Football In Denver: The Anti-Pioli - Page 2

orange · 01-13-2011, 02:30 PM

Elway's tweets highlight Broncos' new emphasis on transparency as secrecy gets the boot
Broncos' coach search becomes open book
By Lindsay H. Jones
The Denver Post
Posted: 01/13/2011 01:00:00 AM MSTUpdated: 01/13/2011 09:04:01 AM MST

From coaching searches to free-agent signings to in-season injuries and game-day inactives, NFL teams tend to treat information as classified, the type of super secrets reserved for the military.

In the past week, Dove Valley has flipped that notion 180 degrees.

The buzzword around the team facility since the team introduced John Elway as the executive vice president of football operations a week ago has been "transparency." The team has followed through by having Elway break, confirm or clarify news directly via his new Twitter account, and allowing cameras from the team's website inside the interview room.

"There has been a lot of discussion about the Broncos. We want to have a loud, credible voice in that conversation," said Patrick Smyth, the Broncos' executive director of media relations, who set up Elway with his Twitter account.

The strategy is nearly unprecedented in the world of professional sports, so much so that Smyth said the team didn't have a model to follow. Plenty of teams have members of the public relations staff post news updates online, but none has gone so far with an executive.

"It's a reflection of the time we live in, where technology has made the world smaller, faster, more exciting," said Brian McCarthy, the NFL's VP of corporate communications. "What we've seen from what's happening with (Elway) is that maybe it doesn't have to be just your PR guy who is out there. Can you get more team personnel involved? More coaches? A general manager?"

Part of the Broncos' process included securing the "@johnelway" name on Twitter, then teaching Elway how to use the social media site. Elway sent his first message on Jan. 5 several hours after his introductory news conference, and over the past week he has posted 22 messages, nearly all related to the Broncos' coaching search. Elway sends the messages from his Mac desktop computer or from his phone, though he has dictated messages to a member of the public relations staff. Elway has amassed nearly 40,000 followers in a week, more than any NFL executive other than commissioner Roger Goodell, who has more than 100,000 followers.

Of the seven teams who have conducted or are in the midst of a coaching search, only the Broncos — through Elway's Twitter account and the team's website — have announced their list of candidates and interview schedule, let alone published pictures and video from the interview process, almost in real-time. Candidates each spoke on camera with a reporter from the team's website before their formal interviews, and those pieces were all published online.

"Initially, I cringed when I saw the video come up, and my biggest concern was that, when you're pursuing a new job, you have to make sure not to upset your current employer. But that was my only concern," said Nathan Whitaker, the agent for both Perry Fewell, who interviewed on Sunday, and Mike Mularkey, who was a candidate before withdrawing his name last week. "Beyond that, I think it is fantastic. I love it. Since Sunday, I've gotten calls from people around the league that saw the video and said: 'I had no idea about Perry. He's great.' "

The first sign of change came Dec. 6, when the team announced the firing of coach Josh McDaniels via Twitter. Throughout December, team officials, including current president Joe Ellis and Smyth, concocted a groundbreaking media strategy, one designed to "complement" traditional media outlets such as newspapers and television while making their own website a destination for news as well.

The team insists the policy isn't a direct reaction to the McDaniels Era — a two-year period when secrecy was the norm, as it is with most NFL teams. Under McDaniels, the team often waited weeks to announce or confirm news such as coaching hires or offseason free-agent signings. During the season, McDaniels refused to talk about injuries or rehash personnel moves. By the end of McDaniels' tenure, especially after he and the team were each fined $50,000 for a videotaping incident in London, there was a clear disconnect between the team and its fan base.

"It was important to us to reach our fans directly and in the most personal way, and it was important to restore some of the credibility in our organization that might have been lost in a challenging season," Smyth said. "We owe that to our fans."

It is unclear if the team will be as transparent with bad news, such as player arrests.

The team, on its website or via Twitter, did not report that New Orleans defensive coordinator Gregg Williams withdrew his name from consideration in the coaching search earlier this week.

The team also has not yet decided how the transparency plan will carry over to the new head coach, to events such as free agency and the draft, and into the regular season. None of the five candidates who interviewed this week balked at the open process.

Currently, Seattle's Pete Carroll and Detroit's Jim Schwartz are the only coaches to actively use Twitter. Carroll's posts are most often about music and Schwartz's about movies. Regardless of how much the new coach, whoever he may be, participates, the organization as a whole has no plans to back off, Smyth said.

"To us, it seems like the obvious and right thing to do with the way things are changing," Smyth said. "At the most basic level, right now, people no longer search for news. News finds them, and we wanted to go after it in a proactive, aggressive and open manner."

Lindsay H. Jones: 303-954-1262 or [email protected]

http://www.denverpost.com/broncos/ci...mpaign=twitter

Trench · 01-13-2011, 04:53 PM

Quote:

Originally Posted by chiefzilla1501

I disagree.

I'm willing to bet the Chiefs and the Pats have harsh measures for people who talk about things they're not supposed to. And when the media keeps prying person after person and nobody will talk, the story tends to die. The Bowe importing story, in my opinion, would have blown up in any other market. I think most people have forgotten by now that it ever happened.

I gotta start using smilies. That was mostly tongue in cheek. I needed a reason to call the Broncos sinister bastards.

In reality, I think there's a time for openness and a time to keep your cards close to your vest. YMMV.

Stewie · 01-13-2011, 05:21 PM

I think it's a good idea. It was hilarious when Elway scooped the NFL media on Twitter. I don't remember if it was Lombardi or someone else that tweeted a speculative "scoop" after Elway had already made the announcement.

Most teams get pissed at the media anyway, why not circumvent them by announcing exactly what you want everyone to know?

Edit: Yes, I follow John Elway on Twitter. I follow lots of opposing team's coaches/players etc.

Sweet Daddy Hate · 01-13-2011, 05:56 PM

This is going to bite them in the ass eventually.

Thx John!

Bewbies · 01-13-2011, 06:04 PM

I'd agree with the Bronco front office being the opposite of Pioli. In 2 years we went from 2-14 to 10-6, and that's pretty much the exact opposite of what's going on in Denver.

**DaFace** · 01-13-2011, 06:07 PM

Quote:

Originally Posted by DMAC

Because of the MEDIA.

Yeah, but that's kind of the point. This bypasses the media and gives information directly to fans.

**DaneMcCloud** · 01-13-2011, 06:15 PM

Quote:

Originally Posted by chiefzilla1501

Transparency in the NFL isn't a good thing. I don't know what the Broncos are thinking.

When you let the public in on information, they scrutinize. And when the public scrutinizes, front offices tend to become very defensive. I doubt Elway is ready for that. If it's about better using social media, etc... fine. But why in the world would you publish your team's interview schedule? If you're another team that badly wants a coaching candidate, what's to stop you from undercutting Denver and putting that coach on a plane to your offices?

Yeah, the public never scrutinizes NFL teams that do their business in "secret".

It's ****ing FOOTBALL. It's not national security.

Hydrae · 01-13-2011, 06:27 PM

Quote:

Originally Posted by OP

"Initially, I cringed when I saw the video come up, and my biggest concern was that, when you're pursuing a new job, you have to make sure not to upset your current employer. But that was my only concern," said Nathan Whitaker, the agent for both Perry Fewell, who interviewed on Sunday, and Mike Mularkey, who was a candidate before withdrawing his name last week. "Beyond that, I think it is fantastic. I love it. Since Sunday, I've gotten calls from people around the league that saw the video and said: 'I had no idea about Perry. He's great.' "

Gee, imagine that. A scout who is thrilled with free publicity for his client.

chiefzilla1501 · 01-13-2011, 08:09 PM

Quote:

Originally Posted by DaneMcCloud

Yeah, the public never scrutinizes NFL teams that do their business in "secret".

It's ****ing FOOTBALL. It's not national security.

The public may scrutinize all they want. But without any credible information, it's all rumor-mongering. Look at the Weis situation. It seems pretty obvious to me that the two really didn't get along, but we still don't have a credible source vouching for it. So now anyone who claims that the two were fighting looks like a gossip columnist.

I feel like in the NFL, it's so easy to bait players into saying something stupid. The only bad that comes from being secretive is that fans don't get all the information. The bad that comes from being open is that you may fuel a distracting fire that shouldn't have been fueled in the first place.

**Bane** · 01-13-2011, 08:14 PM

Sweet Daddy Hate · 01-13-2011, 08:24 PM

Quote:

Originally Posted by Bane

How sweet would it be if Elway and Bowlen completely TANKED that franchise? I would seriously have to throw a party of some sort.

HonestChieffan · 01-13-2011, 08:37 PM

Anything bad that can happen to the Broncos or the turd fans is good by me. I hope Elway drives it so deep in a hole they never get out. I hated them when I lived there and I still do. Pissant fanbase with a little work could be worse than Ram Fans. Good luck John.

L.A. Chieffan · 01-13-2011, 08:41 PM

Information is power. You get the power you get the womeeen.

38yrsfan · 01-14-2011, 04:51 PM

I don't give a rat's a$$ what that twit does, what matters is what the Chiefs do on the field.

01-13-2011, 02:30 PM
orange MVP Join Date: Sep 2000 Location: Denver, CO Casino cash: $10004900	In Denver: The Anti-Pioli Elway's tweets highlight Broncos' new emphasis on transparency as secrecy gets the boot Broncos' coach search becomes open book By Lindsay H. Jones The Denver Post Posted: 01/13/2011 01:00:00 AM MSTUpdated: 01/13/2011 09:04:01 AM MST From coaching searches to free-agent signings to in-season injuries and game-day inactives, NFL teams tend to treat information as classified, the type of super secrets reserved for the military. In the past week, Dove Valley has flipped that notion 180 degrees. The buzzword around the team facility since the team introduced John Elway as the executive vice president of football operations a week ago has been "transparency." The team has followed through by having Elway break, confirm or clarify news directly via his new Twitter account, and allowing cameras from the team's website inside the interview room. "There has been a lot of discussion about the Broncos. We want to have a loud, credible voice in that conversation," said Patrick Smyth, the Broncos' executive director of media relations, who set up Elway with his Twitter account. The strategy is nearly unprecedented in the world of professional sports, so much so that Smyth said the team didn't have a model to follow. Plenty of teams have members of the public relations staff post news updates online, but none has gone so far with an executive. "It's a reflection of the time we live in, where technology has made the world smaller, faster, more exciting," said Brian McCarthy, the NFL's VP of corporate communications. "What we've seen from what's happening with (Elway) is that maybe it doesn't have to be just your PR guy who is out there. Can you get more team personnel involved? More coaches? A general manager?" Part of the Broncos' process included securing the "@johnelway" name on Twitter, then teaching Elway how to use the social media site. Elway sent his first message on Jan. 5 several hours after his introductory news conference, and over the past week he has posted 22 messages, nearly all related to the Broncos' coaching search. Elway sends the messages from his Mac desktop computer or from his phone, though he has dictated messages to a member of the public relations staff. Elway has amassed nearly 40,000 followers in a week, more than any NFL executive other than commissioner Roger Goodell, who has more than 100,000 followers. Of the seven teams who have conducted or are in the midst of a coaching search, only the Broncos — through Elway's Twitter account and the team's website — have announced their list of candidates and interview schedule, let alone published pictures and video from the interview process, almost in real-time. Candidates each spoke on camera with a reporter from the team's website before their formal interviews, and those pieces were all published online. "Initially, I cringed when I saw the video come up, and my biggest concern was that, when you're pursuing a new job, you have to make sure not to upset your current employer. But that was my only concern," said Nathan Whitaker, the agent for both Perry Fewell, who interviewed on Sunday, and Mike Mularkey, who was a candidate before withdrawing his name last week. "Beyond that, I think it is fantastic. I love it. Since Sunday, I've gotten calls from people around the league that saw the video and said: 'I had no idea about Perry. He's great.' " The first sign of change came Dec. 6, when the team announced the firing of coach Josh McDaniels via Twitter. Throughout December, team officials, including current president Joe Ellis and Smyth, concocted a groundbreaking media strategy, one designed to "complement" traditional media outlets such as newspapers and television while making their own website a destination for news as well. The team insists the policy isn't a direct reaction to the McDaniels Era — a two-year period when secrecy was the norm, as it is with most NFL teams. Under McDaniels, the team often waited weeks to announce or confirm news such as coaching hires or offseason free-agent signings. During the season, McDaniels refused to talk about injuries or rehash personnel moves. By the end of McDaniels' tenure, especially after he and the team were each fined $50,000 for a videotaping incident in London, there was a clear disconnect between the team and its fan base. "It was important to us to reach our fans directly and in the most personal way, and it was important to restore some of the credibility in our organization that might have been lost in a challenging season," Smyth said. "We owe that to our fans." It is unclear if the team will be as transparent with bad news, such as player arrests. The team, on its website or via Twitter, did not report that New Orleans defensive coordinator Gregg Williams withdrew his name from consideration in the coaching search earlier this week. The team also has not yet decided how the transparency plan will carry over to the new head coach, to events such as free agency and the draft, and into the regular season. None of the five candidates who interviewed this week balked at the open process. Currently, Seattle's Pete Carroll and Detroit's Jim Schwartz are the only coaches to actively use Twitter. Carroll's posts are most often about music and Schwartz's about movies. Regardless of how much the new coach, whoever he may be, participates, the organization as a whole has no plans to back off, Smyth said. "To us, it seems like the obvious and right thing to do with the way things are changing," Smyth said. "At the most basic level, right now, people no longer search for news. News finds them, and we wanted to go after it in a proactive, aggressive and open manner." Lindsay H. Jones: 303-954-1262 or [email protected] http://www.denverpost.com/broncos/ci...mpaign=twitter
Posts: 11,661

01-13-2011, 05:21 PM	#17
Stewie MVP Join Date: Oct 2006 Location: West of the Equator Casino cash: $-1810099	I think it's a good idea. It was hilarious when Elway scooped the NFL media on Twitter. I don't remember if it was Lombardi or someone else that tweeted a speculative "scoop" after Elway had already made the announcement. Most teams get pissed at the media anyway, why not circumvent them by announcing exactly what you want everyone to know? Edit: Yes, I follow John Elway on Twitter. I follow lots of opposing team's coaches/players etc.
Posts: 13,869

01-13-2011, 05:56 PM	#18
Sweet Daddy Hate Unsparing Join Date: Aug 2008 Casino cash: $10004900	This is going to bite them in the ass eventually. Thx John! __________________ 1. Merciless, severe. 2. Given freely and generously. 100% refusal to overrate 20 year Head Coaches with ZERO **ing rings as a Head Coach. CP's Official Professor of 'Dem Blues for 2019/2020!**
Posts: 77,135

01-13-2011, 06:04 PM	#19
Bewbies Ith Fuhtbawl Time Join Date: Apr 2010 Casino cash: $9999900	I'd agree with the Bronco front office being the opposite of Pioli. In 2 years we went from 2-14 to 10-6, and that's pretty much the exact opposite of what's going on in Denver.
Posts: 10,085

01-13-2011, 08:14 PM	#24
Bane C.H.I.E.F.S Join Date: Dec 2003 Location: **** your face Casino cash: $10005055
Posts: 12,621

01-13-2011, 08:37 PM	#26
HonestChieffan Seeking the Truth daily Join Date: Jan 2006 Location: In the Country in MO Casino cash: $-1585691	Anything bad that can happen to the Broncos or the turd fans is good by me. I hope Elway drives it so deep in a hole they never get out. I hated them when I lived there and I still do. Pissant fanbase with a little work could be worse than Ram Fans. Good luck John. __________________ "We read books for knowledge; We read the Bible for wisdom!"
Posts: 54,799

01-13-2011, 08:41 PM	#27
L.A. Chieffan PLAY GOOD FOOTBALL Join Date: Aug 2006 Location: American Gardens Building Casino cash: $2688654	Information is power. You get the power you get the womeeen.
Posts: 17,400

01-14-2011, 04:51 PM	#28
38yrsfan Veteran Join Date: Aug 2004 Location: In many minds, rent free. Casino cash: $9935667	I don't give a rat's a$$ what that twit does, what matters is what the Chiefs do on the field.
Posts: 1,351