Even someone with the best, squeaky-clean public image can experience a situation that suddenly puts their reputation in jeopardy. The number one men’s tennis player in the world, Jannik Sinner, found himself in that position on the eve of the U.S. Open, the last grand slam of the year.
The International Tennis Integrity Agency announced on August 20 that the Italian superstar had been cleared of any wrongdoing despite failing two drug tests in March. He tested positive for having one billionth of a gram of the banned anabolic steroid clostebol in his system. The independent tribunal accepted Sinner’s explanation that unbeknownst to him, his physio, Giacomo Naldi, was using a product sold over the counter in Italy to treat a cut on his finger. Naldi said he didn’t know it contained clostebol. The cut-finger situation mattered only because when Naldi gave Sinner a massage without using gloves the substance entered Sinner’s system.
Sinner was allowed to keep playing during his appeal (having the financial resources to hire expensive lawyers helped) and no announcement was made until the investigation was closed. His punishment was losing $350,000 prize money and points from the Indian Wells Masters 1,000 tournament, which was where he tested positive.
The announcement sent shockwaves through the tennis world including his fellow players. Prior to this incident, Sinner was one of the most popular and well-regarded players on the tour. Nick Kyrgios immediately tweeted that the decision was ridiculous, and Sinner should be suspended for one to two years for failing the test whether it was accidental or not. Denis Shapovalov tweeted “Different rules for different players.”
What can we learn from a PR perspective through Sinner’s situation?
- Don’t hide, take action. Sinner held a press conference before the start of the U.S. Open, announcing he had decided to part ways with not only his physio Naldi, but also his fitness coach Umberto Ferrara, who bought the spray. By talking directly to the media, Sinner showed he was willing to own up to the facts while being able to shape the story the way he wanted it, emphasizing that he has always been a clean player and he knew he had done nothing wrong.
- Keep emotions in check. At the news conference where Sinner answered questions for 15 minutes, he used the same calm demeanor that serves him so well on the court. Acting out emotionally, as Kyrgios, who is known for angry outbursts, might have done if he was in the same position, would not have served Sinner well and could have attracted even more negative media attention to the story.
- Find supporters. In a crisis it is always good to have people who will vouch for you and your situation. While many have criticized Sinner, there are others in the tennis world who have independently defended him including Andre Agassi. Sinner also expressed gratitude to his fans who showed him support.
- Think before reacting. In his podcast Served with Andy Roddick, the grand slam winner said, “We’re not great at nuance and scale. We’re good at headlines and we’re good at reacting.” In today’s world of social media, there is a tendency to react right away. Sinner’s case was different from other cases. False conclusions can result when people weigh in with opinions and discussion before having all the facts.
A reputational setback can be shocking and hard to overcome. However, if you take the right steps, damage from undue negative attention can be minimized. At Teak, we support our clients in both good times and bad. Visit our website for more tips on how to manage a communications crisis.
