The Real Athlete Blog | Access Athletes®

Expert Contributor: Wesley Mallette

Biography

Wesley Mallette is a seasoned sports and entertainment marketing communications executive specializing in the areas of reputation and crisis management, media training, media relations, sponsorship management, and business development. Throughout the course of his 20-year career, the veteran public relations strategist has translated his passion for his chosen profession into proven results for his clients, successfully guiding them through challenging and often times career-threatening situations.

Mallette's achievements in his profession are numerous. In 2005, he played an integral role in the development and execution of a communications strategy for the National Basketball Players Association’s (NBPA) collective bargaining agreement renegotiation, effectively helping avert an NBA season-ending lock out. He has developed and executed multiple high-profile public relations campaigns for several of USA Swimming's premier athletes (including 2008 Gold Medalist Cullen Jones), provided spokesperson training for more than 20 Olympians serving as athlete ambassadors for Chicago 2016’s bid to win the 2016 Summer Olympic Games, and engineered the strategic approach for 2004 Olympic Gold Medalist and world-class cyclist Tyler Hamilton’s controversial retirement from the sport in 2009. Mallette has also assisted with the broadcast training of Olympic Gold Medalist and USA Track & Field icon, Jackie Joyner-Kersee, and has media trained NCAA athletes and NBA, WNBA, NFL, and professional cycling teams and players.

Along with his work in professional, collegiate and Olympic sports, Mallette has developed top-notch marketing communications programs for some of the nation’s highest profile companies. Before launching his own practice in 2005, he spent 15 years on the corporate and agency side, serving as Vice President of Corporate Communications for MTV Networks, Director of Communications for Black Entertainment Television, Inc., and Senior Manager Media Relations for the Limited Brands’ Victoria’s Secret and Bath & Body Works. In addition, Mallette helped build and direct the event marketing and PR department for Carol H. Williams Advertising. Early in his career he worked for Ketchum Communications and credits his tenure with the Children Defense Fund (the nation’s most respected child advocacy organization) for his experience in public policy and coalition building.

Mallette holds a BA in Communications from James Madison University and an MA in Journalism from the University of Maryland. The former two-sport Division I athlete (football and track and field) now resides in the San Francisco Bay Area where he runs his own sports and entertainment marketing communications firm and serves on the Public Relations Society of America's (PRSA) Work, Life and Gender Committee. Always an active member in the community, Mallette spends time with his family as well as coaching youth and high school football, baseball and basketball.

You can find him on Twitter @WesleyMallette and gain more insight on his skilled approach to and perspective on crisis and reputation management issues. Mallette can be reached at wesleymallette@gmail.com or 310-562-2821.

Most Recent Articles

March Madness: What All Student-Athletes Should Take Away From The NCAA Tournament

by Wesley Mallette 03-22-2013 09:23 PM Athlete Career Development | Amateurism | Special Event

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Earlier this week, the collegiate sports world learned which of its member institutions were officially selected to play in the NCAA Men’s and Women’s College Basketball Championship Tournaments (respectively). And every sports enthusiast that exists inside the universe that is modern day college sports, soon found that anything outside of the realm of college basketball was about to be overshadowed by the annual three-week eclipse that is better known as March Madness.

March is the time of year when sports pundits launch their on-air courses in “Bracketology” on the networks, radio stations and online outlets, providing them with the platform to pontificate on their predictions. It is also the time of year when office productivity slows to halt with the onset of this unofficial sports holiday. This week, fans toiled over their brackets, entered office pools, and engaged in consistent trash talking (at least until the bracket busting began courtesy of the Harvard Crimson knocking off a highly-touted New Mexico team and Florida Gulf Coast becoming only the seventh #15 seed ever to beat a #2 seed by knocking out Georgetown).

Following the completion of the “First Four” games, 128 teams combined in the Men’s and Women’s Tournaments began their quest to secure college basketball’s most coveted crown. As they embark upon their once-in-a-lifetime journey, perhaps the most valuable learning experience all high school and college student-athletes should take away from watching (or participating in) this process, are the many things March Madness brings to the table that can be applied to their lives both inside and outside the field of competition.

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How Sports Inspires: Colts’ Coach Chuck Pagano on “Living in a Vision and Not Living in Circumstances”

by Wesley Mallette 11-11-2012 03:54 PM Motivation | Guest Contributors

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This is a guest article from Danyelle Sargent, who is an anchor at the NFL Network.

Inspiration.

It is a word that holds incredible meaning and has the ability to motivate and inspire ordinary people to do extraordinary things.

By now we are all aware of Indianapolis Colts’ Head Coach Chuck Pagano’s battle with leukemia. As the Colts prepared to take on the Miami Dolphins at Lucas Oil Stadium on Sunday, November 4, 2012, Coach Pagano visited his team for the first time since having to leave the team in early October, and as he started to undergo his second round of treatment for leukemia, Pagano spoke to and inspired his team.

His words and presence were powerful. The result? First-year quarterback, Andrew Luck, threw for an NFL rookie-record 433 yards and helped lead his team to victory. The players’ comments were equally impressive. Veteran wide receiver Reggie Wayne said, “As a team, we know that probably his best medicine is for us to continue to win.” And defensive stalwart, Dwight Freeney, simply stated, “Forget the game, it was just good to see him on his feet.”

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An Olympian's Perspective: Team USA Cyclist Lauren Tamayo's Ride to the London 2012 Olympics

by Wesley Mallette 08-02-2012 09:48 PM Athlete Interviews

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LONDON – Lauren Tamayo is focused. Don't let her smile and pleasant demeanor off the bike fool you. An accomplished and highly decorated professional road cyclist racing for Exergy Twenty12, this ferociously competitive 28 year-old is ready to make her 2012 Olympics debut in London in the women's 3-kilometer team pursuit alongside teammates Sarah Hammer (world champion), Jennie Reed and Dotsie Bausch. Along with Hammer and Bausch, Tamayo was part of the women's team that set the world record in 2010 at the Pan Am Championships in Aguascalientes, Mexico, with a time of 3:19.569.

Tamayo hails from a family that’s been in and around professional cycling for years. Born in Bethlehem, Pennsylvania, she now resides in Asheville, North Carolina, with her husband, Mike Tamayo, who is also the General Manager/Team Director for the UnitedHealthcare Professional Cycling Team. Lauren grew up just outside of Trexlertown, Pennsylvania, a rural town that’s known as the “go to” place for track racing on the eastern seaboard, where her father encouraged (his then) 11 year-old daughter to explore track cycling. It was not love at first sight, but after a few sessions it seemed like a natural fit. In 1999, Lauren won the junior national title and her career took off. She also began road cycling, and the versatile rider has since earned accolades on both the road and the track. Lauren's younger brother Chris Franges, is a also a member of this "family that races together, stays together," and works with Team UnitedHealthcare as a mechanic.

Family, training and focus have helped Tamayo reach Olympian and world-class levels. Now, after two months of intense training with her teammates in Majorca, Spain, prior to the London Summer Games, Lauren has settled into her daily routine in the Olympic Village. And as the team prepares to take center stage in the Olympic Velodrome this weekend, "La Diabla" (a nickname she earned from her ferocity on the track and its juxtaposition to her low-key, laid back attitude off the bike) spent time reflecting on her journey to the Olympics, the Olympic experience, and her team's preparation leading into the Women's Team Pursuit event.

Here's what she had to say:

Wesley Mallette: Few people will ever experience the dream you are living right now. To put it in perspective, there are 314 million Americans and 537 U.S. Olympic athletes. And out of seven billion people in the world, 10,960 athletes are competing in the Olympics. What has your Olympic experience been like thus far?

Lauren Tamayo: Arriving at the Olympic Village and at the USA House where all the U.S. athletes are staying was kind of surreal. When we first got here, we weren't really able to absorb everything that was going on. We arrived the day of the opening ceremonies and most of the athletes who were competing were settled into their daily routine. It took a couple of days for the enormity of the experience to sink in and realize what was going on and how big this is. Now it's become somewhat normal and we are ready to go. We haven't lost our focus.

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Teams and Breakout Stars: Finding Your Jeremy Lin

by Wesley Mallette 02-12-2012 11:53 PM Motivation | Leadership | Athlete Career Development | Public Relations

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Ahh, how we love the splendid tale of the breakout star and oh how the world of sports never fails to deliver that "from nowhere to somewhere" story.

We are now just a week removed from the New York Football Giants Super Bowl XLVI win over the New England Patriots and the GMEN's incredible run (reminiscent of their 2007 Championship run) through the NFL playoffs. Just a few months ago, the St. Louis Cardinals made that same improbable run in baseball, winning when it counted and backing into the playoffs on the final day of the season, only to continue their white hot streak throughout the playoffs and end up with a World Series title. And just two years ago, we saw now Carolina Panthers' quarterback Cam Newton and his then Auburn Tigers do the same thing in college football.

What do these teams have in common? They were "All In." Literally.

If you listen to the pundits (which I don't), you would have counted both of these teams out. "Never had a chance. No way. Look at them on paper. They'll never do it." Sure about that?

As ESPN's Chris Berman puts it, "THAT'S why they play the game."

Championships are not won on paper. They are not handed out. A team has to earn them. And top-flight draft picks and big money signings do not guarantee wins. At every level championships are won by players who have the ability to come together as a unit, and the best team—and that doesn't always mean the team with the best athletes.

Let's take the past year in sports.

We saw the emergence of "overnight sensations" David Freese of the St. Louis Cardinals, Victor Cruz of the New York Giants, the Denver Broncos' Tim Tebow, and now the sports world finds itself captivated by the seemingly "shot out of a cannon" success of former Harvard standout and now New York Knicks' sensation, Jeremy Lin. (Granted, Tebow had a decorated career at the University of Florida with Heisman Trophy and a National Championship among his many accolades, but he continues to overcome the doubters and skeptics who said he "isn't, can't be, won't be" successful as an NFL quarterback). Cam Newton? Well he just shut all of his doubters up, didn't he?

Athletes like this contribute greatly to the philosophical mindset that the unit, the team, the men or women in the locker room—is stronger than the individual athlete—and together the team can accomplish great things.

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Reputation Management: Lessons from the St. Louis Cardinals on Collapse and Comeback

by Wesley Mallette 10-31-2011 12:35 AM Image Branding | Crisis Management | Public Relations

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The sixth game of the 2011 World Series between the St. Louis Cardinals and the Texas Rangers will go down in history as perhaps the single greatest World Series game ever played. By now, we are all aware of the Rangers' late (and extra inning) collapse and the Cardinals' unbelievable and incredible comeback. Twice the Cardinals were one strike away from elimination and the end of what was a miraculous run to and through the playoffs. Twice the Rangers were one strike away from greatness and their place in baseball history with their first World Series title. And one man named David Freese, a local St. Louis area guy, found himself on center stage and in a place where he would either be remembered as the final out or the one who enabled his team to fight another day.

We all know the outcome. Freese delivered and thrust himself into the history books with a game tying triple in the bottom of the 9th inning and then hitting the game winning homerun in the bottom of the 11th inning. His role in the Cardinals' comeback was pivotal in what would result in the Rangers' collapse and it was all in lockstep with his team's never give up, never quit attitude. Despite the obstacles in front of them or the adversity they faced, they never gave up.

It's a lesson for all of us, that no matter what happens to you, you cannot quit. No matter how dire the circumstances, you cannot give up. Even if you lose or come up short, it is not the end. You have to fight on.

Especially when it comes to building, managing, rebuilding or repairing one's reputation.

Athletes and public figures (everyone for that matter) should take a similar approach when it comes to managing their reputations. Too often, the carelessness of self-inflicted wounds caused by careless comments or stupid actions, quickly lead to the demise or sullying of one's reputation. The results can be devastating as millions in endorsements, sponsorships and contract renewals are at risk for loss, as well as one's future in their chosen sport or high profile profession. Sadly, many of these career-changing moments occur or are influenced by an athlete's actions off the field—actions that are easily controlled.

So when it hits the fan, what do you do? How do you get through reputation damaging situations? The road to reputation redemption is not easy, but getting through the recovery process can be done if managed properly and a well thought out strategy is in place. For starters, you should:

1.         Always Be Prepared. Understand the importance of your reputation and protect it by having a good team of strategic advisors in place (i.e., PR, agent, lawyer, etc.) to help build your brand strategy well in advance and stay aligned with that strategy as you move through your career.

2.         Build your "bank of goodwill" from the outset. This will help you as you build your name both on and off the field.

3.         Understand the importance of your words and actions. Be consistent in how you govern yourself in all situations. Always think before you speak and act, and understand that your actions and words are subject to interpretation (especially in a digital universe) and may not be received the way they were intended. In other words, don't say things to "get them off your chest" in the media and don't allow Twitter to be a 140-character shotgun blast to the head of your reputation.

4.         If you do mess up, realize that it's not the end of the world (although depending on the circumstances, the damage may be significant). Understand that the process of reputation recovery and getting on the road to reputation redemption will take time.

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An Open Letter to NFL Draftees by Wesley Mallette

by Wesley Mallette 04-25-2011 05:16 PM Image Branding | Human Relations | Crisis Management | Coaching | Athlete Services | Athlete Representation | Trusted Athlete Educator | Public Relations

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For the past two years, I have penned an Open Letter to NFL Draftees that has been well received. So, with the 2011 NFL Draft just days away, I believe it is once again time to remind our next generation of gridiron superstars what’s most important to focus on as they await that phone call from the front office of the team asking them how they feel about being a (insert name of NFL franchise here).

Gentlemen,

Well, it’s almost here. The big weekend. To date, perhaps the biggest one in the twenty-something years you’ve been on this planet. This will be a life-changing weekend for you and your families. It’s here and it’s the NFL Draft. And you are on the big board, son.

You are going to hear a lot of things from a lot of people over the course of the next few days. Many from people you don’t know. Then, sometime between Thursday and Saturday you may hear your name called. You may not. You may go in the early rounds. You may not go at all.

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The NCAA Championship and the National Spotlight

by Wesley Mallette 04-04-2011 02:06 PM Image Branding | Crisis Management | Social Media | Public Relations

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Well, here we are again. On the eve of college basketball’s 2011 NCAA National Championship game, we find ourselves reflecting on yet another fantastic tournament and all it has brought the college basketball universe.

Although March is officially over and we are a few days into April, the madness doesn’t officially end until later tonight for the men and tomorrow for the women. The teams, players, coaches and fans involved in both tournaments have shown us once again why we love March Madness and why this type of tournament is arguably the best in all of sports. For starters, a true champion is crowned - one that actually has to beat its opposition in head-to-head competition, not just run the table and hope a computer ranking system, strength of schedule, conference they play in, and potential number of alumni traveling to their bowl game (among other things) will determine its fate and its ability to have the opportunity to play for a national championship.

Moreover, this tournament has enabled us to enjoy watching "mid-major" schools and coaches like Shaka Smart (VCU) and Brad Stevens (Butler) design game plans that have frustrated basketball's best coaching minds. We just watched Women's coaches Muffet McGraw (Notre Dame) and Gary Blair (Texas A&M) upset dominant UConn and Stanford teams, respectively. We have witnessed young men and women play a brand of basketball that is nothing short of fearless and every bit the result of their desire to make their dream of being a champion a reality. It's time to discard the notion these so called "mid-majors" are pulling off these "shock the world" upsets when they knock off the perennial powerhouses that are expected to waltz into the big dance. Mid-majors can compete - and beat - the best their sport has to offer. They aren't just beating the "little sisters of the poor" (to quote a certain big-time athletic director who mocked TCU and Boise State during the 2010 college football season and ironically, his head football coach has recently been suspended for rules infractions).

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Randy Moss Proves You Can Go Home Again

by Wesley Mallette 10-11-2010 05:39 PM Public Relations | Athlete Relocation | Image Branding

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Contrary to what many fans believe, professional sports is not just about “the game.” It is a multi-billion dollar business where athletes are high-priced commodities who can be traded and released all in the name of what’s best for the bottom-line. And for many of today’s celebrated athletes, salary demands, winning, losing and their performance both on and off the field are key factors in their ability to remain part of the teams that have selected them to be part of their organizations.

There are no guarantees and getting released or traded is all part of the business. But what happens when you’re traded back to the team where it all started? A team where you achieved some level of success or lack thereof? Can you really go home again?

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Athletes in Trouble: PRepare for Crisis Before it Happens

by Wesley Mallette 09-26-2010 05:07 PM Public Relations | Image Branding | Crisis Management

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Once again, the sports headlines of the past week have been filled with high profile athletes finding themselves embroiled in controversy.

New York Jets' wide receiver, Braylon Edwards, was arrested earlier this week for driving while intoxicated. Following a semi-tumultuous exit from his former team, the Cleveland Browns, Edwards reportedly got into a physical altercation with a member of former Cleveland Cavalier LeBron James' entourage.

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Professional Athletes and the Media: What Randy Moss Did Right and Where He Can Improve

by Wesley Mallette 09-26-2010 12:17 PM Public Relations | Crisis Management

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Throughout the years, we have witnessed numerous high profile athletes, coaches and spokespersons inevitably stick their foot in “it” by making the decision to “tell it like it is,” “speak their mind,” or “get it off their chest,” in front of the media.

Given one of the cornerstones of our business is media training, we obviously do not advise our clients to just “let it rip” while the cameras are rolling. And as we mentioned in Melinda Travis’ post on the subject (Media Training Defined – What It Is and What It Isn’t), comprehensive media training is far more than learning just the do’s and don’ts of the interview process. It is understanding the role the athlete/coach/spokesperson plays in the process and their ability to influence how their brand is perceived. One of the important ways to influence that perception is to effectively manage the message.

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Reputation Management in the Digital Age: What Will You Be Remembered For?

by Wesley Mallette 09-12-2010 09:51 PM Public Relations | Image Branding | Crisis Management

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The digital age clearly provides tremendous opportunity for growth on all levels. But, it also has created a certain “reality TV meets the Internet” type of world, and those in the spotlight should be aware of the long-term effects. For athletes, it will most certainly impact their legacy and ultimately, how we will remember them.

Eileen Wisnewski, a fellow contributor at Access Athletes, makes several great points in her article “Image Strategy for Celebrity Athletes – What About YOUR Image?” She poses the question to college students and recent grads and asks if they have thought about how they are presenting themselves in the public space. Eileen’s piece, combined with the recent passing last month of the late Giants’ baseball great, Bobby Thompson, gave me reason to pause and think about how today’s athletes will be remembered.

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12 Reasons Why Athletes Should Partner with a Strategic PR Team

by Wesley Mallette 08-10-2010 11:58 PM Public Relations | Marketing | Image Branding | Crisis Management | Trusted Athlete Educator

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The start of the 2010 college and professional football season finds us at the intersection of social media, reality TV and sport. Rarely have we seen so many professional and collegiate football players front and center in the media – and not just as the subject of the interview or feature. Given society’s obsession with all of the above, this should not surprise anyone.

Former and current players are trading in their cleats for their dancing shoes and showcasing their talents on ABC’s ever-popular “Dancing with the Stars.” All-Pros Jason Taylor, Warren Sapp and Chad Ochocinco, as well as Hall of Famers, Emmitt Smith, Jerry Rice and Lawrence Taylor, have not only done well on the show, they have boosted their public profile and in most cases, increased their endorsement and business opportunities.

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Reputation Rehab: Jeremiah Masoli's Road to Redemption Runs Through Mississippi

by Wesley Mallette 08-04-2010 12:53 AM Public Relations | Image Branding | Crisis Management

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Reputation Management, Rehab and Redemption

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Wrong Place, Wrong Time? Not an Option for Second-Chance Athletes

by Wesley Mallette 07-04-2010 05:50 PM Public Relations | Human Relations | Crisis Management

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Mistakes will happen, but as a high-profile, second-chance athlete, you will only get so many opportunities.

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The Power of Perception: 5 Reasons Why Athletes Should Care

by Wesley Mallette 06-21-2010 11:47 PM Public Relations | Image Branding | Crisis Management

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Perception is everything

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The Power of an Apology: First Step on the Road to Reputation Repair

by Wesley Mallette 06-02-2010 12:32 AM Crisis Management | Image Branding | Public Relations

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4762 Views

"I'm Sorry" are two simple words, but when used sincerely, they are two words that can change the outcome of a situation gone awry for the better.

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Bad Behavior in Sports, Part II

by Wesley Mallette 05-17-2010 02:03 AM Public Relations | Crisis Management

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6 Key Tips to “Reputation Repair”

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Bad Behavior in Sports. Is it Worth It?

by Wesley Mallette 05-01-2010 08:11 PM Public Relations | Image Branding | Trusted Athlete Educator

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Five Reasons Why Negative Emotions Can’t Control Your Reaction

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Reputation Rehab and The Digital Age: 8 Steps To Reputation Recovery

by Wesley Mallette 04-26-2010 06:03 PM Public Relations | Crisis Management | Trusted Athlete Educator

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1580 Views

Redefining “Watch What You Say and Do” and The Consequences of Your Actions

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Dear Tiger: Regarding Your PR Strategy? It Stinks. #FAIL.

by Wesley Mallette 03-28-2010 12:36 AM Public Relations | Image Branding | Crisis Management

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Tiger's PR Strategy Continues to Disappoint. It's Horrible. And He Paid for This?!?

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The Olympic Spirit and the True Meaning of Sport

by Wesley Mallette 03-07-2010 10:31 PM Athlete Services | Image Branding | Public Relations | Special Event

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The story of athletes overcoming the improbable to achieve the seemingly impossible is one that never gets old. And one of the reasons companies pay big bucks for them to pitch their products and speak to their employees.

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Reputation Rehab: The Tiger Woods Mea Culpa - How Effective Was It?

by Wesley Mallette 02-19-2010 11:01 PM Crisis Management | Public Relations

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1510 Views

We heard what we expected to hear. Yes, we are more or less "Tiger'ed Out," but here is how I think he did today.

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Tiger Woods - Prelude to Recovery or Further Disaster?

by Wesley Mallette 02-18-2010 11:57 PM Public Relations | Crisis Management

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His fall from grace is well documented. His battle with the media is ongoing. Now, the road to recovery begins. Tiger Woods, welcome to "Reputation Rehab."

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SPORTS, LIFE AND BUSINESS: And Why the New Orleans Saints Matter

by Wesley Mallette 02-04-2010 11:36 PM Human Relations | Philanthropy

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The lessons learned through sport give us perspective and teach us how to handle adversity.

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How to Properly Handle Crisis in Sports? Hint - When You "Spin" You Don't Win

by Wesley Mallette 01-21-2010 01:41 AM Public Relations | Image Branding | Crisis Management | Trusted Athlete Educator

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Crisis in Sports - What to Do When You Find Yourself in Trouble

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Reputation Rehab: Gilbert Arenas, Mike Leach, and Charlie Sheen “Hey, What Did I Do Wrong?”

by Wesley Mallette 01-09-2010 12:46 PM Public Relations | Image Branding | Crisis Management | Trusted Athlete Educator

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1818 Views

Seven steps toward Reputation Rehab.

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Reputation Rehab: Five Tips for a Tiger

by Wesley Mallette 12-02-2009 04:53 PM Public Relations | Image Branding | Crisis Management

5 Comments
3156 Views

What Team Tiger Should Have Done and Should Be Doing Right Now - and Why

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Understanding Social and Traditional Media – LJ, OchoCinco, and Bob Griese

by Wesley Mallette 11-02-2009 03:30 PM Social Media | Image Branding | Human Relations | Crisis Management

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Why Traditional and Social Media Training in Sports is Crucial – Larry Johnson, OchoCinco and Bob Griese – What Went Wrong and What Went Right

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Raiders' Seymour Guarantees Playoff Appearance - AND I LOVE IT!

by Wesley Mallette 11-01-2009 09:33 PM Sports Psychology

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1468 Views

Why Richard Seymour's Leadership and Positive Attitude Are Critical to ANY team's Success.

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A Rush to Judgment?

by Wesley Mallette 10-18-2009 03:16 PM Public Relations

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1415 Views

Rush Limbaugh and The Far Reaching Impact of Miscalculated Reputation Management and the Potential Fallout

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Reputation Rehab: Is Michael Vick Redeemable?

by Wesley Mallette 08-26-2009 12:36 AM Public Relations | Trusted Athlete Educator

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1649 Views

Seven Key Tips for Number 7's PR Road to Recovery

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The Re-Branding of Michael Vick: Picking Up the Pieces and Moving Forward

by Wesley Mallette 07-27-2009 06:21 PM Public Relations | Image Branding | Crisis Management | Athlete Career Development

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Wesley Mallette takes a look at the Michael Vick Situation from a Public Relations Perspective.

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Handling Crisis in the Sports World - Perspective from a Game Changing PR Pro

by Wesley Mallette 07-23-2009 12:27 AM Public Relations | Image Branding | Crisis Management | Athlete Career Development | Trusted Athlete Educator

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When athletes find themselves in trouble, what are the determining factors surrounding how well they will fare in that moment of crisis? Who are the people they turn to and who SHOULD they turn to to guide them through it?

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