Tour de France: a communication analogy?

Australia is in celebration today with the overnight accomplishment of Cadel Evans becoming the first Aussie to win the gruelling Tour de France cycling race.

I've been a follower of Le Tour for almost a decade now and admire it for its physical feats as well as the strategic and tactical requirements to do well in the race. To a casual observer, as I was when I started, it can be confusing as to why cyclists don't go hard all the time, that they race in big packs, work for certain members of a team at the individuals expense and why they don't race for a win on the last day due to a gentleman's agreement.

It is because of this need for strategy and tactics that I think the cycling in the Tour de France has extraordinary similarities to the role of corporate communications. Everyone applauds and recognises the achievement when the success is evident, such as Australia is with Cadel winning this year, but very few people would understand the hard work behind the scenes, the training and the tactical and strategic decisions made to get that point.

Like the tour, there are times where different approaches are needed, you might choose to break away from the pack, attack a stage or require a speedy sprint (a media launch or proactive campaign). Other times you might simply wish to shadow your competitor, avoid any crashes and simply minimise damage on the clock (issues management, working to keeping an issue out of the media all together or building relatonships through internal communications). The work of a team all aligned for one aim or cause means success can be shared by all - the same is required by the best communication teams.

The tour is raced over 21 stages and more than 86 hours of saddle time, yet most of Australia today will only recognise the efforts put in by Cadel in the last stage or two. And that is fine, you don't need to be a purist to enjoy the achievement. But those with an understanding will recognise that sometimes to achieve you need to vary your tactics for the conditions, go flat out when needed and perform to your strengths.

I can only hope that as my career in communications continues I can one day say I achieved my yellow jersey...

JH