The National Football League mishandled public relations surrounding the domestic abuse of then-girlfriend to Baltimore Ravens running back Ray Rice. New video released today by TMZ Sports shows the punch that floored Rice’s girlfriend within an elevator. Initial video previously appeared only showing Rice dragging his girlfriend out of an elevator.
The NFL strengthening its domestic abuse policy was the right move to begin brand repair. Where the NFL went wrong was the failure to obtain and release all the video. It violates Crisis Response 101. Dump all the bad news at once. With each revelation, the the NFL brand takes another hit by generating new headlines and recurring outrage from key stakeholders.
Connect with Karl James & Company on all of the following social media.