By Ann Wool/SVP, Director, Ketchum Sports Network
While there's no question the Olympic Games is a tremendous PR platform, there are many hurdles to getting great press, including clutter, Olympic guidelines and a very
challenging on-site environment. Careful planning and an experienced team help ensure that the PR program delivers its ROI in the marketing mix:
- Get a Seat at the Marketing Table Before Plans are Written and Platforms are Locked in: Olympic marketing plans are usually started at least two years ahead of the Games.
For PR teams, this might seem absurd and far too early. However, many programs are rolled out at least six months prior to the Games. Each day of planning, budgeting and securing
approvals from internal teams as well as the Olympic bodies - the IOC, USOC or NGBs - is critical. - Take Ownership of a Piece of Olympic Equity: In order to stand out, the most successful Olympic sponsors build their campaigns around a platform that they can own -
preferably one that is natural and organic to the brand. Building a comprehensive and integrated campaign around that will help the brand break through the sponsor clutter. - Plan for the Olympic Timetable and the Media Appetite: If you wait for the Games to role out PR efforts, you've missed the boat. The Olympic calendar is rife with
opportunities to tell a sponsor's story. There are team trials, media summits, 100-days out, 500-days out and so on. Be prepared to capitalize on these "moments in time."
Ideally, one of these moments will coincide with an important date for the sponsor - either a sales meeting or trade show. - Find Someone who's Done it Before: The Olympic regulation book is immense. Experience is a worthwhile investment! Many seemingly great ideas are simply not executable
because of sponsor guidelines - don't waste the time or money creating them. Furthermore, know your sponsor level. Guidelines vary significantly depending upon the sponsorship
levels. - Issues & Crisis Preparedness Plan: With more than 15,000 credentialed media at the Olympic Games, it is critical to be armed with an issues and crisis plan. This is by no
means new, but it is more important now than ever. Issues range from security and terrorism, to endorsed athletes being accused of doping or other misdeeds. Be prepared --
something will happen that reminds you that it was worthwhile to come prepared.