Why McGwire couldn't win

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There isn’t much that can depress you more about the human condition than a group of P.R. professionals getting together and talking about their craft. For evidence of that I give you today’s Sports Business Daily feature on the McGwire p.r. strategy. Key points:

  • It’s bad to release big news via what is perceived to be a friendly, softball outfit, but it was good that McGwire’s P.R. people and agent already work with MLB Network and Costas;
  • It’s obvious McGwire believed what he was saying and it’s obvious that you shouldn’t say what you don’t believe because that’s just spin, but McGwire really screwed up in not telling people what they wanted to hear;
  • McGwire’s hour-long, one-on-one interview with Costas was a good idea so he could take all the time he needed to tell his story in his own words, but it was a bad idea because it was too short and didn’t give reporters the chance to ask the questions they wanted to hear McGwire answer.

If I’m ever involved in a scandal I’m going to tweet all of my statements. Can’t go wrong then.