This document outlines 5 new coaching realities in dealing with crises: 1) public trust has been lost, 2) coaches no longer get free passes for mistakes, 3) coaches are under increased scrutiny and siege, 4) crisis management is now a vital competency for coaches, and 5) social media impacts decision making. It provides steps for coaches to survive and excel during crises, including not taking a bunker mentality, applying issues management strategies, monitoring rumors for a first mover advantage, being transparent, and aligning advocates.

1. 5 New Realities:
Coaches & Crises
Presented by: Kathleen Hessert
AFCA Convention 2012
© 2012 All Rights Reserved

2. NEW COACHING REALITIES:
1. Public trust is lost
2. No more free passes
3. Coaches are under scrutiny & under siege
4. Crisis management = vital core competency
5. Social media factors into decision making
© 2012 Sports Media Challenge 2

3. Steps to
© 2012 Sports Media Challenge
Survive & Excel

4. Bunker Mentality Doesn’t Work
© 2012 Sports Media Challenge

5. When the University
Takes the Lead,
Everything Changes!
• Athletic Dept relationships with football become less valuable
• Decisions are delayed when administrators don’t understand
or care about the rhythm of athletics
• Stakeholders expand & need attention on and off campus
• Big donors & “influencers” carry big weight but…
• Demands require help from non-football staff, coaches,
outside professionals
© 2012 Sports Media Challenge 5

6. Apply
Issues Management.
Your Job Depends On It !
• Crisis management is added to your current responsibilities
• Strategy needed ; tactics alone are not sufficient
• Focusing on current crisis means you’re behind
• Ripple effects start early & last long
• Determine & focus on what may happen next
• Communicate how you’re taking control to instill confidence
© 2012 Sports Media Challenge 6

7. Issues Management Assessment
10
Issues Mgmt
Campus police High Impact
High Probability
Lessons Learned
Impact if it happens rate 1-10
involvement
criticized Assign resources NOW
• ID potential
horribles before &
during crisis
• Put your efforts &
Low Impact Monogram Club & resources where
Low Probability players respond they’ll help you
IGNORE negatively
to critics
most
• Reevaluate issues
100% daily as they
Probability of occurring rate 1-100% change constantly
© 2012 Sports Media Challenge 7 7

8. Monitor Rumors
for
1st Mover Advantage
• Shutting out criticism is like not scouting opponents
• Blame spews from unexpected areas/people
• As scrutiny grows- others (insiders & outsiders) grow
angry from spread of negativity focused on them
• Comprehensive social media monitoring is essenial
© 2012 Sports Media Challenge 8

9. Monitoring
Lessons Learned
• Real-time monitoring
enables timely action
• Media troll Twitter,
Facebook for
discontent, support,
Watch sentiment as it changes storylines.
ACT on IT You can prepare
• Public sentiment
polarizes . Easy to
determine friends
&foes
• Easily identify issues
you’ll face &
questions to answer
© 2012 Sports Media Challenge 9 9

10. Be Transparent.
Align Advocates
• Staff, players, recruits, parents, advisors
• Know what you can say and not say. Stand firm.
• Put information into 1 of 3 categories:
• what I know …
• what I don’t know…
• what I’ll find out…
• Enlist advocates to communicate your message
© 2012 Sports Media Challenge 10

11. There’s
No Time to
THINK, FEEL, or ACT
But Your Job
Depends on it!
© 2012 Sports Media Challenge 11

12. 5 New Realities:
Coaches & Crises
Contact: Kathleen Hessert
khessert@sportsmediachallenge.com
@Kathleenhessert on Twitter, Linkedin, Google+
704.541.5942 or 704.906.3600
© 2012 All Rights Reserved