An Hour of Anticipation

 

I view this situation from a public relations standpoint. As a public relations professional, we must make sure that our clients are portrayed and perceived as honestly as possible. In James' situation, he was perceived as an attention-seeking athlete. As a PR executive, I would have tested small markets to gauge the reaction of the announcement to the people. To appease the client, I would not have divulged any information that would jeopardize his career or marketability.
 

Secondly, I would have made the fact that all proceeds benefit charity a forefront in the minds of the public. It’s common knowledge that people sympathize with someone doing charitable work.

I believe the minor tweaks and the research I would have done would have sharply decreased or better prepared James for the media fallout and the unpopular public approval.

The setting is July 8, 2010. On a rainy Thursday, the television sets were tuned to ESPN in anticipation of "The Decision". One might assume it was for a presidential speech, but no--It was so Lebron James, basketball player, could announce where the city of his future career.

At 8 p.m. ESPN's ratings skyrocketed, command for ad space was at a high as was the price for that space. James drew extreme criticism for this public meeting. Many saying he was exploiting basketball and diminishing the prestige of the game. Yet, James retort to those claims were that all of the proceeds of the televised hour were being awarded to charity.

James' decision to host "The decision" indelibly weakened his public image. James is marketed as being the All-American phenomenon. He was born and raised in Ohio, decided to forgo college in hopes of NBA stardom, and succeeded beyond anyone's belief. He is often hailed as the next Michael Jordan.

Yet many people, including the most die-hard of sports fans, consider him a traitor, snake and exhibitionist. According to a recent poll, 34% of the population views James negatively.