February 27, 2021

Top crisis management experts: Houston Astros continue to botch elementary PR 101 (The Athletic)


For as good as the Astros were on the field in recent years, for all the praise heaped upon them for embracing advanced analytics and technology to build an efficient title-winning contender, some other truths emerged in recent months.

The Astros also were good at cheating, at least until Mike Fiers outed them to The Athletic in November. But once they got caught and were punished, they turned out to be very bad at convincing anyone they’re truly sorry.

Last week, Astros owner Jim Crane doubled down on blaming his since-fired employees while casting himself as blameless. On Saturday, shortstop Carlos Correa gave an interview that was a mixture of contrition and anger that set off a new wave of criticism.

Yet it didn’t have to unfold this way, according to several prominent public relations crisis management experts who closely watched the Astros’ PR handling of the sign-stealing situation.

“What the Astros did wrong in one word is…

Read “Top crisis management experts: Houston Astros continue to botch elementary PR 101” at The Athletic