Editor’s Note: This is a guest post by Kimber Auerbach, the Director of Communications for the New York Islanders. He wrote this to supplement a post I wrote last month about the challenge of notifying families about a death before they learn about it from the media.
I do not want my comment to come across as demeaning the bigger picture of, “Should you wait until the family is notified of a death.” That’s obviously an issue of greater severity than the one I’ll write about today, but I wanted to share an issue we deal with in sports regarding “Information being released before a player is notified.”
The trade deadline is one of the busiest days of the season in hockey (or any sport) for management as they try and better their team for either a playoff run or the future. Players are on edge because they don’t know if they’ll be on the ice skating one moment and get pulled off the next to be informed that they’ve been dealt.
Reporters are so connected to their smartphones that it has literally become a race to see who can tweet the information first. Who can write the better story about how BLANK player will fit in with the team or how this deal helps the future seems to have become secondary. The media are too fixated on tweeting the news first, as reporters want to be the one sourced in all the articles as “BLANK reporter (@BlankReporter) tweeted the news first.”
There have been players that said they found out about being traded from watching TSN TradeTracker:
It really is a shame that players wind up finding out about a trade this way. For them, it’s life altering news that means they’re going to have to pick up their world and move it to another city. Yes, the media are doing their jobs in reporting the news as quickly as they possibly can, which in one way you can’t fault them for doing. However, there should be something that prevents them from doing so until all players are notified and the information is properly filed to the league, much like there seems to be in news reporting when someone tragically passes away.
It goes the other way as well. Sometimes, the media speculate about where a player may be dealt, and family and friends of a player see the rumors before a deal is even done. We’ve had players call to ask if it’s true that they’ve been traded, only to find out the reports are false. But because the media are so into breaking the news—and are often times correct—a player’s world gets turned upside down for no reason.
Until the day when there is a system to allow a period of time between the finalization of a deal and alerting the media, we as PR reps for teams are left to confirming the news that the media has already reported.
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