Tag Archives: Roger Goodell

Deflategate Ruling – Tom Brady & Roger Goodell Need to Score in the Court of Public Opinion

September 4, 2015UncategorizedCrisis Communications, Deflategate, New England Patriots, Roger Goodell, Tom BradyPublic Relations Made Simple

One can win in the court of law but still lose in the court of public opinion. We have just seen this with New England Quarterback Tom Brady. A federal judge threw out the NFL’s four game suspension of Brady for his involvement in ‘deflategate’ last season during the playoffs. In case you forgot, ‘deflatgate; arose when the New England Patriots used suspiciously underinflated footballs in the American Football Conference (AFC) Championship Game against the Indianapolis Colts in what became known as ‘deflategate’.

The Patriots, Super Bowl Champions and star quarterback, Tom Brady denied any knowledge of the incident. A beleaguered NFL Commissioner Goodell appointed attorney, Theodore Wells to head an investigation into ‘deflategate’. The investigation concluded that it was “more probable than not” that New England Patriots equipment personnel were deliberately circumventing the rules. Further, Brady was implicated as it being more probable than not that he was aware of the deflation.

The judge did not address the issue of whether Brady knew and participated in ‘deflatgate’ but said the collective bargaining agreement between the NFL and the NFL players union did not give Goodell, the authority to suspend Brady. In terms of public relations it was a blow to both Brady and Goodell.

Tom Brady has been one of the most popular NFL players in years. He has been a proven champion. Yet ‘deflatgate’ has tarnished his image. A majority of fans believe despite his denials that he did know and participate in ‘deflategate’ and lied to investigators. The judge’s ruling in his favor does nothing to change that perception.

What should he do to rehabilitate his image?

Address ‘deflategate’ in a press conference in which he answers every question thrown at him until reporters are exhausted.
Adopt some charities to work with and be active with. Just lending his name will not be enough.
Become a role model for new players.
Do an exclusive interview with a Charlie Rose or Oprah that will allow him to show a more human side.
Continue playing like a champion.
Realize that no matter what, ‘deflategate’ will always be a part of his legacy.

For Roger Goodell who in 2014 suffered severe criticism for not being tough enough, today’s ruling is a public relations defeat. Goodell has spent much of this year in trying to restore the integrity of the game. Yet many believe he has been giving suspensions such as he did to Brady with the knowledge that they would be thrown out but with the purpose of looking tough.

So what should Goodell do?

Address the issue that his punishments are not just a public relations ploy but rather an attempt to restore the integrity of the NFL.
Speak out vocally on issues where the public has lost trust in the NFL.
Continue to give out strict punishments against players who violate the rules.
Work on change within the NFL culture from within with players and owners.

Today’s ruling puts Tom Brady back on the field and Roger Goodell on the sidelines. But it also leaves a black-eye for both, and the NFL in terms of public perception.

#DeflateGate Crisis Management – Next Moves by the NFL & Tom Brady?

May 11, 2015UncategorizedCrisis Communications, Deflategate, New England Patrioys, NFL, Roger Goodell, Tom BradyPublic Relations Made Simple

For the NFL, 2014 was a year of crisis after crisis. The League and NFL Commissioner Roger Goodell came under heavy scrutiny and criticism for failing to punish key NFL players guilty of domestic violence. Two thousand and fifteen started with many questioning the integrity of the game when it was discovered that the New England Patriots used suspiciously underinflated footballs in the American Football Conference (AFC) Championship Game against the Indianapolis Colts in what became known as ‘deflategate’.

Brady, one of the best quarterbacks of the era finds his integrity under attack. Fans consider him a lie and cheat. Many believe he should not be eligible for the NFL Hall of Fame in the future. His brand as one of sport’s elite players is tarnished.

So what should he do?

Come clean and admit what he knew, apologize for not being more forthcoming and honest with investigators, and ask fans to forgive him. Yes, he will admit to lying but to continue to be evasive over a long period of time and then admitting he lied would be even worse (just ask Lance Armstrong how lying over a long period of time and the coming clean worked). When he does this Brady should do it at a news conference and take questions from the media. Let the media exhaust themselves with questions.
Accept any suspension and fine from the NFL and do not appeal them.
Stay low profile during his suspension. No media interviews. Remain invisible from the public eye.
Grant a high profile interview to a key interviewer at the end of his suspension.
Show fans that his playing ability remains among football’s elite.

The Brady brand has suffered from ‘deflategate’. Failing to come clean now will make the damage even worse and perhaps irreparable.

Yet it isn’t just Brady who must handle this right – the NFL must as well. As mentioned the NFL brand because of its ham-handed response to domestic abuse cases last year is damaged. Many people not just fans question the integrity of the sport and NFL Commissioner Roger Goodell. So what should Goodell and the NFL do?

Quite simply suspend Tom Brady for the entire 2015 season. This sends a message that misconduct will no longer be tolerated and the NFL has learned from its mistakes in 2014. Anything less and the NFL’s brand will be diminished further.

So what should he do?

Come clean and admit what he knew, apologize for not being more forthcoming and honest with investigators, and ask fans to forgive him. Yes, he will admit to lying but to continue to be evasive over a long period of time and then admitting he lied would be even worse (just ask Lance Armstrong how lying over a long period of time and the coming clean worked). When he does this Brady should do it at a news conference and take questions from the media. Let the media exhaust themselves with questions.
Accept any suspension and fine from the NFL and do not appeal them.
Stay low profile during his suspension. No media interviews. Remain invisible from the public eye.
Grant a high profile interview to a key interviewer at the end of his suspension.
Show fans that his playing ability remains among football’s elite.

The Brady brand has suffered from ‘deflategate’. Failing to come clean now will make the damage even worse and perhaps irreparable.

NFL Sponsors: What Role In Crisis Management

September 19, 2014Crisis CommunicationsAdrian Peterson, Crisis Communications, David Johnson, Minnesota Vikings, NFL, Ray rice, Roger Goodell, Strategic VisionPublic Relations Made Simple

Another day has passed and another NFL player has been arrested with domestic violence charges – Arizona Cardinals running back Jonathan Dwyer. This comes as the NFL is still reeling from the public relations damage of Ray Rice, Adrian Peterson, Greg Hardy, and the admission in court documents that nearly a third of its players could end up with brain damage. The NFL is suffering in the court of public opinion among policymakers and fans. Yet it still does not seem to have a cohesive public relations strategy to deal with these PR nightmares

Many are drawing a stark contrast with how the NFL is dealing with the multitude of public relations crises and the NBA dealt with LA Clippers owner, Donald Sterling after his racist comments went public. Within a period of days, the NBA conducted and completed an investigation and took action – banning Sterling from the NBA for life and forcing the sale the Clippers. NBA Commissioner Adam Silver was front and center as the face of the NBA with the media. The NFL on the other hand has been largely invisible.

Why the difference? The actions of the sponsors. In the case of Sterling, sponsors began pulling sponsorships with the Clippers within 24 hours. So far, only one NFL sponsor has pulled a sponsorship. Radisson Hotels has suspended a sponsorship with the Vikings over the Adrian Peterson case. Otherwise the sponsors have been largely quiet issuing statements acknowledging the seriousness of the issues but expressing confidence with the NFL.

Follow the money is a cardinal rule often on the response to a crisis. With the NBA, the lost of sponsors saw quick and decisive action. In the Paula Deen story last year when sponsors began bailing on her over racial comments, the Food Network cancelled her show. In the case of Duck Dynasty and Phil Robertson, with sponsors standing by Robertson (and fans blew up social media supporting him) after remarks he made in GQ Magazine about race and homosexuals, A&E opted to keep him on the reality television show.

As I mentioned the sponsors with the NFL have not pulled sponsorships. Yet at some point traditional media and social media scrutiny will begin to focus on the sponsors, particularly General Motors, Campbell Soups, and PepsiCo – all three headed by females. Additionally, the fans most outraged at the NFL are females, one of the most coveted demographics of sponsors and the NFL.

Sponsors weighing in will ultimately help lead the NFL out of this public relations disaster. The sponsors should demand nothing less than a change in the corporate culture of the NFL for nothing else will convince fans and policymakers that the NFL’s actions are fundamental and not a mere public relations ploy (although fundamental change will garner positive publicity for the league).

A Crash Crisis Communications Course For The NFL

September 18, 2014Crisis CommunicationsAdrian Peterson, Crisis Communications, David Johnson, Football, NFL, Ray rice, Roger Goodell, Strategic VisionPublic Relations Made Simple

The NFL continues to be battered in the court of public opinion. Last week it was the Ray Rice saga and the “what did NFL Commissioner Roger Goodell know and when did he know it questions.’ This week it is outrage over Minnesota Viking Adrian Peterson who is facing criminal charges for spanking his four-year old son with a wooden stick that left welts. In addition, it is still grappling with bullying in the locker room, players driving drunk and carrying weapons, a lawsuit from concussions, and a drug and steroids policy that some consider outdated. Add to this Dallas Cowboys’ owner, Jerry Jones being sued for sexual harassment. And let’s not forget it is addressing how it will deal with its first openly gay player, Michael Sam.

We know that consumers are outraged and advertisers are beginning to distance themselves slightly from the NFL. Radisson Hotels announced that the chain was suspending its sponsorship with the Vikings over the Peterson case. NFL sponsor, Anheuser-Busch announced its displeasure and concern with the NFL. When sponsors start suspending sponsorships and distance the company from the embattled brand, it means the public relations damage is not being contained but is actually growing.

The NFL’s crisis response has been sadly lacking in dealing with the escalating crisis. NFL Commissioner Roger Goodell has been largely invisible since he was interviewed last week on CBS and then allegations surfaced that the NFL knew earlier than had been admitted about the Ray Rice video that showed him punching his now wife Janay. The league announced that former FBI Director Robert Mueller was heading an investigation into the Rice controversy and had made some hires to deal with the issue and public policy. Yet in all of this there has been no public face for the NFL in over a week. All announcements have been made via press release.

So what should the NFL do now to calm the storm?

If Goodell is compromised from talking during the ongoing Mueller investigation have someone else speak on behalf of the NFL, preferably a female officer. The public expects during a crisis, a brand or company to have a public face addressing the media and currently the NFL has none.
Trump the number of senior level female officers within the NFL. There are at least 17 in senior management in the NFL not even counting affiliated organizations. Bringing this to the forefront will help dispel the idea that the NFL is anti-female.
Ban Ray Rice from the NFL for life. His actions warrant it and will send a strong message of zero tolerance for domestic violence.
Announce new stringent measures to deal with domestic violence and other issues the NFL is facing.
Reassure sponsors that there are no other bombshells coming out. If there are, the NFL needs to get out in front and announce them before the media reports them, as well as how it is addressing the issues.
Address policymakers and admit mistakes were made and outline what steps have been taken to correct them and ensure such things do not happen again.
Apologize to fans for not upholding the standards and values fans expect of the NFL. This should be done through interviews and advertisements.
Implement any recommendations the Mueller investigation recommends.
Change the corporate culture within the NFL.
Replace Roger Goodell with a new commissioner at the end of the season (unless the Mueller investigation proves that he knew of the Rice tape and lied, then terminate him at once) preferably with a high profile female with a clear mandate to clean up the NFL.

The NFL is facing a new public relations crisis weekly and the damage will continue until it takes some strong steps to address the issues directly. This crisis requires a fundamental change in how the NFL has been operating during the crisis. Sponsors and the public demand no less.

Crisis Communications For The NFL

September 12, 2014Crisis CommunicationsCrisis Communications, David Johnson, Domestic Violence, NFL, Ray rice, Roger Goodell, Strategic VisionPublic Relations Made Simple

The start of the NFL season has been overshadowed by the never-ending Ray Rice saga and the NFL’s public relations handling of the crisis or rather the lack of crisis management it has shown. Associated Press reported that a law enforcement officer contacted the NFL and stated that the NFL had received the video of Ray Rice punching his then fiancée and now wife, Janay in April and someone at the NFL left a recorded message acknowledging the video. This is a direct contradiction of what the NFL has repeatedly stated and NFL Commissioner Roger Goodell said during a televised interview. The NFL is maintaining it knew nothing about the video until Monday but the public does not appear to believe it (although it is hard to believe that if Goodell had seen it back then he would have dealt so leniently with Rice nor fail to realize that it would surface publicly at some point). Nor do policymakers who are calling for hearings on how professional sports deals with domestic violence.

The NFL and Rice’s former team, the Baltimore Ravens had already faced a public relations firestorm over a video showing Rice dragging an unconscious Janay out of an elevator in February. The NFL merely suspended him for two games and the Ravens took no disciplinary action.

Adding to the NFL’s PR woes is the fact that Goodell appeared to leave open the possibility that Rice (whose contract was terminated by the Baltimore Ravens and suspended by the NFL indefinitely) might be able to return to playing. This is a sharp contrast with Major League Baseball banning legendary player/manager, Pete Rose from baseball for life for gambling and the NBA banning LA Clippers owner, Donald Sterling from basketball for life over racial remarks.

This at a time when the NFL brand is suffering from scandals with bullying in the locker room, players driving drunk and carrying weapons, a lawsuit from concussions, and a drug and steroids policy that some consider outdated. Add to this Dallas Cowboys’ owner, Jerry Jones being sued this week for sexual harassment. And let’s not forget it is grappling on how to deal with the first openly gay player, Michael Sam.

The NFL brand is its luster with the Ray Rice. What needs to be done in terms of a crisis communications strategy?

The NFL

If Roger Goodell lied about when the NFL became aware of the Rice video, he must be removed as Commissioner at once along with anyone else who was aware of its existence. Goodell’s replacement under such a scenario must be someone above reproach in the public eye; empowered with a mandate to clean-up the sport like Major League Baseball Commissioner Kennesaw Mountain Landis did for baseball after the scandalous 1919 World Series
Barring that revelation, Goodell, the public face of the NFL, needs to speak to the media, reiterate that the NFL had no knowledge of the tape, announce what steps are being taken to investigate the allegation (appointing former FBI Director Robert Mueller to head the NFL’s investigation was a good PR move), stress the NFL’s zero tolerance for domestic abuse, and apologize for failing to address and take stronger action when the Rice scandal first began, admitting the NFL made a mistake in how the situation was first addressed.
Ban Rice from football for life. Failing to do so will only give credence to belief that once this scandal blows over, Rice will show up playing for another team.
Announce a special committee that includes owners, players, domestic abuse specialists, and academics to review and strengthen NFL guidelines on dealing with domestic abuse and sexual abuse in the NFL.
Require mandatory classes on domestic violence and sensitivity training for all players and NFL personnel.
Begin a collaboration with organizations involved in dealing with domestic violence and victims of domestic violence, and contribute financially to such organizations, as well as making players available as media spokespersons.
Respond to Congressional inquiries with all the facts that become available and avoid trying to evade responsibility.
Begin an outreach for female fans.
Highlight the NFL’s involvement in communities and other feel good stories that reflect the real NFL.
Outline a vision for the NFL’s future.

The NFL owners

Announce their confidence and support for Goodell. Anything else would be read by the media as a sign that they were preparing to let him go and also be unfair to the Commissioner (unless it is proven he lied).
Announce steps they are taking within their teams to discourage player misconduct and punish it when it happens.
Reach out to fans by thanking them for their support and lowering ticket prices to increase attendance and maintain fan loyalty.
Announce team efforts’ beyond what the NFL is doing in confronting the various issues facing professional football.
Begin planning for a post Goodell era after the season, allowing him a graceful exit. He must ultimately be replaced because he has lost the confidence of the public and policymakers who view him either as a liar or incompetent and uncaring; and he will not be able to fully recover.
Replace Goodell with a high profile personality considered beyond reproach such as a Mitt Romney, Condoleezza Rice Rudy Giuliani or even Hillary Clinton.

Finally, the Baltimore Ravens, Rice’s former team have been overlooked in this PR crisis. The team has been praised for terminating Rice’s contract. But soon, scrutiny will return to the Ravens and how the team originally addressed the situation and if personnel knew of the second video. Remember when the first video surfaced, the team took no disciplinary action at the time. Indeed, Ravens head coach, John Harbaugh said of Rice at the time “he is one heck of a guy,” and the Ravens tweeted “Janay Rice says she deeply regrets the role that she played the night of the incident.” Basically the team sided with the abuser over the victim.

The Ravens

Announce an independent investigation to see if anyone with the team knew about these actions earlier or may have even helped cover up some of this story early on and that appropriate punishments will be meted out to any guilty parties.
Work with domestic abuse advocates in Baltimore in creating greater awareness of domestic violence through an active community relations program.
Make players available as spokespersons against domestic violence.
Require mandatory sensitivity training and education on domestic violence for all team personnel.
Run advertisements apologizing to fans for their failure to take earlier action against Rice and restate their commitment against domestic violence.
Make significant contributions to domestic violence organizations.

The Ray Rice situation and the ongoing PR crisis for the NFL emphasizes the need for being proactive and having a crisis communications plan ready. It is a case study not only for professional sports but businesses as well on how to deal with a crisis.

Ray Rice: NFL In Need Of Crisis Communications

September 9, 2014Crisis CommunicationsBaltimore Ravens, Crisis Communications, David Johnson, Domestic Violence, NFL, Ray rice, Roger Goodell, Strategic VisionPublic Relations Made Simple

Hoping to defuse a growing public relations crisis, the Baltimore Ravens announced that the team was terminating the contract of three-time all-Pro running back, Ray Rice and the NFL announced that it was suspending him indefinitely following the release of a video showing him punching his then fiancée, now wife, Janay in February. While this is both the right thing to do and proper way to handle a public relations crisis of such magnitude, it won’t be enough for the NFL or the Ravens.

Why isn’t it enough? Because during the summer when a hotel video surfaced showing Rice dragging Janay unconscious out of an elevator, both the NFL and Ravens basically failed to take any action at what was obviously domestic violence. The NFL gave Rice a two game suspension (remember Pete Rose was banned for life from Major League Baseball for gambling and Donald Sterling was banned for life from the NBA for racist statements).

And the Ravens? The team took no disciplinary action at the time. Indeed, Ravens head coach, John Harbaugh said of Rice at the time “he is one heck of a guy,” and the Ravens tweeted “Janay Rice says she deeply regrets the role that she played the night of the incident.” Basically the team sided with the abuser over the victim.

All of this comes at a time when the NFL brand is suffering from bullying in the locker room, players driving drunk and carrying weapons, a lawsuit over brain injuries from concussions in the game, and a drug and steroids policy that some consider outdated. Even today’s actions may not be enough to convince some that the Ravens and the NFL understand domestic violence.

So what should they do from a public relations standpoint?