The client is a “well-known professional baseball player who is suspected of having used steroids and other performance-enhancing drugs” (Cameron, Wilcox, Reber, Shin, 2008). While he has not been formally charged the media has become intensely interested in his suspected performance –enhancing drugs leading to intense negative media coverage. The agent has stated “confidentially that the athlete has admitted that he took some substance that was unknown to him, but may have been steroids” (p 241).
Purpose statement
Due to the admission of taking an unknown substance which could have been performance –enhancing steroids or other drug, as an ethical and moral public relations (PR) consultant, I am rejecting this client. The agent has requested a campaign to enhance the public image of the client by submitting favorable stores to the media. While this could help in the short term with the clients image once the possible use of the unknown substance surfaced the favorable image would no longer be in the public’s view. The public would view all the past positive stories and image as a cover up for his steroid or other drug use. The only reason for reconsideration would be if the client is willing to submit to full disclosure and admit the possibility of steroid use and the PR would move forward and if necessary to litigation type public relations campaign.
Case in point
Mark McGwire has faced similar public scrutiny and suspicion. Over the next ten years there were many denials and positive pr attempts to no avail the cloud held over the player career. “ Ending more than a decade of denials and evasion, McGwire admitted Monday that steroids and human growth hormone helped make him a home run king” (Blum, 2010). However, it appears that the baseball fans are willing to accept suspicion of steroid and other performance- enhancing drugs as a fact even if the player will not admit use. The cloud of suspicion is always above the player throughout his career even if never formally charged. Buster Olney, senior writer for ESPN The Magazine told ABC News, "I don't think this is going to change the way people feel about McGwire, because I think within the baseball community, it was widely assumed he used performance-enhancing drugs” (Berman & Netter, 2010) The admission was too late for many fans.
The years of speculation and the cloud which surrounded the player and his career had already altered public view of the player. The fans challenged his performance as drug enhanced and not skill. According to Good morning America, “the truth might be too late for some fans and Hall of Fame voters who have turned their backs on McGwire” (Berman & Netter, 2010). The facts of this case point to the fact that admission early to any use of drug enhancements should be forth coming. No amount of positive PR can alter the final outcome which is the public’s willingness to accept the suspicion as guilt unless proved beyond a shadow of a doubt otherwise. The facts may not surface in the immediate future but the cloud of suspicion remains for the life of the career.
Reject this client
For all the reasons stated previously I feel the best position for the client would be to admit the possibility of taking the steroid or other performance- enhancing drugs. Since this is not what the agent has requested as a Pr campaign and has admitted the possibility of use I feel the best course of action is to reject this client. While the financial gain could be large the long term effects could hurt this company as in the case in point quoted previously.
The PR campaign should be based on admission and then move toward a litigation type PR campaign, which most likely would happen in the future as a result of the suspicions already in the media and with the baseball commission. Should the client and his agent wish resubmit such a request, for recommended type PR campaign it would be well worth reconsideration and possible acceptance of this client.
References
Berman, J & Netter, S., (2010, January 12) Mark McGwire Steroid Use: Apologies Becoming Par for the Course in Sports? McGwire's Steroid Use Confirmed After Years of Speculation,
Blum, R. (2010, January 12). Mark McGwire finally admits using steroids, Boston.com Associated Press. Retrieved May 16th, 2010. from Bostonhttp://www.boston.com/sports/baseball/articles/2010/01/12/
Cameron, G., Wilcox, D., Reber, B., Shin, J., (2008) Public Relations Today. Pearson Education, Inc. Boston MA
