The NFL has been on the wrong side of the public relations game for so many highly charged incidents and it has kept them in the spotlight for all the wrong reasons. Here are a few examples:
- Ludicrous denials about the frequency and effects of concussions.
Concussions is one of these pack journalism issues, frankly… the number is relatively small. The problem is, it is a journalistic issue.
Paul Tagliabue, former NFL Commissioner
https://www.youtube.com/watch?v=8OWnHuKoPjU
League of Denial: The NFL’s Concussion Crisis, Frontline, PBS
- Racial insensitivity about the Washington team’s mascot.
The Washington Redskins name has… from its origin represented a positive meaning distinct from any disparagement that could be viewed in some other context.
Roger Goodell, NFL Commissioner
- Greedy outreach to potential Superbowl halftime performers about paying the NFL to perform
The National Football League doesn’t usually pay the act that performs at halftime during the Super Bowl. But in a twist this year, the league has asked artists under consideration for the high-profile gig to pay to play.
WSJ online
- Incomplete attention, follow-through and penalties regarding domestic violence. Ray Rice – need we say more?
Olivia Pope won’t be back on the scene until the end of the month, so we’d like to offer our 12-step crisis management advice to Roger Goodell and the NFL:
Act quickly but thoughtfully to controversy. Don’t wait a few days to craft a statement or organize a press conference. While you are busy crafting, others are busy jumping to conclusions and circulating opinions about you.
Come clean and tell the truth. It is nearly impossible to hide things and you must assume that everything you say or do is on video somewhere just waiting for the right moment to be exposed. People respect your telling the truth up front rather than have to explain why you lied when the video is circulated by TMZ.
Take responsibility for your actions and comments. “We did claim concussions were an invention of the media, but we were wrong. Multiple research studies show this about concussions and here’s what we’re going to do about it: FILL IN THE BLANK HERE WITH MEANINGFUL PRECAUTIONS.”
Do the right thing, not necessarily the money thing. Billion dollar industries, despite technically having non-profit status, do not look good in a bidding war with halftime performers about who wants to pay them the most money. Appearances count and this appears piggish and sleazy.
Stay a step ahead. If Native Americans say they are offended by the Washington name, it’s time to take action. You don’t have to wait for fan and player polls to catch up before you decide to take the high road.
Express sympathy to scandal and crime victims. “Aaron Hernandez does not represent our organization anymore. While we recognize he is technically innocent until proven guilty, we send our deepest sympathies to the families and friends of the victims of these brutal murders.”
Pay attention to social media buzz, particularly Twitter and have responses ready. The NFL should have known what was on the elevator video, even if they didn’t see it. Everyone on Twitter knew.
Confess in an open forum. Pour out your heart to a tough reporter or give a no-hold-barred interview as long as you can keep your cool and be honest and sincere.
Stop saying no comment. When you are asked by ESPN to give a statement about something, the right answer is to give a thoughtful statement. Saying “we will not have any comments today” makes people suspicious and wonder what you are hiding.
Make common-sense decisions. Even without the inside-the-elevator video, the in-and-out of the elevator video that was available was quite ominous. The NFL could have easily suspended Ray Rice until he or his attorneys showed them all of video (of which they had a copy). And they could have used common sense to predict what happened in the missing elements and acted accordingly.
Communicate with staff so they can be informed cheerleaders. Be sure to let them know who they can and can’t talk to and what they can and can’t say.
Don’t do it again. Remember Groundhog Day? Listen and learn from the past.
Adherence to these steps will put the NFL on the road to restoring their public respect and image and maintaining their powerful brand.
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