While it is that time of the year here in Louisville where everyone is talking about hats and fascinators, mint julips and derby pies, and which horses you are going to follow for the Oaks and Derby races. While these are all positive and happy topics related to the horse racing industry, the sport has faced some challenges and obstacles this past year. Reports on the treatment of the horses by the trainers and the use of steroids are just a few issues that have come up that has caused a perception crisis for not only those involved in the sport, but also for the industry as a whole.
I actually had a chance to talk with Adam Himmelsbach from the Courier-Journal here in Louisville about my thoughts regarding the horse racing industry situation in this article. Looking at this from a crisis communications and PR standpoint, there are several things we can take away from this case:
- This is not just one racing company’s crisis, it’s the entire industry: This is a case where it’s not just one company that is facing this crisis, but this is one facing the entire industry. The horse racing industry could look at how other industries have faced similar types of perception crises. Whether it is the automotive industry after the economic bailout or the airline industry with the increased hikes and customer service issues to even other sports – there are certainly lessons learned that can be interpreted and applied to the horse racing industry from a PR standpoint. Jonathan Bernstein made a great point on this in the article as well by saying that there needs to be a change with this point of view on the leadership side of things in the industry.
- Use your best resources and advocates: You are not alone in this process – embrace transparency and invite those that are passionate, excited, and invested in the sport to be part of the conversation. Let them be part of the story and help address these negative perceptions and share their active voices online. The goal is to create an engaged community where dialogue is present, not monologue and not as many gatekeepers in the process, especially when it comes to social media.
- Going where the conversations are emerging: While it is key to be on the major platforms on social media before, during, and after a crisis, it is key to also show innovation and spark when it comes to new tools. This shows you are ahead of the trends and are adaptive to the platform for each audience. One of the issues we are seeing in the industry is their caution with embracing new media. However, it’s imperative to be present on traditional and emerging social media platforms. Branching out to the mediums of your target audience and always adapting these. Is Churchill Downs on Snapchat? Have they utilized Google Glass? These are important questions to ask and see if they can possibly benefit. Going to where the communities are shows initiative, engagement, and meeting people at their own community to start the dialogue.
- Look at what has worked and what hasn’t for other sports: We have seen many sports in the past that have had these types of negative perceptions attached to them, and I was part of one for 10 years of my life. I would have to say that track and field has never really had the best reputation because of similar cases facing the horse racing industry. We can learn what others have done that have worked and haven’t worked and see where we need to go as a sport. This is key for the horse racing industry to do.
- Social media is essential to sustain a reputation before, during, and after a crisis: The major players in the horse racing industry have to make sure that their voices, stories, and insights are being heard and transform themselves from just a horse racing institution into a media news outlet. Embrace the social media community at all levels – get everyone involved and be part of the narrative and brand both online and offline. Instead of broadcasting content and information – personalize your voice as a community and engage audiences through transparent and authentic conversations to spark interest, dialogue, and excitement for the sport.
Overall, I think that this is going to be something that is going to take some time to address. However, it will take not just one racing organization to lead the way – but everyone involved. This is a community that has passionate trainers, riders, owners, and fans – in a time of crisis, this community has to work together and be on the same page with one goal in mind – to restore the reputation and presence the industry has in society both at the local and global level offline and online.
Hope you all are having a great day.
Best Wishes,
Karen
0 Comments