When the New Orleans Saints traded Ricky Williams to my favorite team, the Miami Dolphins, people questioned Miami’s move. Critics argued Ricky did not meet expectations in New Orleans.
When Ricky later led the league in rushing yards and rushed for 200 yards in back to back games, I don’t recall people still questioning the trade’s wisdom.
When Ricky then abruptly retired before the beginning of a season, the Dolphins trade for him appeared as a bust.
When Ricky returned from retirement and played a significant role in the team’s Wildcat formation and return to the playoffs … well, I’m not sure what people thought anymore of the trade years earlier.
In sports, people want immediate analysis. Fans make immediate declarations about teams and their high-priced transactions. We often don’t get answers until years later. Didn’t experts consider San Francisco quarterback Alex Smith a big time bust until he brought the 49ers to within minutes of a Super Bowl?
I read Chick-fil-A cooked up a public relations disaster. Mayors told the company to flap its wings elsewhere. Then people lined up at Chick-fil-A on a day dedicated to show the company appreciation. Journalists reported long lines and restaurants running low on chicken. But before the day of positive PR ended, a friend of mine posted to social media that this was a story of bigotry. We heard about a Chick-fil-A “kiss in.” My friend and others began displaying images comparing some of those in line at the restaurant to those who once fought against racial integration. So who won the public relations war?
Experts shouldn’t be so eager to declare a victory one way or another. If the bottom-line is the barometer for success or failure, we may not know for a while how this controversy affects the company. Chick-fil-A may have picked up more loyal customers who never gave eating there a second thought. On the other hand, Chick-fil-A may show slimmer profits over time if more customers connect the company’s image to intolerance. And, in an option few experts put on the table during today’s hyper-opinionated TV cable talk shows, Chick-fil-A may experience a neutral outcome. The tug of war between the sides may ultimately lead to little impact. Of course, future events may lead the chicken restaurant across a different, unforeseen road.
In crisis communications, someone should immediately put a plan in place. But expecting immediate results can take time despite desires to quickly declare a winner. Like with sports, PR needs time to play out.