Zygi’s PR Hail Mary Puts Vikings In The Game

In the political world, there is something much worse than being opposed. It’s called being ignored.

And until Vikings owner Zygi Wilf and his team showed their teeth this week, they were being roundly ignored by the Legislature. The billionaire not only couldn’t get half a billion bucks from the Legislature, he couldn’t get a hearing, a cup of coffee, or a sideways glance.

But when the Metropolitan Sports Facilities Commission only offered Zygi millions in post-season revenues as he waits for his much bigger taxpayer financed pay day, the wounded Wilf howled.

“Shocked, exasperated, and extremely disappointed,” the Vikings penned to the Commission.

Holy moly! Shocked, exasperated AND extremely disappointed? As every good corporate communications toady knows, the Three Adjective Smackdown (TAS) is the WMD of business communications world. And today, the Vikings unleashed another rhetorical blitz, with sly talk about the need to “move on,” which of course is just two scary letters away from “move out.”

Finally, Zygi is flashing his New Jersey for us. Though he is speaking genteel corporatese, he is making it crystal clear that he is making an offer we can’t refuse.

And it’s working. Some are hating on Zygi to be sure, but he is no longer being ignored. Zygi has led the local news, and national sports news, for two days. He has DFL Speaker of the House Margaret Anderson Keliher talking about a “purple ribbon commission” to study the issue. (Sure, it’s just her way of not taking a position during the gubernatorial campaign, but it’s more than the cold shoulder Wilf had been getting.)

And today, Wilf’s tantrum has generated follow-up stories about the mythical prospects of the LA Vikings Scenario, which has the purple face-paint types curled up in a fetal position. All that buzz has made Wilf’s well-timed whining the week’s top “talker” on local radio stations.

Wilf is a long, long way from winning. To get out of the big Teflon dome in Minneapolis, he is going to need to get a lot better at operating under the big gold dome in St. Paul. But he will eventually win, and the PR move he put on the pols this week was nearly as nifty as the move Purple Jesus put on the 49ers to find an obscure receiver in the back of the end zone. Skoal Vikings!

- Loveland

expense nice

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