Crisis Management, MLB

Maybe Not A Homer, But McGwire Plan Hit Its Points…

It was a long time in coming and caused many people a great deal of angst over the years, but Mark McGwire’s long-awaited and often doubted announcement that he used steroids was actually well orchastrated this week, and was effectively communicated on a number of levels.  While many will look back as to the quality of answers and what the future will be in terms of acceptance and media interraction between the press and the soon-to-be-St. Louis Cardinals coach, the fact remains that the major issue was addressed, addressed well in a strong setting, and the stage is set for McGuire not to be as major a distraction as he could have been without the admission when spring training starts.  Some of the key points in the strategy worth noting.

1- His team picked a proper national stage to break the story: This was not really a hometown specific story, so in order to communicate to the masses the McGuire team went to Associated Press. AP remains one of the best, if not the best, international soucre for braking news, and by doing so, the team avoided the choice of picking other outlets or dailies.  Could they have chosen other nationals like USA Today or the New York Times?  Yes. However AP was a strong selection.

2- Bob Costas and the MLB Network did a great job in interviewiwing and then getting the interview segments out to the masses: MLB Network, in just over a year, has set itself well apart from all the other sports-specific networks with its constant flow of news, strong analysts and compelling programming for the baseball fan.  However by having two of the best voices and most credible journalists in all of sport in Bob Costas and Peter Gammons, they are now a network of choice for solid journalism as well, and grew in exposure exponentially with the McGwire interview.  Costas was his usual strong self, and maybe he could have pushed a bit more, but regardless he did not hold back on tough questions and delivered a compelling interview.  MLB also did an outstanding job in getting pieces of the interview out across all mediums, making the interview the news of the day for a full news cycle.

3- He embraced the inevitable: McGwire was well messaged, thoughtful and prepared.  Did he say that he took the drugs only for healing and not for aded power?  yes.  Was that honest or sincere?  TBD.  One thing is sure.  he conveyed the right news of the day and now can move on to the next step.  There was no joking or flippant actions.  The man looked in the camera and responded to the questions as he felt comfortable.

4- The one day shortened the newscycle for now: The news caravan was short, well covered and effective, keeping the cycle to 24 hours.  Other parties, including Tony LaRussa and others, answered questions and were aware of the admission so there were few if any surprises when other opinions were asked.  Everyone appeared to be on the same page.

5- They avoided the coircus and distractions and now can plot the next move: there has to be a next move…an outreach to mass media, maybe a few other sitdowns, as spring training approaches.  By taking the tact they took at the time they took it, McGwire avoided big distractions for his team when he comes back as a coach, and his advisors can now plot next steps based on demand, reaction and timing.  All well thought out and well planned.

Could there have been more?  Sure.  Should other outlets…CNN, ESPN, FOX…gotten a piece that day as well?  Maybe but for what was needed for the news of the day…an admission of guilt…there was one interview with a well prepared and credible journalist and for that, McGwire and his team should get solid points for prep, planning and delivery. Next steps?  Stay tuned.