by Connie Dieken

Witness the “Opportunity Communicator”

We are all witnesses, indeed.

We're all sick of witnessing the LeBron-aThon. Many of you are upset at the athlete, thinking his "The Decision" announcement show on ESPN is the height of inflated egomania.

But let's turn to LeBron's communication strategy. He's opened a "last-minute" Twitter account this week, re-launched his website, and is taking his announcement to live TV worldwide. Yes, it's narcissistic. But it's also a sound approach for a man who's building a GLOBAL brand. This is opportunity communication, as opposed to crisis communication. It's Tiger Woods in reverse. LeBron's suspense-building tactic is cutting through the worldwide media clutter and claiming his space at the top of the mountain. LeBron is owning his message instead of letting others control it.

Operation "Billionaire Communicator" has begun. From puff of chalk to puffed-up ego.

At last, LeBron's desire for global dominance is visibly in full swing with his newly-launched communication approach. The millionaire-to-millionaire dog and pony show presentation pitches have come and gone. But if you think the media coverage of the courtship has been maddening, imaging the frenzy after the decision is announced tonight. You could fill an hour-long show about it.

Whoops. LeBron's a step ahead of us.

He already knows the media will be clamoring for the reasoning behind his decision and the impact it will have on the hostage cities involved, so LeBron is managing the situation by being live on the global leader in sports, ESPN. With the Boys and Girls Club as his beneficiary backdrop, to boot. It's opportunity communication when you know you're going to break four cities' hearts but you want time to explain yourself beyond a sound bite. Basketball fans in the losing cities will disgustedly change the channel as soon as he drops them like a hot potato. But the rest of the GLOBE will be watching.

And that, I suspect, is the heart of the LeBron James Operation Billionaire Communicator plan. Global dominance.


Topics: Communication Skills :: Media Training