Players have avoided getting their hands dirty, but will the PR high road pay off?
A dozen radio shows play soundbites of his voice on loop. There’s talk of competitive equity, of the struggling economy, and of players with inflated contracts. One calm voice meanders through accusation after accusation, and countless listeners on a dozen frequencies swim in the carefully manufactured bile. Somewhere, David Stern cracks a slight, sly smile.The NBA has been on an all-out offensive over the last 48 hours, with Stern acting as a mouthpiece for the league’s owners. He’s been on major media channels of all kinds offering something that only vaguely resembles the truth, all while Billy Hunter, Derek Fisher, and virtually all of the members of the NBPA have remained civil. The attack rhetoric has been largely one-sided, and the players -- by design -- have opted to maintain an air of professionalism. Dwyane Wade noted as such to Tim Reynolds of the Associated Press:
Wade said the NBA has done an “amazing” job in getting its message out to basketball fans during the lockout. Players, he said, have not wanted to take the same approach as the NBA on the battle of perception.
“We haven’t done a great job of complaining,” Wade said. “That’s what the NBA has done, they’ve done a great job of complaining. We haven’t done a great job of that so no one sees our side. They more so see the owners’ side.”
..."Not at one point have we asked for more money,” Wade said. “I’ve heard people say ‘The players are being greedy.’ How are we being greedy? ... People need to get in a room and understand what really needs to be done so everyone - not just the owners, not just the players - can continue to grow with the game. That’s where we’ve got to come to an agreement.”
The players’ general lockout strategy may not be perfect, but there is some nobility in this particular element of it. Compromise is a tough sell when one group is publicly antagonizing the other, and though both parties agreed to a more peaceful media approach just weeks ago, Stern has already reverted form. The man creates rules and violates them, just as he knows the facts and chooses to publicly skew them. That kind of disingenuous behavior isn’t a good look for Stern, but it may not matter; the owners’ message is the only message, and a general public with quick tongues and a poor understanding of the lockout (as evidenced by the many still calling this a “strike,” or citing player greed) will soon replicate Stern’s soundbites. The players are trusting the fans and remaining professional, but that path could end up burning them. The high road has its costs, and we’ll soon find out if the players are willing to continue paying them.
It’s unknown exactly how the lockout’s PR front has or will affect things at the negotiating table, but it seems fairly unlikely that those outside of an informed minority will ever know of Stern’s insidious spin. He’ll continue to spew falsehoods at little risk, and it’s up to the Union to decide if they’re willing to sink to Stern’s level and play his game. Derek Fisher and Billy Hunter appeared fairly frustrated with the nature of Stern’s comments and gestures after the Union meeting on Friday, but whether their reactions were a brief slip or the beginning of something more remains to be seen. The NBPA’s leadership has some soul-searching to do.