Pro-testing!

“What we’ve got here is failure to communicate,” became Paul Newman’s mantra in his 1967 movie, Cool Hand Luke.

Recently, popular San Francisco 49ers quarterback, Colin Kaepernick failed to communicate his reason for taking a knee vs. standing to observe the national anthem. Protesting police brutality of blacks is a justifiable cause by the football star who finally was quoted as saying “I’m not going to stand up to show pride in a flag for a country that oppresses black people and people of color.”

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Photo courtesy of: USA Today

But Mr. Kaepernick failed to announce his stand (or in this case, not standing) beforehand, perhaps in a press conference or media interview and, therefore, his protest was totally misunderstood.

Notably, during the 28th annual salute to the military hosted at Qualcomm Stadium in San Diego, retired Navy Seals parachuted into the stadium to present a giant American flag to a crowd filled with former and current military. But Mr. Kaepernick continued to not stand. An angry fan described the action as, “extremely disrespectful,” and even argued that the quarterback “shouldn’t be playing football if he can’t stand up for his country and support the men and women who put their lives on the line.” Additionally, Mr. Kaepernick’s retaliation against police brutality exists within city justice systems, and does not extend to the military on a national level.

Other athletes have used their position of fame and influence to speak out against these same issues. NBA superstars LeBron James, Dwyane Wade, Carmelo Anthony, and Chris Paul used presentation skills of poise, humility and persuasiveness to stand together at the opening of the 2016 ESPY Awards and verbally deliver a call to action.

“Kap” hasn’t had the media training that savvier pro-testers have … to know how to use the media as a communications tool. It’s all part of learning the media game and how to play it!

Behaving Badly

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When Richard Sherman sealed the Seattle Seahawk’s spot in Super Bowl XLVIII in his game-saving play against the San Francisco 49ers, he also sealed his spot as the sports world’s latest “classless” wonder.

His adrenaline and aggression were at an all-time high in a post game interview with …

Well, I’m the best corner in the game! When you try me with a sorry receiver like Crabtree, that’s the result you’re going to get. Don’t you ever talk about me.”

What is just as bad as being a sore loser, is being a sore winner. As Ato Boldon, four times Olympic medalist stated in his tweet, it was evident that there was no clear media training done for the opinionated and classless Rich Sherman.

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Despite tweets on his arrogant stupidity, Mr. Sherman did graduate from Stanford with a degree in Communications. This may be the reason why in the passionate reaction to his game-winning play, he did not use curse words and turned to camera to make direct eye contact.

But he should have also known not to waste precious press time talking about his opponents and the other team! With Mr. Sherman’s spectacular play, he gave himself the opportunity to share his pride in being a “Seattle Seahawk,” give credit to both his own quaterback and receiver who scored the winning touchdown, etc, etc. …. In short, brand, brand, brand.

He became Twitter’s latest “trend,” not only for his commendable game, but his foolish response. And Mr. Sherman didn’t apologize, but said that he regrets the “storm afterwards” and how it was perceived in the media. He did admit that he probably should not have attacked Crabtree,

“Maybe I shouldn’t have said that.”

Although these antics garner media attention, always remember that bad press is not better than no press at all. Instead, it is important to portray yourself at your best and in Sherman’s case, win with composure.