February 16, 2009
By Michael McCarthy
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NEW YORK — Spin control. Damage Control. Whatever you call it, it probably won't be enough to help Alex Rodriguez rebuild a reputation damaged by his confession he used performance-enhancing drugs.
As the New York Yankees slugger meets the news media at spring training today, he needs to either come completely clean about his performance-enhancing drug use. Or clam up, keep himself out of the gossip columns and do his talking on the field.
That's the starkly different advice for Rodriguez from two crisis PR experts who've worked with erring athletes, entertainers, CEOs and politicians.
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Mike Paul, the self-proclaimed "Reputation Doctor," says he believes Rodriguez was "lying through his teeth" during his ESPN interview.
Rodriguez's claim he doesn't know what banned substances he put into his body with the Texas Rangers from 2001-03 simply doesn't pass the smell test, says the president of MGP & Associates PR.
Rodriguez needs to make a full confession of exactly what substances he took, when he took them and if he's still taking them. Otherwise, the questions will keep coming for him and his Yankees teammates all season.
"If he hired me today," Paul said. "I would say, 'A-Rod, you haven't told the whole truth. You have to tell the truth and nothing but the truth. There are no ifs and buts in apologies.' "
But Eric Dezenhall, CEO of Dezenhall Resources, says he thinks Rodriguez should stick with the broad apology — with few details — he gave to ESPN last week. Rodriguez's critics will never be satisfied no matter how many facts he coughs up about his drug use, he says. Winning his first World Series ring could do more to rehabilitate his image than some weepy media apology tour, Dezenhall says.
"I'd say to him less is more at this point," Dezenhall said. "Go out and perform. But not for yourself, for the team. You have to be very careful with these cutesy, Mother Goose axioms of crisis management."
While he's at it, Rodriguez should avoid Madonna, strippers and other girlfriends, Dezenhall adds. "Nobody wants to see a bad guy have as much fun as he appears to be having.
