Pr Swim Team
PR ACADEMIC ESSAY
Australian Olympic Swim Team
Joseph Cosgrove – 00023060T – Word Count 1,502
PR ACADEMIC ESSAY
After reading this essay the reader should be able to distinguish the relevant public relations tactics used to manage the Australian Olympic Swim Team with their corporate image and reputation online via social media. The recent London Olympic games displayed a poor standard of how the Australian Swim Team performs when pushed under pressure. A key point here is an example of the relay team being caught the night before their event under the influence of the prescribed drug ‘Stilnox’, while ‘prank calling’ other members of the Olympic team. The media has sabotaged the Australian Swim Team image with reports such as ‘"There were enough culturally toxic incidents across enough team members that breached agreements (such as getting drunk, misuse of prescription drugs, breeching curfews, deceit, bullying) to warrant a strong, collective leadership response that included coaches, staff and the swimmers. No such collective action was taken" (Lane & Spits, 2013). The aim here will then be to use public relation tactics to reverse the damage that has been illustrated by the various forms of media.
The current image of the Australian Olympic Swim Team internationally is negative and has been labeled by various media channels as ‘Toxic’. Australian swimming officials have vowed to "win back the admiration of a nation" following the release of a damning report that blamed a "toxic" team environment at London 2012 which led to the country 's worst Olympic pool performance in 20 years (Morley, 2013). Reports described by swimmers of the games as the “Lonely Olympics” and the “Individual Olympics” (Global Post, 2013). A shocking performance by Swim Australia has left Australia with a bad name in relation to sport. Some athletes are still tainted by the whole situation and bullying allegations are still being seen in the media. The London Olympic golden
Australian Olympic Swim Team
Joseph Cosgrove – 00023060T – Word Count 1,502
PR ACADEMIC ESSAY
After reading this essay the reader should be able to distinguish the relevant public relations tactics used to manage the Australian Olympic Swim Team with their corporate image and reputation online via social media. The recent London Olympic games displayed a poor standard of how the Australian Swim Team performs when pushed under pressure. A key point here is an example of the relay team being caught the night before their event under the influence of the prescribed drug ‘Stilnox’, while ‘prank calling’ other members of the Olympic team. The media has sabotaged the Australian Swim Team image with reports such as ‘"There were enough culturally toxic incidents across enough team members that breached agreements (such as getting drunk, misuse of prescription drugs, breeching curfews, deceit, bullying) to warrant a strong, collective leadership response that included coaches, staff and the swimmers. No such collective action was taken" (Lane & Spits, 2013). The aim here will then be to use public relation tactics to reverse the damage that has been illustrated by the various forms of media.
The current image of the Australian Olympic Swim Team internationally is negative and has been labeled by various media channels as ‘Toxic’. Australian swimming officials have vowed to "win back the admiration of a nation" following the release of a damning report that blamed a "toxic" team environment at London 2012 which led to the country 's worst Olympic pool performance in 20 years (Morley, 2013). Reports described by swimmers of the games as the “Lonely Olympics” and the “Individual Olympics” (Global Post, 2013). A shocking performance by Swim Australia has left Australia with a bad name in relation to sport. Some athletes are still tainted by the whole situation and bullying allegations are still being seen in the media. The London Olympic golden
References: Lane, S., & Spits, S. (2013). Review slams ‘toxic’ culture in swimming. Retrieved April 1, 2013, from The Sydney Morning Herald website: http://www.smh.com.au/sport/swimming/review-slams-toxic-culture-in-swimming-20130219-2eoee.html Morley, G. (2013). Bullying, alcohol, drugs – Australian swim team was ‘toxic’. Retrieved April 21, 2013, from the CNN website: http://edition.cnn.com/2013/02/19/sport/australia-swimming-london-2012-olympics Global Post. (2013). Swimming: ‘Toxic’ Aussie culture at ‘lonely Olympics’. Retrieved April 21, 2013, from the Global Post website: http://www.globalpost.com/dispatch/news/afp/130218/swimming-toxic-aussie-culture-at-lonely-olympics-0 - Balym, T. (2013). No apology offered by swimmer Matt Targett to teammate Alicia Coutts after bullying incident last January. Retrieved April 21, 2013, from the Herald Sun website: http://www.heraldsun.com.au/sport/more-sport/members-of-the-4x100-mens-freestyle-relay-team-fined-for-bad-behaviour-at-the-london-olympics/story-e6frfglf-1226624366361 Balym, T. (2013). Swimmers Sky High. The Courier-Mail, Pg.106, April 19, 2013. Balym, T. (2013). Head coach Leigh Nugent turned blind eye as Australian swim team imploded at London Olympics. Retrieved April 1, 2013, from the Courier Mail website: http://www.couriermail.com.au/sport/all-sports/head-coach-leigh-nugent-turned-blind-eye-as-australian-swim-team-imploded-at-london-olympics/story-fnduczvk-1226583863646 Pearce, C (n.d.). Issues management = effective public relations. Retrieved April 21, 2013, from the PRIA website: http://www.pria.com.au/blog/id/1198 - Salvation Army. (2013). Volunteering Opportunites. Retrieved April 21, 2013, from the Salvation Army website: http://salvos.org.au/get-involved/volunteering/