advertisement
advertisement
  • 07.09.10

LeBron, The Media, and Your Message

Companies must take control of their own brand message and use their own media to do so when possible. LeBron James’ control of ESPN’s own show, to announce his jump from the Cleveland Cavaliers to the Miami Heat NBA Franchise, was as strong of an in-your-face illustration of the point as you can make.

LeBron James on ESPN

Companies must take control of their own brand message and use their own media to do so when possible. LeBron James’ control of ESPN’s own show, to announce his jump from the Cleveland Cavaliers to the Miami Heat NBA Franchise, was as strong of an in-your-face illustration of the point as you can make.

advertisement

James told ESPN who would interview him, when they could pop
the question on his choice of teams, which sponsors would fill the hour long
show, and perhaps more importantly, where the money paid for the sponsorships
would go. Like it or not, and many
journalists don’t
, this is just the beginning of high
profile sources taking control of a news event. The bigger the story, the more
control the newsmaker will have–and that means content control, revenue control
and residual spinoffs. Whether you
like the way it went down or not, take a look at the opportunity it presents
and think about how you could leverage this kind of coup using your personal
brand like LeBron did on a local, regional, national, or industry level.

In a world where athletes and celebrities now have their
own direct relationship with fans through social media channels, they can not
only deliver the news, they can bring the eyeballs to watch the announcement.
When the fans have fun and the media and the celebrity make money, who is to
complain except the purist–and that cat is out of the bag.

Even though you may not have superstar status in your own
market, don’t miss the point that this same formula can also be used in other
ways. Local announcements of sports events or celebrity appearances can be used
to create your own media appearances where you act as host, agent, deal maker,
or sponsor depending on the role that best helps to elevate
your personal brand. Use of news to expand
your brand is not a new idea, but it’s taking on a new form that offers lots of
opportunities.

ABOUT THE AUTHORS: JW Dicks (@jwdicks) & Nick Nanton (@nicknanton), lawyers by trade but
entrepreneurs by choice, are best-selling authors that consult for small and
medium sized businesses internationally on how to build their business through
Personality Driven Marketing, Personal Brand Positioning, Guaranteed Media and
Mining Hidden Business Assets. They offer free articles, blogs white papers and
case studies to guests who visit their Web site at http://www.DicksNantonAgency.com.
Jack and Nick have been featured on NBC, ABC, CBS and FOX affiliates around the
country, as well as in The New York Times, The Wall Street Journal, USA Today,
Newsweek, FastCompany.com, and many more media outlets. If you’re ready to take
your business to the next level, get more FREE info now at http://www.DicksNantonAgency.com

About the author

An Emmy Award Winning Director and Producer, Nick Nanton, Esq., is known as the Top Agent to Celebrity Experts around the world for his role in developing and marketing business and professional experts, through personal branding, media, marketing and PR. Nick is recognized as the nation’s leading expert on personal branding as Fast Company Magazine’s Expert Blogger on the subject and lectures regularly on the topic at at major universities around the world.

More

Video