Stop publicizing

If I caught you off guard with the headline, the thought did me, too. A duh moment drove me here.

⚡️⚡️ You have to know how to communicate before you master publicity. It’s a walk-before-you-run thing.

Bucky shoots bricks

In 1993, the University of Wisconsin had a cool idea for die-hard fans to cement legacies alongside sports greats who wore the Badgers’ colors. Other schools have organized similar promotions to engage fans and donors, so this was a special opportunity for people who’ve proudly cheered UW for decades.

In early 2024, brick buyers were blindsided, however. The Big Ten stalwart announced that bricks they bought might have to be removed when the school started construction for a $285 million indoor athletic practice facility. According to reports, people who’d purchased bricks learned through the grapevine that previously promoted permanent mementos weren’t so concrete. There was no heads-up or explanation about what would become of the bricks, many which were purchased in memory or honor of loved ones.

Ya gotta communicate.

This serves as a reminder that communicating with shareholders, fanbases and customers is as important as any contract you sign. The path to positive publicity is fundamental, “Hey, we’re doing this, and this is what will happen to your emotional investment.” Anything else and you’re sure to cause a stir.

A public uproar apparently jolted UW Director of Athletics, Chris McIntosh, to eventually email fans about their bricks. According to the Milwaukee Journal Sentinel, there was no apology for lack of prior contact.

Failure to communicate craters trust

The Badgers brick debacle was a small crisis in the pantheon of screw-ups, but it was a foolish and inconsiderate one. The lack of respect, empathy and simple communication could have upended a loyal donor and fanbase, and I trust that those, and others, loyal to the Madison, Wisconsin school won’t forget it.

Before you publicize: Communicate. Send a quick note about what you’re doing and why to your stakeholders. Explain what will happen to work previously promoted as “permanent.” A few concise and compassionate words will keep bad publicity from overtaking something that may have otherwise been celebrated.

© 2024 Gail Sideman, gpublicity.com 

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