Has there ever been a better time for a sport to re-invent itself? When you see the crowds still lining the roads and hillsides of all the great races you know that the support is there, we want nothing more than to move past all of this ****. Part of the problem is that over the past two decades cycling has grown significantly despite all of the doping issues. So the 'omerta' as many describe stays strong. But now it really seems to be on the verge. It's time for someone to step up and move it on. So my question to you all is this, if you were hired as the PR company for professional road racing what would your campaign consist of?
I'll start by suggesting the following, in order:
Realize that doping will never go away, it will ebb and flow but the problem will always exist. So the first order of business is to gather all of the doping control agencies together and come up with a plan then spin it to the public. The best plan is likely one that involves the most 'neutral' outside agency to be given all the responsibilities for doping control in cycling. I.e. The UCI need to GTFO because they have enough bad PR already. Stop spinning how doping control is being conducted. Stop all the talk about what's being done to catch the crooks. Simply do the job, catch some dudes as they always do and deal with it as quickly as possible. I'm sure there are plenty of other sports bodies that can be referenced to help with this issue.
Kill the suspicions. If every time a cyclist who wins a monument or mountain stage or leads late in a GT is automatically suspect then you've got a major PR problem. I'd suggest that this is the current biggest hurdle to overcome. With enough time and focused attention to the problem though it can be healed. Dealing with the first problem as mentioned above will help a lot but I would also work hard at informing the adoring public about race tactics. Anyone here watch Cyclocosm.com recaps? That's the sort of thing I'm talking about here but edited and presented in an over-the-top epic sort-of-way. You know with slow motion and HD sweat.
Ambassadors. This is a tricky one as well. For some reason a lot of professional cyclists (guilt?) are just **** at PR. So find the few that aren't and make them ambassadors. Get them talking about why they love the sport so much, film it and make us watch.
Personalities on the road. Same as above but find the riders who thrill us with how they ride. Doper or not I still like how crazy Vino is on the road. It's entertaining and if the suspicions were gone he'd be one of the first on this list of riders I'd PR the hell out of. Thomas Vockler, Jens Voigt, David Arroyo (downhill specialist) etc... Even Cadel Evans these days would be a good choice here (amazingly). The company Rapha are the best example I can think of for the love of cycling. If someone could step up and present racing in the same manner that's what I'd do.
History and venue. This is obvious and doesn't need too much hype but the history of the roads and riders means as much to cycling fans as it does to fans of footie, baseball or any sport. I would shove this down everyone's throats until they were practically in tears about it before every stage/race so that whoever wins the day better respect the hell out of their win. Respect the sport. Respect the riders who came before you to make it what it is today. Respect the bicycle damn it because some pro's simply don't and they should.
I'll start by suggesting the following, in order:
Realize that doping will never go away, it will ebb and flow but the problem will always exist. So the first order of business is to gather all of the doping control agencies together and come up with a plan then spin it to the public. The best plan is likely one that involves the most 'neutral' outside agency to be given all the responsibilities for doping control in cycling. I.e. The UCI need to GTFO because they have enough bad PR already. Stop spinning how doping control is being conducted. Stop all the talk about what's being done to catch the crooks. Simply do the job, catch some dudes as they always do and deal with it as quickly as possible. I'm sure there are plenty of other sports bodies that can be referenced to help with this issue.
Kill the suspicions. If every time a cyclist who wins a monument or mountain stage or leads late in a GT is automatically suspect then you've got a major PR problem. I'd suggest that this is the current biggest hurdle to overcome. With enough time and focused attention to the problem though it can be healed. Dealing with the first problem as mentioned above will help a lot but I would also work hard at informing the adoring public about race tactics. Anyone here watch Cyclocosm.com recaps? That's the sort of thing I'm talking about here but edited and presented in an over-the-top epic sort-of-way. You know with slow motion and HD sweat.
Ambassadors. This is a tricky one as well. For some reason a lot of professional cyclists (guilt?) are just **** at PR. So find the few that aren't and make them ambassadors. Get them talking about why they love the sport so much, film it and make us watch.
Personalities on the road. Same as above but find the riders who thrill us with how they ride. Doper or not I still like how crazy Vino is on the road. It's entertaining and if the suspicions were gone he'd be one of the first on this list of riders I'd PR the hell out of. Thomas Vockler, Jens Voigt, David Arroyo (downhill specialist) etc... Even Cadel Evans these days would be a good choice here (amazingly). The company Rapha are the best example I can think of for the love of cycling. If someone could step up and present racing in the same manner that's what I'd do.
History and venue. This is obvious and doesn't need too much hype but the history of the roads and riders means as much to cycling fans as it does to fans of footie, baseball or any sport. I would shove this down everyone's throats until they were practically in tears about it before every stage/race so that whoever wins the day better respect the hell out of their win. Respect the sport. Respect the riders who came before you to make it what it is today. Respect the bicycle damn it because some pro's simply don't and they should.
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