After reading about Minnesota Vikings football player Adrian Peterson, who “whooped” his four-year-old son with a switch and has now been indicted for child abuse, it’s time to remind the NFL once and for all of their moral obligation and responsibility to their players, their players’ friends and families, and their fans. Why? Because Peterson was still on the Vikings roster to play in Sunday’s game until the story about his indictment broke. Yes, there’s a pattern here and it’s not good.
It’s time the NFL took action BEFORE the media is all over a negative story. Seriously, Mr. Goodell – what are you waiting for?
You should be paying for this advice but as a certified crisis communicator, a PRSA Fellow, a wife and a mom, I’m giving it to you at no charge. Heed these words well:
1. Suspend bad actors immediately.
2. Hold a news conference or at least issue a news release announcing the action you have taken, why you have taken it, and what you are doing to address the situation. In other words, Do The Right Thing, which it turns out will also get you ahead of the story so you can play offense rather than defense. This rule should be familiar to you; embrace it.
3. Get serious about teaching the men who play for the NFL that they are not only incredibly big, strong men who are paid handsomely for their physical prowess, but they have a tremendous responsibility to show how real men are supposed to behave. This includes NOT hitting anyone unless they are on the field and in uniform.
4. Apologize. Early and often. Embrace a “zero tolerance” rule in the NFL and show us that you too can man up to the game.
5. Thank the many men who play for you who act right, keep their noses clean, and are being tarnished now by your failure to act wisely.
