A PR Nightmare of Olympic Proportions

The spectacle that is the XXII Winter Olympics is proof positive of Murphy’s Law that anything that possibly can go wrong, will.

The statement by Russian President Vladimir Putin that Western criticism of the Sochi Games is reminiscent of Cold War ambitions to hold the Soviet Union back is the quintessential example of how not to respond when (almost) everything DOES go wrong. Wouldn’t a short but heartfelt apology, a simple “Please bear with us, we tried our best” speech, have engendered more sympathy?

Putin made his claim in a televised speech Feb. 10 designed to court Russian neighbor (and former Soviet republic) Georgia. But while the Russian leader was making nice with his neighbors, he put international relations – at least temporarily — into the deep freeze that’s been unexpectedly absent at the Black Sea resort where the Games are playing out.

To be sure, the balmy temperatures aren’t the fault of Putin, or any of the 560,000 workers said to be engaged in preparations for the country’s first-ever Winter Olympics. But with seven years to get ready, $51 billion — more than the sum of all previous Winter Olympics — and 300-plus separate contractors involved, you’d think that accommodations in the Olympic village would be set to go. And, that includes actual names for the buildings, so that athletes and visitors can find their way (not to mention fully operational plumbing when they get there).

The controversy and ensuing protests over Russia’s anti-gay laws, and the reported threats of Islamist militant violence, are whole separate issues, of course. But sociopolitical unrest aside, the infrastructure problems have simply been too numerous, and too widespread, for the Russian leader to do proactive damage control.

Putin lobbied aggressively to have Sochi named the host city for XXII, and was elated at that 2007 announcement. During the culmination of all his efforts, last week’s opening ceremony, a technical problem prevented the fifth Olympic ring from illuminating at the proper time. Putin had his head turned for that lighting glitch. Yet, since the Games began, he’s missed a bigger cue, for a global apology on an international stage.

The Olympic hosts failed to follow the old adage “Be prepared.” That was a lost cause. They could have ridden a wave of goodwill once the Games got underway, and the majesty of superb athletics took the stage. Instead, Putin followed “The best defense is a good offense.” In the case of Sochi, he should have left that strategy to the Russian hockey team.