Since it is not possible to successfully interview a horse, I’ve gone ahead and done the next best thing ahead of the 137th Kentucky Derby.

For this session’s 10 question Q and A, meet Michael Compton, editor in chief for The Florida Horse magazine.  It is the first time I have interviewed a journalist, but as well all know, there are many different types of sports jobs.  Journalism continues to be one of the most popular jobs.

In fact, while attending the Rick Neuheisel Sportsman of the Year Banquet earlier this week (a blog post for another day), I sat next to Tori Gabert, a Corona del Mar High School senior who has a passion for sports writing.  She was shadowing Steve Virgen, the Sports editor for the Daily Pilot.  Becoming a sports writer is still a popular job, downturn in the industry and all, and so its appropriate with the Derby around the corner, we turn to Michael Compton for a bit of insight into horses, horse racing and the Kentucky Derby.

1. Tell us about your position and your responsibilities as Editor-in-chief of The Florida Horse magazine.

As Editor-in-chief of the magazine, I work closely with our team of writers and photographers to chronicle the exploits of Florida-bred racehorses and their connections. The Florida Horse is the official publication of the Florida Thoroughbred Breeders’ and Owners’ Association in Ocala, Fl., and we are proud to be the voice of Florida’s horse industry. Our family of publications—which includes Wire to Wire, a daily racing digest and Horse Capital Digest, a magazine that covers a broad range of breeds and equine activities—focus primarily on features and articles of interest to horse owners, breeders, trainers and racing enthusiasts.

2. Tell us what your average month is like as you prepare for a new issue.
A typical month includes examining upcoming stakes races and finding out which Florida-bred horses are being pointed to which races. I assign articles to writers, accordingly, and arrange for photo shoots to cover the subjects. I work with a talented stable of writers and photographers, which makes my job even more gratifying. Most of my days are spent writing and editing copy, working with artists on layouts for our print and digital versions of the magazines, as well as dealing with advertising agencies and clients. I also invest a lot of time talking to breeders, owners and industry decision makers to stay abreast of issues impacting our industry at both the breeding and racing levels.

3. Talk about your career path, starting from your first job until you arrived to your current position.
My first position in the thoroughbred industry was as a writer for California Thoroughbred magazine in Arcadia, Calif. That job provided me a wonderful opportunity to build upon my knowledge of racing by learning about the breeding segment of the business. Among my responsibilities in those early days, I covered races at Santa Anita, Hollywood Park and Del Mar, Golden Gate Fields and Bay Meadows in Northern California, legislative issues in Sacramento, as well as horse auctions.

I grew up attending the races in Southern California with my late father and my uncle. All of my early years at the track were spent following them around and bombarding them with questions. I was hooked on the races at a very early age. From my early teens, all I wanted to do in my career was write about racehorses. I feel extremely blessed for that to have materialized.

I also served as advertising manager of California Thoroughbred and managing editor of the magazine until I accepted my current position as editor-in-chief of The Florida Horse in 2000.

4. What is the best advice you ever received?
I played a lot of basketball growing up. I will never forget my father telling me before one of my games: “Leave it all on the court.” It’s simple, but true. To this day, I use that philosophy in life and in business. I believe if you give your best everyday, win or lose, you have to be at peace with the outcome and move on.

5. What are your top horse racing memories you are most fond of telling others?

The day after my wife and I were married, one of my all-time favorite horses, General Challenge, was entered in a big race at Santa Anita. We went to the race, he won, and the entire family cashed on him that day. I’ve always figured that victory was a good omen.

I covered my first Kentucky Derby in 1998, the year after my father died. I was interviewed about the race on the NBC affiliate there in Louisville, my father’s hometown, a few days before that year’s Derby, and my father’s sister saw the interview live on television that morning. She immediately called my mother in California in tears knowing how much the Derby meant to my dad. Ironically, it was a bit of a dream come true for me to cover the Kentucky Derby, yet it was the first one I ever watched without my father. For the record, Real Quiet won the race.

6. Talk about the importance of the Kentucky Derby for the sport. It seems so many people tune in for this one race.

The Kentucky Derby, an American tradition since 1875, is older than the Super Bowl, World Series, NBA Championship, and the Stanley Cup. Race day brings out celebrities, politicians and even royalty. It is the toughest race in the world to get into and the most challenging horse race in the world to win, as nearly everyone associated with this industry will tell you. For those of us involved in the business, and even more so for the people that care for these magnificent athletes, and know first-hand the investment, the risk, the rewards, the pride and heartbreak that go along with simply getting a horse to the race, the Kentucky Derby never fails to live up to its billing as “The most exciting two minutes in sports.”

The United States thoroughbred foal crop was approximately 33,000 in 2008 (3-year-olds of 2011). Out of those 33,000, a grand total of 20 runners will load into the starting gate for the Kentucky Derby on May 7th. The odds of even making it that far are astronomical, and simply participating in the historical event provides an unforgettable experience for most. This is an industry fueled by big dreams. It’s those dreams that move grown men to tears on Derby day.

7. What are some practical tips you can offer people watching the Derby for the first time?

For all of the horses in the Kentucky Derby, the first Saturday in May is an entirely new experience. These horses will encounter the largest crowd of fans they will ever face, likely numbering in excess of 150,000. That many people generate a lot of noise, and racehorses, typically high-strung, can be shaken by all the energy and festivities. How a horse handles the surroundings leading up to the race on Derby day is often a good indicator of what kind of performance is on deck.

Watching on television, fans new to the sport can look for some signs of how their choices are handling pre-race warm ups by their body language. You want to see the horse on its toes, maybe prancing a bit in the post parade, but not too much. Ears should be up, signaling attentiveness, not pinned back, suggesting he is tense or uncomfortable. You want to see a shiny, healthy sheen on their coats and you don’t want to see excessive sweating along their necks and shoulders (kind of a white lather), and indicates they are worked up. A little sweat is OK, like a boxer readying for a fight. You just don’t want them overreacting to a new experience as that will take away from their race. Horses that react strongly to the crowd noise can be bothered to the point that it may impact performance. Horses with a calmer disposition that are able to stay focused tend to leave the starting gate in a better frame of mind, which usually leads to a better effort on the racetrack. Think Kobe Bryant in clutch situations. The size of the stage doesn’t matter.

8. If I were going to the horse races for the first time, what advice would you give me for enjoying the experience?
For the novice fan, a day at the races can be intimidating, and that is something our industry must address if we are ever going to seriously grow our fan base. It has a vernacular all its own and there really is so much to absorb that it is best approached in small chunks. I’ve worked in the business for two decades now, and I’m still learning. My best advice is just have fun and learn as you go. My wife didn’t really understand the sport when we first met and some of our early dates were to the racetrack, of course. She cashed as many winning tickets as I did in those days. Her methodology: wagering on the horses with handsome jockeys. Seriously, though, I would suggest that fans new to the sport, find their way to the walking ring where horses saddle up before a race. That is the place where jockeys receive last minute instructions from trainers and owners and get a leg-up for the race. Seeing racehorses up close and personal and being able to look in their eyes is magical. I believe the best racehorses, like the best human athletes, have that “it” factor. They know they are something special.

9. If you were not working in the horse industry today, what would you be doing?
I’d be a sports writer. My appreciation for the game of basketball continues today, so I would think maybe a beat writer, sprinkled in with some boxing coverage.

10. Executives talk about being passionate in your job. What are you passionate about and why?
My greatest passions are my family, my most important team, and racehorses. I’m truly blessed with a wonderful wife and two beautiful children. I have enjoyed growing as a couple with my wife, who has been supremely supportive of my career. Watching my children grow and develop as individuals is special beyond words. Having a supportive and understanding family allows me to invest the necessary hours pursuing my professional passion. I spend most of my days surrounded by like-minded people that share my feelings for thoroughbred racehorses. I’ve lived my dream of covering Kentucky Derbies and Breeders’ Cups and have been fortunate to be in the company of many of the greatest racehorses of my lifetime.

Lastly, is there anything I didn’t ask that you’d like to share?
What to watch for in Kentucky Derby 137. There is an abundance of early speed (horses that like to set the pace in the race) signed up for this year’s renewal. When that happens, the horses on the front end through the early stages are not allowed to coast on an easy lead and they tend to run too fast early, paving the way for a closer, or a come-from-behind runner, to charge down the stretch and win the race in dramatic fashion. It appears that scenario could play out this year. If that is the case, and the early speed types duel early, look for a horse like Dialed In, winner of the Florida Derby earlier this year, to reel them all in. Good luck!

It has been a while since a sports executive has been featured in the blog so it was about time to feature a 10 questions segment with an industry leader.

In the past, folks like Fred Claire, Tim Mead, Chris Hibbs and Jeff Idelson have been featured.  You can click on links to see past features.  However, today, I’d like to introduce you to John Arrix.

1. Tell us about your company, your job and your responsibilities:

In February 2010, I acquired Lax.com – a leading lacrosse ecommerce site and content provider. As CEO my role is focused on growing the national footprint of the brand.  Our growth strategy is primarily focused on leveraging our content to drive traffic and stimulate shopping consideration.

2. Tell Us what your average week is Like:

Like any small company, I wear a lot of different hats. My focus is sales and marketing. I am also involved in our content planning and try to stay on the warehouse operations of the business – inventory, customer service, etc.

3. Tell us about your career path including jobs in the sports industry:

I have been in the sports marketing industry since 1985.  During those 25 years, I have always been on the agency side of the business, focusing on consulting and event management.  My agency experience has proved to be very valuable with my new venture at Lax.com.

4. What was the best advice you ever received and let us know if you follow it today?

One of the most important pieces  of advice I received was to always be on the revenue generation side of the business.  Those who generate revenue can control their own destiny.

5. What are your top sports memories you are most fond of telling others?

A couple great memories – 1) the creation and management of Major League Baseball’s Old Timers Series  (some amazing stories and experiences with the greatest names in the game), 2) the creation of the snowboarding property The Collection, securing the athletes as well as blue chip sponsors like Snickers and Kraft and 3) the acquisition of Lax.com, proving that perseverance pays off.

6. Finish this thought, If I were not working in sports I would be…..

I would probably be in the advertising sales world.

7.  The front page of your web site talks about your groundbreaking work.  Tell us about it.

As for groundbreaking  work, The Collection was a significant accomplishment. It involved a group athlete representation, it had an athletic component (trainers, travel, etc.) and sponsor solicitation. I am not sure my other accomplishments are groundbreaking but they certainly had an impact. Sony Ericsson’s sponsorship of the Sony Ericsson Open in Miami is an assignment that I was proud to have managed. Sony Ericsson’s sponsorship and IMG’s passion combined to make the event one of the best in the world.

8. Name a few mentors you have had and why they’ have had an impact

Certainly one key mentor was my father. He started Capital Sports in 1973 and was one of the pioneers of the sports marketing industry. I worked with him and Capital Sports from 1985 – 1999.

9. Where do you see opportunities for growth in sports and why?

Obviously the merger of sports and media. The opportunities lie in where you can merge sponsorship and media (on line is critical). I also believe there is an opportunity in creating properties and building measurable value with on line media.

10. Executives always talk about passion in your job.  What are you passionate about and why?

Passion about building things, creating and growing businesses.

Some of the past sports executive features can be accessed by clicking on the names below

Nicole Alison – National Hockey

League Executive Josh Rawitch – Vice President of the Los Angeles Dodgers

Bill Robertson — Vice President, Minnesota Wild

John Drum — Vice President, Arizona Cardinals

Fred Claire — Former General Manager and Executive Vice President, Los Angeles Dodgers

Bill Shumard — CEO Special Olympics Southern California

Brad Mayne — President and CEO American Airlines Center

Sam Piccione — AEG China

Jim Small — Vice President, Major League Baseball for Asia

Bill Chapin, Director, Seattle Seahawks

It is important we hear from different voices in our industry.  For that reason, I accepted a pitch from Katrina at Comment Communications and after speaking with her, agreed to feature Wesley Mallette in our 10 Questions series…..

Wesley Mallette is Co-Founder and CEO of Comment Communications (formerly known as Elevation Sports & Entertainment) and President of Comment’s Sports Division.  A founding partner of the rising boutique firm, the former Division I football player and decathlete translates experience and passion into proven results for the firm’s client.

1.    It seems that every day, another athlete is getting into trouble. Why does it happen so often?

Based on what we see almost daily, it would be easy to believe all athletes are troublemakers. That’s simply not true. What’s important to recognize is that for every athlete we see front and center on ESPN who has found himself in the midst of some turbulent or controversial situation, there are many more who are doing the right thing. Unfortunately, because athletes live under such a microscope, when things do go awry, the whole world knows about it instantly.

2.    How can an athlete or an organization actually “prepare” for a crisis when a crisis is usually something that is unforeseen?

Living a life of honesty and integrity is the best way to minimize your chances of finding yourself embroiled in crisis, however, no one is immune.  Athletes should always keep their team of PR strategists and legal counsel in the loop at all times regarding what is going on in their world. Having no surprises means you’re never caught off guard.
The best way for any athlete or organization to actually “prepare” for a crisis is to have an action plan in place from day one. While you may not be able to anticipate the specific crisis or the tactics that will need to be executed, you can clearly define what the procedures and protocol will be — the lines of communication, designated spokespeople, media policy, etc. Then, if and when a crisis occurs, the plan is executed immediately and the situation is handled in a controlled manner.  The athlete huddles immediately with his or her team of advisors (i.e., legal counsel, crisis/strategic PR team, agent, manager, team execs or reps, sponsors, etc.), and determines the appropriate course of action and media strategy.

3.    From your perspective as a PR professional, how has social media changed the media landscape and does it help or hurt an athlete, especially in a crisis?

The advent of social media has changed the media landscape on so many levels and it can both help and hurt an athlete in a crisis. In the age of social media, communication is instant and can go viral in a matter of minutes. Anyone with a cell phone, camera or voice recording device; can snap a picture or record video of an athlete behaving badly, then upload to YouTube, Facebook, Twitter, UStream, etc., and the next thing you know, whatever then were doing is now out there for the world to see —  and unfortunately,  judge — positively or negatively. Conversely, if there a rumor or a mistruth floating out there about an athlete, the athlete and his team can quickly correct it by being able to reach the fans directly and authentically, setting the record straight through social media.

To make social media work for them, athletes must clearly understand the benefits and pitfalls of social media.  Saying the wrong thing on their Facebook page, being tagged in the wrong pictures, Tweeting something inappropriate or offensive will spark controversy and can be extremely costly. It cost the NFL’s Larry Johnson his job in Kansas City after a series of inappropriate tweets.

In a crisis situation, social media should be a key component of the overall crisis communications plan because it provides an authentic way to connect with fans and media on the athlete’s terms, BUT it must be combined with a traditional media approach. Many people still trust traditional media outlets and often these reporters are driving the story and as a result, helping shape the public perception.  In other words, putting out a statement on your Facebook page, fan website, etc., is not enough when dealing with a crisis. Just ask Tiger.

4.    We can all name dozens of athletes who have handled a crisis badly, but can you give us examples of those who handled it well?

For as many athletes who have handled a crisis badly, there are also those who’ve weathered the storm and come back, arguably stronger than ever: Kobe Bryant, Michael Phelps, Charles Barkley, Jason Giambi, and Andy Petite, and you can even toss in LeBron James after his his refusal to shake the hands of the Orlando Magic after the Cavs Eastern Conference Finals loss last season.

These individuals lost endorsement deals and credibility, but they all recovered.  And the reason is, they faced their issues head on.  They owned their level of responsibility.  They held themselves accountable for their actions and they worked hard to get through it. Their messages were consistent.  Their apologies were sincere.  Their “humanness” was believable and real.  But prior to whatever reputation or sponsorship damaging issue that confronted them, they built a significant bank of goodwill with the media, the public, and their fan base.  And somewhere in the midst of it all, at the core, was a sound communications strategy designed to help them face these painful issues head on, deal with them and work through them.

5.    Why is an athlete’s brand image so important and why do so many athletes seem to forget that it’s so important?

An athlete’s brand image and reputation is everything they have. It impacts their ability to land endorsement deals, sponsorship deals, contracts, off the field endeavors, etc.

There are a number of reasons why so many seem to forget, but one of the main reasons is that they tend to live in a bubble surrounded by people who say yes to them all the time. Being placed on a pedestal and given a false feeling they are “above the law” only leads to a horrible fall from grace when crisis hits because their perception of reality is off.

Too often, the feeling of invincibility combined with high salaries, less than qualified people around them advising their every move, focus on material things, superficial relationships, and unrealistic expectations, tend to cloud their judgment and ability to make sound decisions. Many athletes lose sight of the importance of brand image until they lose sponsorship dollars and endorsement deals, or lose their jobs outright. Ask Adam “PacMan” Jones about that. Gilbert Arenas is not far behind.

Your reputation is all you have at the end of the day. If it’s tarnished beyond repair, the chances of recovery are slim, not to mention your long-term career prospects.

6.    Crisis aside, what can an athlete do to improve or enhance his brand image on a routine basis?

Athletes should make sure they have a strong PR team around them to help develop and execute strategic public relations campaigns touting what they are doing OUTSIDE OF THEIR SPORT to improve the conditions of their fellow man/woman. Building up the bank of goodwill is so critical in this day and age because when crisis or controversy hits, the athlete will need to go to that bank and cash in some of those chips. The more athletes are known for their work in the community and their philanthropic commitments, the better it is in terms of creating a stronger reputation, an unflappable image, new financial opportunities (i.e., sponsorship and endorsement deals), spokesperson opportunities, etc.

Stay involved in the community. Be involved and have a voice. Contribute to the improvement of society and be a positive role model. Do something positive all the time and be genuine.  Get involved with something you truly believe in.  Your passion will shine through.

Also, staying out of trouble and always doing the right thing helps.

7.    It’s no secret that if you asked pro athletes what they most dislike about being in the spotlight, most would put dealing with the media near the top of their list. Why does there seem to be such an adversarial relationship between the media and professional athletes?

A large part is due to the fact that most athletes have never been properly trained in how to work with and handle the media. It is clear that those who have been media trained, fare better across the board.   Just ask Payton Manning.

Also, many athletes believe the “media is out to get them” (e.g., Barry Bonds) and perpetuate the adversarial relationship.

Athletes need to be coached and understand the media have a job to do and that jog is to report the story. The athlete plays a role in their ability to complete that job, especially when they are front and center in the story. Having the right PR team to coach and counsel the athlete and help them understand how this relationship works is critical.

8.    Despite their disdain for the media, it’s ironic that so many professional athletes want to work in the media once they retire. How easy or difficult is it for an athlete to make the jump to the sports broadcasting?

Although former athletes have advantages weighing in their favor to enter the broadcast booth following a successful (or at least semi-successful) career in their sport, not everyone is able to make the jump to the booth and do well. Because of their insight and first hand knowledge of the game, networks and media outlets are pre-disposed to hiring them as analysts, but each athlete is different and there’s no guarantee their on-field performance will translate into the ability to share their knowledge in an articulate way when the microphone is on.

How easy is it? That depends on the athlete and how quickly he or she can develop a commanding presence, understanding of how to communicate on television or radio and speak to viewers and listeners in a way they can relate to, understand and enjoy. It is not easy to do this and many athletes try to make the transition without proper training.

When you look at the number of former athletes in the booth and on-air now, you can see the ones that are doing well and the ones that clearly need help. One of the things we offer our clients is broadcast media training, where we prepare them for life after the game and the transition into the booth for a long and successful post-career.

9.    What would be your advice to a college athlete who is about to make the jump to the pros?

I have a lot of advice for athletes about to enter the professional ranks. I strongly recommend reading the article I posted on the subject on thesportscommentary.com (and will post again in April) as it outlines many of the key points. Ultimately, my best advice to them is to build and make sure you have a strong team of SEASONED PROFESSIONALS around you that are NOT “yes” men/women. They need top flight PR pros (different from publicists), legal counsel, agent, manager (if necessary), accountant/financial planner, sports psychologist, and security (if necessary). Surround yourself with people who are not afraid to tell you the things you need to know, not what you want to hear.

10.  How early do you think an athlete should consider media training?

As soon as he or she enters the collegiate ranks. Early and often. Media training is not – and should never be – a “one and done” deal. Take it seriously. There’s no way you would just go out and practice once and think “hey I got this down” and then show up for the games thinking the outcome will be consistently favorable, would you? So why any athlete would think that is how dealing with the media works is beyond me. Media training is necessary on an ongoing basis. Just like practice. Don’t get lazy with media training or it will impact the results of how you are presented through the media.

For more information about Mallette and Comment Communications, go to www.commentpr.com.

It may be November, but 2010 is just around the corner.  Where does the time go this year?

My guess is, part of your energy has gone into finalizing schedules, planning budgets, checking on event availability and things like this.  Even if you do not work in the sports industry and are planning an event for next year, you need to know what may conflict with your own agenda.  Ever plan a fundraiser and it lands on….. a March Madness game? the World Series?  Your home team’s biggest event of the year?

For that reason, I have developed a 2010 master calendar.  The main focus is on sporting events things like College football bowl games, the Super Bowl, Wimbledon but also includes events like published sports conferences from a variety of groups.  Additionally, there are a handful of non-sports events like  The Sundance Festival, CES (technology trade show) the Academy Awards as well as general U.S. holidays.  In all, there are more than 50 events so far and I am adding more as they are listed.

Here is the question of the day.  It is simple and is one question only.  I would sincerely welcome your feedback.  Please take a moment to participate!

Tom Ford, my old Athletic Director at UC Irvine (1990-92), is currently the Associate Athletic Director/External Relations at Cal State Northridge.  Tom, a 1977 graduate with a Bachelors degree in Business Administration from the University of Pacific, has also served as an Athletic Director at the  at the University of Houston (1984-86).  He has 25 years of experience in and around college athletics.  I thought it appropriate we feature a college administrator and Tom Ford has the experience.  Here is our Top 10 questions for Tom:

1.    Tell Us What Your Average Day is Like:

A: I first open the daily newspaper to determine if something happened overnight that will adjust my agenda for the day ahead. If nothing occurred, I take the first hour to respond to phone calls, emails, correspondence through U.S. Mail (not much these days) and drop by visits from colleagues.  These positions in intercollegiate athletics are not always attending competitions and having fun. About 70% of our time is spent on personnel issues; whether it is coaches, administrators or student related. Therefore much of my day is spent dealing with personnel issues. I don’t have enough time to do what I enjoy which is fundraising and interacting with people.

2.     Tell Us About Your Career Path, Including Your Current Job.

A:  Most of my career has been in higher education and athletics administration. I began at University of the Pacific in Sacramento/Stockton; first as business manager of McGeorge School of Law; transferring after four years to the Stockton campus to work in business and financial services.  After short stint there …. off to intercollegiate athletics as executive director of the Pacific Athletic Foundation, the fundraising arm for Athletics. Next challenge was at the University of Houston as Assistant/Associate Athletics director for Fund Development/External Relations; then became the fourth Athletics Director of University of Houston.  After eight years at Houston, I moved to charlotte N.C. to join the Raycom Sports team (television sports syndicating firm) as Director of Program Development and Lead Consultant for Raycom Management Group. As DPD, I maintained relationships with universities and conferences for which Raycom held television rights.  The next stint was as Manager of Extended University (continuing education) at the University of Arizona. Had a cup of coffee there as the Athletic Director’s position at University of California, Irvine had my name written all over it. They needed a fundraising A.D. I departed from UCI over a disconnect with the Administration that wanted to drop baseball, men’s track & field and men’s cross country. They did drop all three and later reinstated the sports.   I spent the next twelve years in Kansas City as the Associate Executive Director of the National Association of Basketball Coaches. A very challenging position consisting of soliciting sponsorship for events and activities at the annual Coaches’ Convention at the Men’s Final Four and fundraising for the NABC’s foundation. CBS paid $6 Billion dollars for the television rights of the Men’s NCAA Final Four for eleven years. As a result, CBS took over the sponsorship activities tying in the NABC events and activities as added value to companies purchasing commercial inventory in the NCAA Basketball tournament, eliminating my position.  I started my own business by bringing the 27 coaches associations into a purchasing group. I ran out of financial support before officially launching the business and had to get a real job. I am now the Associate Athletics Director for External Relations at California State University, Northridge.

3.     The best advice I ever received was….

A:  “Work hard, play hard and do the best at whatever you undertake and you will be a success.” John Wooden

4.     The top sports memories I’m fond of telling others.

A:  While at the University of Houston I was looking out my window in the Athletics Office when a yellow cab pulled into the parking lot. It wasn’t often that a cab would come to our building. I was curious to see who would be coming to visit. I watched as  a young man exited the cab. He kept getting out and getting out, dress in white from head to foot. He had to be seven foot tall, I thought to my self. He waited as the cabbie removed two large bags from the trunk. He grabbed the bags and head for the front door. I dashed to the door to meet him. As he entered, he placed the bags softly to the floor and began bowing and bowing toward me. He said “ I’m here to see Coach, Mr. Guy Lewis!” I happily escorted him to Coach Lewis’ office, thinking this guy could turn this program around. And, he did. Akeem Olajuwon became a Houston Cougar and would lead us to three consecutive NCAA Final Fours. He had help from Clyde Drexler and a number of other young men, Michael Young, Alvin Franklin, Larry Micheau, and Reed Gettys, to name a few. Oh, a side note: Carl Lewis was on our Track team and Freddy Couples was on the golf team. We won the national championship in golf three of the seven years of my tenure and went to the Cotton Bowl four times. What a great seven years!

5.     What Are Areas of Opportunity for Growth in Collegiate Athletics?

A: The most significant growth potential is for women in intercollegiate athletics. Title IX has some impact on the opportunity; however, the trend is to place women in middle management positions usually in promotions & marketing, compliance and fund raising. My sense is that women generally are tenacious fund raisers. Slowly, women are becoming the leaders of intercollegiate athletics departments experiencing the same struggle as African American males in becoming head football coaches.

6.     What is Your Advice for Someone Seeking a Position as a Senior Manager of Intercollegiate Athletics (ICA).

A:   Get as much experience as possible in every aspect of the ICA department. Do not get pigeon holed in one discipline. Most head administrators have strong backgrounds in fund raising and community relations. It is not often that you see media relations (SID), business officers or compliance officers rise to the top position. Most athletics directors are channeled from external relations.

7.     Mentors and their impact.

A: First person I would identify is Bob Winterberg, former VP for Finance and Administration at University of the Pacific. Without his encouragement to complete my degree I would not have achieved the success career I am enjoying. Bob also placed me in a position with the university that permitted me to complete my degree at the same time gaining valuable success under his tutelage.  The second; would be Cedric Dempsey, former AD at Pacific, Houston and Arizona; and, former President of the NCAA. Ced is an excellent administrator with strong integrity and pleasant personality. I owe much to Ced for the clear professional guidance he provided me over my career. The third person to whom I have gratitude is Jim Haney, Executive Director of the National Association of Basketball Coaches. A guy who is a strong family man and one of devout Christian beliefs, Jim is a free spirited administrator. His ability to create a successful path to follow is remarkable. He is an administrator with a style that gives you full rein to operate in a position with autonomy and never one to micro manage. He places confidence in ability of those he hires resulting in successful management.

8.     Impression of working in College Sports vs Professional Organization.

A:   While I have not worked for a professional sports organization, I would liken my experience at Raycom Sports to that of a pro organization. It seems the non collegiate experience is more bottom line driven. The thing I missed most about being on a college campus is the interaction with the student athletes. It is rewarding to see these young men and women achieve in classroom and on the playing court, in the pool, on the track, on the field and on the base paths. (sounds like a cliché, but it is true.) One of the most rewarding functions I have attended is the academic achievement banquets for athletes. These young folks must be better organized and manage their time more efficiently than other students while being prohibited from working for financial gain as other students are permitted.

9.     Pepole wanting to work in sports should ……..

A:   Do not expect to get rich in being a professional administrator in intercollegiate athletics. Keep an importance balance between sports programs; by that I mean that a football, basketball or baseball program may be your front porch to your program and may be the only revenue generators. But, don’t diminish the importance of the other (non-ball) sports. Resource allocation is dictated by several factors; cost of operating, income potential, fundraising interest, title IX, visibility, etc. Keep in mind that each one of the coaches should and will feel their program is the most important. A realistic statement by the Administration on the allocation of resources should be communicated to every sports program while all coaches are in the same room so that no doubt is left that resources will be allocated for the best chance of success for the entire Athletics program.

10.  If I had it to do it all over again, I would ………

A: I’d do it the same way all over again.

If you have sports related questions, feel free to send a note via the comments section at www.sportsinfo101.com and we will do my best to have the experts answer them.

Our first question is from Steve and he is asking media and technology.

Question and Answers

Q:  

I’d be interested to see pieces on how the internet is changing how the news business and sports leagues interact, particularly with regard to images – still and video. Technology has caught up to old rules, and anyone inside the stadium can do a live broadcast. Be interesting to see some of the talent in sports communications opine.

– Steve

A:

The NHL’s Minnesota Wild and Xcel Energy Center have taken a very pro-active approach in regards to our web operations and use of photography and video. We have tried to connect our fans and woven our television, radio, and photography with our website on a daily basis. Wild TV and our radio pondcasts on our website www.wild.com are perfect examples of using our broadcast resources to bring our fans closer to our players while also achieving great success in driving additional fans to our website. We use daily feature videos and still photography to enhance the site on  a daily basis through the NHL and Wild season. Technology is changing and so is the use of our website. We have also tried to use MySpace, Twitter and Face Book to tell stories and direct message our fans in the new world of social media. The Wild feel this is the best way to reach our younger fans, while still giving the casual fan something different everyday and a reason to visit www.wild.com.

 Bill Robertson

Vice President of Communications & Broadcasting

Minnesota Sports & Entertainment