As many of us already know, Atlanta Falcons quarterback Michael Vick has been indicted on federal dogfighting charges. More recently, Vick is being indicted on those same charges in the State of Virginia. There are rumors that Vick could spend up to five years in prison but many believe that he will serve 12 to 18 months. This is an obvious time of crisis for Michael Vick and this is where public relations could help to one day restore his image. An article from CNN describes the recent State charges brought against Vick and says that Vick will be sentenced on December 10.
After orignally denying his connection to "Bad Newz Kennels" and the illegal dogfighting ring Vick took a guilty plea and admitted to his crime. All of us have learned that in public relations lying is the first thing on your list of things not to do. Although it would be kind of hard not to admit to dogfighting after your partners already gave you up. You can also get a look at the federal case against Vick as well as a timeline of Vick's case by viewing the CNN article above.
The PR process according to Guth and Marsh involves four steps: Research, Planning, Communication, and Evaluation.
Research: It was very easy to find news on Michael Vick's issue. Many of the sources had the same information so it was simple to compile the facts. What Michael Vick and company should do, and I'm sure already is, is take a look back on past situations regarding high profile athletes and the law. Learning from other peoples' failures and successes is crucial. As previously mentioned Vick had orignally lied about his involvement so that immediately put him in a hole. It was smart for Vick and whoever was giving him advice to come forward and admit to his crime. Now Vick's lawyers and publicists must start planning on how to restore his image.
Planning: I think that Michael Vick's lawyers are working hard to lessen Vick's punishment but more importantly is what Michael Vick's PR professionals are doing to improve his image. It is important to make sure that information about his issue is being released frequently to the public. Keeping people informed is a good start. Next, Vick needs to try and salvage any professional relationship that he has ever had. (i.e. NFL commissioner Roger Goodell, and owner of the Atlanta Falcons Arthur Blank) Apoligies need to be made by Vick, and he needs to take a lot of time to reflect on his decisions, which shouldn't be hard sitting in a jail cell.
Communication: Michael Vick has been all over the news since the middle of summer and now that he is guilty of dogfighting it has stirred up a lot of emotion across the country. Vick held a press conference on August 28th, 2007. Many people who have gotten themselves in some trouble have usual spoke using notes or a speech during a press conference. Michael Vick explained how he wanted to speak from the heart and it sounded like it was. That was a very good way to start heading in the right direction for Michael Vick. He seemed sincere and the public will most likely respond well to it. He is cooperating and is accepting whatever consequences will be brought upon him.
Evaluation: It is a hard time for Michael Vick and restoring his image will be difficult, although it can be done. He may never redeem his spotlight status but he can change his life around. If you take the time to watch the video you can see how the press conference couldn't have hurt Vick's case in any way. The only thing wrong is that we haven't heard from Vick since the press conference. I feel like Vick and company have done all they could have at this point. Michael Vick will be sentenced on December 10, 2007. This is a current issue and will continue to be in the news for several months, therefore the entire situation can not be fully evaluated.
If you want to learn more about Vick's case you can visit ESPN's website.
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6 comments:
JFK -
This is obviously one of the biggest news reels related to the NFL, as which, brings much attention to its sports fans. However, I feel that Vick has gotten off rather easy. Sure, him and his company have done all they could to insure that he doesn't get into any more trouble than he has. I feel as though as a professional and a potential role model he should set an example for the kids and others that, “I'm an adult and will deal with my consequences.” I realize that at times, especially being a public figure, that taking the brunt of the blame isn't always the good thing but he's trying to get into people's hearts and let them know that 'I can do wrong too!'
I do realize that he has had a press conference to where he spoke, but like you said in your blog, he hasn't had one since! So how can we honestly believe what he said if he only had one public hearing? An apology takes me than a press conference and I feel that he thinks that's all he has to do.
Overall, however, I do agree that his public relations and publicists have handled this situation rather well. They are on top of any 'breaking news' concerning Mr. Vick and take each head line as another stab to his reputation. Even though this an article that has been beaten up in recent news, I appreciate that you brought it to the rest of the classes attention because I know that some of us aren't all sports fans ;).
John, this is a very interesting case. We're blogging about this issue in our other PR case studies section, too.
Your analysis seemed to focus more on a summary of the coverage in the Vick case than a review of actions taken by any individual or organization. As such, you have offered a good summary of the case. However, to play devil's advocate (one of the things we get to do in case method ... :-) ... ), I'll offer a counterpoint.
I don't agree that Vick and his legal or PR team have done all they can do. Let's dig a little deeper and look at the initial research and planning done by the Vick camp.
First, there are a lot of strategic audiences involved: NFL, Falcons, Vick and his legal team, animal rights groups, fans, sponsors, sports reporters, minority rights groups, legislators, etc.). I don't think the Vick and his counselors expected this level of complexity or interest.
I think Vick's camp got off to a very SLOW start ... maybe because they were ducking this issue at first, hoping it would go away. Vick was initially saying he hadn't done anything wrong. The plea deals that Vick's former "friends" made forced Vick to plead out. So, Vick (and Vick's advisers) destroyed his credibility when he started changing his story and admitting guilt.
Remember a couple of old PR adages. First, if more than two people know about it, it will leak out. Second, bad news is not like wine ... it doesn't get better with age.
Just goes to show, if it looks bad, smells bad, acts bad ... it probably is bad. Get the truth out and get it out quick. In this case, things are also complicated by the legal implications.
Thanks again,
Mark
I have to comment on the Press Conference. Thanks for putting link. I don't think this was good PR at all. He kept saying what he did was immature. IMMATURE!!!??? What he did was horrendous! He said he needs to act like an adult, well you know what some adult taught him to be that way. This is not immaturity, it is cruelty. I work in animal rescue and I love animals, and if he wants any credit from me, he should say what he did was horrendous. Vick needs to admit that he did horrible things and choke it up to more than immaturity. I know plenty of immature people who would NEVER electocute an animal. Vick said, "dogfighting is bad." Well what about torturing a losing animal? What about mutilating an animal? He didn't take responsibility for all his actions. His PR is almost as bad as his crimes.
I would have to completely agree that Michael Vick should not have lied about his involvement in the dog fighting ring. He may have initially thought that by lying, he’d win. But we all know, you never can. Especially if you’re a public figure such as Michael Vick.
I think your input on what Vick’s lawyers/publicists should do (or may ever be doing now), is great. They should definitely take a look back on previous high profile athletes and the law. Possibly take a few as case studies and determine the best case scenario. Society seems to be very forgiving nowadays, and if his publicist directs him in the right direction, I think he has a good chance of restoring his image.
Whatever ends up happening to this guy, I think it’ll be good for him to serve some time. Not because I’m a cruel human being and feel that he should be punished, but because he’s a citizen, just like you and me, and should be treated as one. Celebrities tend to get away with so much if they act irresponsibly, should serve their duties, bear the consequences and live with a little more humility.
The Michael Vick case has been making headlines ever since the story broke a few months ago. It's a classic case of a Public Relations nightmare. Not only does it call for serious crisis management but since Michael Vick is such a well known athlete, brings various other issues to the surface. Because Vick is a big time celebrity in the world of sports his image is especially important in preserving his carer. He really messed up by lying about the charges first time around. Didn't his PR people know that not lying is the golden rule when it comes to crisis management!
The crime he committed was such a severe offence that his reputation is forever tarnished. As a result of his actions he is not only looked down upon my team mates and fans but a huge disappointment to his younger fans who I'm sure some regarded as their role model. Good PR practices are esential in maintaining an image but must be exercised to the fullest extent when representing a celebrity like Michael Vick. Nice work on your apology Michael but your initail reaction to the charges was just downright wrong!
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