Whether In PR Or Elite Sports, We Need Cultures That Support Mental Health

Let’s face it— sports are hard in terms of physical and mental health. Exerting your body over-and-over again through training and competition; preparing for years just to have an opportunity to perform at one event; facing defeat; facing injury; facing expectations; facing regiments served at the expense of family and friends; facing doubt in your abilities; facing identity crises.

Most elite athletes bear the burden of this reality. Furthermore, many have to deal with it behind closed doors. It isn’t surprising, then, that peering past the lens of ‘glitz and glamor’ reveals biologic mechanisms dealing with stress and emotion.

The sport of alpine skiing was foundational for my childhood. Growing up in Utah, the Rocky Mountains catalyzed my ski racing identity and shaped me into the man I am today. During my time at Amendola, I’ve witnessed how a a healthy team culture creates a healthy organization; and it’s planted at a humanistic level.

Confidence in your own identity is your most authentic self, and the most successful. Similarly, a PR/Marketing company that is authentic in its ethos is going to engage in successful business practices. The exposure I’ve had with a company that holds these values true has paralleled aspects of my experience as a professional athlete. Specifically, the importance of team culture; and most poignantly, culture in an industry that can tangibly improve the lives of athletes struggling with mental illness.

Since retiring from ski racing following the 2020/21 season, I’ve had the opportunity to reflect on what this narrative has meant to me. In doing so, I wish to share my perspective on a subject that has only recently been absolved of its taboo undertone.

Mental illness plaguing sport isn’t a new phenomenon. Whether it’s been Naomi Osaka’s efforts in destigmatizing mental illness, or the vulnerability illustrated by Olympians in The Weight of Gold, society has begun to unpack the ways in which archetypes of hubris and machismo have negatively impacted the world of sports. Sure enough, studies show that athlete populations are saturated with mental illness, and they are inept at seeking support

For me, a silver lining from Covid-19 was being able to take a break from studying and competition at Dartmouth College to compete professionally in Europe. I was disillusioned by paying tuition for education via Zoom, so I took advantage of the opportunity to double-down on athletics once again.

Fast-forward to February 2021, and I’m in Bulgaria peering out of the start gate at my first FIS World Cup event. I was in the midst of the best athletic season of my career—witnessing the fruition of my hard work. Grit materialized into accomplishing a dream I had been working towards since I was a few years old. It’s a surreal feeling to experience something you’ve romanticized your whole life. Some things seemed better, some things seemed worse, and other things you couldn’t possibly imagine.

However, in this outpouring of love and recognition for what I’d done, one emotion stuck with me: pain. 

It baffled me how unperturbed I was in the wake of my athletic success. I wasn’t proud of myself; I was only disappointed that I didn’t do better. As the season came to an end, I returned to the U.S. feeling tired and confused. How could I make it to the World’s highest stage in ski racing, just to feel average? Unbeknownst to me at the time, the ‘best season of my life’ had turned out to be the mental health equivalent of the “straw that broke the camel’s back.”

As I put the pieces together, I realized how fractured I’d become. I thought of the countless times I’d looked in the mirror only to see a version of myself that I didn’t love; it was the body that I was told I was supposed to have in order to be successful at my sport, but it wasn’t a body that made me happy.

I recounted the years that my metric of self-worth was tied to how fast I had skied that day. I remembered working out twice, maybe three times a day, and still feeling as if it wasn’t enough. I pictured my coaches in the midst of my best results, reiterating for me to keep pushing, keep improving. I remembered toxic locker rooms, where if you didn’t epitomize masculinity, you were considered weird.

Regardless, it was in this darkness that I’d found commonality with other athletes who’d struggled with mental illness; I wasn’t alone. (You, reader, YOU are not alone). 

So here I am, retired from a sport that seemed to be my only life-source. In the midst of this “identity crisis,” I’ve been on a journey towards self-discovery. Albeit I did not wish to lament. I look back on ski racing with a heartfelt nostalgia; I have been fortunate enough to travel the world doing something I’ve loved, and I’m equally grateful for the triumphs, as well as the tribulations, that have contributed to my journey. As fractured as I was, it created the man I am today, and I’m proud of that person.

Fortunately, there are more avenues than ever for mental health outreach. De-stigmatization of mental illness in conjunction with other aspects of social progress paints a future of athletics in which it’s ok to be vulnerable, and it’s okay to not be okay. Within the scope of healthcare, mental health services have a high ceiling for innovation and growth. We’ve already seen a surge of digitalized mental health care/outreach in response to a pandemic-fueled mental health crisis.

The need for mental health solutions is only going to increase, because internal and external stressors are more prevalent now than ever before. Corporate environments that champion diversity, equity, and inclusion reap benefits through improving the lives of stakeholders. Toxic culture—whether it’s in sports, PR or other business—is antithetical to growth. Now more than ever, we are seeking help, and it’s only going to make the world a better place.

How Vampire Words Suck The Life Out Of Your Business Writing

Imagine your boss issues the following email at the end of the day: “I’m bringing in bagels tomorrow morning.”

Yay, bagels! You make a mental note to skip breakfast tomorrow to make room for schmear.

Then your boss emails: “I’m going to prioritize bringing in bagels tomorrow morning.”

OK, a little less definite, but still a high probability of bagels. I mean, it’s a priority, right?

Then, a third email: “I’m going to focus on prioritizing bringing in bagels tomorrow morning.”

Bagels are starting to look iffy.

And, finally, she writes: “I’m beginning the process of focusing on prioritizing bringing in bagels tomorrow morning.”

Does that leave you with any hope of bagels? No, it does not. It’s just going to be you and your Cheerios tomorrow morning.

Your boss might be every bit as sincere in her last statement as in her first, but she won’t be able to convince anyone of that. Her original statement about bringing in bagels has been diluted by the addition of “beginning the process,” “prioritize” and “focus” — vampire words and phrases that drain the vitality out of writing and weaken our communications.

Business writing is a Transylvania full of vampire words that fasten themselves onto perfectly good sentences, suck them dry and leave them limp and bloodless on the page. What should have been a simple memo or email gets cluttered with unnecessary qualifying phrases until sentences collapse of their own ponderousness and lack of clarity.        

But this isn’t simply a matter of style. Vampire words also imply a lack of commitment and purpose, even a sense of self-doubt. Compare these two sentences:

Team A will analyze the results and deliver a recommendation.

Team B will focus on analyzing the results and leverage its assets to prioritize delivering a recommendation.  

Which team do you trust to deliver a recommendation? The action in Team B —analyzing results and delivering a recommendation — is besieged by vampire words and left sounding uncertain and indefinite.

But there’s good news. According to folklore, vampires can’t come into your house without an invitation. Likewise, vampire words can’t enter your writing without you allowing it.

Since that’s the case, why do we invite the bloodsuckers in?

A lot of it stems from an unmerited distrust of the simple declarative sentence. Remember those grade school sentences about Dick and Jane going out to play? Or the Hemingway you read in high school? That simple, straightforward style works in business writing, as well:

We will deliver the report by the end of the month.

We will conduct an A/B test on the competing headlines and report the results.

The test group liked the blue logo better than the red one.   

I know what you’re thinking: Those are short sentences composed of short words. What if people think I don’t know any big words or can’t write long sentences? What if people think I can’t twist incentive into a verb?   

Rest easy. Put yourself in the shoes of the recipient of a white paper or report composed of clear, direct language and free of vampire words. Wouldn’t that be refreshing? Wouldn’t it be nice to finish the text without any lingering doubt as to what parts of it meant or whether you peered hard enough between the lines?

Communicating clearly and simply with business associates and clients – with minimal jargon as my colleague Megan Moriarty would say – might astonish them at first, but they’ll come to appreciate it. And, who knows, they might even reciprocate. Think of the misunderstandings and confusion that could be avoided.

So review your business writing and drive stakes through those vampire words. If necessary, hang a string of garlic cloves over your laptop as a reminder.