A lot of us go into business because we think we can do something better. Provide better service. Create better solutions.
This past week, a sports publicity issue kept gnawing at me. The NFL reportedly mandated the Green Bay Packers hold a moment of silence to honor a conservative activist who was horrifically and unjustifiably murdered.
Other NFL teams were able to decide whether to honor the often-divisive Charlie Kirk. Some did. Some MLB teams acted independently as well, with the New York Yankees being the first. One Yankees’ season ticket holder even shared a letter she wrote to ensure she balanced her disappointment with respect for a fallen citizen.
The approach to each of these raised a bigger PR question: what happens when an organization is told to act in a way that risks dividing its audience? How do you balance external pressure, social responsibility and reputational impact in your publicity strategy?
This wasn’t a crisis in the usual sense. No trending hashtags. No sponsor boycotts. Just silence. And silence in sports PR is tricky. Outrage forces a conversation. Quiet disapproval lingers, invisible but corrosive to trust and credibility.
So the lack of public pushback doesn’t mean approval. It reflects a deeper reality: speaking up carries professional, social and cultural risks. People weigh the fallout before voicing concerns and that hesitation quietly shapes public perception. For PR professionals, that’s a clear signal: reputational damage might be happening where you can’t see it.
The Packers’ in-stadium message framed the moment as anti-violence. Few reading this will argue with that stance. That it was tied to a single polarizing figure while another shooting happened simultaneously was puzzling. From a sports PR standpoint, it missed a chance to leverage a high-profile platform for a broader, credible and inclusive statement.
USA Today’s Jarrett Bell captured the dilemma well. Honoring one person amidst widespread tragedy risks diminishing the impact of messages that promote good the rest of the season. That’s the key PR lesson: how you communicate matters as much as what you communicate.
Even outside sports, these publicity and PR lessons apply:
- Decisions carry reputational weight. When external pressure conflicts with values, assess the PR and publicity impact before acting.
- Silence isn’t neutral. Quiet disapproval can erode trust as much as public backlash, especially when employees, stakeholders or audiences feel unsafe speaking up.
- Your platform amplifies responsibility. Every statement, tribute or campaign communicates something about your brand.
- Consistency sustains credibility. Align your words and actions; following the crowd may protect you short-term, but authenticity preserves long-term trust.
- Monitor beyond public reactions. Internal conversations, industry chatter and subtle audience signals often reveal reputational risks before they hit headlines.
The world is sadly fractured, and I so wish I could change that with an appeal and digital posts. I also understand that some teams want a public call to stem violence. I think there are better ways to do it.
Thoughtful publicity and strategic PR shape long-term trust. How organizations handle these moments communicates more than any announcement ever could.
May the memory of every life lost, especially to senseless violence, be a blessing. And maybe one day, businesses won’t have to wrestle with choices about whom to honor because we’ll finally stop a cycle that creates a longer list.
Pipe dream? Probably. But worth chasing.
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©2025 Gail Sideman, gpublicity.com