subject: Lta In Davis Cup Public Relations Blunder [print this page] Andy Murrays decision to opt out of Great Britains Davis Cup Team caused a shock, but with the rest of his compatriots confident and with the backing of experienced team captain, John Lloyd, the LTA and the public were left wondering whether the tournament would actually turn out to be a positive piece of reputation management for the state of British tennis, away from the Murray Mania spotlight.
However, it was not to be. In fact far from it, as the British team were defeated by the Lithuanians, a team comprised of three teenagers with a combined world ranking of 900,000,000. The tournament therefore quickly became less of an opportunity to manage and improve British tennis reputation, but rather a serious issue that needed crisis management.
Much has been made of the LTAs handsome annual budget of 30million, and what is being achieved for such investment. For that amount of money the LTAS sports PR team can say proudly that we have only one mens and two womens players inside the world top 100.
Cycling, a sport which has a funding of a similar quantity, 26million, is able achieve a record breaking amount of talent. Chris Hoy, the countrys cycling pride won 4 gold medals at the Beijing Olympic Games, has dominated the cycling world for some time and is a hugely effective public relations machine for the sport at grassroots. Similarly, swimming, spawned a star with Rebecca Adlington, who leads the pack of swimming contenders and finalists at major competitions.
The question has been raised then, that with one of the biggest sporting budgets, how come Great Britain continues to disappoint on the tennis court? Following the defeat against Lithuania, an official investigation has been launched by the LTA as to where the faults are being made and John Lloyd made the reputation management decision to step down.
Since being thrust into power, LTA chief, Roger Draper has done little to better the nations tennis achievements. Perhaps the LTA should take stock of what other sports, such as cycling and swimming are doing to produce the vast number of current and future stars. One time head of mens tennis, and ex LTA patriot, Mark Petchy, has been doing his own PR for the sport, and has spoken out at every opportunity as to what they should be doing. Like other sports, perhaps the LTA should be more concerned with investing a larger share of their pot of gold into grass roots schemes and development at the lowest ages. The money should be channelled into providing more tennis courts, local coaches and for integrating the community and local schools in the sport, something that greater investment and some good sports PR could certainly help with.
Tennis has always had a stigma attached to it that its a white middle class game. By offering only the highest quality of support to those who can afford the minimum 10 hours of coaching a week, the LTA do little to defend their stance. By repositioning themselves through effective public relations and providing more for all, then perhaps Great Britain will start to excel at tennis, and we can look forward to celebrating some Wimbledon winners of the future.
