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Sometimes, even the best communications strategy cannot solve problems that are uncovered by the media. 5WPR CEO, Ronn Torossian, who has worked extensively in crisis PR and is a regular contributor to the Gambling911.com website says that the reputation of Donald Sterling, the owner of the LA Clippers, is beyond the pale of repair for his comments - which were caught on tape by TMZ.
In the tape which are now being covered by media worldwide, Sterling was captured telling his girlfriend: “It bothers me a lot that you want to broadcast that you’re associating with black people. Do you have to?”, and “I’m just saying, in your lousy f******* Instagrams, you don’t have to have yourself with, walking with black people.” This is not the first time the man has made racist comments - and they are beyond the pale of apology. Clearly, the African-Americans - and others - on the mans' payroll and putting money in his pocket by going to games will question these words.
While the LA Clippers are in the playoffs, these comments cannot be ignored and need to be addressed by the NBA. Undoubedtly, NBA players and team owners will stand up and demand action as these comments can damage not only the Clippers, but the entire NBA Brand. To best contain the damage, the NBA needs to take action quickly - although today an NBA Public Relations executive said "We are in the process of conducting a full investigation into the audio recording obtained by TMZ... The remarks heard on the recording are disturbing and offensive, but at this time we have no further information."
In today's new media world, information travels quickly, and this is an International, major news-story which will not go away. There is no justifcation for these comments - and the NBA is going to find themselves in a very difficult situation, very quickly if they dont take the harshest action possibly very quickly. The reputation of Donald Sterling cannot be repaired.
5WPR is regarded as a leading crisis PR firm. They have worked extensively with athletes, including Jalen Rose, Allan Houston, Roy Jones Jr. and others.
- Ronn Torossian, Special Contributor to Gambling911.com
….. Oddsmakers haven’t reacted to the news just yet. As of Saturday evening, the line on the Clippers-Warriors Game 4 was LA -2.5, just a half point difference from the -2 number offered Friday night. Updated odds on the Clippers winning the NBA Championship were not immediately available at the time of publication as games were still in progress.
