Now Hated, LeBron James Makes Worst PR Move in Sports History
The backlash could be heard from Facebook to Twitter, Akron to Alabama.
Miami? The Heat? For real?
Have you ever watched a hyper-talented man take his beloved All-American-Good-Guy reputation and toss it down the sewer in one 60-minute infomercial that he himself called?
It was shocking. It was the biggest public relations blunder in the history of sports.
Seriously, what was worse? This was not Tiger Woods' communications team trying to respond to his unexpected mistress crisis and making a bonehead mistake. This was not John Rocker being caught making stupid remarks in an interview with a journalist. This was not Robert Irsay, who ripped the Colts out of Baltimore in 1984. That was awful, but at least he did it under the cover of darkness. He knew what he was doing was shady.
No, this was somebody going out and purposely seeking the spotlight so he could wreck his image.
LeBron James created a publicity circus unlike any other Thursday night -- this was his choosing, not the media's so don't blame the messenger -- and he humiliated his hometown fans in the most public way possible.
Who does this? Who goes out of his way to cause pain to the little kids in Cleveland who wear his 23 jersey? Who goes out of his way to make the blue-collar guy in Columbus, who loves the Cavs but can't afford tickets, spit in anger?
LeBron James alienated a lot of people tonight. Actually, alienated is the wrong word. He stunned and hurt a lot of people tonight.
You don't do people like this. You don't take a fragile city, so thirsty for an identity, and pull the rug out while the globe looks on. You play a game, LeBron. But this Decision wasn't a game for the waiters and bartenders around the Cavs' arena who will now take a financial hit because you're gone.
When he first called for an ESPN circus I thought: There’s no way he divorces himself from his hometown city in such a public way. No possible way. I was convinced he was going back to Cleveland. The guy was too sensible. Too caring. He wasn't nearly cold enough to treat people this way. I envisioned him getting up there with Jim Gray and saying:
What's up, everybody. I'm glad you tuned in. It's amazing that so many people care about where I play a kids' game, but they do. So I was thinking, why not capitalize on that interest and -- together -- raise a lot of money for a cause near and dear to my heart. The Boys and Girls Club of America. So I'm glad I could do that. Now, as far as my decision, I only want to say a few things.
After seven tremendous seasons in Cleveland, I decided to see what else was out there, to dip my toe in the free agent market. And you know, the process has been flattering. I never went to college so I was never recruited, and it was fascinating and enlightening to hear how different coaches and general managers thought I would fit into their plans. I respect all the teams I met with. Great organizations. Great people. Great offers. But about halfway through the process, it hit me. I knew I could play for only one team. And I know in my mind and my heart that it's the right choice.
By going out there and getting away from Cleveland for a little while, I realized just what I’d be missing. And what I have back there is precious. Truly precious. My hometown. My fans. My family and friends. That’s why... I’m coming back. We have unfinished business there, and I’m coming back to where I belong. I am still a Cav and I couldn't be more proud.
LeBron James would have been an all-time hero. Now he's an all-time villain.
Now he's the most hated man in the NBA, not just Cleveland. Somewhere Kobe Bryant is relieved.
The thing is, it didn't have to be this way -- even if LeBron left. No, Cleveland was never going to be "happy" with him leaving for another franchise, but he could have handled this the right way. He could have let them down easy. And by "easy" I don't mean crushing their soul on a nationally televised show called "The Decision."
The Miami Heat certainly gained some new bandwagon fans tonight.
But LeBron James lost a whole lot more.
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lol. he's a free agent for christ's sake... let me emphasize on the word "FREE".. some are just so bitter with his descision to play somewhere else.
It was a smackdown of sorts for Cleveland....Miami may be having second thoughts! Kinda selfish but good luck to a great player!
The PR for this was genius! why do a letter to the Cavs and have it as breaking news at the bottom o ESPN??? ESPN asked him to do this, the proceeds benefited the boys and girls club and yes, everyone was shocked but... the dumb Cavs fans and their idiodic owner?? What happened to being able to choose to do what you want?? The title for tgis article is ridiculous!! Hated?? REALLY!!! America has gone WAYYY to far with this. Miami is having NO second thoughts because they gtot the greatest player in the LEAGUE (YES I SAID IT, GREATER THAN KOBE!) and will win multiple championships! LETS GO KING JAMES!!!
Wow. I can't believe that everyone is in such a nut about this. It's only sports ! There are so many more important things going on in the world right now, why are people focusing their energies on where some jock can go make more money ? All that money, by the way, is the real problem. If people didn't take this crap so seriously there would be more money around to solve the big problems. It's a farce.
No one outside of Cleveland is mad at LeBron for leaving. He made the same move many business professionals do when offered the chance to stretch and grow in the workplace. If you had the chance to work side by side with the best business thought leaders in the world, would you? How is this different? Worst PR?? Best PR I've ever seen. Even my great aunt was watching ESPN last night.
He has to stay in Cleveland forever to be considered a loyal, humble man? He didn't shoot himself in the foot, or do drugs , or sleep with strippers... he made a strategic business move that, if you recall , cost him money . If anything, children should take from this that in life, we must make hard decisions, and not always the ones that are going to make people like us.
"Now Hated, LeBron Makes Worst PR Move in History?" Really? Talk about hyperbolic. This is the kind of rhetoric that pisses me off.
If you think that Lebron is only hated by Cleveland then you are really an idiot. Not only is he hated by the entire state of Ohio especially Akron where he is from. New York and Chicago fans felt snuffed by his "decision" which if you see the reactions by people in these regions to Lebron and the Heat, then you would see that Lebron and the Heat are now targeted enemies. Many Lakers fans have already showed that they will have bitter thirst to destroy Lebron and the Heat. The Raptors fans hate Bosh for leaving too so from this we can conclude that there are many that will hate Lebron too since he was involved in this whole debacle. Most of the NBA Legends think he is a chump for "The Decision" and for him leaving for Miami including Magic Johnson and the greatest of them all Michael Jordan. Even many ESPN commentators who are against him going to Miami. So I would say that this was definitely the worst PR move in history when it comes to sports . This was his decision and for it he is punished by being hated by most of the NBA fans.
PS: This did not cost him any money . He got a $110 Million deal instead of a $120 Million deal, BUT he lives in Florida which does not have income tax which means that he pretty much gained money out of the deal. You obviously have no idea what you are talking about but ill forgive you for you ignorance.
This post is about public relations, not "hating" on LeBron.
I manage brands and messages for a living and I had the same script in my head as the author. Last night was a golden opportunity for LeBron to reinforce his brand as the gifted but humble, compassionate man who understood he could be something greater by bringing glory to his hometown. His message since he was a teen has been about improving every day, making his city proud, bringing a championship to Cleveland. Go listen to the tapes.
Yesterday was the brand launch of the new LeBron ...whose central message is "last name 'ever', first name 'greatest'" and will walk the talk by sacrificing anything to win championships.
LeBron chose this brand and that's his perogative. Evidently being "beloved hero" was not enough. His business model now is based on the concept that more people will buy "champion" than "beloved." From the comments (outside of Cleveland), evidently many do.
The sad part is that Cleveland fans - including my kids - bought into a loyal man who was going to win for them in Cleveland, and they aren't interested in one more champion. Any player can be a champion. It takes a special one to be something more.
But that's not LeBron's brand. Not anymore.
I think you have it exactly right. It's not the decision that's the problem, it's the way LeBron hyped and announced it. Either he's incredibly naive or incredibly callous and neither is acceptable for a man of his stature and means. He has a team of experts around him and seven+ years in the spotlight and this is what they come up with: go on national TV surrounded by little kids from your hometown and announce you're leaving to chase championships elsewhere in a city with brighter stars and say you fully expect sore feelings but "real friends and fans" will stick with you? Not a good plan, guys, not a good plan. This is the sports equivalent of Tony Hayward's "I want my life back" comment.
"go on national TV surrounded by little kids from your hometown "
You said surrounded by kids from your hometown. Wrong there bud. He was in CT, surrounded by kids that are part of The Boys and Girls Club of America. He was not in Cleveland or in his hometown of Akron, Ohio. He was too big of a coward to be on his home turf and make the announcement that he was going to greener pastures. LeBron may have every right to leave, but if he was so confident with his decision, he wouldn't have left town to make the announcement.
I don't see where this post says he was surrounded by little kids from his hometown?