Mark Sanchez, the face of the New York Jets and Ben Roethlisberger, the face of the Pittsburgh Steelers are both 20-something young, rich, and seemingly successful athletes. I say seemingly, because really, who determines success?
Nonetheless, both athletes were accused of sexual misconduct, which raises very ethical questions; not to mention damage to their reputations. Besides the legal questions surrounding the misconduct of both athletes, there remain character questions, whereby the court of public opinion could influence the future of both athletes.
Now don’t get me wrong, they will continue to play professional football until they can no longer physically play the game. I’m referring marketability, the diminished brand value and the overarching negative public relations cloud that will probably follow them where ever they go. That is of course, unless of course they reinvent themselves like Michael Vick.
Don’t misunderstand me, I think the resurgence and redefined attitude of Michael Vick is probably the comeback story of the decade. If you’re honest with yourself and contrary of your animal rights stance, it’s not everyday that a person spends time in jail and actually comes out a better person than when they went it.
What I’m trying to say is, athletes like the aforementioned, are worth millions in the eyes of the team owners and advertisers. Let’s face it, it’s not really about football, it’s about capitalism; if it don’t make money, it don’t make sense.
With increased media, the spotlights on these athletes are becoming more and more intense. The expectations are higher—athletic expectations that is. Somewhere between Pop Warner Football, starting at say, age 8, up until they’re dream to play in the NFL, many of these athletes had no formal training or preparation in ethics or civility.
Instead, you take a young man who has been highly touted since he was seven. You make concessions and excuses that enable him and stunt his growth. Then you give him millions of dollars at the age of 21 and expect him to go out into the world and do all the right things.
As a public relations professional, I can tell you that is not an easy road. Building the person while you build the athlete, has to be priority one and paramount! Crisis communication and reputation management are vital to off-the-field longevity of these athletes.
Just ask Tiki Barber, the once charismatic smiling TV host and football analyst who ousted as soon as he disclosed that he was having an affair with an intern at the same time that his wife was pregnant. Not a good move! Raise questions of ethical soundness are raised; you’re no longer a hot commodity. Unfortunately, Mr. Barber’s contract was not renewed and his endorsement deals dried up.
At ichnite public relations and strategic communications, we help organizations and individuals manage both, their crises and reputations.
