless to say, we had lots of talks at home about "polite communication."

As I got older, I realized it was not a pre-requisite to complete Football 101 before becoming a cheerleader (even though I think it should be) and not everyone was lucky enough to have a dad that taught them about the game. The basic football fundamentals were foreign to many of the girls I cheered with over the years and I was lucky to have a grasp of the basics of the game before becoming a cheerleader. This story came up recently in conversation and it got me thinking: what concepts would be covered in Football 101 and why would it be important? If I were in charge of the class, I think Football 101 would cover:

Offense vs. defense
Down and distance
Scoring, and
Football Terminology

Once those concepts are covered, any person, including a 7th grade cheerleader, would better understand the game. I share that story to use as a foundation for this: next week my other role as professor begins when I start teaching the Fundamentals of Human Communication, or Communication 101, at Tarrant County College. I am always shocked by the (lack of) communication skills college students, as well as, the general population possess. How can you play the game if you don't learn the basics first? The number one skill sought by organizations is "effective communication skills." So why do so many people skip Communications 101? My theory is that if a person understands and practices the most basic communication skills, the he or she can and will be more effective in most areas of their life. They don't need to become a communications expert, but just understanding the game will give them an advantage. Communications 101 should include the following:

Communication is inescapable; you cannot not communicate.
Communication is complicated
Context vs. content
Adapting communication to meet YOUR needs

So as I approach preparing for my classes, my focus is in wanting my students to walk away at the end of the semester and be able to stand on the sidelines and understand the game. Because once they have the basic understanding of the communications game, they will no longer find themselves being yelled at by a "know it all" cheerleader (or boss, or partner, or friend, etc.)

Watching PR Game Film

Since my professional football career never took off like I intended it to, I have never actually experienced the process of watching game film. However, my perception is that it actually serves two purposes of equal importance:

1. Watch film on your opponents to prepare for your upcoming game(s) and
2. Watch film on your past game(s) to evaluate strengths and weaknesses

This week while at work I found myself "watching film on one of last year's games" in order to prepare for a pre-season opener. Last year school district public relations professionals, myself included, were not prepared for the game when President Obama decided to speak to the nation's students in September. We did not have time to prepare for the unexpected feedback, emotions, logistical issues, personal beliefs, etc., that this situation created. Regardless of political affiliations, President Obama's sporadic decision to address the students was similar to that of Boise State's use of trick plays a few years ago (no, I am not at all saying The President tricked us, just an example). As I previously stated, one of the purposes of watching game film is to watch film on your opponents to prepare for an upcoming game. Well guess what? We didn't have the advantage of watching game film last year...but this year we do.

This week I pulled out my folder titled "Presidential Address to Students" and evaluated how we as a school district managed the crisis situation last year. I'm not calling the President's decision a crisis, like a school shooting or natural disaster would be, but situations created like this one get filed away in my "crisis" folder because I evaluate it much like I would a crisis. There are three distinct stages of a crisis: pre-crisis, crisis and post crisis. Many successful crisis situations and outcomes are determined in the first stage. I will explain it like this: pre-crisis stage=watching game film on your opponent. Effective planning during the pre-crisis stage can help determine if you will walk a way with a win. The next two stages can be a little less painful if the first stage is executed well.

This year we are lucky because we know The President is planning on speaking to the nation's students again, we have game film to watch so we can prepare for our "opponents," and we have our past game film to use to evaluate the strengths and weaknesses from last year's crisis situation. I am not too proud to say that last year we looked like Shane Falco and The Replacements but this year we will look like Drew Brees and the World Champion Saints!

Pic: I took this at a local CVS, I would love to build one of these in my house.

PR Two-a-Days

I am well aware that it has been awhile since my last post and I'm just going to chalk it up to enjoying my summer. With that said, today all across the wonderful state of Texas, many high school football programs kicked off two-a-day workouts. What that means is FOOTBALL SEASON IS HERE! My favorite time of the year is now upon us! I can't wait to enjoy Friday night football, College Game Day when I wake-up on Saturday, NFL Sunday and ending it all with Monday Night Football. Not to mention the random Thursday night games, and if I am lucky, one on Tuesday and Wednesday. Basically it is possible to surround myself with football 24/7!

Two-a-days, such a crazy concept to those not associated with football (or just a fan of football). Why in the world would a team practice twice in one day, when it is 106 degrees outside? The simple answer is because football season couldn't get here fast enough. But the real answer is because it is necessary to establish the "team mentality," to assess where you are as a team, what you need to work on, what is will work for you, what won't and because it's football and it's fun!

This morning when I started thinking about today kicking off the high school football season, I found myself wondering is there such a thing as PR two-a-days? Then it hit me...everyday is a two-a-day in the PR world (and I would argue sometimes a three-a-day). As a PR Pro, every day I work towards establishing a solid "team mentality" within the school district I work for, as well as with our district stakeholders: students, parents, community members and local media representatives. If you walked into our office any day of the week you would hear us discussing our strengths, weaknessess, failures and successes and what we need to do to either maintain the status quo or make it even better. No matter what my role is: crisis communicator, gatekeeper, sounding board, decision maker, event planner, entertainer, bad news bearer, spokesperson, counselor or information seeker the number one priority is what is best for the "team mentality" and for my school district as a whole...and because it's a fun job (the professional football player gig didn't work out for me, so the PR gig runs a close second)!

To answer my own question, there is such a thing as PR two-a-days, we should just call it PR every-a-days! Stay tuned for more posts now that football is upon us. I will have plenty of opportunities for inspiration.

When You Find Yourself on the IR

In football, players who have been injured, and are likely not to return for the season can be placed on injured reserve (IR). Generally the player on injured reserve is still paid his salary, is part of the team and by placing the injured player on the IR, the organization is basically saying they still want this player on their team. A player might find himself on the IR due to a number of different factors. Some are "other-induced" such as Tom Brady's 2008 season ending injury and others are "self-induced" like NFL kicker Bill Gramatica's torn ACL after his celebration leap. Either way, the last place you want to find yourself is on the IR.

As a young PR Pro, I am finding myself on the professional IR. Just like football players find themselves on the IR because of a number of different factors, I too find myself on the IR because of a number of different factors. Some are self-induced and some are other-induced...I find myself asking, "how does someone who is on the IR make sure they don't end-up on the inactive list?"

Learn from past mistakes. I bet we won't see another celebratory leap from Gramatica anytime soon. And, then again, we might...sometimes people don't learn the first time and it takes them being on the IR a few times before it sinks in. Some people are just passionate (over one point) or just plain stupid.

AND

Stay motivated to work on your game while on the IR. Find ways to work around your injury and advance other aspects of your game so when you find yourself on the active list, you are a better player (person) than you were pre-IR.

For now, those are the two things I am keeping in mind while I am on the IR. There are days I feel like Tom Brady and days I feel like Gramatica. Neither are fun, but both are important to who I am now and who I plan to be in the future!  What do you do when you find yourself on the IR?

(Okay so that wasn't really a football/PR post, but it was important for me to get those words in writing for my mental sanity).

Pic: Jamie Squire/Getty Images retrieved from fannation.com

There is no "I" in "Team."

This is not a comparative blog post between football and public relations. The following is the recent story of a co-worker and friend of mine who spent 30+ years of his life as a football coach and is currently an assistant athletic director. Click here to view a video that was created in an effort to share their story.

 EM-S ISD Teacher is the Missing Piece that Gives Another District Employee a New Chance at Life | Middle School teacher donates kidney to Assistant Athletic Director

Typically speaking, Teacher Appreciation Week is dedicated as a time to honor those amazing individuals in educational settings that are involved in the education of the children of our communities. However, the attitude and conversation surrounding “Teacher Appreciation” this week across the Eagle Mountain-Saginaw ISD is centrally focused on the selfless act of one middle school teacher.


In August 2007, Rebecca Burke was just one of many teachers who joined Prairie Vista Middle School as it opened its doors to the students of the Eagle Mountain-Saginaw ISD for the first time. Three years later, it is evident that Rebecca Burke was a piece to a bigger puzzle; and at the perfect moment, she would fit into place. The loud, energetic and full-of-life Ms. Burke, quickly became loved by the students and a friend to many of the Prairie Vista Middle School teachers. In particular, Ms. Burke and the teacher across the hall, Kathy Lebby, grew to know each other and depend on each other through the work days, weeks and years. What they didn’t know, was that their relationship would forever change in April 2010.


Mrs. Lebby is married to Coach Mike Lebby who was the Head Football Coach at Saginaw High School in 2007 when she went to work at Prairie Vista Middle School. The 2007-08 school year marked Coach Lebby’s last year at Saginaw High School and his last year as a coach. For medical and health reasons, Coach Lebby decided to walk away from coaching after 30 years and was named as the Assistant Athletic Director for Eagle Moutain-Saginaw ISD. After two difficult years of enduring dialysis, medication and even surgery, Coach Lebby found himself as one of many names on a list who were waiting, wanting and needing a kidney transplant.


Across the district at Prairie Vista Middle School, Ms. Burke was aware of the medical situation of Coach Lebby through her interactions and conversations with his wife Mrs. Lebby. In general conversation with Mrs. Lebby, Ms. Burke inquired about what Coach Lebby’s blood type was. We’re not sure if it was the same day or a few days later, but Ms. Burke approached Mrs. Lebby and said “I want to donate one of my kidneys to your husband.” One can imagine the shock on Mrs. Lebby’s face knowing that Ms. Burke had never met Coach Lebby and did not know anything about him, other than what she knew through her friend Mrs. Lebby. Ms. Burke was standing in front of her, declaring that she had made the selfless decision to possibly save his life, or at least give him a better life, and donate one of her kidneys. The next few months flew by as Coach Lebby and his family met and got to know Ms. Burke and her family. They went through numerous tests to make sure she was a complete match, went through donor counseling, met with doctors, discussed the procedure, recovery time and all the other details associated with a transplant operation.


On the morning of Tuesday, April 27, 2010 Rebecca Burke went into surgery for kidney extraction, and was later followed by Coach Mike Lebby for his long awaited kidney transplant. The successful transplant marked the end of their journey leading up to the transplant and the beginning of a new journey that has yet to be experienced.


When we reflect on all the paths that crossed in this extraordinary story, we can now see why Ms. Burke held the piece to a bigger puzzle three years ago when she stepped foot into Prairie Vista Middle School and found herself establishing a relationship with Mrs. Lebby. While Ms. Burke is recovering at home during Teacher Appreciation Week, Eagle Mountain-Saginaw ISD is still celebrating and honoring all its teachers. However, there are many employees, community members, families and friends that are appreciating the selfless act of one teacher in particular and have a different feeling for the words “Teacher Appreciation” this year. Selfless acts like Ms. Burke’s remind us all to ask ourselves if we just might be the missing piece for someone else. For now, all the district is cheering as we know Coach Mike Lebby has the final piece that makes his puzzle complete.


Special Note: Both Rebecca Burke and Mike Lebby were released from the hospital on Monday, May 3 and are recovering in the comfort of their own homes.

Video thanks to my friend and a school PR colleague Jerry for helping us out on such short notice. 

From X's and O's to #'s and @'s.

Not too long ago, I came to the harsh realization that I was wrong {gasp}, yes I said it...I was wrong! I didn't see the significance, but more importantly, the necessity of utilizing social media organizationally and personally. Before I knew it, I found myself standing on the sidelines watching a game that I didn't understand, and therefore, in coaching terms, I was not reaching my full potential. By not taking advantage of the free, on-line tools that were readily available, I was selling myself and my organization short.

Let me explain it this way, at some point in our life we have all seen a picture of a football player from the past wearing a leather helmet (and if you haven't ...you have now thanks to this post). Currently, we see football players wearing, sleek, protective, *Schutt Helmets.  Schutt Helmets have a gel lining that is filled with air that forms to players heads. Where leather helmets used to absorb blows to the head, with Schutt Helmets, blows glance off of the player with less pain, fewer concussions and less trauma to their head. If I was a football player getting geared up for a big game and I saw the other team walk on the field wearing leather helmets, two thoughts would go through my mind: 1) those are some tough SOB's and 2) are they crazy? Do they intentionally want to get hurt?

As a PR Pro I had to insert my name and my organization into those two thoughts:  Are we tough SOB's because we are not utilizing social media as a tool for marketing our organization and communicating with our stakeholders? Do we just want to maintain the status quo because we are resistant to change? And, are we crazy for not utilizing these tools and intentionally setting ourselves up to get hurt? The reality is, as a PR Pro I am NOT tough enough to absorb the blows that I was facing by not utilizing social media and I was crazy for not embracing social media sooner. By not examining the positive outcomes associated with social media, I set myself and my organization up to get hurt.

I am still trying to wrap my brain around all the possibilities linked with social media and it will be a topic I discuss more in-depth in the future. For now, I am comfortable knowing that I am not walking into the game wearing a leather helmet because I put on a Schutt! Are you or your organization still rockin' the leather helmet? If the answer is yes, it's time to let go of the X's and O's and move to #'s and @'s.

*Disclaimer: Schutt Helmets (@schuttsports) are the helmets used by the football programs in the school district I work for, therefore, that is why I chose that brand of helmets to use for this post. You are welcome Schutt!

Picture from http://www.sports.espn.go.com/