Saxum|PR

In PR, Silence Can Be Golden

July 12th, 2010 by Chad Previch. Posted in Entertainment, Industry Expertise

It can sometimes be hard to find a timely topic for this blog. Thanks to LeBron James and Cleveland Cavaliers Owner Dan Gilbert, a backseat-driving PR goldmine dropped in my lap.

Here’s a recap: James is regarded by many as the NBA’s brightest star. From his first day in the NBA, James’s star power has been so strong that folks from CNBC often talked about the economic benefits he brought to Cleveland, a city hard hit by recession. Free agency came calling this year, and the James sweepstakes was narrowed down to several teams, including the Cavs, Miami Heat, Chicago Bulls and New York Knicks.

Typically, when free agents sign a contract, they release a media statement. James, however, scheduled a primetime ESPN special to announce he’s joining the Heat. Within seconds, Cleveland fans disowned him, Facebook lit up and President Obama released a statement (OK – the last part didn’t happen). The most common knock against James was that he publically embarrassed his home state by announcing on live television that he was leaving.

But it didn’t end there. Apparently confusing owning a franchise with owning a human being, Gilbert wrote a scathing letter about James and posted it on the Cavs’ website. While James and Gilbert both made mistakes, James comes out on top, and I’m sure the Boys and Girls Club of America appreciated the $2.5 million raised from the ESPN special.

Sure, James could have notified Cavs officials before the special. But Gilbert clearly loses the PR battle. When PR pros meet with clients, we always ask about the client’s target audience. Gilbert’s target audience has to be players, because they put fans in the seats, and fans produce revenue. What championship-caliber player wants to play for an owner who calls the game’s biggest star shameful, selfish and narcissistic? I have to believe the Cavs’ PR team was either not informed of Gilbert’s letter or were too busy in crisis mode to think straight. How else could a letter like that be posted?

Kudos to players like Oklahoma City’s Kevin Durant, who quietly signed an extension with the Thunder the day of James’ announcement. PR blunders surrounding James’ announcement make players like Durant and organizations like the Thunder look better and better every day.