You Can’t Fight The Media Through the Media

A very ugly situation got even uglier Wednesday when Rick Pitino, head basketball coach at the University of Louisville, held a press conference to, essentially, chastise the media for its heavy coverage of the bizarre extortion case involving him that the FBI is currently investigating.

The case involves an alleged $10 million black mail attempt by the wife of the team’s equipment manager. The investigation revealed that in 2003 Pitino, a married man and father of five, had sex with another woman on a restaurant table after closing time. The woman got pregnant as a result and Pitino gave her $3,000 for either an abortion or health insurance (that detail is still in dispute).

What makes the situation even worse and extremely detrimental to Pitino’s public image is that the woman claims the sex was not consensual and that she was forced again by Pitino two weeks later.

Before elements of this public relations mess first began to surface in April 2009, Pitino’s image was pristine. His reputation as a perennial winning coach, author, motivational speaker, devout Catholic and community leader made him one of the most well-respected names in sports dating back to his unlikely Final Four run as head coach of Providence College in 1987.

So of course, whether it’s fair or not, the media story surrounding Pitino, the sex scandal and the FBI investigated extortion case is too delicious to not blow up. National media and especially local Louisville (KY) media are going to hammer all aspects of the story and continue to report every piece of news involving the situation. That’s the way it goes in big time sports business.

Aside from an obligatory press conference on August 12 where Pitino spoke vaguely about the allegations, only saying he was sorry for an indiscretion he made six years ago, he had wisely stayed quiet while the investigation runs its course.

But he broke that silence on Wednesday, calling a press conference to say he’s fed up with the media’s coverage and that he’s innocent of all the allegations aside from the indiscretion.

Big mistake.

Pitino was admittedly upset over a local television news station breaking away from coverage of Senator Edward Kennedy’s death to air leaked video of the police interviewing the accused woman. So, against advice of counsel, he called a press conference to speak his mind.

Appearing shaken and distraught, Pitino’s media address wasn’t scripted or crafted very well. He spoke off the cuff and criticized and media for what he thinks is overblown and inaccurate coverage.

This is a battle Pitino can’t win. As a veteran of the sports media world, Pitino has to know that trying to use the media to berate the media is counterproductive and only hurts his public image even more.

The issue of his role in the scandal or whether he’s guilty of any crime is irrelevant, at this point. Pitino’s best strategy of avoiding further PR damage is to remain quiet and not give the media any more stories.

Holding the one press conference back on Aug. 12, and lightly touching on the issues, was a necessary move. By doing so, Pitino acknowledged the situation and demonstrated his cognizance of the allegations yet, at the same time, dismissed them as having any substance.

That’s textbook PR.

But to hold a second press conference to complain that the media coverage is upsetting his friends and family comes off as condescending and makes Pitino appear to be losing control.

Obviously it’s  a very troubling and difficult time for Pitino. It can’t be easy to sit by and watch while your reputation gets torn apart in the media every day. But until the case is resolved, Pitino’s hands are tied and there’s nothing he can do to help his image. Any attempt to take his fight public only increases the damage, as he did on Wednesday with the ill advised press conference.

A very important part of public relations is crisis communications. That area of PR was created exactly for the reasons Pitino is battling right now. However, it seems as if he’s either not employed the help of PR experts that specialize in this area or he’s ignoring the professional advice.

The best course of action for Pitino, right now, is to move on with his life and career and let the situation run its course. Don’t hand the media anymore ammunition.

One of my favorite media clichés is, “I won’t dignify that question with a response.”

Coach Pitino needs to take the high road and abide by that motto.