Sometimes in communications, it just is what it is. Sometimes you’re better off taking the bull by the horns and just laying your cards on the table, rather than waiting and allowing speculation to foment, or allowing others to set the tone of stories about you. So it was a Touchdown to Leafs General Manager Brian Burke this week when he got in front of a microphone and plainly laid out his plan to land the projected No. 1 NHL draft choice John Tavares. As Toronto Star columnist Dave Feschuk noted, Burke is not only the Leafs GM, he’s “also the best columnist in the city. And the crushing thing for the rest of us typists is that he’s dominating the sports pages without even trying.” Indeed, in a post-season wrap-up press conference that could easily have gotten ugly fast had reporters been allowed to focus on the team’s horrible season and missing the playoffs (again), Burke instead completely changed the channel by laying out his Tavares strategy. And he did it by giving great Trudeau-esque ‘just watch me’ quotes, or as Feschuk put it, “Burke reeled off more eloquently phrased, funnier-than-thou, cut-to-the-bone opinions in a half-hour than this slow wit will likely conjure in the coming quadrennial.” It was great stuff. He seized the agenda. He definitely won the day from a communications perspective. Great stuff Mr. Burke.
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