Perception is reality

By DAVID GREEN

Hot-button issues wax and wane, usually growing hot when something triggers discussion of them and cooling when the excitement of the moment fades and other issues warm up. Such is the case with NASCAR's drug-testing controversy, which is back in the news.

NASCAR vice president Jim Hunter repeatedly used the word "perceptions" in the quotes relayed by The Charlotte Observer's Jim Utter in his story. That's the key word, not only in this but in other matters. Because, as tennis pro Andre Agassi put it so many years ago in those Canon camera commercials, "Image is everything."

Hunter voiced a concern that a more aggressive drug-testing policy might cause people to think there is a problem that is being addressed. However, since Aaron Fike's soul-baring in ESPN The Magazine, it's probably safe to assume that perception has already been triggered.

There's always a multitude of ways to spin any story. The public relations reps of any company or organization always attempt to direct the spin in the direction that will do the greatest good for, or as a last resort the least possible damage to, their images.

After their best attempts, though, the spin is out of their control.

When I worked in military public affairs, the guiding principle regarding the news ranging from not-so-favorable to catastrophic was summed up in five words: Maximum disclosure with minimum delay.

In other words, tell the public as much as you can as quickly as you can. The emphasis, of course, was on revelation of details that could be confirmed as accurately reported.

The idea was that if you tell the bad truth, you have done all you can to snuff or blunt the worse rumors.

I find it a little curious that NASCAR is using the max-min principle with regard to its Tuesday morning "rap sheet" of rules violators and their fines and punishments. There's apparently no concern that this list may be causing a perception that the sport is filled with rules-breakers.

Of course, none of these "crimes" is comparable to drug use.

However, NASCAR could easily implement a more aggressive drug policy with a positive-spin, pro-active message -- something along the lines of, "We don't have a widespread drug problem now, and this will ensure that we never do have one."

Some cynics believe that if the lips of NASCAR spokespersons and other corporate representatives are moving, that means they are telling lies. They will say, "So, if Dale Earnhardt Jr. fails a test, do you think they'll report that and punish him in any manner? No way!" So, their perceptions may not be positive ones.

But the endorsement of a more aggressive policy by high-profile figures such as Tony Stewart and Kevin Harvick will counter some of that negativity. Many people would be pleased by the changes Hunter says NASCAR is considering.

At least, that's my perception.