NBA players, teams and the entire league need to put an emphasis on SOCIAL MEDIA!

Without the ethical or legal concerns, social media is like an athlete on steroids; it is bigger and better than "traditional" media. Various studies are being conducted and the results go right along with the ideas of a tech-savvy, more fast-paced society. Social media is a dominant force in the world today and the NBA should be sure to take advantage of it.

Universal McCann is a global communications agency, and they just released results of a study about social media. Over 17,000 people between the ages of 16-54, in 29 different countries were surveyed.

Globally 73% of internet users are reading blogs with 48% including these consumer-generated content in their weekly media diet.

Some of the adoption rates are simply staggering:

- 83% watch video clips, up from 62% in the last study in June 2007
- 78% read blogs, up from 66%
- 57% of internet users are now members of a social network
- RSS consumption is growing rapidly up from 15% to 39%
- Podcasts are now mainstream digital content, listened to by 48%

Washington Wizard, Gilbert Arenas was the pioneer for NBA player blogs. His blog started two years ago and has won numerous awards. Arenas is articulate and doesn't ever censor himself. He blogs about topics other NBA players are afraid to even mention. His blog is great for the NBA; it gives fans a way of really seeing who NBA players are. In fact, one fan messaged Arenas on Myspace because he didn’t believe it was actually him. Eventually Arenas invited him to a Wizards practice to prove that it was, when they finally met they became friends.

Now tons of NBA players have blogs, a lot of them on the blogging site yardbarker. There you can expect to see such things as pictures and videos of Portland Trail Blazer Greg Oden rehabbing his knee or talking about his puppy Charles Barkley McLovin.

Social media in the NBA goes beyond blogging. This last season, various players posted videos of themselves on YouTube asking for votes to the all-star team or asking for fans to submit suggestions on dunks for the NBA Dunk Contest.

There is no reason for the NBA not to focus on social media. Going along with the results found by Universal McCann, it is clear that social media has grown tremendously and it offers many unique ways for the NBA and its teams to connect with fans beyond the court.

Damage Control and the NBA

One big misconception about public relations is that it is mainly about covering up bad news or "damage control." Public relations is a lot more than just those two things; however, damage control is an important aspect of public relations. When your firm, organization or client has some sort of bad news, whether it is a sex scandal, an oil spill, spoiled food or a drug scandal, it is imperative to immediately make a statement and then figure out the best steps to respond. If that is not done, the information will almost always become public and can in fact make the situation much worse.

During the middle of the first round of the NBA playoffs, Dallas Maverick Josh Howard admitted that he smokes marijuana recreationally during the off season. A local radio station was talking about Howard and brought up some rumors about a potential connection to marijuana. Howard who was listening, called the radio station and wanted to come clean.


"Most of the players in the league use marijuana," said Howard, "and I have and do partake in smoking weed in the off-season sometimes. That's my personal choice and my personal opinion, but I don't think that's stopping me from doing my job."

In order to be transparent, The Dallas Mavericks and the NBA offices responded almost immediately with brief statements saying they were looking into what happened and that they were going to fully assess the situation before anymore comments were made. Additionally, the NBA offices made it very clear that players are randomly drug tested during the season and that Howard had never tested positive.

Having a star NBA player admit to doing drugs is clearly very bad for the NBA's image. This is why the most important part of the response was that it was so prompt. The damage had already been done so it was important to begin to repair that damage.

If I were in charge of the situation, I would try to take a negative and make something positive out of it. The NBA could very easily do some anti-drug ads, which would not be too hard to do and would reinforce the positive image it wants to be known for. This would generate positive press and help bury the negative press that Howard unintentionally created.

Would the NBA and Nike really allow this to happen?

Getting people's attention is not an easy task. One of the best ways for a public relations practitioner to get someone's attention is to use an unexpected or shocking image. If done properly, an unexpected commercial can attract and retain viewers, create tons of press and make viewers actually remember the image, message or product presented.

In early April, a youtube video surfaced of NBA superstar, Los Angeles Laker Kobe Bryant. It started out with Kobe and his friends joking around on the roof of some sort of parking garage. He puts his new Nike "Hyperdunk" shoes on and is assuring the cameraman that he "got this!"

Next thing seen is Bryant crouching over in a jumping position. He eagerly rubs his hands together and is clearly impatiently waiting for something. Then in an instant an Aston Martin comes speeding into the screen and Bryant "jumps" over the car. Afterwards he is seen chest bumping teammate Ronny Turiaf in excitement.

Within a few days the video was all over ESPN, Sports Illustrated and pretty much every sports website in existence. If you search for "Kobe Bryant Car Jump" on google over 120,000 hits come back. There are many different videos of the same stunt of youtube. One has almost 3 million views, while others have well over 500,000. Needless to say, it quickly reached millions of viewers.

However, the video is in fact an optical illusion. After watching it in slow motion, it is easy to see that Bryant was in fact simply next to the car as it sped towards him, and he simply jumped as high as he could while the car drove to the side of him. Thanks to the camera angle it appeared that he jumped over the car.

The big topic for debate on such ESPN shows as Pardon the Interruption and Around the Horn was how the NBA, the Lakers and Nike would never allow a star-athlete like Bryant to actually perform this stunt had it been real.

The shocking, unexpected nature of the viral video created an incredible amount of publicity for Bryant's new signature shoe line. The idea behind the video was rather simple, but the fact that it appeared Bryant risked his life to pull it off made it that much more memorable.

Pubic Relations - The Ability to Influence

Many people have no idea what public relations really is. I get a confused look when I tell people that I'm a PR major. They just assume it all revolves around press conferences. The simplest way to explain PR is just to say that it is the act of influencing someone or something. This blog will serve as a way for me to relate everyday stories or events to the field of public relations.

After an abysmal start (and finish) to the basketball season, Oregon State University fired current coach Jay John mid season. The Beavers went on to finish the season with a record setting ZERO wins in Pac-10 play.

Ever since the season ended, Oregon State has been searching for a new coach with little success. However, today Oregon State announced that they hired Craig Robinson, the current coach at Brown University. He only has two years experience coaching at the college level, no apparent west-coast ties, and no known knack for recruiting at the division one level. So what exactly does he bring to the table to the Beavers?

His name might not ring a bell to most people, even college basketball fans; however, his brother-in-law is Barack Obama. While Robinson may not have experience coaching at the Pac-10 level, he does have an interesting tie that no doubt influenced the decision to hire him.

So what on earth does this have to do with Public Relations?

This hire will undoubtedly have an influence on the entire Beaver basketball program. Now that Obama is officially "tied" to Oregon State, expect more recruits to consider the program and maybe Obama himself will make a more formal visit to Corvallis than simply stopping for Pizza.