Crisis aside, what can an athlete do to improve or enhance his brand image on a routine basis?
Athletes should make sure they have a strong PR team around them to help develop and execute strategic public relations campaigns touting what they are doing OUTSIDE OF THEIR SPORT to improve the conditions of their fellow man/woman. Building up the bank of goodwill is so critical in this day and age because when crisis or controversy hits, the athlete will need to go to that bank and cash in some of those chips. The more athletes are known for their work in the community and their philanthropic commitments, the better it is in terms of creating a stronger reputation, an unflappable image, new financial opportunities (i.e., sponsorship and endorsement deals), spokesperson opportunities, etc. Stay involved in the community. Be involved and have a voice. Contribute to the improvement of society and be a positive role model. Do something positive all the time and be genuine. Get involved with something you truly believe in. Your passion will shine through. Also, staying out of trouble and
