side and begin with a fresh start in the 2000 season” (Elsasser 28).
The brouhaha that erupted over Rocker’s racist and anti-gay remarks prompted Major League Baseball (MLB) Commissioner Bud Selig to demand Rocker undergo psychological evaluation. Many felt the move was more about politics than Rocker’s mental health. Furthermore, Rocker’s statements and actions after the incident further irritated fans, sports columnists, and represented lack of judgment from a public relations perspective. As one PR expert noted, “It came across as disingenuous, as if he were apologizing for jaywalking...After one day of [psychological] evaluations, Rocker reportedly left to go on a hunting trip, a stupid move that only reinforces the redneck image many people have of him” (Elsasser 28).
This incident demonstrates that PR is critical to keeping a good relationship among athletes, owners, fans, and the media. Many of today’s highly paid sports athletes often behave and speak in public as if their actions are immune from scrutiny. Quite the opposite is true. Peter Land, a PR expert with Edelman’s, knows better. As he tells clients: “Whatever you do, assume the media will ultimately find out about it” (Lesser 14). When the media does find out, it often has significant consequence
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