Michael Kay had a smart reaction to the hand-written apology Alex Rodriguez dropped today.
It was a little silly that ARod scrawled the mea culpa across a couple sheets of paper pilfered from an office printer. But in releasing a written statement, Kay points out that Rodriguez will not face a firing squad of New York writers and radio commentators looking to tear him down. It won’t win him any fans, but at this point what would? Rodriguez’s reputation and credibility are shot, and the only chance to get back in the good graces of fans and Yankees ownership is to shut up and play well.
The letter itself says all the right things – or at least, all the things he has to say. Yes, he’s sorry. No, he doesn’t expect you to believe him. More important, its release allows ARod the luxury of responding to any further questions about coming back from suspension with a succinct, “I already talked about that.” Even if no one else wants to move past his PED use and suspension, Rodriguez can credibly say he has.
Each year, it seems like Rodriguez offers a new lesson in crisis communications – and usually provides a comprehensive seminar of what not to do. Maybe he got this one right.
Jim Eltringham 