Buffalo Bills receiver, Terrell Owens, went into a postgame press conference after his team was defeated by the New Orleans Saints because it was mandated by the National Football League that he do so. (He also went catchless for zero yards and touchdowns for the first time in 185 games.)
{The following is the background and essentially a lesson in PR 101.}
Based on past performances, media expected Owens to provide enough provocative commentary to write their stories for them. They knew from experience what kind of questions that could set him off. So they poked; they prodded and reconfigured questions to get him to say something that would make for a sensational headline.
What emerged from a session during which Owens wore sunglasses and spoke in one or very few-word answers was growth of a reputation that he says he is trying to quell.
Owens left the Philadelphia Eagles for more money, then threw quarterback, Donovan McNabb, and other personnel under the proverbial bus. He took his ego and sunglass case to Dallas where he emotionally proclaimed during a press conference that followed a tough loss “That’s my quarterback…” when reporters asked about a questionable performance of Cowboys’ quarterback Tony Romo.
During the time he sought a trade from the Eagles, he was interviewed while doing shirtless sit-ups in his driveway. This man is a far cry from shy.
There is little debate that Owens is a talented receiver. He believes he is misunderstood, however. He said it is the media, and not him, that are to blame for his controversial reputation. He even blamed media for not taking his own written words – those he posted on his Twitter page – for taking him seriously, when intended to joke.
Personnel on ESPN’s NFL Live said that Owens was in a no-win situation with media after the Bills loss to the Saints. I disagree.
Media training can help Owens or anyone that has to face reporters after less-than-desirable circumstances answer questions without sounding smug or ignorant. It will help someone like Owens, who has created a circus-like public reputation wherever he’s gone, go straight with his reputation.
Coaches with whom Owens has worked have said that the receiver only wants to play football and play it well. Along with playing the game in the NFL are responsibilities to the media.
Whether it’s answering reporters’ questions during a news conference or posting thoughts on Twitter, athletes must consider what comes out of their mouth and minds, and the tone of those words. People who work with media can be a great help. I think for Owens, that help is as close as the Bills PR department.
Whether you’re an athlete, a food service provider or a stay-at-home parent, only you are responsible for what you say and how you say it. Your actions will go a long way toward backing up those words.
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