Analyzing the PR Moves of the Cleveland Browns

Jan 11, 2013; Berea, OH, USA; Cleveland Browns head coach Rob Chudzinski (center) answers questions during a press conference with owner Jimmy Haslam III (right) and ceo Joe Banner at the team
When a new GM comes to a team the expectation is that he will want to bring in his coach. When his coach comes in the expectation is that he will want to bring in his quarterback. These moves seem simple and make sense, but what happens when a new owner comes in?
In the Browns case a new President, a new GM and a new coach were in quick order. Since then new owner Jimmy Haslam has brought in a variety of new administrative staff to turn around the fortunes of the team off the field. Alec Scheiner was brought in from the Dallas Cowboys and recently Zak Gilbert was brought in from the Oakland Raiders. Scheiner had a large hand in the planning and development of the Jerry’s World small city that was built for the Cowboys. He was responsible both on the large scale development as well as the more detailed aspects of a stadium that has been universally acclaimed, if seen as too over the top but that too fits Dallas’ owner Jerry Jones.
Gilbert was brought in from Oakland to head up the Public Relations department, but his departure from Oakland was rumored to be contentious, and caused for high levels of concerns, but not about Gilbert but the Raiders. Gilbert’s firing came shortly after a SI.com story detailing the struggles of the franchise and the mess inherited by the current GM Reggie McKenzie from Al Davis. Many believe that Al’s son, Mark Davis, who took over after his father’s passing, fired Gilbert due to outrage of his father’s name being besmirched. Stories were written about the dysfunction in Oakland, such as the one here, and backed up that Gilbert should not of been fired. The Browns pounced on the opportunity to hire Gilbert, who only spent 1 year in Oakland after being brought over by McKenzie from their time spent together in Green Bay. Bringing in a top level executive from a successful organization like Green Bay is never a bad way to go.
Since these hires a few PR moves have taken place that will be analyzed here starting with one related to FoS.
Open Communication with FoS
Full disclosure is an important aspect of appropriate writing, in as much it was important for this to be shared. FoS contacted Gilbert and his team to seek access to training camp and an interview for our site. This writer has been the editor of FoS for the past 3 months and the site is gradually increasing its readers and foot hold in Cleveland sports community. Given that, FoS is not a house hold name yet, let alone known by the Browns or Gilbert himself. The communication was sent by FoS the morning of the day in question, not great work on our part, and Gilbert was unable to respond to it prior to the evening session. Yet he did respond late that evening, apologizing for not getting to the email sooner. He also took time to review some concerns he had with the request and declined access at this time. Since then Gilbert has been responsive and open in communication. Its important to note that FoS has not gained access, nor based on the Browns working procedures should we, so this is not a “happy ending” story but information related to the new Browns. Gilbert had no reason to take time to respond to FoS, less reason to take time to ask questions and have concerns and even less so to continue to communicate. He has and that shows a desire to interact and a concern for all those related to the team, including the fans. Which leads us to…
Stadium and In Game Improvements Announced
At a press conference Scheiner announced improvements that were going into place this season:
- New queue lines and funnels for those entering the stadium
- Larger and improved gift and team shop
- In game DJ and drumline
- Improved cell phone service
Pessimists have downplayed these improvements inferring or stating that the only PR and in game improvements that are needed are wins. While everyone can agree with this, it is a smart move for the Browns to look to improve multiple areas of the game experience. Whether the team is good or not; home theater, HD Television, NFL Red Zone, high ticket, parking and concession, continued depressed economy and local bar/restaurant experiences have create high competition for the Browns to get fans to the stadium. The queue lines and funnels will have fans not get frustrated and angry before even entering the stadium, where the recent years the team has been successful enough in frustrating fans. An improved team shop, especially using psychological appealing decisions, will allow the newest and best gear for fans to be excited to wear and improve the Browns brand. In game entertainment, especially modern and upbeat music, provides either a distraction during games the team is losing or assistance in keeping the crowds energy in the game. Improved cell service is a must for fans today. Multi-tasking, tweeting and Facebook posts are a part of daily life for many 40 and under. The ability of fans to post what they are doing, pictures and opinions on the game and their experience is real time branding in our current Social Media Market. It also helps for those fantasy football fanatics who want to keep up with their “other team.”
Ryan Miller Injury
Though possibly minor to many, and possibly mildly annoying to some media members, the Browns decision to withhold information following the Ryan Miller injury was a great sign. Out of respect for Miller and his family the team decided to hold back and sharing who was taken away in the ambulance until the family could be notified. In this day and age when information is 140 characters away, the Browns chose to do the right thing for an individual and family. While not as dramatic as the stadium improvements, it shows that the Browns are acting with character in their decisions and are focused on a bigger picture.
Return of Jim Brown
One of the biggest PR gaffes of Mike Holmgren was reducing then releasing Jim Brown from his consultant role with the team. One has to wonder if Holmgren didn’t want someone around who was a bigger name then him, hence the hiring of Pat Shurmer even. Haslam and his team were quick to rectify this situation. Brown has constantly been mentioned both by the media and by players for his attendance and feedback during training camp. The Browns have 2 players that all fans think of when they think of the team’s past, Brown and Bernie Kosar. Many consider Brown the greatest player of all time. Always, and especially with Haslam’s Pilot problems, having a player of that stature as the face of the franchise is a great idea. The Browns realize that Brown can do nothing but help public relations as well as on the field. His recent encouraging report on RB Trent Richardson, after his negative comments around his drafting, can do nothing but boost Richardson’s confidence. Brown may also be helpful during recruitment of free agents, much like Yao Ming and others did for the Houston Rockets pitch to Dwight Howard this off-season. Saying no to a coach, GM or even owner may be easy but saying no to perhaps the greatest player of all time, not as easy. Brown’s rep, the new Q rating, continues to be strong generations later.
What do you think of the Browns’ off-season PR moves? Do they change your opinion? Give you hope? Make you more suspicious? Let us know in the comments.