Few stories have rocked the sports world in recent years more than the allegation that Phoenix Coyotes assistant coach Rick Tocchet, and two other men from New Jersey (who are outside of NHL hockey) ran a multi-million dollar gambling ring. On the eve of the Olympics, amid reports that Wayne Gretzky’s wife Janet Jones Gretzky gambled huge sums of cash with this organized gambling ring, the story dominated the front pages of Canadian newspapers Friday and led most TV and radio newscasts. Our team at Veritas wanted to deal with one initial communications play, Gretzky’s comment to the media Tuesday when asked about his wife’s potential involvement: "Oh, really? I don't know. You'd have to ask her that." The TV clip was played over and over in news reports, and left many people incredulous that Gretzky would seemingly throw his wife to the wolves, while at the same time having this to say about Tocchet: “Rick is a wonderful person and a great guy, so I hope everything works out in his favor… It's hard because I love the guy. He's a great guy, you know. I just hope it all works out for him.'' That seemed unbalanced in terms of Gretzky’s messaging and could have earned him a Fumble. Gretzky did later add: "Listen, first of all, my wife is my best friend. My love for her is deeper than anything.” But, perhaps deliberately, the Great One’s communications focus was on himself and his lack of involvement. Ultimately, looking at strategic crisis communications messaging, Gretzky needed to separate himself from Tocchet and even from his wife’s alleged involvement. His position as Executive Director of Canada’s Olympic hockey team was a stake, not to mention his role as coach and part owner of the Coyotes. Who knows if Janet offered to take the heat for her husband? So we’re calling this a Touchdown for Gretzky, but the play is under review. If Gretzky’s strategy of diverting the focus to his wife was a deliberate one, it might prove to be effective and to preserve Gretzky’s role at the Olympics. But it’s still too early to tell. Gretzky’s “brand” has built up a massive amount of public goodwill over the years for his good deeds and sportsmanship. He’ll be needing it.

Michael Fortier, the new Conservative government Public Works Minister, is an amazingly talented guy. I’ve met him. He’s brilliant. He has had a remarkable private sector career to show for it. But he may still have a few things to learn about communications in politics. As questions were raised about the Conservative Quebec organizer being suddenly appointed to the Senate by Prime Minister Stephen Harper – remember, the Reform wing of the Conservative party long lobbied for an elected, democratic Senate – so that Fortier could sit in cabinet, the new minister’s comments to reporters didn’t help matters. "I didn't run in the election because I didn't want to run in the election," Fortier said. The essence of a parliamentary democracy in Canada is based on individuals being elected as Members of Parliament and the party electing the most members forming a government. Fortier didn’t pass that democratic test, because, as he admits, he didn’t want to take it. Had the Conservatives lost, Fortier would have continued his lucrative private sector law career. "I had a great career, five young kids, and so it wasn't the right situation for me to run when the election came around. That's just the simple truth," he said. But it does strike many as a tad opportunistic to say that since the Conservatives did form a government, Fortier found acceptable the personal sacrifice of joining cabinet so long as he didn’t need to go through the sometimes messy electoral process. There was better messaging for Fortier to stick to, namely that he planned to run in the next election or a by-election should one occur; and that during the election campaign all his time and energies were focused on the Conservative party breakthrough in Quebec. Later, he did admit: "It would be wise of me to start looking (for a constituency) soon.” But his initial comments were a Fumble.

Newly elected Halton Conservative MP Garth Turner most certainly wouldn’t receive a communications Touchdown from his own government or political party, but he gets one from us this week. Turner made some comments earlier this week about David Emerson, who was elected in Vancouver as a Liberal, but switched to the Conservatives to joined Harper’s cabinet. "Anybody who switches parties should go back to the people. To do otherwise is to place politicians above the people when, actually, it's the other way around," Turner said. Then, he commented in his online blog about a dressing down from several party officials and even Harper himself. "If you would like a course on how not to be popular in Ottawa, then take a seat... after today I'm expecting the Whip will be assigning me a renovated washroom somewhere in a forgotten corner of a vermin-infested dank basement in Ottawa. That should go well with my seat in the House of Commons that will be visible only during lunar eclipses." Keep in mind, Turner is strategically addressing his brand as an outspoken maverick, one honed over years as a newspaper columnist and TV and radio commentator. The Tories knew what they were getting when Turner became a candidate. In most governments there are mavericks who criticize their own regime. Some say they can even be useful to the government. Mike Harris had Chris Stockwell, and Brian Mulroney had Alan Redway. Sometimes these mavericks eventually become such a pain that they themselves are elevated to cabinet (as both Stockwell and Redway were). So in terms of his own brand and his own positioning in the new Ottawa, Turner scored a Touchdown.

Bill Walker is a former journalist and manager with the PGA Tour. He is now Vice President at Veritas.

Good news in health care has been hard to come by, so it was inherently newsworthy when Cancer Care Ontario announced this week that some good progress has been made in reducing wait times for radiation therapy in the province. Cancer Care Ontario’s annual report card showed that wait times for radiation have dropped by more than a week in 2005 compared to the year before. Third parties in the cancer care field were prepped with suitably supportive comments, and even the “bad news” part of the story – that not enough people are being screened for colorectal cancer – was tempered by the success on wait times and in bringing new treatment centres on-line. Well played indeed.

Delivering bad news is never easy. It’s that kind of bold insight that makes TD&F the invaluable analysis piece that it is, don’t you think? But, obvious though it may be, that fact was evidenced this week as the Toronto Transit Commission announced plans to raise fares in the coming months. And in doing so, the TTC (and others at City Hall) underscored an important communications lesson: when you’ve got bad news to deliver, the why you’re having to announce it – your motive – better be front and centre. TTC Chair Howard Moscoe, Mayor David Miller and others were all consistent in their explanation: the cash-strapped city can only afford to give the TTC so much money from the tax coffers, the transit budget is as lean as it can reasonably be, and a fare hike is the only other option. It’ll never make everybody happy, but reasonable folks will be much more likely to accept a bad news message if they understand the reasons behind it.

No, not him – though that certainly would be an attention-getting photo-op. No, it’s U.S. First Lady Laura Bush who’s in the spotlight here, with the Touchdown going to whoever it is at the White House who advised using the kinder, gentler Mrs. Bush to represent her country at some international meetings and events. Case in point: this week, she’s meeting with the Pope, the Prime Minister of Italy, and attending the opening ceremonies of the Winter Olympics. The White House knows the simple truth: she often gets a much warmer reception than her husband would at certain events these days, so they’ve done the smart thing and are using that to full advantage. Sometimes if you can’t or won’t change the message, using a new messenger can go a long way.

Bob Reid has been a journalist and media advisor to a former Ontario Premier. He is now Veritas’ principal media coach.