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NFL makes another major P.R. hire

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Big Shield needs a lot of polish. And thus another key employee has been hired to help keep the tarnish away. Or at least to distract us from it.

In addition to Joe Lockhart, the relatively new in-house P.R. czar, the NFL has now hired Natalie Ravitz to serve as senior V.P. of communications, via Politico.com.

Ravitz spent three years, from 2012 through 2015, as Rupert Murdoch’s Chief of Staff at News Corp. She will report to Lockhart.

The move brings more political experience to the league office, which suggests that the NFL has decided based on a variety of P.R. problems in recent years to rely on the expertise crafted by folks who operate in an industry that entails constant P.R. challenges.

The new approach recently was demonstrated in very aggressive detail as Lockhart engineered a free-for-all against the New York Times based on a report citing flawed concussion research and specious links to Big Tobacco.

Big Shield isn’t Big Tobacco. Still, with some of the best P.R. talent in America now on the payroll, Big Shield will be getting even bigger.