Every four years an Olympian or two emerges from the pack to become a fan favorite. And we’re not talking about already-famous athletes such as gymnast Simone Biles or retired Olympic swimmer Michael Phelps. These folks rise up after being under the radar, thanks to an incredible performance or relatable moment.
You may remember speed skater Apolo Ohno emerging in 2002, with his signature red bandanna, penchant for style and eight Olympic medals. Ohno also went on to win “Dancing with the Stars in 2007.”
Or maybe you occasionally think about retired Olympic gymnast McKayla Maroney from 2012 who launched a viral Olympic internet sensation titled “McKayla’s Not Impressed.” A photograph emerged of her standing on the podium with a twisted pout after winning the silver medal in the vault finals, seemingly disappointed with the results. People Photoshopped the image onto all sorts of backgrounds including the Great Wall of China and in front of the Bellagio Hotel in Las Vegas. Even former President Barack Obama got in on the act when the U.S. Women’s Gymnastics team visited The White House after winning gold in the team competition.
And now, in 2024 we have Steve Nedoroscik, a lynchpin of the U.S. Men’s Olympic Gymnastics Team, who wears glasses and does one event—the pommel horse. Nedoroscik’s skillful pommel horse routine solidified the group winning its first team medal in 16 years. Many viewers compared the athlete to Clark Kent/Superman as he removed his glasses before competing.
Steve gave us pause, wondering how someone who becomes an overnight sensation can handle the attention on a PR-level, especially in the age of digital media.
So for this edition of Top Tips, we asked communicators for their advice for people who become public figures in an instant. Here are the top five answers (in no particular order).
Tip #1: Stay focused
Nicole Junas Ravlin, CEO, Junapr:
“After Andy Lewis's Super Bowl tightrope walking performance with Madonna in 2012, we leveraged his fame for the slackline company, resulting in hundreds of media placements. This led to setting a Guinness World Record, generating another round of publicity. However, it was challenging to keep Andy focused on our desired outcomes amidst the online buzz. The key here is to balance capitalizing on the moment, while maintaining a long-term perspective on your personal and professional goals.”
Tip #2: Lean into your personal brand
Kelly Costello, Head of Corporate Communications, Meltwater:
“Many brands and opportunities will come [Steve’s] way, but my advice would be to focus on the ones that are right for his personal brand and career. I'd love to see him in a Nike "Just Do It"-style ad, but emphasizing the moment he takes off his glasses—which appear to be Ray-Ban. Maybe Ray-Ban, not normally known for activewear, uses this for a push into the athletic category? He has spoken about living and competing with two eye conditions, strabismus and coloboma, so this is also a great moment to take this a step further and be a spokesperson for eye health organizations. Today's athletes have a huge opportunity to champion causes that they care about and elevate them into public consciousness, like Simone Biles, Michael Phelps and many others have done for mental health.”
Tip #3: Train even more (for the media)
Lauren Silverman, PR consultant:
“Hire a comms and branding advisor to help you form and articulate your personal brand—what are your values? And take advantage of brand deals that align. Also, get media trained—a bad sound byte from your first fifteen minutes of fame can follow you for a while.”
Tip #4: Hire someone you trust
Jared Meade, Senior Public Relations Strategist, Rayne Strategy Group:
“Find someone you trust to handle all PR inquiries. Opportunities will start coming fast, and you need someone who understands your personal brand, can evaluate the offers strategically and offers advice on what makes the most sense. Don't think of opportunities as one-offs but as building blocks for the future. They need to fit together to build a brand/reputation that makes sense and is authentic. ”
Tip #5: Stay in the conversation
Gail Sideman, Publicist, gpublicity :
“We've seen dozens of Olympic phenoms disappear after the Games, if not right after their events. The time to hit the marketing machine was the moment he dismounted the horse. [Also,] drip and drop nuggets of knowledge after the Olympics to keep him in the conversation, and connect him with projects that resonate with his sports and personal personas.”
Bonus Tip: Fame is fleeting
Jake Doll, Director, Client Relations, PANBlast:
“Do not read the comments.”
Bonus Tip #2: Train even more (for the media)
Lindsay Scheidell, Founder, HADLEY PR:
“Don't change. You're a sensation because of who you are.”
Nicole Schuman is Managing Editor for PRNEWS. Follow her @buffalogal