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Nothing gets me motivated like a good old-fashioned David vs. Goliath, the underdog wins, sports story. I love the journey that a team goes through to overcome all odds to win the big game. Of course, any underdog team is not complete without the coach who plays a big part in helping them get there. In the PR agency world, the team is able to create magic for its clients with hard work and determination. But it is the leaders in the agency who not only create the playbook to help their teams succeed, but they also serve as the guiding light for how the agency team portrays itself “on and off the field.”
The four following legendary sports coaches have forever left their mark in the sports world, and leaders in the PR agency world can follow in their footsteps to create remarkable and winning teams.
Vince Lombardi: Winning Is A Habit
Famed Green Bay Packers head coach Vince Lombardi, who led his team to a victory in the very first Super Bowl game in 1967, was known for his determination to win, win, win. But it wasn’t just about winning. To him, winning was the result of good practice habits and pushing one’s self to grow. Lombardi said, “The price of success is hard work, dedication to the job at hand, and the determination that whether we win or lose, we have applied the best of ourselves to the task at hand.”
PR professionals know that not every pitch, piece of content or even day-to-day communication with a client will be a slam dunk. However, a good leader provides the necessary guidance to help the team fix what is not working, pull out great ideas by asking the right questions, and encourage them to put forth their best work every time.
Lombardi cared that his teams were passionate and put in the practice time so that when the chips were down, they knew what to do in a game-time situation. Life in the agency world can knock you down, but a good agency leader knows how to coach a team to get back up and make the game-winning play.
Gregg Popovich: Know And Love Your Team
Gregg Popovich, head coach of the San Antonio Spurs NBA basketball team, has done something that no other franchise team in any sport has done. According to a 2018 TIME magazine article, the Spurs are the most successful sports franchise with a .713 winning percentage and 20 consecutive winning seasons. But it’s not just their ability to play superhuman basketball. Pop, as he is known to players and fans alike, not only ensures that his team plays with fundamental basketball skills, but he takes the time to really get to know his players. As he puts it to his assistant coaches, “We gotta hug ‘em and hold ‘em.”
Building strong relationships with PR agency teams is a key factor in creating a healthy, lasting company, not to mention leaving a legacy that is known for more than just doing the job. By taking the time to really get to know members of their team, PR leaders can more effectively manage employees because they know what truly motivates them and makes them happy. In short, it’s all about making a connection with your team and building relationships that create an amazing work family.
Herb Brooks: Winning With People, Not With Talent Alone
A wildly successful collegiate and professional hockey coach, Herb Brooks was best known for his coaching of the Miracle on Ice, the 1980 gold-medal-winning U.S. Olympic hockey team. He handpicked the team that consisted of young amateur players who would go on to beat a dominating professional Russian hockey team. Herb’s secret? Putting together a diverse team of players — not the most talented players, but the right players who had the potential to do the impossible.
This style of leadership means knowing exactly what you need to create a successful roster. It’s less about the talent of individuals and more about finding the exact “puzzle pieces” that complete the team. As Herb Brooks (played by Kurt Russell) says in the movie Miracle, “I’m not looking for the best players. I’m looking for the right ones.” A great aspirational goal for all agency leaders!
Tom Landry: Leadership Through Quiet Confidence And Control
Another legendary NFL football coach, Tom Landry was the first team coach of the Dallas Cowboys and was known for his quiet leadership style, which is why he was loved and looked up to by so many in the league. Players knew him as a calm, stoic leader, but an innovative problem solver, fedora hat and all. He led the Cowboys to 20 consecutive winning seasons and two Super Bowl titles.
As agency leaders, it is our job to be the face of our company at important client meetings, industry events, mentoring opportunities or being quoted in the news. We do have to be “on” so much of the time, but I think we can all take a page from Coach Landry and remember that the quiet leader can be just as effective in an agency’s success. This leader listens to what is going on in the agency, maintaining decorum and control in a way that helps the team focus on successful execution in any project.
Behind every great team stands a leader who is not afraid to push the group to the limits of what they know they can do. Great leaders, however, know that leadership is a privilege that allows them to bring out the best in people to create something truly magical that can change “the game” forever.
