Four Risk Management Tips from Snoop & KU
We’ve yet to hear a serious explanation surrounding their choice of artist for the event and, quite frankly, it doesn’t matter much at this point; but they did release a statement saying that they “expected a clean version of the show.” Here are four magical insights (risk management tips, rather) from #Kelseydh that brands can use to avoid this kind of trouble in the future.
1. Don’t expect that anyone is willing to switch up their brand for you
A lot of college athletics departments operate separately from the overall university, but the idea that a lot of people miss is that, for fans, it all goes together -- KU is KU, Jayhawks...KU. Still, individual brands or not, they should have chosen an artist that aligned with the overall brand and values of the university.
Snoop Dogg’s brand doesn’t equate to family-friendly and the rapper should not have been expected to do anything different from what has made him a fortune to meet the needs of a university athletics department.
Keep in mind that when you’re looking to partner with a public figure or another brand, the first question you should ask is “which artist/brand appeals to our audience and aligns with our mission and core values?” Everything should point back to mission and values. If it’s not a fit, don’t risk it.
2. Walk throughs and rehearsals will always serve you well
The team missed a key opportunity to remind Snoop to a) clean up his performance and b) fix any other issues they might find problematic like money guns, for example, or... poles center court. And, friends, if you honestly aren’t too sure, ask your PR team to come along. I’m sure we’ll find a couple of things to correct so we can attract the right kind of press.
3. Plan for every scenario and every response
Things to plan for could’ve included profanity, negative response from stakeholders regarding artist choice, sound issues, capacity and crowd control to name a few things. I don’t think anyone could’ve anticipated pole dancers and money guns but, again, they could’ve prevented that if they had ran through the show beforehand or simply asked about the artist’s plans for the performance.
Bonus tip? Any special requests or agreements — in this case, a clean show because it’s not his normal routine — are best agreed upon contractually. Safe partnerships for the rest of 2019 and beyond. #protectyourbrand #saveyourbutt
4. There’s such a thing as too risky
With other NCAA allegations against them, this by no stretch of the imagination was the right move. Again, talk your ideas through with legal or PR so they can steer you in the right direction. One of the best times to play it safe is when you’re already in hot water. Tend to the fires already burning before causing another one.
Thoroughly brainstorm and sort through all of your ideas -- how will this work, what do I want out of this, how do I want my audience to respond, what will it cost me and can I afford it -- then cautiously determine which ones are the best and which ones aren’t. There’s no benefit in taking unnecessary risks.