PR Blunder: Floyd Mayweather Winning Anti-Pacquiao Campaign in U.S.
Albert Einstein: "A man should look for what is, and not for what he thinks should be."
Collectively, how much do all of Philippine boxer Manny Pacquiao's advisors earn? That is a crucial question. Because expenses need to be justified based on the value conveyed to the principal.
And a big part of that value involves recommending the right strategic direction, especially on matters of goodwill and "brand protection."
.jpg?w=256 "Colts Jaguars Football")
Manny Pacquiao is a national icon in the Philippines. There is a largely intangible aspect to that station. In the United States, however, his perception is that of a (popular) commodity —a marketplace machine. Tremendous difference.
Perception is Reality >
As all parents and the experienced know, the naive goes through the growing pains of life. Youngsters dream of what's possible—to see things as they ought to be. But in the ways of the real world, those that have not sharpened their eyes to how things are , get screwed by others. See reality. Not what you choose to see.
The overweight adult looks in the mirror and sees a skinny individual. Going forward, she remains overweight. In the jungle, the deer is hopping in the woods—enjoying herself. Soon, her neck is snapped and bursting with blood as hyenas devour lunch.
Truth is truth. Sure. Dignity is knowing you did nothing wrong.
Naive. Or might we be so bold as to suggest: cultural naivete.
Perception is reality.
In multitudes of interviews around the country, and in highly visible networks such as ESPN, Fox, NBA.com, Floyd Mayweather, Jr continues his public relations campaign assault on Manny Pacquiao. This has gone on now since the mega-fight fell apart in early January.
Floyd Mayweather, Jr has been on a month-long PR assault on the Filipino icon. In the United States, it is succeeding brilliantly.
Darth Vader and Emperor Palpatine would be proud of their apprentice.
V i d e o s >
The fight fell apart. Most in the ever-so-diverse United States now think that Manny Pacquiao is either at fault, guilty of foul play, or both. In informal interactions with fight fans, perhaps close to three of four—even four of five—think that Pacquiao turned down or declined the fight.
Perception is reality.
Everywhere: "Marv, what's up with Manny? How come he did not want to fight Floyd? Just take the test!"
This stands in contrast to the political winds just four short weeks ago, when it appeared the public mood was split 50-50. One half supporting Pacquiao. The other half, buying Mayweather's antics.
The argument goes like this, being repeated all over the country, in major networks:
"He stipulated in the contract that for every pound I go over 147 that I would be penalized $10 million per pound. I agreed. I stipulated that both of us undergo random drug testing leading up to the fight. He did not want to do that. I never knew of any fighter that would refuse to take a $25 million drug test.
"
The message is succeeding. It cannot be used as basis for a successful lawsuit under U.S. laws. And it implies something nasty. Floyd Mayweather, Jr. is cutting down the pound-for-pound king's luster.
Keep in mind. In leading up to the showdown with Shane Mosley on May 1 in Las Vegas, "Money" will have dozens of interviews on major networks to repeat the message over and over again.
Negative Anchors / Association and Human Psychology >
There was a genesis to all this. The PR battle started during negotiations, when the fight was beginning to fall apart.
I worked for five years in business development / sales / marketing, and Mayweather's strategy is straight from the book.
Negative association. Negative anchors. When the prospect / audience thinks of Manny Pacquiao, inject a negative emotional reaction. More than a nasty seed of doubt. A negative emotional reaction. Repeat the message over and over again, and it begins to take root.
This was the classic chess play between Team Mayweather and Bob Arum. When you walk away, make sure the public perceives that the other camp refused and rejected the fight. Whomever is perceived as rejecting the terms proposed, will be seen as the one who should be faulted.
Team Pacquiao and Arum proposed enhanced testing up to three weeks to the fight, and the day after the fight. But Team Pacquiao is, by far, largely being viewed as the camp that rejected the fight (by refusing Floyd's demands).
Perception is reality.
As Mayweather repeats this simple message, he continues to win the anti-Pacquiao PR battle in the U.S.
A second danger: group think. Sometimes, it is important to have a wise contrarian on the team. Otherwise, members would agree to each other all the time. Even when they're wrong. U.S. President John F. Kennedy's advisors on Fidel Castro's Cuba. Look it up. Invasion was the right answer, everyone was sure of it. Declassified documents now reveal that the tiny island had nuclear weapons on the ground. Soviet tactical commanders had firing authority.
This is not naive? We do not propose to be deers in the jungle.
How much do Pacquiao's advisors earn again? Seven figures? That's in U.S. dollars, x 50 in Philippine Pesos.
.jpg?w=480 "Colts Jaguars Football")
