We were already a year into working with championship NASCAR driver Brad Keselowski when he reached a point of sheer frustration with the media. He posted the following on Twitter to drive home how he was feeling:
“The funny thing about talking w/media-
Speak open/candidly & you are labeled young and immature.
Speak guarded, w/poise & you are labeld a coward or a fraud.
Wish I knew how to fix this…”
— @keselowski, August 28, 2013
For Brad, his media issues presented a real dilemma. Despite his best intentions, media coverage always seemed to seize on his most sensational remarks, and it had a serious impact on the way he was perceived by fans and endorsement partners.
He needed a way of taking control of his message, and changing the conversation about himself in a substantive, consistent way.
The key was transformative social content.
At the start of our second season working with him, we launched a blog, giving him the voice he needed. The impact was immediate, and tremendous.