Linsanity, the craze surrounding Knick’s star Jeremy Lin, has dominated news markets beyond the sports spectrum this February. After years of losing seasons and sexual harassment suits, the overwhelming positive buzz Lin has brought to the team is certainly welcome.
However an article in PR News raised a realistic media relations question:
“How should largely unexpected great news be handled by PR? Is it much like a crisis, but in reverse?”
PR pros are constantly on edge for bad coverage, with a plan in place to face a crisis head on. So why don’t we have a back-up plan in case news becomes too good, too fast?
The Madison Square Garden group is doing a good job “riding the wave” and packaging stories that are specific to different audiences.
The MSG team also seems to be following the constructs the article outlines: have a plan in place, create a “dream team” to respond to media requests and stay on track. Now they just have to avoid overdoing it.
The PR world can learn from explosive stories like Tim Tebow and Jeremy Lin, whether or not you know which sport each one plays. To keep positive stories, regardless of the type of business, from becoming stale and overdone, PR teams should monitor the story, use the positive press as an opportunity to engage current stakeholders and gain new ones, and realize when the story is no longer relevant.