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It was not the best example of public relations 101.
In many ways, it represented a contradiction of actions.
To be fair, no matter how he delivered it, LeBron James’ announcement that he was signing with the Miami Heat, not with the Cleveland Cavaliers, would be met with anger and frustration.
That James chose to do it on national television, in Connecticut, was seen by many as a stab in the back to his fellow Ohioans.
That James chose to make the announcement, without informing the Cavaliers, who found out when everyone else did, lacked class.
That James did it on a program that raised money for Boys and Girls Club shows he was thinking about others — in the midst of a program that was all about him.
With one statement, Art Modell was no longer the most hated man in Cleveland. After all, Modell only moved the original National Football League’s Browns to Baltimore.
To Cavalier fans, James ripped their hearts out and stomped on them.
The LeBron-A-Thon reached its climax Thursday night when the free agent announced he was “taking his talents” to the Florida.
The media circus that had followed James’ every move since his team was eliminated in the National Basketball Association playoffs stopped for an ESPN-aired program, titled “The Decision.”
In the eyes of Cavalier fans and ownership, James’ announcement was akin to a real-life version of Anakin Skywalker going over to the Dark Side.
Let’s be clear about one thing here.
As a free agent, LeBron James had the option to sign with the team of his choosing. Instead of taking a bigger contract offer from the Cavaliers and other teams, he picked a lesser contract offer for the chance to play with fellow superstars and the opportunity to win a championship.
What athlete, in any sport, at any level, doesn’t dream of winning a championship of some type?
When you get to the highest level, in this case the NBA, you want to do it all the more.
There’s another lesson to be learned here.
To say media coverage was overblown is such an understatement, it’s an insult to understatements everywhere.
Before “The Decision,” we were treated to unnamed events that could be labeled, “The Prologue,” “The Build-Up” and “The Cliffhanger,” the latter encompassing all the speculation in the final days and hours leading up to the 9 p.m. announcement.
Immediately after “The Decision,” came “The Reaction” and “The Aftermath.”
“The Reaction” featured images of Cavalier fans with their heads buried in their hands while others burned James’ no. 23 jerseys.
“The Aftermath” was the scathing comments from Cavalier majority owner Dan Gilbert, in which he considered James’ move to the Heat to be a “cowardly betrayal” and calling it a “shameful display of selfishness and betrayal.”
You don’t often read about owners making such comments.
It’s not up to me to decide if Gilbert’s expressions were appropriate for someone in his position. He probably best summed up every Cavalier fan’s reaction, however.
Let’s be clear about another thing here.
In professional sports, loyalty is largely a thing of the past — as demonstrated time and again — by players AND owners.
Owners offer contracts and players sign contracts.
When players feel they are no longer appreciated or can get more money elsewhere, they demand trades or file for free agency.
When owners decide players can no longer do the job as in the past, they cut the strings. Sometimes, the player is the last to know he has been released or traded.
Here’s something else to remember.
ESPN and other media outlets aren’t free of fault in this either.
In this era of the 24-hour news cycle, everybody and their brother had an opinion. Many “experts” came out looking like they didn’t know anything from a hole in the ground, while others gained credibility for their research and insight.
It bears asking; did we need the minute-by-minute, hour-by-hour, day-by-day, week-by-week analysis? Really?
In my opinion, the only thing this media over-saturation accomplished was making the announcement more painful for the teams and cities that weren’t selected.
Let’s hope the events leading up to and following “The Decision” are the first AND last of this type.
That’s not to say there won’t be another well-known athlete, franchise or city involved in similar circumstances. Let’s just hope that when that time comes, it’s handled with a little more professionalism by everyone involved.
Now that “The Decision” has passed, the sports media circus can return to its regular summer programming of whether No. 4 will or will not play football this season.
Jeff Jones is the editor of The Butler Bulletin. Questions and comments about this column may be sent by mail to: The Butler Bulletin, P.O. Box 39, Butler, IN 46721, by phone at 868-5501 or 925-2611, ext. 47 or by e-mail at
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