This week, NBA free-agent center Jason Collins made headlines, plus tweets, posts and heads, who talked about his announcement as the first male pro athlete in a major sport to publicly address his sexuality. It’s a landmark occasion for a previously unspoken topic in sports, as the conversation continues to grow and become more open within our society.
We were particularly struck by the method of his announcement. He called it out best in his Sports Illustrated piece: “The announcement should be mine to make, not TMZ’s,” Collins wrote.
In an age where news breaks in 140 characters rather than a 3,000-word magazine piece, where the news usually isn’t directly from the source, Jason Collins was able to control his message and explain it his way. It was a brilliant strategy that all PR pros should recognize and try to achieve in executing plans on behalf of high-profile clients, who may be making controversial announcements.
The other part of Collins’s news that we appreciated was its authenticity, particularly coming from the world of sports. Collins didn’t “tell-all” to Oprah, reveal a “decision” on ESPN, or be behind an “uncovered scandal” on Deadspin.
His article was a personal, heartfelt piece written for one of the most respected sports publications in the country. There was no immediate video to re-watch. No one tweet that everyone can re-tweet; just a traditional well-written personal piece.
Collins expressed everything he wanted to say, and now he can move on to the next round of this PR initiative. The article was posted online Monday, will be on newsstands Wednesday, and it’s already a topic of conversation everywhere else. The TV interviews, the online Q&A’s, and more, are all starting. Jason Collins already appeared on Good Morning America this morning.
Bravo Jason, for controlling your message, staying true to yourself, and for standing up on an important topic within our society.