A couple weeks ago our team presented a crisis management program for Real Salt Lake soccer. Their ticket sales were suffering, and their record was dismal. Now, this weekend Real Salt Lake is playing for the MLS Championship cup. Yesterday’s headline in the Salt Lake Tribune read, “Who’s Laughing Now?” Indeed, now instead of being the laughing stock of the MLS, Real Salt Lake has shocked soccer fans by playing an incredible post season.
This made me realized how fast the industry can change in public relations. Nothing is ever certain, and things are constantly changing. Today’s big news is a distant memory within two or three days. A scandal that rocked the nation will eventually be remembered with jokes and a strange sense of fondness. The company that embezzled millions of dollars will recover, and people will invest in them again. People’s opinions are changing constantly, and there are countless opportunities to influence pubic opinion. This is the great part about being a PR professional. Most PR jobs are focused on helping a company present themselves well to the public, and maintaining a positive image. When everything is shifting and changing at such a fast rate, there are always opportunities to showcase a company, and make people aware of what is going on around them. If the campaign is thoroughly researched and organized well, the chances of people listening are good. However, the PR professionals and agencies must be ready. If the Real Salt Lake can go from being the second worst team in the league to playing in the championship game, the possibilities for other companies are endless.
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