The London 2012 Olympic Logo

Published: 31/08/07

In last week's BritSport Weekly, Rupert Pratt, managing partner of sponsorship consultancy, Generate, questioned LOCOG's communication strategy with the sponsorship industry.

In light of the debate opened up by Pratt's commentary, this week, BritSport asks practitioners from the sports PR industry the question... Has LOCOG got its PR act together?

Hugo Sharman - If LOCOG has doubts about its ability to handle its public image, then it is doing a very good job of hiding it as criticism rains down from all sides.

Of course, much of this is to do with the new and much derided logo. The logo, incidentally, must already be the most recognisable Olympic logo ever - and Beijing hasn't even happened yet.

The adage that all PR is good PR will have been tested like never before during this episode, but time will tell. Even on the most vociferous blogs, it looks like soon it might be 'cool' to like it.

But LOCOG has always realised that it can't control the inevitable online debate on everything it does. Instead it wants to be part of it, which like the logo is a bold and ambitious step. LOCOG's own blog promotes pro and anti remarks in equal measure but by simply providing a platform for debate, it also promotes its bona fide credentials and the inclusiveness of London 2012.

Original Article at Sportsbusiness.com