For the past few years, the New York Knicks have put on a clinic on how not to conduct media relations.
With Jim Dolan at the helm, Knicks’ brass has valued secrecy more than storytelling. They prefer to hide from the media rather than face the fallout from nearly a decade and a half of losing and lousy decisions.
Phil Jackson, aka the Zen Master, who last week was named president of basketball operations for the team, needs to change the Knicks’ media policy. In doing so, Jackson may inspire PR managers grappling with a business culture that continues to shun the media to its own detriment.
If early returns are any indication, Jackson’s wheels are already grinding with regard to how to make the Knicks more media-friendly.
Jackson was in attendance for last week’s Knicks game versus the Indiana Pacers at Madison Square Garden, and the mood was downright electric. Throughout the game Jackson made himself available for sports reporters from both ESPN and MSG Network, fielding tough questions about the beleaguered club with candor and good humor.
Asked what it was like to return (as the big enchilada) to the team where he had his most success as a player, Jackson smiled, and said, “Pretty cool, eh?” It was just like two pals in a bar having a pleasant conversation, and, from a PR standpoint, how can you argue with that?
Of course, sunlight is said to be the best of disinfectants.
Now, as Jackson’s gets into the minutiae of the day-to-day operation, he should spread some of that sunlight throughout the Knicks’ organization.
But Jackson has got his work cut out for him.
When he was introduced to the media last week, the press conference was an exercise in selectivity, with radio commentators remarking that some beat reporters were called on to ask questions while others were ignored
This does not bode well for any organization. The media taketh away, of course, but they giveth, too.
Do you believe in your product or not and, despite some serious setbacks, are you willing to defend it against the critics who, after all, are just doing their job?
Fortunately, Jackson exudes certain qualities that should permeate the building, and the way in which the Knicks approach the media.
It’s a formula for any company or organization that wants to be ahead of the game and not let others define it.
> Calm. Jackson is Buddha incarnate. He brings a sense of calm that other senior executives can adopt when dealing with the media. This is not to suggest that PR reps should have media-shy managers take a crash course in “Serenity Now,” but, rather, maintain a sense of equilibrium with the media and know that (in most cases) the media are not out to get you.
> Cohesion. Whatever Jackson has said to the media in the last week, most of his comments have revolved around a sense of team, trust and communication. When dealing with reporters, too many top-level executives personalize the conversation (which tends to draw the ire of reporters) instead of making it about how to lead an enterprise populated by disparate individuals who have to face their challenges together.
> Cool. Who wants to hang out with Jim Dolan, who, despite his rock rock ‘n’ roll bona fides, comes off a real drip. You want senior executives who have a sense of cool about themselves, their brand and their employees and won’t wilt at the slightest knock or criticism, but understand that’s part of the (media) territory.
Follow Matthew Schwartz on Twitter: @mpsjourno1