Ryan Braun Hits a Home Run in the Public Relations Game
Brewers star did just about everything right in Friday's press conference.
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Did you hear it? It was almost audible, the sound of Milwaukee Brewers baseball fans breathing a collective sigh of relief this week as Brewers left fielder Ryan Braun won the first-ever appeal of a Major League Baseball drug test.
But there was also another sound, the sound of implied guilt. As Mr. Braun said in his press conference on Friday, the scrutiny he endured is just the opposite of what is found in the American legal system: Guilty until proven innocent.
Point taken, Mr. Braun. Let’s take this opportunity to look at what you’ve done right in this unfortunate situation, and what you and your PR team should be thinking about going forward. Ultimately, what happened at the press conference and in the future days are what will decide your standing among the public. And therein lies the value of not just good, but great PR advising.
First of all, you hit a home run with your press conference, maximizing the best opportunity you will ever have to restore your image. You were genuine, believable and articulate, and you needed to be. You avoided legalese and simply stated when you couldn’t elaborate. Others in your position have taken a very defensive stance; that doesn’t play well with the media or with the fans.
You thanked all the most important people, most critically, your fans. Instead of a “woe-is-me” attitude, you acknowledged how difficult this challenge has been for you, and rightly so. No one, not your fans or your detractors, would disagree with that.
In your early comments, you said you would willingly have taken on responsibility for the situation … had it been appropriate. And you proved that by taking responsibility for some of the more personally unfortunate rumors that have been circulating, addressing the STD issue clearly and succinctly.
Your advance preparation was outstanding, and you were able to give some level of detail, including dates, putting the media on your side. The media have a story to write, to flesh out with those details, and your side of it will get more coverage than if your advisers had suggested a more limited approach.
You won people over with specific, quotable statements: “We won because the truth is on my side.”
Keep up that pushback; it’s an active way to manage your image rather than waiting for someone else to define it. This also helps you to avoid the impression that you used performance enhancing drugs. It’s not about that anymore; it’s about your innocence and the breakdown of the testing process.
Yet, going forward, never go back to this level of detail. It’s not necessary. Keep your comments on the issue to general statements, and regardless of the situation, never be defensive. The best way to prove your point is through your play on the field.
Others can answer those questions. Be prepared though: Your abbreviated question-and-answer session didn’t answer everything, and anything you haven’t addressed will now be answered by others. But that was an understandable sacrifice that needed to be made.
The decision awarding your appeal was based on another great quotable phrase “the process broke down.” And you stayed on that message. You assaulted the process and made that the issue. With this press conference, you’ve changed the perspective.
So what’s ahead, Mr. Braun? I think your words will be buttressed by the arbitrator’s report, which will only serve to affirm the points you’ve made. That’s no mistake, either. That, along with the rest of the work you and your people did today, is the work of a top-notch PR firm. Having a winning strategy is something that all organizations can learn from, not just those dealing with messy issues in the sporting world.
Jeff Blumb, a partner at Milwaukee-based Nation Consulting, has more than 20 years of PR experience in professional sports, including a long stint as director of public relations and top spokesperson for the Green Bay Packers. Reach him at blumb@nationconsulting.com
Denise Konkol
8:25 pm on Friday, February 24, 2012
The most telling and disturbing thing I've heard is from medical experts who say if the levels of testosterone recorded were accurate, it would have been an impairment to Braun.
Absolutelyfabulous
9:59 pm on Friday, February 24, 2012
I don't get it..Is this some sort of attempt by the author to drum up business? Better yet, if you have the $$$$, then anythings possible?
Why are you offering Ryan Braun advice on how to handle his situation? Does he read Patch? Maybe having a contact worth $125,000,000 doesn't leave enough $$$ to surround himself w/ the best of the best for any/all advice & guidance.
Maybe you are trying to illustrate aspects of the situation so that the everyday layperson may be able to apply these principles when they are accused of something in the future. No big deal..Deny, Deny, Deny..Get the best attorney you or $$$ can buy and lay low. Though, that $125,000,000 contract will most likely help Mr. Braun in securing counsel just a tad more experienced/better than the average person.
Steve
9:59 pm on Friday, February 24, 2012
I'm not too big into baseball as it is well they play TOO many games. For an employer to throw an employee under the bus like this and release a statement as this did is disturbing.
We shouldn't even know about this per their policy.
Yet they release a statement
I'm am now a Braun fan, and the MLB can go f&^%$ themselves
MaryR
7:16 am on Saturday, February 25, 2012
MLB owes RB an apology. The test was flawed to begin with, as the testosterone level (3 times higher than any other reported level) was too far out of range to be valid. Chain of custody was broken. Detractors - are you saying that if it was your drug test, that fact would not bother you? Not to mention privacy was breached.
Gofaq Uurslf
8:18 am on Saturday, February 25, 2012
PR is just a another piece of fat on the meat of life that doesn't need to be there. Right up there with lawyers. At least Braun took care of it himself instead of those puppets, although I'm sure they wrote the speech for him.
Absolutelyfabulous
8:38 am on Saturday, February 25, 2012
Nate-
I'm going to venture to guess that RB was guided/steered/counseled through every aspect of this entire situation. He handled himself well, but I'm sure he was quickly surrounded/sought out the right people to steer him through and tell him what to and not to do every step of the way.
He has future endorsement deals to lock up and the smoother this goes, then hopefully the sooners companies warm to the idea of using him as their spokesman and paying big $$$.
kathleen stoller
8:20 am on Saturday, February 25, 2012
Suspicious of the handler..shady. could he have planted his own STD cells? Nothings impossible. Love Braun..
Mike
9:41 am on Saturday, February 25, 2012
To me it is apparent that Dino Laurenzi the collector who had his child with him when he collected (who is a 22 y.o UWM student) had evil intentions. I also heard rumors he is at the Cubs training camp now and is a Cubs fan. I do think they collected the sample, went back home with it and dropped the tesosterone in, then sent it out repackaged and forged in another sample bottle. No doubt it was tampered with. The levels of testosterone alone would raise suspicion of a flawed test. Then MLB to cover their butts come out and make statements again and again against Braun showing their ignorance. They most likely leaked it out to ESPN who should be sued for a HIPAA violation along with MLB. They also should make ESPN name the source that leaked this out. I am sure Braun sues over this. I am glad Braun won because sometimes an innocent person is presumed guilty and the way the drug testing for MLB is set up is that you are guilty and need to prove your innocence, which he did.
Mary DeBattista
10:17 am on Saturday, February 25, 2012
Mark Slugocki...
Look at RB's stats since he's been with the Brewers. His batting average in his first season was only 6 hundreths of a point lower than 2011; .224 vs 232. He hit more homeruns in 2008 than he did in 2011. Point his, his stats have been widely consistent. This make your point crumble to nothing. Check the stats, man.
Rick
3:17 pm on Saturday, February 25, 2012
@mark.... i do expect that RB's numbers will be down some this season. But not because of what you think. He will not have Prince batting behind him and if you think that doesn't matter look at Prince's number when they couldn't find a 5 hitter in 2011.
As far as the test... 3 times more that any ever recorded... plus a 44 hour gap to get it to Fed Ex... when there are 4 within 5 miles of Miller Park and 17 - 18 on the way to the curriers home. No logical reason for the sample to be taken home.
44 hours with the only witness being his son... if you were to plan to tamper with a test this is a pretty good way to approach it. Why didnt MLB simply retest RB as soon as they knew that the sample was taken on Saturday but not to the lab till Monday or Tuesday?
Last point... RB was retested shortly after the initial test... nothing elevated in that one from what i know. Can testostrone disipate that quickly? I am not a medical expert but unless someone says it can... i would doubt it.
Dave Bauer
3:26 pm on Saturday, February 25, 2012
The latest rumor is that the test was switched and it was actually Prince Fielder's test. He tested clean with the one they used for him.
MarkSlugocki
8:28 pm on Saturday, February 25, 2012
He wasn't Exonerated. He was Aquitted. There's a difference. MLB will appeal and who knows what can happen? Google NY Daily News today on the front cover is RB an the headline is " What A Joke " then it also says Mets players , experts , rip decision to let Ryan off the hook. Same thing in the NY Times , Washington Post. Then go to ESPN.COM there are over 6000 negative comments in regards to RB! Look outside of Wisconsin look at the National news! I'm a huge Yankee fan we have A-Roid signed until he's 41 yrs old so Brewer fans have to look at reality. At his press conferance he was sweating like McGwire was before Congress. He knows he got away with it ! Wisconsin sports fans are loyal to their star athletes but you have to face reality. Conspiriracy theories , a plot to tamper with his urine and get him jammed up ? What's next the 2nd shooter on the grassy knoll in Daley Plaza when JFK was assasinated tampered with RB specimen ? Todays athletes know the game. Do a cycle here & there , roll the dice an hope you don't get caught , why ? A fat $180 million dollar contract ! I know RB background he excelled all the way to the " Show " but once you get to the Bigs you have to produce an sustain so the temptation is there. 80% of MLB is clean there's Players who train , study pitchers , make adjustments but some want to take the shortcut and pick it up a notch and RB is one of those players! markkslugocki.blogspot.com
Clark
9:29 pm on Saturday, February 25, 2012
@markSLUG - You are lost and waaaay out there- I guess that explains why you're a YANKee fan. Just because there are 6,000 negative comments and a few pissed off players that makes RB guilty? How many positive comments are there?! And I bet if you took a poll of how many MLB players were happy about this, I'd say 95% would be close guess. We wouldn't even be having a discussion if the currier did his job, and that's the issue here first and foremost. If he had done his job, it would have taken all the suspicions out of the equation and I'm sure RB's first test would have been like his second- NORMAL!!!
Dude's a stud and first ballot Hall of Famer-- just get over it already.
MarkSlugocki
10:32 am on Sunday, February 26, 2012
@ Clark
Just read the National News an NO he will never be in the Hall of Fame !
And the Yankees have 27 World Championships. Read todays article by a respected sports writer Mike Lupica in the NY Daily News Sports section today. Nationwide RB is a joke look at the big pic !
Clark
12:53 pm on Sunday, February 26, 2012
@slug- I am familiar with legal terms and I hope Braun goes after ESPN and whoever leaked the story. If the story was never leaked like it shouldn't have been, Mike Lupica wouldn't be flapping his gums. Also, if you listened to Braun's interview and press conference he did NOT mention Laurenzi by name. How can he sue Braun for defamation if, in fact, Braun's account of Laurenzi's actions are true?! That would be thrown out of court pretty quickly. The guy that should be suing for defamation is Braun! TJ Quinn and Mark Fainaru-Wada reported something that was FALSE. Braun should also sue the person who leaked the story. ESPN is a joke. No apology given to Braun for falsely reporting something that should not have even become public!
Clark
12:55 pm on Sunday, February 26, 2012
@Slug - oh and I'm sorry if I fail to recognize NY as 'the rest of the country outside of Wisconsin'. Why is what their reporters say Gospel?! Braun is playing!! Can I get an AMEN?!!
MarkSlugocki
10:39 am on Sunday, February 26, 2012
@ Clark
It's spelled " courier "
Not currier !
MarkSlugocki
10:55 am on Sunday, February 26, 2012
@ Clark I would like to see Mr.Laurenzi file a Defamation of Character lawsuit agaisnt RB.
And then to face the the discovery phase of a trial like that. ( If you understand legal terms )
Randy1949
11:24 am on Sunday, February 26, 2012
I understand legal terms, including presumption of innocence. Something seems not quite right with this case, beginning with the leak of information that was supposed to remain private. There is, as people have pointed out, a chain of custody issue, plus time for the sample to degrade.
Unfortunately, in the court of public opinion, it's guilty until proven innocent, especially from people who have a partisan bias.
If we expect people to submit to drug testing, they deserve to have strict integrity in the process. This was not done here.
Dave Bauer
2:36 pm on Sunday, February 26, 2012
If no one except the Courier knew which sample was which how could there be a leak by anyone else. He must have leaked after he switched it or added the juice to it. Otherwise it was just a number.
Gofaq Uurslf
9:22 pm on Sunday, February 26, 2012
Braun isn't the only one...
http://www.aolnews.com/2011/02/17/false-positive-vindicates-diana-taurasi/
Proof that WADA is a scam.
Clark
3:29 pm on Monday, February 27, 2012
Look at this one--- makes it all clear now.
www.chadmoriyama.com/2012/02/ryan-braun-what-you-dont-know-about-his-case-is-important/
Mark
1:12 pm on Wednesday, February 29, 2012
Bunch of blind homers here. Braun got off on a technicality. All the evidence pointed towards his guilt. He should be ashamed of himself for slandering a hard working blue collar man (the collector), in a pathetic attempt to save his multimillionaire image.
Alfred
1:17 pm on Wednesday, February 29, 2012
Braun is a con man much like Lance Armstrong, it is funny watching the hero worship that goes on with the hillbillies of Milwaukee when a dapper good looking guy with nice hair is taking y'all to the bank....hayseeds.