We're very lucky to have you, Hud, to discuss an area of communication in sports marketing for which you're an expert. So, would you mind telling the audience your background, a few minutes, so that they can understand where you're coming from. >> Good morning, Candy. Thanks for having me. I've been in the public relations business for decades. I think that the best way to describe what I've done is to say that I've been a both a sports communicator and a corporate communicator for the vast majority of that time. Sometimes on behalf of a singular organization, like Lockheed, for example where I spent some time as a Chief Communications Officer. Or an agency where I consulted with many private enterprises on their public relations standing. I'm now working in the Governor of Illinois office applying the same trade. And I'm finding it almost more challenging than anything I've done in the private sector, but it's been a good career. >> So, when we think about applying communications to the world of sports, I want to ask you some general questions about communications there. And could you just talk about what communications means in the world of sports? What is communications? What is public relations? And then maybe what is media relations? We throw out these terms, are they interchangeable or are they different? >> Well, first of all, I think you sort of have to back up for a second and understand sort of the construct for how most organizations operate in today's free world. My belief is that companies and organizations in sports or in commercial, need to earn the public's permission to operate. If the public doesn't want you to operate they won't buy your product, they won't show up for your games. So, the obligation, it seems to me, on the part of the public relations practitioners, is to ensure that that permission is granted on one level or another. I think that's particularly important in sports, because you have a loyalty factor that is unlike what you experience is most commercial enterprises. Except maybe for Starbucks or some of the larger brands in the country. But your rooting interest in an organization that's engaged in sports is much more intense, it seems to me, than it is in some other organizations. That being the case, I think your obligation therefore to operate in a way that lines up with your values, the values of the organization, it becomes much more critical. >> So, when we say public relations, is it usually a department within a sports organization? How is it organized? >> Well, it's all over the lot to be honest, I don't think there's a precise model. I think in most sports organizations there's a public information department or a sports information department. And it generally is a department that is charged with communications as a broad profession if you will, and public relations is one part of it. Under the communications umbrella you might have marketing constituency relations of thought leadership, and PR as the arm of that department that deals with earned media. So I'd say that's the distinction. The communications department generally has the large oversight of all things communications oriented. Public relations tends to be the organization inside that construct that deals with earned media. Which then dovetails towards media relations because I see that as a subset of PR actually, because the primary channel for delivering your messages is earned media. So, you need to have relationships with correspondents, reporters, media organizations, in order to be able to effectively communicate with them, so that your message can get delivered by those channels to the audiences that you're trying to reach. >> Could you explain to our audience the difference between earned media, owned media, and paid media? >> Yeah, it's a good distinction in this day and age. Paid media, of course, is what most people think of as advertising. You buy time or space in newspapers or on media outlets or on Facebook or Twitter or wherever that media is being sold. >> And you paid for it, that's right [CROSSTALK] >> And you write a cheque. And you pretty much own the message. It's not a question of someone else filtering it, or changing it in one fashion or another. Owned media is also paid in a sense, in that you're an organization that buys your own channels and you produce content for those channels, and then put them in the marketplace for consumption. >> And give me an example of that. >> A newsletter, for example, that you produce to promote what's gone on with your team over the last week, and then you put out to mailing list of 100,000 fans. That's owned media, that's all your message, all your content, all your channel, all delivered with your point of view to an audience directly. So, that's what I refer to as owned media. Earned media is the kind that you don't pay for, but which you have to be persuasive enough to get a journalist or a third party endorser. To a, become interested enough in the news to report it through their media channel. And b, hopefully to report it in a way that's favorable to your line of thinking. I think what you need to know about earned media however, is that the best you should ever hope for is that you get an even shake, if you will, from a legitimate journalists, because they're there to give an objective report. So your POV, your point of view, may or may not, be the one that holds forth with the journalist, and holds forth with what he ultimately reports. >> So, can we back to some of the fundamentals of communications? Tell me about the role of a press release. First of all, what is a press release? And secondly in the modern age, does it still exist? >> It exist. I look at press as in two ways. One is it's the work product of a journalist who works for the company, or the sports organization. And as such, it should be a piece of journalism. It should be an accurate rendering of an action point of view circumstance, that reflects the company's point of view on that subject. That doesn't mean that everybody will agree with that point of view, but the company is allowed to have its point of view. And I think the press release is often times the item that we use to help communicate that point of view. It's also a record setter. In today's day and age a press release goes out over PR Newswire, or Cision, or wherever we decide to put it, and now anybody on the planet can access that press release any time they wish. And then I think the third piece of the press release is that, it's a way to sort of record the evolution of your organization's view on an issue. It has the benefit of going public, and in my experience, policy is often made and decided upon the moment you have to expose it to people who might criticize it or have a point of view of it. So the press release becomes an extraordinarily important piece of the communications mix, because it forces management, wherever that management is, to look at the news that you're about to make. Not just from your own point of view, but from the point of view of the audience. I've written press releases that absolutely positively puts forward the view of a management team, up to the moment it's time to put it out. And then somebody says, my God, we can't say that, or we can't do that. So, it's an extraordinarily useful tool in the communications PR, [LAUGH] trick bag. >> I understand that one. Tell me the role of social media. >> I would say on one level enormous, on other undecided. I think we spend an enormous amount of time looking at social media. I think we have a great difficulty deciding what's good about it and what's not so good about it. In sports it is the communications device de jour. Every athlete wishes to have his or her own brand. Social media is a way to begin that brand, it's where everyone is fighting for followers and so on so forth. And I think it forces some level of controversy because that's the way you get people attention to you is by either doing or saying outrageous things. I have a hard time counselling clients on social media because, first of all, I worry that we put too much emphasis on what social media brings to our thought process. You do a tweet, it may offend 25 people, those 25 people trawl your site, they have terrible things to say. Management doesn't know how to deal with the criticism and they tend to over react to the Tweet >> So, that leads us to the end of this video, but perhaps is a great segue into the thought process for crisis communication. So let's leave it here, and thank you very much, but let's move on to thinking about crisis in sports. >> Great, thank you. >> Thank you.