Here’s a PR-Related Story With Some Teeth in It

Local headlines the past few months in Chicago have been dominated by some pretty disturbing, and often plain bleak, news.

Kids skipping rope on the sidewalk in front of their home were shot and one killed in a drive by gang-related shooting.  The August 24 housing sales report from the National Association of Realtors revealed that existing home sales plummeted across the nation last month; in Chicago, sales fell by 25.1 percent in July, which put a damper on relatively robust sales activity during the first half of 2010.  And, of course, former Gov. Rod Blagojevich was convicted on one of 24 felony counts in Federal Court; he plans to appeal the conviction, and federal prosecutors plan to retry him.

But this week, we were treated to some good news.  The story lead the evening television news reports and even generated a fine editorial in the Chicago Tribune.

The story?  A three-foot-long alligator that apparently had been dumped by its owner into the Chicago River was finally captured unharmed.  The gator, obviously not a native species to these parts, will be kept under observation here for a few months, then released where it belongs — in a Florida swamp.

For a few days, Chicagoans watched as a volunteer from the Chicago Herptological Society paddled his canoe along the river near Belmont Avenue in search of the elusive lizard.  The volunteer would only describe himself as “Alligator Bob.”  He reportedly shied away from the limelight to protect his privacy;  too many people, he said, would seek him out to extract renegade gators abandoned in area ponds and rivers.

“I’m a volunteer,” Bob said.  His intention is to capture big lizards so they can be relocated, not generate more headlines and exposure.

From a pure publicity or press agentry perspective, Alligator Bob just walked away from some potentially lucrative opportunities.  Think about it:  This guy has success in extracting slimy creatures that crawl around in the shadows.  Based on Chicago history, there are a lot of creatures around here that fit that description; and, many wear nice suits and work close to the Chicago River.

But enough political satire and sarcasm.

I’m impressed that Alligator Bob eschewed potential to build awareness for himself during his humble and diligent efforts to save a poor gator that surely would have died once fall and cold weather arrive in the next several weeks.   Lessor men or women would have hired a battery of public relations and marketing professionals to secure appearances on TV and radio and build the Alligator Bob brand.  Imagine him on “Oprah” and the made-for-TV-move rights.

This guy just wants to help alligators.  Compare his actions, his character and his conviction to others who have been in the news lately, and I find Alligator Bob to be a true hero.   An example: Former Chicago Cub Sammy Sosa complained that the team “disrespected” him by letting other players wear his jersey number — 21.  Right.  A showboat player embroiled in the steroids mess who walked out on his teammates the final game of the 2004 season. And, he was found using a corked bat.

For the record, Sosa did hit a lot of home runs, and he’s the only player in history to have three 60-plus homer seasons.  But were they all “legal” roundtrippers?

I can say this with a lot of confidence:  Alligator Bob netted our rogue gator using just a regular net.   And, when the job was done, he packed up his canoe, minus the fanfare.

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