Sports communications lessons from Jerry Maguire
Sports agents are facing challenges after a new FIFA exam was established to weed out the rogues with some reports suggesting that many of them will fail the new examinations.
I've worked with, and got to know, many agents over the course of my working life - with a hat tip to Calacus friends Rachel Anderson and Nick Robinson who we hold in high esteem.
Here are some key outtakes from one of my all time favourite sports agent-focused movies - Jerry Maguire.
Be ethical - As some of you will know, the story hinges on Jerry's decision to write a mission statement that promotes honest and genuine relationships with clients, rather than just chasing money. He is given a wake-up call by the son of an injured player who doesn't want to see his Dad get hurt anymore. By the end of the film, Jerry's compassionate approach wins and other agents try to emulate him.
Outtake: While a key role in sports management is commercial partnerships, businesses which focus on profits over people tend to struggle.
Be honest - Having struck out on his own to pursue a more genuine approach as an agent, Jerry risks losing his only client, Rod Tidwell, by holding true to his values. This consistency ultimately wins Rod's trust and credibility by the end.
Outtake: Telling clients the truth, if it is in their best interest, may impact the relationship negatively in the short term but it will only lead to a stronger relationship - and better results for the client - long term.
Be patient - When Jerry is fired from his agency, he ends up losing all but two of his clients (with his star boy betraying him and leaving on the night of the NFL draft). He maintains his external persona of positivity but shows signs of struggle when things do not go according to plan. Despite feeling the pressure, he sticks to his values and eventually things take a turn for the better.
Outtake: Good ideas and indeed good work take time to come to fruition.
Listen - Despite his epiphany, Jerry takes time to understand the importance of living his values, which includes actively listening to clients and what they need.
Outtake: Effective communication involves actively listening to others and understanding their perspectives rather than just shoe-horning our own bias and agenda. Communication should always be a two-way street.
Be human - Rod struggles because he is defensive and wary of others. It's only when he lets his guard down and starts to show his true self that he captures the imagination of his fans and wider NFL audience, ultimately securing the contract he has yearned for.
Outtake - In this dog eat dog word sometimes we forget to be authentic, but our authenticity is what sets us apart from the crowd.
Make an impact - Jerry knows how to turn on the charm, and that's one of his strengths. He also knows how to grab the attention of his wife, Dorothy, despite facing a room of critical divorcees.
Outtake - Learning how to stand out and make your point, in today's world of short attention spans, is more important than ever.