LAUSANNE, Switzerland, April 20,
2016 /PRNewswire/ -- Burson-Marsteller, a leading
global strategic communications and public relations firm, and TSE
Consulting, Burson-Marsteller's
newly acquired international sports consulting firm, have published
a white paper introducing their new Game Changer methodology for
reform of sports governing bodies. Titled "Implementing Good
Governance Principles in Sports Organisations," the white paper
also outlines how such reform can turn the current reputational
crisis across the industry into an opportunity for future
growth.
A qualitative survey conducted by Burson-Marsteller and TSE Consulting among a
selection of blue-chip sponsors and sports host cities reveals the
depth of the current crisis in the industry. Ninety-two (92)
percent of city decision-makers say that governance issues are a
major concern when deciding to bid for a sport event. Sixty (60)
percent of sponsors polled say that the current situation is
affecting whether they will partner with a sports federation.
In a speech today at the SportAccord Summit in Lausanne, Sir Martin
Sorrell, CEO of WPP, which owns Burson-Marsteller and TSE Consulting, told the global
gathering of international sports federations (IFs): "Sport has the
ability to heal divisions, transcend differences and inspire
generations. It is about belief, commitment and purpose, values
that sports organisations should be building their brands around
and promoting in society." Sorrell, who wrote the forward to the
white paper, added, "From the challenges facing sports governing
bodies spring tremendous opportunities to rebuild, enhance
reputations and adapt for the future."
Donald A. Baer, Worldwide Chair
and CEO of Burson-Marsteller, said
the new white paper provided IFs with a practical and powerful
model for reform. "Mere compliance, or simply updating the rules
and regulations, will not be enough to repair the damaged
reputations of IFs or for them to regain the trust of their key
stakeholders. To change perceptions and build new trust, IFs
must first clearly define their fundamental purpose in this new
era. Purpose must be the foundation of their reform strategy –
which, in turn, must be communicated widely to their
stakeholders."
Recognising the complexities facing sports governing bodies,
Burson-Marsteller and TSE
Consulting have developed the Game Changer model, a step-by-step
methodology which combines good governance criteria with a powerful
reform and communications strategy. Game Changer has two distinct
phases. The Realignment phase includes defining the organisation's
purpose, gathering relevant information and stakeholder opinions
via polling and then repositioning the organisation accordingly.
The organisation in question would then be in a position to
complete its governance and compliance overhaul. The second, or
Roll Out, phase includes developing the communications strategy to
support the governance changes, putting the plan into action and
measuring the ensuing results.
TSE Consulting Managing Director Lars
Haue-Pedersen said: "Our new model provides a valuable tool
for any sports organisation to implement real reform, but it also
offers sports bodies an exciting opportunity to turn what would
otherwise be just a painful obligation to reform into a platform
for future growth. We have made the model simple, quick and
practical to use, so that IFs can begin the process of real
governance reform immediately."
The new white paper is available here.
About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading
global strategic communications and public relations firm. It
provides clients with strategic thinking and program execution
across a full range of public relations, public affairs, reputation
and crisis management, advertising and digital strategies. The
firm's seamless worldwide network consists of 73 offices and 85
affiliate offices, together operating in 110 countries across six
continents. Burson-Marsteller is a
part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ:
WPPGY), the world's leader in communications services. For more
information, please visit www.burson-marsteller.com.
About TSE Consulting
TSE Consulting is a
Burson-Marsteller company. As an
international consulting firm specialised in sport, TSE helps its
clients (public sector bodies and sports organisations) in four
highly inter-related practice areas that are fundamental to driving
sport forward: events, performance, participation and facilities.
TSE has published two books: "The New Sports Organisation" and
"Developing a winning sports event strategy"; and is headquartered
in Lausanne, Switzerland, with regional offices in
Europe, North and South America. For more information, please
visit www.tseconsulting.com.
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SOURCE Burson-Marsteller