Ray Rice Domestic Abuse Crisis. Former football player for the Baltimore Ravens, Ray Rice, hit his then fiancé Janay

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1 Rasheeda Gerald 1 Ray Rice Domestic Abuse Crisis Summary of event Former football player for the Baltimore Ravens, Ray Rice, hit his then fiancé Janay Palmer two years ago in an elevator at a hotel s casino. Video footage of the event captured on an elevators camera surfaced through the entertainment news source Thirty Mile Zone or TMZ. First TMZ released a video of Rice dragging Palmer out of an elevator while she appeared unconscious. Eight months after that, additional footage revealed Rice and Palmer entering the elevator where he punched her in the face. The video also showed him kicking her to see her conscious state. The action that the NFL took months after the incident happen was a two game suspension for Rice that made the crisis spiral out of control negatively for the NFL. Initial Research When the initial video of Rice surfaced the internet and began taking over social media, both the Ravens and the National Football League (NFL) addressed the public with support for the former football player. Releasing statements assuring they would continue to review the situation. Both the Ravens and the NFL, from a Public relations perspective, reacted very quietly. This could have been purposely or not. They were probably waiting for any criminal case being built against the NFL player to be resolved before making any decisions about Rice s career as a football player. According to Deborah Davis, coordinator of Ball State University s public relations program in an article on Indystar.com she wrote, the basic rules are to respond quickly, thoroughly and consistently, in public relations. The NFL did not successfully accomplish this important rule. In fact, around the same time the Rice domestic violence incident occurred, at least two other NFL players were involved in domestic violence (Davis, 2014). This time would

2 Rasheeda Gerald 2 have been perfect for primary research to take place. Primary research is any data that is collected first hand perhaps directly after an incident happens. There are many different ways to collect such data like interviews, observations, demographic information and most commonly used surveys (Purdue Owl, n.d). Let s take a look at the various ways primary research was done or not done in the Rice domestic violence crisis by the Ravens and/or the NFL. Having closed interviews with experts in a subject matter can give insight on the subject in order to help prepare a solution. In the Rice domestic violence crisis the subject matter is domestic violence. One of the first things to begin managing this crisis would ve been to sit down with an expert to help acquire knowledge of how to deal with domestic violence. Insight on how victims react after incidents like this happen could ve also been very valuable. This is especially important being that this was not the NFL s first domestic abuse crisis. This means this kind of expert information should have been gathered from previous cases and discussed for this scenario. As put by Julie Nupieralski an instructor at Kent State University for the public relations online program in a webinar, With a history of players involved in legal issues from drugs, sexual assault, animal abuse, previous cases of domestic violence, to name just a few of them, you know the NFL should have hand this issue high on its radar screen and been better prepared for how to deal with an issue like this, Kent State University (n.d). It can be concluded that the right steps in the interview element of research was not taken on this crisis initially. Next is an observation. Since the internet and social media played such a vital role in the decisions made by both the Ravens and the NFL, notes of trends should have closely been

3 Rasheeda Gerald 3 examined. It is imperative to conduct environmental scanning. This is watching the environment around you for changes. You re looking at trends, events, emerging social, political or health issues (Kent State University, n.d). Immediately after the incident negative response coming from angry fans, domestic violence adversaries, pro-women groups and other stakeholders began to sweep the media. Stakeholders are those who in some part are linked to your business or company. In the NFL, stakeholders are fans, sponsors, stock holders, team owners, etc. Other than negative response, stakeholders also make public relations jobs a little easier because they sometimes tell you exactly what they expect from you when a crisis happens through social media. For example former NFL player Scott Fujita tweeted, The message to my wife & 3 daughters today? The business that's been such a big part of our life, really doesn't give a f**k about you according to Kay (2014), a CBS Sports writer. This tweet was sent out in reaction to the NFL suspending Rice for only two games and no further action taken after the first video footage was release. In this tweet alone a former player and fan wanted the NFL to express they cared about women. The NFL should have taken that and many others as early signs, warning them of what was coming. While they did not observe or chose to ignore the observations, their sponsors did. Sponsors like Pepsi that make it a priority to build relationships with their customers decided to side with stakeholders in condemning the NFL (Kent State University, n.d.). At this point a bigger villain was formed, that being the NFL. Surveys are a type of research done by collecting data through polls. Taking a look at numbers can help better put things into place. It has already been established how important stakeholders are, but to see it figuratively can really open up perspectives of those in public relations. Unlike interviews, surveys are constructed more so for a larger group not narrowed down to just experts. This is important to get a better understanding of what NFL fans think

4 Rasheeda Gerald 4 about the issue of domestic violence. How tolerable or intolerable are they of domestic violence occurring in the NFL? (Kent State University, n.d.). The NFL failed to do surveys to further investigate for a proper solution. The reason why perhaps the NFL overlooked these avenues and/ or stakeholders opinions could perhaps be because they didn t anticipate the second video being released to the public. The NFL made claims that they had not seen the second video (Christensen, Gill and Perez (2016). However, ESPN reported, on September 12, 2014, that Ray Rice did tell Goodell, when they met on June 16, that he punched Palmer and four separate sources confirmed this information Christensen et al. (2016). Objectives The goals or objectives in this case for the NFL should ve been to clearly relay the message that domestic violence is wrong and that the NFL does not in any way, shape or form support it. To bring awareness of the issue to the community being that it has happen with players in the past. One of its main objectives should ve been to let stakeholders, sponsors, team owners and football players know that they will face serious specific corrective actions if they are involved in domestic violence. There are three types of impact objectives that should ve been taken into consideration when handling cases through good public relations practice: Informational, attitudinal and behavioral objectives. Informational objective is the information that you are trying to relay to the audience and/or stakeholders. What is it that you want them to know you re doing to relay information? The NFL should ve relayed the message that they don t tolerate domestic violence and will spread information regarding the issue. It wasn t until after the initial two game suspensions that

5 Rasheeda Gerald 5 the NFL commissioner Roger Goodell typed a letter to all NFL team owners where he mentioned informational goals he hoped to accomplish. In the letter he mentioned that: First, we will continue our work with leading experts to expand the scope of our education on domestic violence and sexual assault for all NFL personnel players and non-players. This will include enhanced training for entering players through the Rookie Symposium and Rookie Success Program, as well as new programs designed for veteran players and other NFL personnel. All NFL personnel players and non-players will receive information about available league resources and local support and advocacy groups in their community (R. Goodell, personal communication, August 24, 2014). Here the commissioner was clear and concise about how the NFL will partner with experts to help educate staff members (including) football players on domestic violence. He furthered the objective by expanding on ways he will do so like trainings and resources. With attitudinal objective the NFL tried to reinforce an attitude that perhaps was there but not properly supported. According to Kim Harrison, a public relations professional Attitudinal objectives create attitudes, reinforce existing attitudes or change existing attitudes (Harrison, n.d.). The commissioner expressed that directors and executives of the brand would meet with the players wives or significant others to make certain they are knowledgeable about the resources that will be provided to them (R.Goodell, personal communication, August 24, 2014). In this case it was appropriate to have attitudinal objectives because it is important to remind stakeholders that your company does in fact have a stance on the issue and will reinforce action to further that stance.

6 Rasheeda Gerald 6 In the case for behavioral objectives, the NFL communicated they wanted to set a tone for the new generation of athletes. They expressed they wanted to reach out to the community to instill conduct expectations. In the excerpt below the commissioner explains: We will expand the educational components in our college, high school and youth football programs that address domestic violence and sexual assault. We will seek to create and promote programs that develop the character of the young men who play, coach or manage our game, emphasizing respect for women and appropriate ways to resolve conflicts. Outreach efforts embodied in these programs will help young people recognize, establish and maintain healthy relationships. In our earliest contact with young men, we can communicate our expectations, establish NFL standards of conduct, and stress the responsibility that all men have to adhere to those standards (R.Goodell, personal communication, August 24, 2014) By trying to start or change a behavior, the NFL takes ownership of the past behavior noting that they are willing to do something to correct past behaviors. The NFL decided that reaching the younger members of the community is the way to modify the behavior. Behavioral objectives for this case were appropriate for the fact that the NFL had previous domestic violence crisis insinuating a pattern. Programming A little over a month after Rice hit his fiancé at the time, Rice did an initial press conference speaking about the issue. It was important for Rice to openly speak about the situation in an effort to repair his image because In today s society, the importance of image

7 Rasheeda Gerald 7 cannot be overstated. Therefore, when a reputation is threatened, communicative entities are motivated to present an image defense: explanations, justifications, rationalizations, apologies, or excuses for behavior (Holtzhausen & Roberts, 2009). The lack of planning cost the NFL a lot. The press conference hosted both rice and the victim, palmer sitting right next to each other for one. Secondly, he was not confident on what he was going to say. This is measured by how he kept looking down at his phone when he seemed lost for words. Thirdly, Rice began by apologizing to his coaches and fans before ever apologizing to his then fiancé to the right of him. Lastly, Palmer, the victim in this altercation, apologized for basically being a part of what happened that night in a statement that reads I do deeply regret the role that I played in the incident that night (Baltimore Ravens, 2014). According to Holtzhausen and Roberts (2009), Five image repair strategies with subcategories have emerged from this line of research: denial, evasion of responsibility, reducing offensiveness, corrective action, and mortification. On his initial press conference, Rice presented the method of mortification and reducing offensiveness. Rice began the process of image repair by apologizing to his coaches and members of the community. He then transitioned to the method of reducing offensiveness. He did so by mentioning his job in the NFL being more than just playing for a team but also giving back to the community and working on being a better father (Baltimore Ravens, 2014). A lot of the Ravens organization also stood up for Rice in an attempt to reduce offensiveness. A great example is when Steve Bisciotti, the Ravens owner said "He's just been lauded as the nicest, hardest working, greatest guy on the team and in the community. So we have to support him. I think we'll be rewarded by him maturing and never putting himself in a situation like that again (Bien, 2014).

8 Rasheeda Gerald 8 In an effort to crisis control, before communication with all of its staff, players and team owners prior to strategizing or practicing the compulsory advisory method, the NFL had already strategized. The NFL on August 28 th admitted they were too lenient on Rice and changed the domestic violence policy in a letter to team owners outlining a six-game suspension without pay for the first offenses, and a lifetime ban for second offenses. The new policy will apply to all NFL personnel, including executives and owners (Bien, 2014). In all the programming strategy that seems to have been put forth is the public information model because little to no research seemed to be done before press conferences were made, statements were given by the higher ups in both the Ravens and the NFL, or communications to team owners was released. Evaluation In my opinion the Ray Rice domestic violence crisis was managed poorly. In extreme cases like such, an immense amount of planning, research and proper execution is what takes to completely change a situation around for a positive outcome. One of the early on steps that Ray Rice should ve took was to immediately take ownership of the incident and genuinely apologized first to his then fiancé. The initial press conference should ve been Rice by himself standing with a podium, showcasing confidence and a well prepared speech. In addition statements from higher ups in both Ravens and the NFL if given at all should ve been statements letting stakeholders know that what Rice did was wrong and punishable. Rice public relations team should ve immediately researched through surveys, focus groups and data information about resources dealing with domestic violence. After research Rice s team should ve featured him rallying against domestic violence or even spending money through donations for causes

9 Rasheeda Gerald 9 against domestic violence. As for the NFL, a press conference where the members of media which serve as the messengers for stakeholders could ask questions, needed to take place. That press conference also could ve answered the question of Rice s punishment. If the league truly wanted to keep Rice on the team, a well prepared genuine statement reiterating the fact that domestic violence is wrong and the NFL does not endorse it would ve been necessary. The statement also needed to include Rice s plan to advocate against domestic violence thoroughly. Following that, a set in stone fair punishment for Rice and any other first time offenders thereafter would ve been imperative. The NFL should ve also stressed the consequences that players could face if you are a repeated offender. Otherwise, the NFL should ve cut all ties with Rice and let stakeholders know domestic violence will not be tolerated in the company no matter what. This could ve saved the NFL a lot of the backlash they received for initially supporting Rice. Although the NFL was able to properly document objectives in a letter to team owners; it was a bit too late. The NFL was already looked as the bigger villain in the situation.

10 Rasheeda Gerald 10 Reference page Davis, D. (2014). NFL bungles crisis management in Ray Rice case. Retrieved from Purdue Owl. (n.d). What is Primary Research and How do I get Started? Retrieved from Kent State Univerisity (Producer). (n.d). RAY RICE & THE NFL CRISIS: WHY THE NFL GOT IT WRONG (IN THEORY). [Video file]. Retrieved from Kay, E. (2014). NFL Twitter reacts to the Ray Rice suspension news. Retrieved from Christensen, M.C., Gill, E,. & Perez, A. (2016). The Ray Rice Domestic Violence Case: Constructing Black Masculinity Through Newspaper Reports. Journal of Sports and Social Issues, 40(5). Retrieved from Holtzhausen, D.R., & Roberts, G.F. (2009) An Investigation into the Role of Image Repair Theory in Strategic Conflict Management. Journal of Public Relations Research, 32(2) Retrieved from &sid=d7c2fe83-7e26-413b-b8e5-3a979a475b8b@sessionmgr4006&hid=4203 Baltimore Ravens (Producer). (2014, May 23). Ray Rice s Full Press Conference [Video file]. Retrieved from Conference/405fea46-d4d4-44c7-b bf6d12f Bien, L. (2014). A complete timeline of the Ray Rice assault case. Retrieved from