Rule #1: Don't Create a Crisis. A Case Study in Progress: Why is NASCAR Risking this?

By now most public relations people and crisis managers must have picked up on the feud going on in the courts and the media regarding NASCAR's suspension of driver Jeremy Mayfield for his alleged use of methamphetamine. While NASCAR is publicly hammering Mayfield they risk getting themselves into a reputation crisis.

Let’s pretend NASCAR is our client. One of the first questions I ask my clients when they ask me for counsel on a situation is – “What is the real issue here and what is the result you want?” Most organizational issues can be fixed with good business decisions. In this case, I doubt this has anything to do with Jeremy Mayfield. At least we hope not. He is no longer a threat to them. Given the scarcity of sponsor money no one is going to pay a driver accused of abusing an illegal drug to drive a racecar with their corporate logo on it. OK then, that issue is gone. Is it about their testing policy? That’s an easy fix. In the name of safety, have some experts quickly improve their testing program to close the gaps a federal judge and others say exist. No problem. Mayfield still isn’t coming back even if he passes a new test and NASCAR gets the credit for making their safety program better.

So what’s the problem? Well, here is where organizations create their own crises and it is usually due to arrogance. In this case, NASCAR over the past decade has been so successful, so powerful, and made so much money that no one including journalists covering their sport dared question or challenge them. However, as in any crisis it’s all about timing. The poor economy has affected racing. Racecar teams are unable to find sponsorship money to field cars. Declining attendance at tracks and less viewers on television has reduced revenues. These factors along with what some claim to be boring racing have converged on our pretend client. To be dealing with all these factors and then have an over the hill driver challenge them in court where they have no more power or influence than anyone else was too much to take. The organization goes on the attack. Our client feels good, for now.

Here is where a good CEO and executive can earn their money and avoid a crisis. Good leaders listen to counsel and are able to cut through all the perceived issues and identify the real problem. Identify the issue, take clear action to fix it, and decide how you want to be perceived.

Part of any good crisis response is deciding whether you want to be seen as a victim or a villain. That should be an easy choice. In this case, our pretend client (NASCAR) despite public statements that the issue is about driver safety keeps playing the villain: defending a less than perfect testing program, dragging out Mayfield’s stepmother to accuse him of cooking methamphetamine, public statements describing Mayfield’s erratic behavior. These are the kind of things the public (race fans) may consider piling on and could hurt NASCAR over the long term. Even worse, the courts could decide in Mayfield’s favor and require NASCAR to change its drug testing policy. In that case, without ever getting back in a racecar Mayfield would have won and NASCAR will forever be remembered as the loser that squandered its reputation in the process.

Comments?

-Ernest

Ernest L. DelBuono has more than 25 years experience as a crisis management expert. Prior to joining ND&P he was a senior manager for Ingegneria Dei Sistemi S.p.A., located in Pisa, Italy.DelBuono has advised clients on airline disasters, auto safety (SUV rollovers), food safety, product recalls, physical security, biotechnology, air quality, cruise lines and oil tankers. Recently he has assisted several ND&P clients in crisis planning – the Roanoke Regional Airport, The Jefferson Hotel and several major national healthcare organizations. 

Comments

[Christopher Basista]

Living in the Charlotte area, the general consensus among race fans appears to be the classic David vs. Goliath situation. The vast majority of fans I have been in contact with definitely view NASCAR as the villain. In my personal opinion, NASCAR is in dire need of a crisis manager. Without proper guidance they are in danger of losing their reputation. Unfortunately, the only person who would speak his mind and stand up to NASCAR has tragically passed away. I sure miss David Poole.