By Michael Perini, ABC
Perini & Associates

As Elton John wrote, “I am mad as x&$!”

I for one, as well as many of you, watched the colorful tournaments in person and on TV.  Searched the highlight via the web and social media.  Household names like Olympic Gold Medalists  Kerri Walsh and Misty May-Treanor;  Karch Kiraly, Sinjan Smith, Randy Stoklos, Kent Steffes, Mike Dodd, Adam Johnson, showed to all of us side-liners just how amazing this sport is.

For nearly 30 years the beach has been alive with the exciting sounds of sand shuffling from the feet of the best beach volleyball players in the world.  And now the beach is closed. Players, refs, management, staff, announcers and road crew were impacted as they all shed sandals for street shoes. Swimwear for business suits as they looked for employment.

Why?   What or who is to blame?  Yes, I have heard leadership; lack of investors, partners, expenses more than revenues, weather, cost of TV coverage, the recession and even a downturn in AVP merchandising.  Dare I include fans in this list?

I would suggest the villain is:  public relations. Or, the lack of it. Not that there weren’t press releases, special events, speeches, off-beach public appearances by players, advertising, marketing and sponsorship.  The dots, in my view, were not connected between all the tools of a strong PR program.

The first step in a strong public relations program is to develop a strategy.  Was that accomplished?  The tools listed above are less effective if they are not tied to an overarching strategy.  A strategy that “connects the dots” between all tactics and is sustained in a measurable manner.  Also, where was the “crisis communication” plan when AVP leadership decided to cancel the tour?  Players, staff and fans were all stunned at the poor handling of the public announcement which, by the way, came on the 13th of all days!

Again, it is all about relationships.  Building and maintaining relationships is both a science and an art.  Look at the sponsors during the past several years.  Products and services that weren’t really tied to the sport and/or the beach, in my view.   Yes, you could find some relationships like beer, cars, CROCS, and bottled water.  But what about swimwear, for example?  Where was the signage and the merchandise for the swimwear worn by the athletes.  Seems to me that it would be ideal for Nautica, Speedo, Roxy, and others to market their products worn by the players.  Maybe a new line of swimwear  (men and women) could use this method to get international attention and draw customers to their line of products.  Just a thought.  Other potential sponsors:  Companies that manufacture coolers, towels, t-shirts, umbrellas, gum, socks,  sun protection, sun glasses, and hats. What about a public stock option that fans could buy into?

I believe that pro beach volleyball will return.  The relationships are there.  The sport has never been more popular.  Again, there are too many positive attractors not to have this sport back for fans to enjoy.  Besides, the USA has their Olympic Gold medals to defend!  In my view, starting with a strong public relations strategy backed up by a detailed written plan is critical for a successful rebirth of pro beach volleyball.

Remember, PR is about relationships – building and maintaining — and many activities fall short by only thinking about marketing or advertising.  As if that is all there is to it to being successful?  Huh!

Let’s be sure that PR is integrated into the next evolution of the sport in a big way.  I’ll see you all at the beach.  Bring sunscreen:  hopefully, from a new sponsor!