Crisis communications includes planning who does what before disaster strikes. You get your spokesperson ready, and you pre-write announcements that anticipate various scenarios. You need a Plan A and a Plan B. Unfortunately, Cleveland Cavaliers majority owner Dan Gilbert didn’t get the memo — the ‘B’ in “Plan B” doesn’t stand for “bitter.”
Gilbert published an angry letter to Cavs fans, castigating basketball star LeBron “King” James for abandoning his hometown team for Miami — here’s an excerpt:
As you now know, our former hero, who grew up in the very region that he deserted this evening, is no longer a Cleveland Cavalier.
This was announced with a several day, narcissistic, self-promotional build-up culminating with a national TV special of his “decision” unlike anything ever “witnessed” in the history of sports and probably the history of entertainment.
Clearly, this is bitterly disappointing to all of us.
The good news is that the ownership team and the rest of the hard-working, loyal, and driven staff over here at your hometown Cavaliers have not betrayed you nor NEVER will betray you.
That’s all mostly true — LeBron James is indeed a narcissistic self-promoter. But what amuses me is that I’m sure the basketball team’s PR department wrote two different versions of the letter in preparation for the star’s announcement:
- one gloating to the world that LeBron stayed
- another version complaining how he betrayed them
I mean, come on — if the opposite happened and LeBron had stayed, the Cavaliers would be trumpeting (vuvuzela’ing?) that news. PR lesson? Stay classy, Cleveland.
What do you think owner Dan Gilbert should have done after LeBron James spurned him and the Cavaliers?