I know simply mentioning his name sparks an extremely volatile debate.  My goal here is not to debate the issue of how horrific his crimes were, but address the issue of how his re-introduction to the media, the NFL, and society as a whole is playing out at this juncture.  Many people will continue to try and punish Michael Vick forever.  But if we don't take this opportunity to implement Michael Vick as part of the solution to address the larger problem that involves tens of thousands of people fighting dogs in communities across this country, then we're wasting a tremendous opportunity to make a difference. He is in a position now where he can help more animals than he hurt.

Personally, for the sake of everyone on both sides of this polarizing issue, I hope this will ultimately end as one of the greatest redemption stories of our time.

To that end, many of my colleagues, media members, and sports professionals have asked me, "Wes, how would your firm handle this situation?"  So after several days of listening to pundits and critics sound off, I thought, "What better way to answer them than to tell them some of the things we would say directly to Mike. 

So here it is – Seven Steps towards Reputation Rehab for Number 7:
 

1.            Learn how to successfully work with the media

You are learning not only HOW to, but that you HAVE to work with the media.  You may never be a “media darling,” but we live in a 24-hour traditional and social media news cycle.  As great as your God-given talent is on the field, by your own admission you were perceived by teammates as lazy, the last one into the locker room and first one out, etc.  Transfer that same attitude and approach to media, and you're headed for disaster.  You cannot be lazy when in front of the media.  It's clear you realize that now.

You've done a good job answering the questions thrown at you, but you still have some work to do in becoming a more engaging speaker.  Before you went to prison you may not have been the best or most comfortable public speaker, but it's clear that since you've been out, your team has taken the time to work with you to prepare you.  Much better now.  You're more down to earth, not as seemingly arrogant, and more open.  You've slowed down your pace, appear much more engaged and focused, look reporters in the eye, and let them finish their question and answer each one of them.  You're accepting full responsibility and confronting the issue head on — all positives in learning how to  work with the media successfully.  You still have a ways to go, but you're steadily improving.

Let's be honest.  When everything around you was spiraling two years ago, you were not at your best and whatever strategy was in place for you was working against you.  Truthfully, it was killing you in the media.  However, the person the world is seeing now is very different from the one that displayed an over confident, can't be touched, above the law image.

2.             Focus on your messaging and becoming more believable

You are clearly "on message" and it's clear you've received some good media training.  Be careful though, Mike.  Although you want to stay "on message," you don't want to sound scripted.  Yes, what you say is important, but how you say it and how those points are conveyed through your non-verbal actions are critical.  Combine that with backing it up through action off the field, and that's when what you say becomes "believable."  What's most important here is that you are learning to take a step back and follow the guidance of good, solid, strategic professionals around you.  

Your non-verbal communication is key.  It's okay to show a little more emotion in your eyes and in your tone.  Be confident, but drop the stern look on your face.  You may be frustrated and flat out disgusted with yourself, but let that show through your eyes and facial expressions, not a hard look.  It gives the wrong impression.  It makes people think you don't care.  Combine that with a look you give where at times you can appear to look like you're about to smile and laugh.  It can easily be misinterpreted like you really don't care about what happened and you just want your career back.  You need to show contrition, remorse, and regret.  It can't just be in words and it cannot look staged. 

At the same time, you have to be strong and move forward and convey you are doing everything you can, dedicating the rest of your life to being a better man for your family, and you are working tirelessly to put an end to dog fighting.  Period.  It has to be sincere and part of your life's mission now.  

3.            Understand the importance of your off-the-field actions

These MUST back up your words.  As far as rebuilding what you can of your reputation, it is going to be a long road, but you must be consistent and transparent with the work you are doing to save dogs and end dog fighting.  This is the MOST important media coverage you can get and that is why working on your public presentation skills is so critical.  The same way you are now studying your playbook, defenses, and nailing the fundamentals to become a better QB, you must translate that same effort into your public speaking, media training, and public appearances.  Make sure your PR team is garnering (and I’m sure they are) as much balanced, positive media coverage as possible for your off the field efforts to help save/rehab dogs and help put an end to dog fighting.  You must let the world know what you are doing.

4.            Retain a LOW-KEY profile

Stay at home and don't get in trouble.  Be careful where you go, and when you're out, be cognizant of who you are with, what you are doing, and what THEY are doing.  I think you understand the dudes you rolled with before are not the guys you need around you now.  No gentlemen or night clubs, bars, big parties, etc.  That will bring you nothing but trouble.  Keep it clean.  Be smart.  Remember, this is about redemption; so don't put yourself in the wrong situation.  Humility reigns supreme.  

5.            Keep the key people in your "Camp of Credibility" close

There are a lot of high profile individuals who have put their names and reputations on the line for you now.  Your teammates, your team’s owner, the head of the Humane Society, your coach, former players and current football analysts, sports agents like Darren Heitner (www.sportsagentblog.com — who brought up many significant points during a recent CNN interview), and former Coach Tony Dungy.  Without Coach Dungy, it's hard to say where your story would be right now.  All of these people are putting their name on the line hoping you can be one of the greatest redemption stories of our time.  You now have an opportunity to change how the next chapter in your legacy will be written.  Thank them every day and DO NOTHING that will jeopardize the trust and confidence these individuals have placed in you.

6.            Leave the social media world alone for right now

You are too much of a lighting rod for those who are disgusted with what happened and cannot see past the action to understand that the legal punishment handed down to you has been served.  There is too much negativity in this space right now as it relates to you.  This will be a wait and see game, but you don't need to Twitter, Facebook, YouTube, UStream, etc., right now.  Watch what you email, text, voicemail, etc.  Everything is fair game in this new media world and you are a target right now.  Stay away, at least for now.

7.            Focus on reputation sustainability

This will be the most important 4th quarter comeback drive of your life.  You are on your own 1 foot line.  Follow your game plan and be methodical with your play selection.  You must execute to perfection and read whatever the defense is throwing at you, which will be everything.  You cannot escape this media and public pass rush.  There's nowhere to go.  You're going to get hit hard with angry comments from enraged people and unforgiving media at times, but you have to stand tall in the pocket and trust in your teammates now — your new teammates, and I'm not just talking about the Eagles. 

Look, I get it.  Losing $130 million, your reputation, your name, endorsements, etc., would make anyone crazy.  It's a long way back professionally and financially, Mike; but remember, what's most important is that you've been given a second chance on a scale the vast majority of people would never get.

Stay the new course and step up and be the leader in the locker room, on the field, in your home and community, and most importantly, let your actions speak louder than your words.

 

About Wes Mallette

As the Co-Founder and CEO of the Los Angeles, California based Comment Communications (formerly known as Elevation Sports & Entertainment) one of Wes Mallette’s responsibilities is to lead his company's crisis response strategy for their clients when they find themselves in adverse situations with their reputation and image on the line. Comment focuses on strategic public relations, media training, image consulting, crisis communication and issues management, in the sports and entertainment world. By leveraging their expertise and deep relationships with the media, Comment works with their clients to help tell their stories and position the athletes and companies they represent in a way that will allow them to maneuver successfully through today's complex traditional and social media environment.