Did you have to Google an explanation of how the US Soccer team lost last week and still advanced to the next round of the World Cup? I did. While I was delighted with the result – the home team advancing – it wasn’t initially clear how they had pulled off such a coup. Once I better understood the brackets, that all ”wins” are not created equal, all “goals” weigh very important and that someone else losing helps, it made sense. It’s actually quite similar to the media relations ecosystem and enforces the importance of having qualitative and quantitative elements to any analysis program.
Brackets: Each day there’s a lot of competition for quality editorial real estate. Depending on your industry or vertical market and what’s happening that day, there’s a built in demand for certain types of coverage and dominant ”players” will get a lot of attention. I’m sure we all feel like we are in our own ”Group of Death.”
Win: While you may get some coverage, a true ”win” is subjective. For many organizations certain qualitative elements – i.e. positive tone, appears in a key outlet, features key messages and builds your organization’s reputation – is required for a true win.
Goal: When building your brand, every story is a brick in the foundation. Not only for the obvious SEO, but also for learning and developing messages that support overarching business objectives.
Someone has to lose: No matter how amazing your story, event or issue, a breaking issue will take precedent. When everything goes perfectly and all of your interviews lined up go through without a hitch, it’s a good day, but some days you’re Portugal.
Almost any aspect of business can be placed into these same elements. The real takeaway is to always do your best and play to win. Even in the toughest groups those teams who are conditioned and wholly prepared for the elements along with the slings and arrows of circumstance will prevail. Always keep your eye on the goal and with your best players at peak performance you’ll increase your chances to score.
If you don’t make the goal initially, you’ll ideally develop your strength where needed or identify the weakness that gives you an advantage and succeed the next time. Manage expectations and have contingency plans. One real dire risk of only using quantitative metrics in media analysis is on any given day you could be Portugal (look equal to a former campaign or program) but the overall score does not reflect comparative ”results.”
Disclosure: I write this as a former coach. I coached the Sharks (my brother’s soccer team for five-year-olds) to a winning (6-2) season, so I know a thing or two about the game and what it takes to win.