Terrific NTRA/Waldrop critique

[Kasept]

From: Ballinswood Farm
Sent: Thursday, May 08, 2008 5:02 PM
To: awaldrop@ntra.com
Subject: HBO Press Release


Dear Mr. Waldrop,

Please see the attached press release regarding HBO's Real Sports line-up for this Sunday, which includes a piece on "Thoroughbred slaughter for profit". Hopefully, the NTRA communications and marketing staff already have previewed the episode and have prepared appropriate comments in advance. However, given the past week's media blitz and the NTRA's absence from the scene, it's doubtful. The NTRA has historically handled the mainstream media poorly. We need to prepare a plan for handling negative media. And, most importantly, you need to venture out to the backside a bit more regularly. Acknowledging the horse as the most important factor in racing is not something an executive learns several years into his career in racing. It should be the reason why one strives to be an executive in racing.

I spent four years working for the NTRA and then NTRA/BC ( from 1999 to June, 2002), under Greg Avioli and Keith Chamblin. After quitting in 2002, my husband and I became fully vested in the business when we started our own breeding farm and sales company in Paris. Having worked with Greg and Keith first hand, I was really looking forward to the leadership changes at the NTRA (and still look forward to them occuring at the Breeders' Cup).. I had heard many positive remarks about your ability to lead, your business acumen as well as your integrity. However, you have grossly disappointed me.

There is no excuse to not be prepared for the recent media deluge. There was a noticeable absence of any racing leadership in the media. Limiting your response to a blog on the NTRA website several days after the Derby is unacceptable. Blogs are for casual issues and venting. Hard core fans already familiar with our sport who recognize the "NTRA" may be turning to our website, but what about everyone else? Unfortunately, when you are trying to reach the nascent and casual horse fan (ie, the Kentucky Derby viewer), you have to be seen in the mainstream media. Your face (of leadership) and positive message should have been plastered throughout the media to combat the speculation.

Until we cease to have them, we should have a PR plan in place for breakdowns and jockey injuries. We have failed to connect with the main stream media. Who let The Today Show show producers use the graphic footage of the filly breaking down? (Footage that didn't even make the live Derby program.) Was anyone talking to the producers of the racig program to dissuade them from sharing the tapes? Who didn't prep Larry Jones and Dr. Bramlage? That prime-time Monday morning interview with Matt Lauer was a disaster. Where were the media professionals of NTRA Productions and NTRA Communications to assist them? Years ago, when I was an environmental regulatory paralegal the partner of our team produced a public relations handbook to distribute to our clients: What to do when 60 Minutes Knocks on Your Door. The first to-do was to call your environmental lawyer for damage control. Perhaps NTRA can borrow from this idea and develop a proactive media plan, with the first to-do to be a call to the NTRA Communications media specialist (Eric Wing and Joan are quite experienced and capable). Consult with the the National Rodeo Association. They proactively coach its members the correct way to handle negative media issues.

Finally, it is essential that you and your staff get to know the sport. It was more than shocking to read your blogs where it took a reflection of the last days' events for you to realize that the horse is essential to racing. How did you get into a leadership position not acknowledging that fact - (unless of course you are a short white male who golfs, which seems to be the standard criteria for industry executives)? Had the public not become outraged, would you have continued to think that the gambler was primary? Forgive me for my sarcasm, but I have invested time and lots of money to make a living from raising race horses. To then read that our most important industry association is being lead by a man who only now acknowledges, "without safe, healthy horses...we have no sport", I want to vommit from fear of my future livelihood. Because, what else don't you know about my profession in which I'm entrusting you?

It should be required training to work on the backside in the mornings and to visit farms. Get your hands dirty mucking a stall and your toes stepped on by a horse, foal out a mare. Get to know the sport you are trying to promote and the horses and people you need to protect. Perhaps that training will give you the ability to think off the top of your head. In the same thought, you're admitted oversight is more honest than your predecessors ever could be. It may be your saving grace. Regardless of how you've arrived, I'm glad you got onto our page. Hopefully, you will use your epiphany to all of our benefit.

Keep up the honest approach. None of us are perfect. We need strong smart leaders now more than ever. Who knows! You may be the first one.

Sincerely,
Alison Thompson Murphy

[fpsoxfan]

Excellent! It's time to rattle some cages.

[Swale84]

I'd be real interested in his reply

Man.

Grinding him into the dirt
and then saying there still
may be hope for
you.

Interesting tactic.

I wonder if she got this
from her "how to handle 60 minutes
handbook." Hopefully not.

If this particular guy was a bit
obstinate before...

[10 pnt move up]

While well written and on point but if she thinks the horses make the sport go then she is just another kool aid drinking breeder and not clued into the biggest issues in the sport. Break downs happen every day, they don;t affect handle.

The part about NTRA not doing a thing, especially as it relates to the media, well no one can argue this point.

[freddymo]

thank you Ms Murphy

[Cannon Shell]

That was beautiful. 99% was dead on.

[justindew]

Originally Posted by Kasept

Because, what else don't you know about my profession in which I'm entrusting you?

My question is, who in their right mind would entrust their profession/livelihood to the NTRA? The NTRA has been around for 10 years and has essentially done nothing to help the sport. Shouldn't this lady know by now NOT to expect anything from them, especially since she once worked for them?

[deltagulf]

well then if ntra has no press release, can toba step in with media stuff, or is

that something they don't do.

[paisjpq]

One quick correction...Real Sports is on Monday night (on my schedule at least), not sunday as the writer indicates.