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The Journey For Sam Acho Is Just Getting Started

Derek Futterman

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Within our globe, there are many ways people can give back, one of which is participating in local charitable endeavors. Whether it is building homes, granting a life-changing wish, or donating money, people can be the change and pay it forward. Being the change, though, is more effectively actualized through collaboration and solidarity, as was recognized and organized by Sam Acho when he co-founded Athletes for Justice.

The nonprofit organization, which began in 2018, pairs professional athletes with everyday people to fight against injustices and foster equality and fairness in neighborhoods. Before the organization though, Acho had emerged as a natural leader, raising $250,000 as a member of the Chicago Bears, being a two-time nominee for the Walter Payton NFL Man of the Year Award, and serving as vice president of the NFL Players Association.

Acho, who works as a color commentator and studio analyst with ESPN, endured a long, yet impactful journey to stand outside a healthy food source his organization catalyzed in the Austin neighborhood of Chicago, Ill. Its groundbreaking was attended by figures across sports and government, including National Football League Commissioner Roger Goodell and Chicago Mayor Lori Lightfoot, along with other athletes from various Chicago sports teams.

It was a manifestation of conversations he organized between athletes and Chicago children and police officers pertaining to protests against racism. The next year, 670 The Score held a “What About Chicago Radiothon,” raising money to benefit nonprofit organizations including Athletes for Justice.

During a visit to the Austin neighborhood with athletes – including Chicago Blackhawks forward Jonathan Toews, former Chicago Bears quarterback Mitch Trubisky, and former Chicago Cubs outfielder Jason Heyward – Acho recognized a preponderance of liquor stores and little to no grocery stores. Shortly thereafter, one of the children implored Acho and the others to think of their visit as more than just a field trip. She wanted them to return and genuinely try to spark change, further igniting the fire within that inspired Acho to start his organization in the first place.

“A lot of my hope is that people can realize they could make a change in their community,” Acho said. “You don’t have to go start a nonprofit or you don’t have to be the president of anything. You can just go and show up.”

From the time he was young, Acho was focused on achieving excellence both as an athlete and a student. In high school, he lettered in three sports as a multiple-time all-conference football selection (defensive end; tight end), basketball player, and track and field team member. Acho also had a penchant for learning and was a four-year honor roll student, erudition he carried over to the University of Texas.

While in college, he played as a defensive end where he caught the attention of pro scouts and was named the team’s most valuable player following his senior year. Additionally, he was the second university recipient of the William V. Campbell Trophy, given to college football’s top scholar-athlete, and graduated with a double major in business honors and marketing. During his NFL career, he continued his education and earned his master’s in business administration in global management and global development at Arizona State University.

Maintaining an avidity for scholarship while balancing multiple responsibilities went on to prove invaluable later in his career, but it was a paradigm he had to refine in college. The impetus to change his ways followed a grade of “C” in one of his classes within a program garnering a minimum GPA requirement.

“I would travel with my books and do homework on the plane as we went [to] and came from games,” Acho said. “It really was this wake-up call of, ‘If you’re going to be serious about [this], you need to be diligent in your work.’”

While he was playing college football, Acho was advised to answer questions from the media in the way most desirable to him. He felt the best way to do it was in taking a team-first approach, always defending his teammates and placating burdens from an individual to the group. Although he was not asked as many questions during his first four years in the NFL as a member of the Arizona Cardinals, he always ensured to treat the media with respect.

“When there were opportunities to interact with the media, I saw them as people,” Acho expressed. “There were definitely some media members who would abuse, if you will, that role. I always tried to see everyone as people so they would see me as a person as well.”

What Acho did not realize was that he would be among that contingent during his third year in the NFL. A leg injury he had sustained in an early season game sidelined him for the year, leaving him with a void to fill, and he called a local station to ask for an opportunity. He not only wanted to document his experience, but visit with those facing pain and suffering themselves to shine light on their stories.

Acho never planned on working in sports media as a player, instead remaining focused on the grind of the season. Yet there were instances where he remained engaged with it, including starting a podcast called Relevant Is Doing a Sports Podcast on the RELEVANT Network focused on the amalgamation of sports, faith, race, and social issues. As an alumnus of the University of Texas, Acho also appeared on the Longhorn Network where he participated in studio programming and color commentary alongside play-by-play announcer Lowell Galindo.

He always made sure to treat chances to appear on sports programming like a job, and was compelled to pursue it when people realized his potential. Moreover, he was watching his brother’s rise in the industry, which began on the Longhorn Network in 2016, ESPN in 2018, and FOX Sports in 2020, and viewed his journey from a familial perspective.

“Even before I thought about it seriously, I saw him doing it and I saw the struggle and the grind and the travel,” Acho said of his brother, Emmanuel. “I got a pretty solid understanding of it, even though I hadn’t experienced it.”

After four years with the Chicago Bears and one year with the Tampa Bay Buccaneers, Acho’s playing career came to an end, energizing him to find work in sports media. He began appearing on programming with Stadium and eventually auditioned for a role with the Longhorn Network, taking a similar path to his brother. Once he completed his audition, one of the people there told Acho she was going to relay an affirmative message to ESPN.

“‘I’m going to tell the executives at ESPN that if they don’t hire you, I will,’” Acho recalls her saying to him. “….That was really helpful to hear and it was also helpful because it was a cool opportunity to say, ‘You know what? I’ll start at the bottom and figure it out,’ and then it was like, ‘Oh, there might be different opportunities elsewhere.’”

The executives at ESPN heeded the message and realized Acho’s talent, officially signing him to contribute to its football coverage in 2021. The career move curtailed The Home Team Podcast, which he was co-hosting with former NFL tight end Trey Burton and Pastor Steve Carter; however, it also amplified his platform to a linear national scale.

During his first year with ESPN, Acho appeared on studio shows to talk about the NFL and college football, including Get Up, First Take, and College Football Live. He also brought his talents to the broadcast booth as a color commentator for select matchups where he quickly discerned how to adapt based on the setting. Having played sports both at the collegiate and professional level, Acho feels he can make his esoteric perspectives of the sport comprehensible for the average viewer.

“I think I have a unique view that people who haven’t played professional sports don’t have,” Acho said. “That’s one thing that you don’t sometimes think about, but who else can say they’ve played almost a decade professionally, or better yet, more than saying it, who else has those experiences?”

As a color commentator, Acho entered the role with the false perception of having protracted lengths of time to talk and utilize his preparation. Once he began calling games though, he recognized that he needed to condense his analysis and use his knowledge to supplement the broadcast rather than divulging unnecessary information.

There are also instances where equipping preparation can make for a monotonous broadcast, such as if there are extraordinary circumstances and external storylines. The value Acho brings to the booth in those instances comes in being able to relate his own unique experiences to what others are facing.

“Every game has its own personality and you don’t know what that game’s going to look like until the game begins,” Acho said. “Early on, I’m thinking, ‘Okay, I’m going to give these stats about this player and these unique storylines. I’ve been studying and prepping [and] I want to share all this information.’ Then I started learning, ‘Well, sometimes it’s about the storylines or what’s actually happening as history is being made.’”

19 years after its only season, the XFL relaunched in 2020 under the leadership of WWE Executive Chairman and Owner Vince McMahon. Once the COVID-19 pandemic spread around the United States, the league suspended play and filed for bankruptcy one month later, leaving its future in flux.

The XFL returned in its third iteration six days after the Kansas City Chiefs defeated the Philadelphia Eagles to win Super Bowl LVII, led by an ownership group of Dany Garcia, Dwayne “The Rock” Johnson, and RedBird Capital Partners (Gerry Cardinale).

Before its revival, the league agreed to a media rights deal with The Walt Disney Company, ensuring 40 regular season games, two playoff semifinals, and a championship game will appear across the company’s networks of ESPN, ABC, and FX through 2027. The league will also stream select games on ESPN+ and has partnered with the NFL to develop and test new aspects of football while protecting player health.

Acho’s broadcast team includes field reporter Taylor McGregor, field analyst Ian Fitzsimmons and play-by-play announcer Lowell Galindo. Together, they bring fans XFL action throughout its 10-week regular season. During Acho’s first two years with ESPN, he and Galindo called Texas Longhorns football games on the Longhorn Network (partially owned by ESPN), allowing them to develop synergy and familiarity with one another.

“Lowell and I have known each other for years, and we’ve actually worked together in this capacity for the last few years,” Acho said. “Now we get a chance to do it on a more consistent basis which is – yes, it’s fun – but [for] the fact that we know each other, we have chemistry.”

The XFL is a professional football league; however, it does not follow the same rules and regulations as the NFL. For starters, the league consists of eight teams – the Arlington Renegades; DC Defenders; Houston Roughnecks; Orlando Guardians; St. Louis Battlehawks; San Antonio Brahmas; Seattle Sea Dragons; and Vegas Vipers – operating on a 35-second play clock.

There are also additional rule changes pertaining to kickoffs, extra points and overtime. Coaches also have the unique ability to challenge any call or non-call throughout the course of the game, and viewers are privy to discussions between the officials and the replay center since they are broadcast on the air.

“These players aren’t getting paid multi-million dollar contracts to play,” Acho said. “It’s this love of football and love of the opportunity to continue playing…. A lot of these players have been in the NFL before; they’ve played years in the NFL. Some have had injuries; some have gone through hardships; some of them haven’t played who want to be in the NFL. There are some really cool stories about players that are exciting.

Since there are several former NFL players in the league, Acho can speak directly regarding what it was like to either play with or against them on the gridiron. Entering sports media and being recently removed from partaking in professional football gives him that distinct advantage; however, he knows it is finite and that longevity will require astuteness and sagacity.

“As you start doing this career more and more and you’re not playing more, there’s people who you may not know or may not have played with,” Acho said. “I think there definitely is a benefit with the recency of just finishing two or three years ago and getting a chance to say: ‘No, I played with Josh Allen; I played with the Bills. I know what it’s like in that locker room, and I know what it’s like with some of these coaches as well.’”

As a color commentator, Acho looks to help viewers make sense of the rules and remain engaged with the game. At the same time, he is continuing to adapt to the changes and think about how to provide shrewd analysis utilizing his observations and experiences. Having the ability to relate to the players and/or put himself in their situation engenders more cogent and veritable prose.

“I try to be empathetic and really understand where players are coming from and storylines, and of course, X’s and O’s,” Acho said. “The big thing about the XFL is that you can hear a lot of that. You can hear coaches making calls and players making calls; that’s one of the great things about the XFL. There’s a time and place to help analyze that and help explain to the viewer what’s going on.”

For example, Seattle Sea Dragons cornerback Chris Payton-Jones lost his father on the day of the team’s game against the St. Louis Battlehawks but decided to play at the request of his mother because she said that it is what his father would have wanted. Acho only learned the information through conversation with Sea Dragons head coach Jim Haslett, and it was something he could not have truly prepared for before the start of the game. In seeing Payton-Jones take the field and sharing his story (with permission), Acho was able to contextualize the situation for viewers and allowed them to realize the bigger picture.

“There’s going to be a time that he has to mourn,” Acho said. “Just being able to be in that moment and watch history be made and watch him succeed but also realize, ‘Man, there’s going to be some struggle’; that was one of the most memorable moments.”

In expressing personal anecdotes or using statistics to discern on-field play, Acho is divulging his personality to the audience. Some viewers enjoy hearing this side of the announcers, while others just prefer to hear the game and simply be told what is happening on the field. No matter the preference, Acho believes his personality can permeate into different focuses of the broadcast, aggregating a more versatile commentator.

“I think it’s just about me being me,” Acho said. “Some people will like it; some people don’t. Everyone has different personalities, and some people want to just hear the stats and there are people who [just] want to hear stories – and I think I can help with that as well.”

Aside from being a sports media personality both in the booth and in the studio, Acho is also an author of several books through which he can channel his love of writing to catalyze change. His first book – Let the World See You: How to Be Real in a World Full of Fakes – was released in 2020 and discusses shedding societal expectations and embracing one’s identity.

Over the years, Acho has spoken and lectured on mental health where he has promulgated a message of discomfort being necessary for growth. For instance, when someone works out to build muscle strength, they are exerting stress on their muscles, leading to tears and associated soreness. Through this practice, the muscles produce lactic acid that allows them to build back stronger.

“Some of the most painful things I’ve been through oftentimes have been the ones that have brought me the most growth,” he said. “Some of the hardest times have been some of the most fruitful times – not the easy times. I’ve been through hard times. Sometimes we think it’s supposed to be easy and life just has no problems, but we all realize that problems and issues happen in life. Sometimes those problems or those issues; once you face them and you address them, you can grow from them and learn from them.”

Acho was inspired to write a second book through conversations with ordinary people who asked him how he galvanized groups to execute humanitarian and societal efforts during the early stages of the COVID-19 pandemic. In being requested to share his stories of organizing and collaborating with others, he feels he will be able to rekindle the spirit of effectuating change and correcting moral injustice. The book – Change Starts With You: Following Your Fire to Heal a Broken World – is set to be released tomorrow, and Acho hopes it impacts and emboldens its readers.

“I love just trying to communicate, and [this] is a way to express some of the ideas I have about, ‘Here’s ways to make change,’ but there’s also ways to work on yourself,” Acho said. “….Sometimes, I think our fire has gone out. This book is this idea of, ‘What if we could reignite that fire?’”

As his career in sports media continues, Acho wants to use his platform to do more than simply appear on different consumption outlets and discuss the game. Through his career on the gridiron and as a broadcaster, he aspires to give fans and consumers an understanding of the power they have to make change. He also seeks to do this through his other roles as director of human capital and impact at AWM Capital; an ambassador for the International Justice Mission; and traveling with his family on medical mission trips to Nigeria through his parent’s organization, Living Hope Christian Ministries.

In addition, he continues to look for mentors in sports media and aims to find different people whom he wishes to emulate in certain aspects of his broadcast style.

“[I] just want to continue to get better and continue to find those things that I really enjoy,” Acho said. “I look at a lot of people who have been doing it for years [and] working with the same partner when it comes to calling games. Part of me says, ‘Man, it’d be fun to find out that thing and see if I can really get really good at it and help audiences and help players and share stories.’”

Throughout his playing career, Acho kept a resolute focus on the game at hand and what he was able to control in its outcome. Although he did some occasional work in sports media, it was not until his career ended when he committed to exploring and constructing a career in the industry. Acho is concentrating on generating a stable growth trajectory and augmenting his versatility and potential as a broadcaster – just as he did when he was a player both collegiately and in the NFL. 

Achieving that, however, requires a deft understanding of one’s own self-identity, and it is something Acho began to think about after he signed a lucrative multi-year contract with the Bears, but still felt immense emotional pain. It turned out Acho was masquerading his inner persona, instead evoking the toughness he displayed on the field and subsequently judging himself based on his football abilities.

Through his journey, he became comfortable living the way in which he felt was intended for him and recognizing his own self-worth, dissociating it solely on the basis of game-related benchmarks.

“Take the time to really find out who you are,” Acho advises. “Oftentimes we’ll just get so focused on our job, we’ll forget that there’s more to us than meets the ey

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How to Help Your Clients with Low Website Conversions

Don’t assume there isn’t enough traffic; focus on optimizing user engagement once visitors arrive on the site.

Jeff Caves

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Graphic for how to increase website conversions
Credit: WPDesigner.Biz

Are your clients dealing with low website conversions? Whenever a marketing campaign is run, and the goal is to convert website visitors into leads, the temptation is to blame low traffic, amongst other issues, for low form fills or appointments being generated.  Just spend more money, you may think! Sometimes, you must look at at least four other potential issues to tackle poor conversion rates. Here are some actionable steps using the IT services industry to increase website conversions.

IT Solutions specializes in providing products, services, or solutions related to technology, particularly in areas such as software development, hardware sales, IT consulting, cybersecurity, cloud computing, networking, and digital transformations. They faced challenges with their website conversions. Despite driving substantial traffic through Google Ads and other SEO tactics, they struggled to convert website visitors into form fills for appointment requests. A 2% to 5% conversion rate could be considered reasonable. Of course, conversion rates can vary based on various factors, such as the competitiveness of the local market, the quality of the website (and radio stations help most to fix that) and its user experience, the effectiveness of marketing campaigns, and the reputation and offerings of the IT solutions business. Focusing on improving the quality of leads and providing exceptional customer service can be just as crucial as achieving high conversion rates. Don’t blame EVERYTHING on the marketing tactics! 

The Diagnosis

Upon thorough analysis, several critical issues were identified with IT Solutions’ website:

1. High Bounce Rate: Nobody was checking out the business. If 70% or more of website visitors only visit the landing page, that is an issue.  It could be slow loading times, irrelevant content, poor user experience, or unclear calls-to-action that prevent them from wanting to know more about IT Solutions. You can check the bounce rate on the Google Analytics page for the website in the left-hand sidebar, click on “Behavior” to expand the menu, then click on “Site Content,” and finally, click on “Landing Pages.” You’ll see a list of landing pages and their respective bounce rates.

2. Complex Navigation: It was hard to move around the website to find relevant information about IT services, and it was unclear who they were initiating contact with and for what purpose.

3. Unclear Calls-to-Action (CTAs): The website lacked clear and compelling CTAs guiding visitors toward requesting an appointment. Simply stating “click here for an appointment” is like asking for a meeting whenever or without establishing value. Here are 28 CTAs for free.

4. Lengthy Forms: The appointment forms were long, without qualifying information, and requested excessive information upfront, deterring potential leads from completing them.

Action Plan

1. Optimize Landing Pages:

   – Redo high-traffic landing pages with clear messaging and compelling CTAs.

   – Showcase IT Solutions’ services as benefits, making it easier for users to request appointments, thereby increasing user engagement and conversions.

2. Simplify Navigation:

   – Reorganize the menu and add more action-oriented links.

   – Provide additional options for users to access relevant information, such as “Get a free IT Solutions 15-point checkup NOW” and “Take this 5-question survey to diagnose your IT issues,” motivating them to book appointments.

3. Enhance CTAs:

   – Utilize concise and persuasive messaging throughout the website.

   – Encourage visitors to take action, whether requesting a free download about “5 things you can do to solve your IT issues on your own” or “get a free pizza for booking an appointment.”

4. Improve the Form Fill:

   – Add a further line about the number of employees who qualify for incoming leads.

   – Highlight the value of leads based on company size, prioritizing forms with higher potential impact.

Review landing pages, navigation, CTAs, and form experience to address website conversion issues. Don’t assume there isn’t enough traffic; focus on optimizing user engagement once visitors arrive on the site.

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‘NHL on TNT’ Gives Hockey Fans the ‘NBA on TNT’ Treatment

Watching Albert and Olczyk call a hockey game is like watching Picasso paint and da Vinci sculpt. They are masters of their respective crafts.

John Molori

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NHL on TNT studio

Let’s play a little word association, sports media style. If I say TNT, what is your response? Chances are it will be a three-letter abbreviation of your own, namely, NBA. Over the years, TNT has built a reputation as arguably the premiere network to telecast the National Basketball Association.

The NBA on TNT pregame and halftime shows have become the gold standard with stars like Ernie Johnson, Jr., Kenny Smith, Charles Barkley, and Shaquille O’Neal. Still, it’s not just this quartet of roundball royalty that has fortified TNT’s hoops coverage.

The rep was also built on tremendous play-by-play announcers like Bob Neal and Kevin Harlan, color analysts like Doug Collins and Reggie Miller, and courtside reporters like the late Craig Sager and current sideline star Allie LaForce.

Indeed, TNT and the NBA have become synonymous, but I have some news for you. This network is not just about professional basketball. This past week I went off the grid with TNT looking at their in-game and studio coverage of the NHL.

On March 24, the NHL on TNT provided coverage of the Pittsburgh Penguins at Colorado Avalanche matchup. Kenny Albert did play-by-play with Eddie Olczyk on color. Albert is not as noted as his legendary broadcasting father Marv Albert, but he has certainly staked his claim as one of the best in the business – able to cross over to multiple sports with equal aplomb.

Hockey is a strong suit for Albert. His rat-tat-tat, drama-building style draws viewers in and keeps us on the edge of our seats. Similarly, Olczyk is one of the top four or five NHL game analysts in the business. His style is understated, providing calm and clear analysis of key plays. They work really well together.

Albert eschews any kind of hackneyed and trite catch phrases for his goal calls. An emphatic, “He shoots and scores!” is plenty enough.

Hockey is a different beast when it comes to play-by-play. Unlike basketball, baseball, football, or even soccer and tennis, there is a minimum of breaks in the action. With hockey, a play-by-play announcer has to know the names of the players like he or she knows her kids’ names.

To me, it is the hardest sport for play-by-play and equally difficult for a color analyst. In basketball, after a team scores, the play-by-play announcer will keep silent and give the color analyst time to talk until the play crosses center court. In baseball and football, there is ample room for commentary.

Hockey does not offer such space, but Olczyk gets the most out of the minimal amount of time. Watching Albert and Olczyk call a hockey game is like watching Picasso paint and da Vinci sculpt. They are masters of their respective crafts.

Coming back from a break in the game, Albert and Olczyk provided on air commentary and then tossed to ice level reporter Brian Boucher who has grown into a tremendous asset to the TNT broadcasts. Boucher provided real talk about Colorado’s objectives of staying on top of their division and vying for the top seed in the Western Conference.

The Penguins, squarely in a rebuilding year having dumped talent at the NHL trade deadline, surprisingly jumped out to a 2–0 lead in this game, and the TNT between periods studio crew was all over it. The excellent Liam McHugh hosted alongside Colby Armstrong, Anson Carter, and Keith Yandle.

Armstrong was especially entertaining. With Pittsburgh outshooting the Avs 16-4, Armstrong noted that it’s the best he’s seen Pittsburgh play in a long time. His reasoning was that teams get geared up for playing Colorado even if it’s out of fear. Great stuff.

Both teams tallied two goals in the second period giving Pittsburgh a 4-2 lead heading into the final frame. When Colorado’s Nathan MacKinnon set up Jonathan Drouin for a goal to make it 4-3, Albert and Olczyk showed their strengths.

Albert called the pass from MacKinnon and one-timer goal from Drouin, and immediately noted that MacKinnon now had a point in all 34 of Colorado’s home games this season. On the goal replay, Olczyk showed how the play developed pointing out how McKinnon allowed Pittsburgh’s Evgenii Malkin to come in close before making the past to Drouin.

The TNT production team then showed a graphic displaying that McKinnon is now second all-time in longest home points streaks trailing only Wayne Gretzky. This was a sublime sequence of symmetry between talent and technicians like a songwriter, musician, and singer creating beautiful music.

What was supposed to be a blowout win for Colorado had now become a hockey barn burner, and the TNT crew was up to the task. Every goal and key play was followed up with replays from multiple angles showing the genesis of the action.

TNT has certainly taken to the velocity of the hockey broadcast with movement that challenges directors, graphics professionals, and videographers.

When there were breaks in this non-stop action, Olczyk was at his best. No hockey analyst draws on his experience as a player and explains that experience better to viewers. The TNT broadcast also lets Boucher freewheel and join in the flow of discussion without having to be introduced.

TNT does not merely rely on the traditional wide shot of the entire rink. We see close-up shots of each goaltender after a great save and the sweat of players on the bench or in the penalty box.

When McKinnon tied the game at 4-4 with 4:38 left in the third period, we got a series of tremendous crowd shots showing the Colorado fans going absolutely berserk. The sage Albert and Olczyk wisely remained quiet for several seconds, letting the cheers do the talking.

When Drouin scored the game winner at 4:06 of overtime, Albert exercised controlled enthusiasm, raising his voice on the call of the goal, but not becoming the show and overshadowing the play itself. He is definitely in the mold of Dan Kelly, Gary Thorne, and Sean McDonough, announcers who enhance but do not supersede the game.

Putting a cherry on top of this hockey Sunday, TNT showed a graphic that the Avalanche now led the NHL in comeback wins this season with 25 and that they were riding a 9-game winning streak. In analyzing the goal, Olczyk opined that the altitude of playing in Colorado was prevalent as the Penguins seemed to tire as the game progressed – really interesting insight.

In the postgame show, Anson Carter made a great point that the chemistry between Drouin and MacKinnon stems from the fact that they have been playing together going back to junior hockey. McKinnon joined in from the arena for a postgame interview. The analysts asked solid questions and even did a funny MVP chant together as the interview ended.

The NHL on TNT takes no back seat to its elder NBA sister. The broadcast provides viewers with flash, dash, and serious hockey talk from every angle – in studio, from the broadcast booth, and on the ice.

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Kim Mulkey Now Has Everyone Anticipating Washington Post Story

I can’t imagine what headline, under normal circumstances, the Washington Post would have to put on a Kim Mulkey story to make me want to read it.

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photo of LSU women's college basketball coach Kim Mulkey
Credit: Dailymail.co.uk

The Washington Post, you might’ve heard, has a story coming out about controversial LSU women’s basketball coach Kim Mulkey. The reason you might’ve heard is because Kim Mulkey told you. The Tigers coach read a fiery prepared statement just before her team started the Women’s NCAA Tournament. In the statement, Mulkey threatened to sue The Post for defamation before the first word was even published.

Now, I’ve never run a public relations firm but that did not seem like a good idea. The Washington Post story on Mulkey is one of the bigger stories in sports right now and nobody even knows what’s in it. The reason the story, apparently unflattering to Mulkey, is even on anyone’s radar screen is Mulkey herself.

It all started with an innocuous social media post by Sports Illustrated’s Pat Forde right in the middle of the most anticipated two days in sports, the NCAA Tournament Round of 64. On his X account, Forde posted: “Hearing some buzz about a big Washington Post story in the works on LSU women’s hoops coach Kim Mulkey, potentially next week. Wagons being circled, etc.”

You know what generally will go unnoticed at 4:00 on the first Friday of the NCAA Tournament? A post on X about a women’s basketball coach. But don’t tell Mulkey, she saw Forde’s post and decided to fight fire with nuclear weaponry. The result: the average person like me now is really interested in what has Mulkey so incensed. By “average person like me” I mean that I can’t imagine what headline, under normal circumstances, the Washington Post would have to put on a Kim Mulkey story to make me want to read it. Maybe:

“LSU Women’s Coach Discovers Ark of the Covenant”

Or:

“Mulkey Reveals True JFK Assassin(s)”

Perhaps:

“Famed Women’s Basketball Coach Reveals the Mystery Behind Slow Drivers in the Left Lane”

Literally any of those catch my attention more than whatever will likely be the Washington Post headline about Mulkey. But now Mulkey is “Mad as Hell and is not going to take this anymore” so I now have an interest I would never before have had in this story. It has been fascinating to watch the online speculation about the subject of the article and all we really know, as of now, is that it will be written by Kent Babb. This is a dream come true for Babb; he writes an article that is, presumably, not flattering about Kim Mulkey and, before it is even published, she gives the article the greatest commercial anyone could give it. Babb couldn’t have entered into a business agreement with Mulkey and had this turn out better for him.

For those who don’t follow Babb, he is a former NFL reporter who now is an award-winning writer for the Washington Post. In his 14 years with The Post, he has written sports features and authored a couple of books. One of those sports features stories was a deep dive into what he viewed as a large inequity in the level of pay for LSU head football coach Brian Kelly and his LSU players. It is this piece Mulkey described as a “hit piece” and, based on that piece, referred to Babb as a “sleazy reporter.” Babb, and many others, resented the fact his story was labeled as a hit piece. In fact, Babb essentially confirmed he was the author Mulkey was referencing when he shared the original article on X with the comment: “Hit piece?”

Whether a printed piece or a recorded interview, I can’t imagine a better promotion for it than the subject of the interview threatening a libel/slander lawsuit, especially before it is even released. That simply screams “This piece is salacious!!” Also, libel and slander suits get settled all the time, right? Of course they don’t, they seem to never even get filed. That little thing called discovery is a scary thing for most public figures.

The NCAA Tournament has been very entertaining, and I think the Sweet 16 and Elite Eight will be terrific. For only the fifth time ever, the top two seeds have advanced to the third round which sets up for a remarkable weekend. For me, I guess it will now include a Washington Post article, not a sentence I’d normally say.

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