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What to Do When Things Go Wrong: A Five-Step Guide to Planning for and Surviving the Inevitable—And Coming Out Ahead by Frank Supovitz

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9

COMMUNICATE OR DIE

The first NHL All-Star Faceoff, a celebrity ice hockey match held before the 1996 NHL All-Star Game in Boston, was taped for an MTV special. Television personalities of the time like Matthew Perry, Michael J. Fox, Jason Priestley, Dave Coulier, Richard Dean Anderson, Jerry Houser, and Alan Thicke jumped at the chance to rub shoulders with NHL stars beneath the stands and take to the same ice. We believed that anything that exposed the sport to young American entertainment seekers could help to generate a new crop of fans for the “Great Frozen Game.” Whether we actually achieved that, I can’t say, but we felt that positioning popular stars as fans of the game was a strategy worth pursuing to promote the sport.

Both MTV and ...

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