Lessons From a Lifer at ESPN PR…..

By Joe Favorito (@JoeFav)

When we were lucky enough to be asked to update our text “Sports Publicity” in 2013, we called on several of those in the media industry who have been around the evolving world of communications for a while, and asked them what they have seen in terms of changes and how they have been able to adapt to the changing world and remain successful.

The sampling of sports communications execs ranged from those at media companies like NBC and Sports Illustrated to agencies like Taylor and leagues like the NBA.

However one of the stories that struck is the most was the narrative told by ESPN, and its longtime communications head Chris LaPlaca (@ESPN_Chris). LaPlaca, one of a handful of original employees at “The Worldwide Leader,” has always looked to find ways to learn, and encourages his staff to do the same. By doing so, ESPN has taken a unique and aggressive approach to communications, teaching everyone on the staff to be “360 degree communicators;” using every medium possible to make sure that the story behind the ESPN story is being told. The staff learns how to use video, audio and every form of digital device to capture the unique goings-on behind the scenes, and make it into a communications experience in addition to what major story is being covered.

We were able to more clearly document the practice in 2013 with a blog post so today we caught up with LaPlaca to ask him more about his thoughts on the industry today, where it’s going, and what he is most proud of with all the time he has logged in Bristol (his bio follows the story).

What is the biggest challenge you see in the communications business today, and how is it best overcome?
Information flow these days begins at warp speed and accelerates from there, often bringing a lack of context and at worst, complete misinformation along for the ride. All you can do is be savvy about which issues are worth the time spent and then use all the tools you have at your disposal to insert your point of view.

Who is the person you learned the most from in your career and why?
I learned work ethic and integrity from my dad, how to communicate in writing from a variety of professors at St. Bonaventure University, how to be a member of a team from my high school football and basketball coaches, how to hustle from Joe Goldstein, and the intricacies of corporate communications from Tom McElroy, Hank Rieger and especially Rosa Gatti, who took a shot on me right out of college and then again, nine months later, when we both joined ESPN within its first year. I am still learning today from tons of people who have no idea I am stealing from them.

What are you most proud of from a work perspective?
I’m proud to be among a dwindling group of ESPN folks working here who joined the company in its first year…clearly, I was just a kid then! None of us spend much time looking back when the present is so fun and challenging and the future is bright…but when we do, we quietly express pride and gratitude for having started from scratch and contributed to what we’ve built, brick by brick, over 35 years. The reason we’re still here isn’t because we signed a lifetime contract: it’s because we learned how to adapt, evolve, get in front and work like challengers to stay there.

Who do you learn the most from today?
The way this industry is evolving, I learn something new every day. And it can come from anywhere if you are open to it.

What has been your biggest disappointment?
I don’t spend much time on “woulda, coulda, shoulda.” It’s over, I can’t change it and I’ve already deposited whatever I’ve processed from any disappointments. I much prefer to channel whatever emotional energy I have into the present and future. If pressed, I would likely say Game 6 of the ’86 World Series…..but the Red Sox have won three Series since so I’ve let that go.

Who were a few of the people you enjoyed working with the most and why?
It’s really difficult to condense 35 jam-packed, fun years to answer that question. I love my current team, for example, some of whom were kids when I got to Bristol and some of whom weren’t even born. That’s simultaneously scary and wonderful. If pressed, I would say those of us who were here in the very early days will always have a special bond. When we run into one another – those still here or those who have retired – there’s an unspoken but palpable and very special connection.

What is your biggest concern with the business of media and entertainment?
Speed’s impact on veracity and context from a journalistic perspective. From a business perspective, I’m confident about ESPN’s future in a rapidly changing environment. We used to be the toy department…..now, live sports is arguably the most powerful entertainment genre in this country.

What’s the most positive change you have seen recently in business?
I have three: Mobility in consuming content. The ability to personalize. Sports as a preeminent genre. There has never been a better time to be a sports fan.

What’s the thing that makes you stay focused and positive in your life?
I’ve been blessed with a “glass half-full” outlook no matter my circumstance. Sometimes I have to spend a lot of energy to get to half-full, but it’s always worth it. That said, my wife and I have two little girls at home, ages 6.5 and 8, and to be able to see the world through their eyes at this stage of my life is a wonderful gift. They make me laugh every day.

Chris LaPlaca was named ESPN, Inc.’s senior vice president, corporate communications in June 2008. He is responsible for the Company’s worldwide internal, public and media relations strategies, including oversight of consumer, corporate and employee communications for ESPN’s 50 business units. He also oversees the company’s day-to-day working relationship with The Walt Disney Company’s corporate communications and investor relations groups.

LaPlaca, a 34-year veteran of ESPN, had been senior vice president, communications (2006-08), overseeing public and media relations. Prior to that he was senior vice president, consumer communications (2003-06), overseeing consumer media and public relations efforts for domestic services ESPN, ESPN2, ESPNEWS, ESPN Classic, ESPN and ESPN2 HD, ESPN.com, ESPN The Magazine, ESPN Radio, Mobile ESPN, and several other brand extensions. He is based in ESPN’s Bristol, Conn. headquarters.

Prior to joining ESPN, LaPlaca worked for one year (1979 80) as assistant sports information director at Brown University.
LaPlaca received a bachelor of arts degree in journalism/mass communication from St. Bonaventure University in 1979, and remains active in support of the University’s Russell J. Jandoli School of Journalism and Mass Communication.

ESPN’s Communications team has earned many accolades over the years, including PR Week’s “Team of the Year” for large corporations in 2005, and CableFAX Magazine’s “Team of the Year” for 2012.

LaPlaca was honored by his alma mater in 1995 with the Jandoli School’s Alumnus of the Year Award, given to a graduate who exemplifies the highest professional standards and for service to the journalism program at St. Bonaventure. In April 2003, LaPlaca became the seventh alum in the program’s 54-year history to be inducted onto the J/MC school’s “wall of fame,” which includes five Pulitzer Prize winners.

LaPlaca is active within the industry and the community. He is a member of the NCTA’s Public Affairs Committee, and co-chaired the Association for Cable Communicators’ annual conference in 2013. In 2010, he was a keynote speaker at the PR News annual Media Relations Forum, and presented at the Conference for Corporate Communication at Notre Dame in 2013.

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