Participation is more important than winning Maurits!

Maurits Hendriks (55), 'chef the mission' of TeamNL at the Olympics, stated after the Games that he was not satisfied with the number of medals his team had obtained. This despite the fact that The Netherlands (so small it’s barely visible on the world map) earned a 11th place in the medal ranking. He could not possibly be satisfied with his own performance either, as he made several more PR blunders during the Olympics, with as absolute lows, the inadequate, or rather non-existent communication by sending away mutineer Yuri van Gelder and a plane full of 'losers'. But is Maurits Hendriks himself really to blame in this matter? I think not.

With the aim of ‘creating a perfect top sports climate' NOC*NSF, the heavily subsidized Dutch sports organization and also the employer of Hendriks, decided beforehand that there would be no substantive responses during the event. Because of this the organization, was totally surprised and incompetent to handle the unforeseen crisis situation, which was caused by an explosion of attention and critique on (social) media. The organization failed by not providing a correct image of what was going on from the start.

The spokespersons of Maurits Hendriks thought to get away with a simple explanation (after a long silence) for the media present in Rio, but have completely overlooked the power of social media. One way this could have been avoided is as NOC*NSF had focused on mediatization. Mediatization? Yes, mediatization.

Mediatization refers to processes in which media logic affects other social institutions, such as government agencies like NOC*NSF, by setting their own aims and rules. In this regard, media are no longer a passive channel of communication, but rather a powerful institution which forcing other actors to adapt to its content, format, and language. Olsson and Eriksson (2016) investigated whether this media logic also applies for social media. According to this empirical research public organizations can protect their organizational image- and reputation by being less formal and authoritarian and more transparent in providing their information through social media use. NOC*NSF was much better able to deal with the situations, if they had considered three factors through social media, instead of being quiet and to respond only when it was too late.

The logic of connectivity

NOC*NSF should be aware their communication is no longer just mass communication but is rather addressed towards people who are already interested. Therefore, they should engage with this group on social media.

The logic of popularity

By being more friendly in tone and building a strong image NOC*NSF can gain popularity, which is much needed getting wide distribution for messages, and support in situations like sending away Yuri van Gelder.

The logic of programmability

Social media platforms ultimately depend on users’ interactivity and participation. NOC*NSF should be very flexible and quick in responding on actuality to become less dependent of the opinion of traditional media.

In conclusion, I think it is important that NOC*NSF can better adapt to the current interactive media landscape. When Maurits Hendriks has a well-oiled PR machine that recognizes the power of social media, the silence can be replaced by a clear voice. Also in communication participation is more important than winning Maurits!

About the author:
Stefan (29) lives in Amsterdam, currently studying the Master Corporate Communication at the University of Amsterdam. Loves travelling, sports, techno, and is really enthusiastic about both internal and external communications of organizations.