Former Giants media relations director labels any plan “naïve” that keeps Mark McGwire from answering further questions about his past.
As the entire baseball universe knows, former St. Louis Cardinals home run hero-turned hitting coach Mark McGwire conducted a series of planned interviews last month to discuss his admission of past steroids use.
Following a blueprint established by the crisis management firm headed up by former White House Press Secretary Ari Fleischer, neither McGwire’s explanations nor the process followed to grant media access met with positive reactions from many corners.
Add Blake Rhodes to the long list of the unimpressed. Before you incorrectly write him off as just another angry member of the hordes, understand that he’s been there, having worn the shoe on the other foot.
The 16-year former employee of the San Francisco Giants once served as the club’s Director of Media Relations. In that role, he guided Barry Bonds through a media maze he described as 40-50 deep every day during some very troubled times, including when the outfielder was under investigation by a grand jury. As most fans are aware, Bonds took the major league single-season home run record away from McGwire in 2001.
Rhodes sees a similar media relations storm on the horizon for the Cardinals and McGwire this spring and is not positive about what has been done to date. In a Wednesday morning radio interview on KTRS 550 Radio in St. Louis, host McGraw Milhaven asked Rhodes to grade Fleischer’s work with McGwire.
“I would give him a ‘C’ to ‘C-minus’… I don’t think that Mark was coached very well previous to doing his interviews. I don’t they put him in the best foot forward,” Rhodes said.
Rhodes is now a vice president with Xenophon Strategies, where he leverages his experience in media and public relations, strategic communications, crisis management, brand marketing and special events.
In an article posted on the company’s website entitled “Let’s Find Out if McGwire Is a Team Player – Some Strategies to Mitigate the Media Distraction”, Rhodes articulates a simple, two-part approach for how he believes the McGwire situation should be handled starting next week.
The intent is to minimize disruptions to the remainder of the Cardinals family by making McGwire available at certain pre-defined times to answer the inevitable questions. As Rhodes explained to me, the potential distractions should not be taken for granted.
“To reach the playoffs, there needs to be a focus on the task at hand on the field. Quite frankly, with all of the media attention it will be hard to find that focus. I know. I saw it first hand,” Rhodes said on Tuesday.
His first recommendation is for the Cardinals to “hold a media conference in Jupiter on the day the pitchers and catchers report, Feb. 17.” The next would be for the club to allocate early afternoon time for press conferences with McGwire on the Cardinals’ arrival day in each road city throughout the regular season.
For such a strategy to work, McGwire would need to put the team ahead of his own interests, Rhodes notes.
Quoted in a Tuesday article posted at USAToday.com, St. Louis general manager John Mozeliak seemed to indicate the Cardinals aren’t on the Rhodes Plan. In other words, McGwire is apparently done talking about his past.
“He’s answered more than 250 questions on this, and he reached out to multiple levels of media,” Mozeliak told Mel Antonen. “He’s not required to do any more. If (reporters) want to talk to him about players, hitting and the experience, that’s fine.”
Other past steroid users caught in recent years, including New York Yankees Alex Rodriguez and Andy Pettitte, held news conferences as spring training began to clear questions based on their off-season admissions. As a result, the press seemed to back off.
In the Wednesday radio interview, Milhaven asked Rhodes his view if the Cardinals do in fact believe they can move ahead with McGwire only talking baseball this spring while avoiding further media questions about his past.
“I think they are naïve if they think that,” Rhodes concluded.
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Like Jumbo said before , is it the same as someone chasing the HR record?
So he has been there before — did he do a good job? If they had 40-50 reporters in the Giants locker room maybe what he was doing wasn’t working.
I think their may be an inverse relationship to McGwire talking and players getting asked questions. It seems to me that every time he talks the media will rush to players to ask their opinion about what he just said.
There are certainly two widely divergent possible strategies – talk or not talk. This communications professional saw an impact on the rest of the Giants team due to the Bonds distractions and moved to minimize it rather than ignore it. Once can debate severity/intensity levels between Bonds and McGwire, but discarding the entire scenario seems, as Rhodes said, naive.
The ultimate corporate objective is to maximize profit and the value of the franchise. I would ask Mr. Rhodes how his advice furthers that objective.
CC, I got shot down on my request for spell-check, so I’m sure edit is out of the question.
bb, Rhodes did answer that in our exchange. His comment was that the franchise stands to make more from a world championship than if McGwire is somehow elected into the Hall of Fame in a few years. The concern being that the distractions may harm the team’s title aspirations.
It is the same point we have debated here before. What risk have the Cardinals assumed by the simple hire of a hitting coach versus the potential gain to be derived from it? Given the commitment to McGwire has been made, the question now moves to the best way to try to keep the distractions under control.
That’s the standard issue line of thinking. Nobody needs to interview a strategist to learn of it. If the idea is to increase the team’s ‘presense’ in the market, relative to other teams, then the tactic has to be something other than what the other teams are doing, namely trying and sometimes suceeding in winning world championships.
Generating face time in the east coast press in the middle of winter, and not just in the sports section, is an example. Dragging around a horde of frustrated media while MM and his hitters lead the division is good also. Positioning MM is key. Notice in today’s Brendan story: “McGwire eventually insisted Ryan get the wrist re-evaluated’. Oh, really, so if not for MM our potential GG, .300 hitting hot young shortstop would have ended up missing regullar season games. Take note, you will be hearing that material again, guaranteed.
I’m not trying to suggest some devious conspiacy theory or anything. I’m just saying that as a business, the team has a lot to gain by not causing the media to go away.
Interesting spin on the Ryan story. When looking for a positive about the expected negative fan reaction on the road this season, McGwire himself suggested his presence might help sell more tickets. Made at WWU, it was one of those half-joking, half-serious comments. I am pretty sure Bud Selig is among those who recognize McGwire’s financial value to the game. As you note, controversy can be sold…
I am so tired about hearing about Mark McGwire…and Spring Training hasn’t even started yet.
(sigh)
The Cards rolling into town will be a media event around the league. And when they head home to Busch, having gamely persevered thru the gauntlet, it will be an event as well, and should be to a warm and well attended reception.
How long it can be kept up is the matter at hand, and is why you would pay Ari or a Mr. Rhodes $1000/hr. Not to have him xerox pages out of a PR 101 text.
To be sure, its not just MM, there is Albert, there is the biggest FA signing of the winter and the Albert/Matt 3-4 punch. The jilted twin Cys. There is the few big stars and a supporting cast of ‘who dats’. And then there is the whole MM twist which is something no other team has because it is the element that expands the story line beyond the sports section.
Easton, I know a lot of people who feel the same way. But to me, Baseball generates drama and spectacle as well as box scores. Still, I know what you mean.
I like the drama of baseball itself. Not the drama of whiny, irrational media and fans.
I’ve grown tired of that aspect as well. Exploring the idea of the Cards and MLB possibly managing the controversy to their financial advantage seems a worthy topic though. At least until there is baseball to watch.
Ari got allot of money I would guess for doing exactly what he was asked. C- might be right where the treasure is buried. He does have a history. There are precedents.
I wonder. If things heat up April May, and BD makes a decision concerning MM, does Tony understand or object. I wonder if that starts looking like 9/11 after a while with the whole thing coming down. Sure doesn’t seem like Albert is going to be in the spotlight much. Especially considering he isn’t known for needing a pitching coach.
Hitting coach that is.
No way BD pulls the rug out from under Mac w/o Tony’s blessing. BD is too invested in Tony (emotionally?) to risk upsetting him. And upset him it would. Not because it was Mac but just because I’m pretty sure Tony’s always had his say in who his coaches are. Changing that would be as good as opening the door for Tony on his way out. And as much as Westie would like that (and I wouldn’t strongly object) it isn’t going to happen in that manner.
If this post-season is like last I think BD gets uninvested real fast. When that much talent underperforms that bad, there’s nowhere to hide. Like Tony has said in the past, “when we suck its because I suck”.
Rhodes is in business for himself as a media consultant. In these tough economic times, he needs to advertise about what a clever chap he is. Nothing wrong with that, imo.
But there are massive differences between the Bonds situation and McGwire. Barry was an active player, chasing Hank Aaron’s record. In contrast, McGwire retired 9 years ago. Snore.
Barry was going for the biggest pinnacle in pro ball, and yet he was being investigated for using muscle helpers and allegedly being less than fully honest to a grand jury. This investigation even overshadowed the homerun chase. Is anyone going to be investigating McGwire for serving as a batting coach? Snore.
In 2009, did hordes of reporters follow Manny or A-Rod around, asking their team-mates what they think of their use of muscle helpers? If so, this distraction did not stop Manny and the Dodgers from sweeping the Cards. A-Rod helped win a world series.
Also nowadays there are fewer dollars for reporters to travel, since newspapers are dying daily. What editor wants to spend money chasing McGwire around, for what purpose?
The best strategy for McGwire is to stick to his job and decline to answer more questions about the past. He spoke out. Its over. People can like it, they can dislike it, but Mark is paid to coach batters, that is it. He is not paid by reporters.
I like what Mo said to USAToday. McGwire has answered 250 questions, reached out to reporters. Mo and Jumbo on the same wavelength! Surprise.
Bud Selig does not want McGwire doing a daily press briefing about muscle helpers a decade ago. MM confessed, as the price for doing what he wants to do, coach. Hitting coaches do not give daily press briefings. Even President Obama went 6 months without a press conference (though he did a lot of gabbing in other venues).
Bernie reacting to Fleischer reacting about the media’s reaction to McGwire’s reaction: link
Good for Blake Rhodes, I’m sure no one in the history of the game has coached a player to lie more then he with Barry Bonds. No doubt he would have had Mark lieing through his teeth the whole time. Here’s a thought you sanctimonious phoney; how about you get Baroids to man up and tell the truth instead of all the B.S. he’s been slinging at the media.
No, I didn’t think so. I doubt there’s a media member in America that would believe one word out of your mouth…whichever side you’re talking out of. So my advice to you Mr. Spin Doctor is to shut your hypocritical trap and crawl back into your whole until Barry needs some more lies for you to conjure up.
I guess Ax doesn’t like that guy.
Here is a statement from the Chicago Sometimes article that i’m wondering about:
“Instead, on Wednesday, in his first significant media interface since the cherry-picked confessionals last month, McGwire will step forward at the spring-training camp of the St. Louis Cardinals in Jupiter, Fla.”.
I hadn’t realized McGwire was definatly going to arrive tomorrow or that he was going to step forward and have a media interface. Is there a chance this guy actually knows what he’s talking about?
Great question, bb. I don’t know the answer, but I see two general possibilities. One is that the wording was loosely chosen – just the fact that Mac will arrive in camp tomorrow and will be in the presence of the media will be a step forward. The other possibility is that this was a quiet signal that McGwire will have one more talk. That seems inconsistent with public comments from both Mo and TLR. If they were to do it, they would likely want to provide no advance notice to keep the audience a bit more under control. Guess we will see soon, but those hoping for revelations either way are bound to be disappointed.
Fleischer flashed.
In other cultures and other times, the cleansing of Mark McGwire might have been more overtly ritualistic and complete. A band of true believers and holy men would have taken him to the baseball river.
Love the way he mixes Jewish and Christian metaphors. This is sports writing Brian. I can almost smell his cigar.
Field of dreams stuff Westy, I can almost smell the korn.
haaaaaaaaaaaaaaaaaaaaaaaa
Let’s see if the little ol’ team from flyover country happens to be on the east coast media radar in the middle of February.
http://www.nytimes.com/aponline/2010/02/16/sports/AP-BBN-Cardinals-McGwires-Pupils.html?_r=1
http://www.nesn.com/mlb/
http://www.bostonherald.com/sports/baseball/other_mlb/view/20100217pumped_for_mark_mcgwire/
http://sports.espn.go.com/mlb/news/story?id=4919540
The Cardinals Twitterverse has been knocked out of orbit this morning by the many scribes on hand tweeting every step Mac takes, followed by many other fans then retweeting the same comments as if everyone didn’t see them the first 20 times. Major overload…
Wonder if there is any jostling to be the first to get a photo of Mac in uniform posted. I can imagine guys with cameras hiding under piles of towels and such.
Audio from McGwire’s 17-minute meeting with the media this morning: link
Well. Mcgwire should really screw them over and hold a presser on Friday — at the same time as Tiger’s. Tiger will knock him off the front pages for a while!
Waste of time CC, roids and records can’t compete with that kind of action. Maybe Ari can spice up the story line a little.
Ah, but that’s my point bb. Try to get lost in the shuffle.
Get your point CC. All the media ‘church ladies’ will be spewing about a much juicier subject.
Wonder when (if?) Jack Clark will surface. The first FSM game is 3/19 I believe.
Some stuff in another thread but here is more appropriate.
Why does the media criticize Mac for not taking open questins yet seems to accept this from Tiger?
Where’s the question about Tiger misleading people with his image (the kind that could trip him up like got Mac got tripped up on whether steroids helped him hit HR’s)?
Why aren’t people calling on Tiger to be banned for life from endorsing products?
I could care less actually, I just want an equal standard.
Also, much like Mac, the fact that he apologized (read a statement) wont make one iota of difference in how much press are at his comeback tournaments.
CC, maybe someone else with more passion about this than me can engage, as my take is very simple. Woods cheated on his wife, which has nothing to do with his public job as a golfer. He should be apologizing to his family, not fans through the media.
McGwire cheated in his work place and has now returned to it, albeit in another role. He does owe the fans an explanation as it affected his records. The media is the conduit to have delivered those explanations.
I see the situations as very different.
I would agree acccept many (not me) think his character is an issue for product endorsements (gives (or shuld I say gave) him credibility). To that extent I think he has an obligation to address that.
Great, then Woods can apologize really sincerely to GM, Nike, Accenture, etc. and pray to God they don’t cut off his endorsement cash fix. The consumers who were actually stupid enough to buy a Buick because Tiger Woods said to are completely and totally hopeless anyway. The good news is that GM was running a 90-day no-questions-asked return policy. The mindless fools can tell the dealer they simply don’t want their Buick anymore because Tiger slept around and gave them a crappy apology. I have no doubt there are Americans who would do it. I just hope they never, ever stumble across this blog.
Sorry CC, but in case you can’t tell, I am not with you on this one…
Didn’t expect you to be
Then maybe this can be where you and WC find common ground. It is said there is a first time for everything.
Checked in with the NYT to see if the li’l ol’ team from flyover country is still getting column inches in the big apple post Tiger. Yes. McGwire/roids related? Yes.
In the Huh?? department :
“On the subject of Pujols — who, fair or not, must deal with pervasive suspicions that follow all major league mega-achievers in the age of cynicism — the question can be raised: has La Russa made it easier for people to doubt his performance, if only because McGwire will be a continuous reminder of baseball’s innumerable performance-enhancement obfuscations? ”
In the Humm department :
“I think I was trusted by our ownership to make the right judgment,” La Russa said, “and I would have been very disappointed if I wasn’t.”
On the whole, a semi-worthwhile article on a tired subject.
http://www.nytimes.com/2010/02/21/sports/baseball/21larussa.html?ref=baseball
The McGwire story is getting juiced again by brother Jay. Interviews (print and upcoming broadcast) with ESPN, new book.
http://sports.espn.go.com/espn/otl/news/story?id=4941099