Just two years ago, the idea of the Celtics trading 2024 Finals MVP Jaylen Brown was unthinkable. Today, it’s a very different story and communication is a contributing factor as to why. Brown has received a lot of negative media attention since May 2nd when the Celtics blew a 3-1 series lead for the first time in team history and were eliminated from the playoffs by the Philadelphia 76ers. There are dozens of stories speculating about if and when the Celtics will trade him and who they might acquire in return.
Jaylen Brown is both a future Hall of Fame basketball talent and an incredibly intelligent person who has guest lectured at MIT, took graduate classes at University of California Berkeley as a first year student, and calls Bill Nye the Science guy one of his heroes. However recent statements he and others have made, and the public reaction to them, reveal some crisis communication points worth noting.
Avoid the blame game. Brown faced many questions during the post game press conference after the Celtics season ending Game 7 loss against the Philadelphia 76ers. But the media is always going to take the most controversial answer and run with it. In this case it was his soundbite in which he said, “He (76ers center Joel Embiid) was flopping around. He got some extra calls and they rewarded him for that, but that’s the league we’re in.” Flopping is when one player exaggerates the impact of contact from another player to get the referee to call a foul. Later on Brown’s Twitch feed, he doubled down saying flopping has “ruined our game.”Not only did that get him in hot water with the NBA officials (the league fined him $50,000 for criticizing the referees), it made him seem like he was blaming others for his failure to win the game instead of taking responsibility for his play. When there’s a crisis, and reporters ask officials about a disappointing development, pointing the finger at others isn’t as effective as conceding fault when it is warranted and focusing on what is being done to avoid such failures in the future.
Pick your words carefully. In another interview, Brown was asked to look back on the season. He said, “It was my favorite year of my basketball career.” Does Brown have a lot to be proud of this season? Yes. He posted the best statistics of his career and led a Celtics team to finish second in the East despite pre-season projections of them finishing eighth or ninth due to Jayson Tatum’s prolonged recovery from his achilles injury. Did he show impressive leadership supporting and helping develop the skills of players like Jordan Walsh and Neemias Queta? Absolutely. But to a fan base of a team that only hangs banners for championships, saying it was his favorite season right away before fans’ bruises had time to heal, made it sound like he preferred a season where the team didn’t make it past the first round of the playoffs to one where it won a championship. It also projected the idea of the season being about him and not the team. Others interpreted his statement as saying he enjoyed having a season during which Jayson Tatum was largely absent. If he had said, “one of my favorite years” instead, it may have been seen differently. When crafting a quote, every word matters. Consider how a statement could be interpreted, the timing, and the audience before releasing it.
Don’t prolong controversy. ESPN commentator Stephen A. Smith was among those criticizing Brown’s favorite year soundbite suggesting he “go on vacation unless you’re trying to get traded”. Instead of letting it go, Brown chose to respond on social media by writing on X “I’ll “be quiet” / stop streaming if you “be quiet” and retire let’s give the people what they want.” Taking the bait and prolonging an exchange with a commentator with a giant audience who makes his living on controversy, is only going to extend the dialogue and negative attention. There are times when showing restraint is a better strategy if silencing the story is the goal. While no one enjoys being criticized, if responding isn’t going to help you meet your communication goals, don’t.
Allies have impact. Hall of Fame NBA player Tracy McGrady has been one of Jaylen Brown’s mentors. Their connection gave weight to McGrady’s podcast comment in which he said that Brown is frustrated with the team. As a result of that statement, both Brown and Celtics General Manager Brad Stevens issued statements denying that they had ever discussed Brown having a problem with the team. McGrady has since walked the statement back by saying, “I haven’t talked to Jaylen at all about this. I just know my friend. And when I see certain things, I just see frustration.” Regardless, the perception of Brown being unhappy with the team remains, fair or unfair. While no one, including Brown, can control what others will say about them, at Teak Media, we advise our clients to shape their narrative in a crisis and share speaking points that follow their messaging to others who may be called as third party sources.
Sports can often teach lessons that go beyond the field, rink or court. In the past, discourse about a game was limited to the next day’s newspaper. Athletes and the communications experts who support them would do well to remember that in today’s 24/7 culture every statement, soundbite, and gesture made by an athlete is instantly shared and scrutinized by sports journalists who rely on reaction, clicks, and likes from their audience in order to keep their jobs.
No matter what happens this offseason, as a Celtics fan, I hope Jaylen Brown will be back next season. If he isn’t, I’ll always be grateful to him for all he’s done for the team on the court and the incredible charity work he’s done for the region.
Header Image: AP Photo/Jeff Chiu
