Mick Fanning’s near miss with a shark: Why everyone won
I assume like most; we all shrieked when an unmistakable, slate-grey, dorsal fin sliced through the water’s surface in J-Bay, South Africa. And when the roller came in and he was out of sight for what seemed like eons, I expected the worst. Vivid flashbacks to the yellow lilo in Jaws went through my head.
This could have been one of the most gruesome PR disasters at a live event (I hazard a Top 10). It would be particular bad news should a top-ranking athlete gets chomped in front of a global audience.
But here’s why this story was PR gold.
THE SHARK
Okay, sharks never get the best rap; man-eaters and so on. Surfers know all too well, the perils of their sport: yet it doesn’t deter. However some species, in fact, are endangered. Humans kill far more sharks per year (200,000+) versus the 14 humans killed to date in 2015 (isaf.com). Thankfully, due to some quick thinking and a bit of guts about Mick: a well place thud on its back and a bit of a tussle: perhaps some ensnaring in the leash, caused a bit of high drama at sea. The shark did a quick bump and was on its way. Not the complete monster, the poor fish could have been made out to be.
Shark: WINNER
MICK FANNING
Well this dude, is now an out and out hero. He has stared death in the face and survived. He is arguably the most famous surfer in the world. Not bad for a niche athlete. Surely this will appease his sponsors, Red Bull particularly – and potentially open up a new line of lucrative endorsement deals: which he’ll probably need to help fund his future therapy. On top of that there are sure to be numerous talk shows, and the like to follow; making his star-status shine brighter. He may even get the BBC to bestow Sportsman of the Year (okay, that maybe a stretch).
Mick Fanning: WINNER
THE SPORT
Perhaps my perception of the surfing has been one of a more laid back, free-spirited, bohemian lifestyle; sun-kissed dudes and babes smoking reefers on the beach in the California sun (another film reference… I am thinking of Bohdi’s crew in Point Break). But make no mistake, surfing is serious business with USD 13bn forecast to be generated by the sport in 2017 (Surfenomics: Fortune). It should come at no surprise; that their safety and contingency practices are razor sharp. The speed at which the support crew accelerated to the scene and plucked Fanning, and other athletes out of the water is not down to luck. It’s down to tip-top logistic crews to ensure the safety and well being of all their athletes.
The Sport : WINNER
THE TITLE SPONSOR
Well if I was Samsung Galaxy; I have just struck sponsorship gold. I have a heroic athlete; a survival story; a viral video with tons of global exposure. Not only did you have thousands of spectators on the beach, no doubt all with handphones – sharing heaps of vids, tweets, snaps – creating content nirvana – and immeasurable global PR value.
Title Sponsor: WINNER
And then there is:
Fox News Anchor: BRIAN KILMEADE
“Why don’t we clear all the sharks [from the ocean] for the competition”.
Genius. Why didn’t I think of that.
Brian Kilmeade: LOSER
