While watching the 2010 Winter Olympics and enjoying top-step performances of U.S. Ski Team members like Bode Miller and Lindsey Vonn, several of us at Linhart PR felt a little closer to the action than in previous Winter Games.
That’s because we conducted a comprehensive communications research and stakeholder management program beginning in January 2007 for the U.S. Ski and Snowboard Association (USSA), parent company of the U.S. Ski Team and U.S. Snowboarding.
At the time we began work, USSA was recovering from a disappointing 2006 Torino Winter Games. Bode’s performance failed to live up to sky-high expectations, he attracted negative publicity during the games and he subsequently withdrew from the team. While there were bright spots in Torino, other athletes struggled as well. USSA sponsors and donors were concerned, and athletes, coaches and USSA leaders clearly were not on the same page.
Enter Linhart PR. Our team consisted of expert skier Tim Streeb, Vail Resorts PR veteran Dawn Doty, communications strategy and research expert Forrest Anderson and me. We began with two days of management team interviews at USSA headquarters in Park City, Utah. We discovered a complex, fascinating organization with challenging internal dynamics – and a mountain of opportunities for better alignment around shared values and goals.
We interviewed USSA trustees, donors, sponsors, athletes, parents, ski club coaches and directors and even the top journalists who cover Olympic-level skiing and snowboarding. We also fielded seven online surveys of stakeholder groups (including fans), drawing more than 1,000 responses.
Based on the research, we discovered and defined gaps between USSA’s brand promise and the expectations of external and internal stakeholders. We prioritized these stakeholder groups and recommended key messages, communications channels and actions for each group.
It was clear everyone at USSA was determined to improve the performance of the entire organization in Vancouver, and the pressure they were feeling was transmitted to our team. We rehearsed our 87-slide presentation for USSA at midnight in a bar in downtown Park City. It was the only place we could find to get something to eat following a late arrival from Denver. Motley Crue’s Kick Start My Heart blasted from the speakers over our table as prepared.
The following morning we presented to Bill Marolt, USSA CEO and former Olympian and University of Colorado skiing star, and the entire USSA management team. Our recommendations for action were challenging and in some cases controversial, but overall were well received.
Fast-forward three years to this week. In response to a post-Vancouver congratulatory note from Forrest, veteran USSA communications chief Tom Kelly said:
“There hasn’t been a day in the past three years that we didn’t draw on our comm audit. Our approach to messaging this time around was incredibly effective. If you ever need anyone to be a spokesperson for the value you bring to clients, please let me know. We were real leaders in this area thanks to your work. It helped us navigate the challenges you are bound to find in this environment. Our athletes clearly have seen the benefits and have become great spokespersons. Thanks!”
We’re proud of our role in supporting those who support the amazing athletes of USSA. U.S. skiers and snowboarders performed magnificently – not only on the slopes at Whistler but also in the unblinking public eye of non-stop 24/7 global media coverage. Congratulations, team. And thanks, TK, for the great feedback. We can’t wait for Sochi.
