Last night’s televised announcement of LeBron James’ free agency decision was an unprecedented circus. There’s plenty to analyze from a media and public relations perspective. James’ decision to go on national television and deliver a stomach punch to his hometown didn’t do much for his image, and despite garnering huge ratings, ESPN has been roundly criticized for their role in staging the broadcast. But most intriguing to me was the rambling response sent out last night by Cleveland Cavaliers owner Dan Gilbert.
Letters and e-mails drafted when emotions are raw are rarely a good idea. Within a couple hours of James decision, Gilbert decided to unload on the team’s departing superstar. Some of my favorite passages:
“This was announced with a several day, narcissistic, self-promotional build-up culminating with a national TV special of his ‘decision’ unlike anything ever ‘witnessed’ in the history of sports and probably the history of entertainment.”
“You simply don’t deserve this kind of cowardly betrayal.”
“This shocking act of disloyalty from our home grown ‘chosen one’ sends the exact opposite lesson of what we would want our children to learn. And ‘who’ we would want them to grow-up to become.”
And definitely the most over-the-top comment: “Some people think they should go to heaven but NOT have to die to get there.”
ESPN anchors were so stunned by this outburst that some questioned its legitimacy. But with the letter posted to the front page of the Cavaliers Web site, there was no doubt it was intended for a public audience.
As public relations professionals, we’re taught to get your story out early to to control the message. This was an example where a cooling down period would have been far more beneficial. I’m not sure if Gilbert ran this letter by the team’s communications department, but he would have been well served to take 24 hours and consider if this was the message he wanted to send. If nothing else, he should have opted for a different font than the childlike Comic Sans that so many have skewered.
James decision is a major blow to Cleveland, but sports are a business and free agents departing at the end of their contracts is a part of that business. That doesn’t make James a coward. Athletes are criticized when they chase the dollars above all else. LeBron passed on the biggest payday, which would have come from staying in Cleveland, and went to the team where he thinks he has the best opportunity to win a championship. Although his announcement was tacky, the decision is a respectable one. Gilbert’s decision to blast LeBron on his way out the door doesn’t put him or his team in a better light.
