This summer, from Aug. 8-24, the 2008 Summer Olympics will be under way in China's capital of Beijing. For the past several months, loud protests about China's human rights
violations, particularly in Tibet, have been casting a dark cloud over this global extravaganza. Thanks to several high-profile demonstrations, the controversy surrounding the
host country has been rising unabated. As a result, several major nations (including the U.S.), have begun to consider the possibility of boycotting the games in light of China's
repressive actions in Tibet.
Recent newspaper articles appearing in USA Today (April 10) and the New York Times (April 17) have detailed how Olympic sponsors, such as Coca-Cola, Johnson &
Johnson and General Electric, are currently weathering harsh criticism due to their support of the games, leading other sponsors to wonder how to proceed. A number of questions
have been put forth: Should they continue their sponsorship while donating money to human rights organizations, or decamp to the nearest exit and not look back? And, what should
the International Olympics Committee do to douse the flames that seem to be growing stronger every day? Can PR save the games from irreversible damage?
The following tips, based on advice from two experts in crisis management and conflict resolution, put the image crisis into perspective for communicators--even for those whose
work is unrelated to the games.
*Focus on the games and keep everyone safe: "The Olympic Committee needs to stay above the fray and focus on the athletes," says Steve Ellis, SVP and chair of international
practice for Levick Strategic Communications. "Make sure the environment is safe for athletes, spectators and corporate sponsors, and that the Chinese are cooperating."
*Separate the politics from the Olympics: "It's hard to do this because of the emotions [involved]," says Ellis. "The fact is their laws are their laws, and if people break
them, then we have to respect [how they deal with] that. If we are dragged into the weeds of making judgments of what the Chinese are doing with their internal affairs, then we
are treating them unfairly. They have to look out for their security interests."
*Highlight the positive aspects of the event: The Olympics is a global--and competitive--celebration of athleticism. Because of this fact, attention should be paid on the
actual games themselves. Anything else is peripheral and extraneous (unless of course, it's a monumental tragedy, such as the murder of 11 Israeli athletes at the hands of Arab
extremists during the 1972 Munich Olympics).
"This has become a lost art since the days of the legendary Jim McKay and ABC's no-nonsense coverage highlighted by the 1980 U.S. hockey "Miracle on Ice" in Lake Placid," says
Rod Wilson, president and CEO of the Long Beach, Calif.-based Pacific Research & Strategies.
*Network coverage should concentrate more on action and less on syrupy "overcoming odds" pieces on athletes: "There is the risk the public may view such confectionary coverage
as complicit with typical Chinese state-run fare," says Wilson.
*Create commercials that show China as a friendly country, rich in culture and history: Recently, countries that had image problems related to terrorism or violence, such as
Israel, Jamaica and Turkey, have been successful in implementing campaigns that have changed public perception, thus increasing tourism. China should follow suit and create
similar spots for audiences in the U.S. and Europe.
*Give the Chinese some latitude: As host country of the Summer Olympics, China knows the eyes of the world are on them. If its image continues to be marred in the forum of
public opinion, precipitating the departure of sponsors, China will lose a lot economically. For China, the games are a golden opportunity to prove its worth on a global scale.
"The Chinese have certain obligations they need to meet, such as freedom of expression," says Ellis. "If they don't do that and continue to renege on some of the promises
they've made, this will harm their future."
*Conduct focus groups and publicize positive findings of Americans' views of China: Though this may seem antithetical to the current media coverage of the Summer Olympics, a
nationwide public opinion survey uncovering any positive aspects of American views of China should be promulgated in the press. Doing so may go a long way toward dispelling the
negative image currently tarnishing the Summer Olympics' host country.
"This will help to show a common understanding," Wilson says. PRN
CONTACTS:
Steve Ellis, [email protected]; Rod Wilson, [email protected]