Sports

From Olympic Coach & Glory to Greater Things

The afternoon Lawrie and Jocelyn met with Harry M Miller for lunch at the Parkroyal, I went to meet with John Miller, an Executive Producer at Channel 7. After bringing him into the picture I suggested that Lawrie’s story would make a great documentary for the highly rated “The World Around Us” program, a national TV series broadcast in prime time weekly for 60 mins, on the 7 network.

As a storyline I suggested they might feature Lawrie’s double life as an Olympic Coach for Australia, and a Learn to Swim coach in Brisbane’s western suburbs. A man who saw the ability to survive in water as a life skill every child should be taught within months of their birth. It was also to be story exampling the value of community involving Lawrie’s former and current champion pupils and relatives and friends.

John Miller was very keen on the idea and added some good professional thoughts of his own. Before leaving his office the basis of a contract was discussed for Lawrie’s consideration. I knew then we would be able to do business.

My marketing strategy for Lawrie focused on two key elements. One was an educational base upon which to promote water safety. This meant I would need to write a learn to swim book containing  Lawrie’s teaching principles and rules including helpful tips for parents and their role and responsibilities in the program.

The corporate speaking plan would need a theme, substantive material, clear target markets, an approach strategy which was unique and his fee sensibly positioned in the market. Content would need to be inspirational and relevant to mixed corporate audiences. The plan was to make every audience a source of third party recommendation purely through excellence.

When addressing the subject of Lawrie’s public image, I said, “We really need to explain you, the person.”

Lawrie chuckled. “Most people know who I am.”

“Perhaps I should explain,” I replied.“For example, in talks you have done to date how are you normally introduced.”

“ Usually, it’s please welcome Lawrie Lawrence, Australia’s gold medal Olympic coach. I did a talk at a local school recently and the Principal introduced me saying. “Boys and Girls, please welcome Lawrie Lawrence. You remember him, he’s the Aussie Coach who goes berserk at the Olympics when one of his swimmers wins Gold for Australia.”

” I get that sort of intro sometimes.”  Lawrie added wryly.                                                                                                    
“ Is that right “ I said.“ You know what Jocelyn, I was one of those jumping up and down in front of the TV when Duncan hit the wall to win the 200 freestyle in Seoul. I imagine most Australians watching that nail biting finish with Matt Biondi might have been too.”

 “I don’t mind really.” Lawrie casually commented.

“We can fix that,” I said. “From now on you will be properly introduced. The speaker and the audience deserve that courtesy.  In future we will supply a brief scripted introduction suitable for all of your speaking engagements. It will simplify the task of introducing you for whoever has that responsibility.”

“How do you intend to do that, John?”  Lawrie asked.

“Well for a start we need to tell audiences something of your background. In fairness, the School Principal you quoted was only reporting his and the public’s perception of you. In the absence of more relevant information he was simply reflecting a common perception in his introduction. Since I know little more of your background than that school Principal, perhaps you should bring me up to date.”  In the next few minutes I came to understand why Lawrie was such a successful coach.

You have a University degree? I said trying to hide my surprise.

“Yeah,” he said. In Arts from Queensland University. Also a teaching diploma from Kelvin Grove Teachers College plus a diploma of Physical Education. I was a School Teacher before I was a swim coach.

“Anything else, Lawrie?” I asked.

“ I represented Australia at Rugby Union and toured New Zealand with the 1964 Wallabies as the back up, half back to Ken Catchpole. What a legend he was! I’ve only got one lung and I am also an asthmatic. That’s why I took up swimming in the first place and why I work so hard on my own level of fitness.”

As Lawrie was telling me this, I could imagine future audiences thinking, “I didn’t know that, I didn’t know that,” as each piece of the Lawrence mosaic was revealed.

Warming to the subject he said. “My family is my greatest joy, my mate Jocelyn and our three daughters, Jane, Kate and Emma. I introduced our girls to water training when they were only a few months old”.

“Mate, land and water are the two great earth masses and you have to be able to cope with both. All parents eagerly await the day when their baby takes its first steps, yet tragically some underestimate the danger water represents to little ones. It may only be a puddle or a bath, yet anywhere there is water the untrained are at risk. Whenever I hear of an infant drowning I shake my head. It really upsets me. I get bloody angry. It doesn’t have to happen”.                                                                          

Looking at Lawrie, you could sense his concern and feel the passion. I knew then, this man had a message to deliver and he deserved support. And so our planning began in earnest.

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