Crisis Corner: Striking Out on Crisis Response
*Disclaimer: Our firm does not represent Major League Baseball or the Houston Astros but is examining their communications response in our crisis series.
Have you ever read about a large, public crisis and wondered how you would have responded? Learn from our crisis communications team and join us as we break down real-life scenarios, walk through key insights and learn appropriate response tactics.
To align with the beginning of baseball season, we want to revisit Major League Baseball’s handling of the 2017 Houston Astros cheating scandal that brought a black eye to America’s favorite pastime. Let’s take a mound visit and discuss where MLB could have called different pitches to achieve a better image and credibility recovery.
How do you regain the trust of your loyal fans when you struck out on your first attempt? Check out PR News’ article to learn more about the cheating scandal that rocked the 2017 World Series.
Challenge
Who: Major League Baseball
What: Houston Astros’ Cheating Scandal
When: 2017 MLB World Series
Where: Minute Maid Park and Dodger Stadium
Why: The Houston Astros were caught stealing signs by utilizing electronic devices to identify pitches to claim their World Series victory. MLB received mixed reviews on their response.
Response
Minimal Accountability. MLB suspended the manager and general manager for the entire 2018 season but gave the Astros players full immunity for their cooperation in the investigation.
Flags Fly Forever. MLB did not revoke the World Series trophy or banner from the Astros after it was confirmed they cheated during the series.
No Comment. After releasing the results of their internal investigation, MLB placed a gag order on all teams from commenting on the cheating scandal. The LA Dodgers, the losing team in the 2017 World Series, tweeted about the gag order.
Lingering Consequences. MLB’s inaction resulted in players taking matters into their own hands, imposing consequences on the Astros by plucking seven players during the first five games of spring training, 2020 (the first games after conclusion of the investigation).
Takeaways
Identifying a Crisis. Consider utilizing the Four-Question Test found in The Agony of Decision. If the answer to any question is yes, it is a crisis, and you should respond accordingly.
Will those who matter to us expect us to do or say something now? Yes.
Baseball fans voiced concerns that proper accountability should be held against the entire 2017 Houston Astros organization.
MLB has a history of mishandling crises within their sport (Steroid Era, Pete Rose Lifetime Ban, 1919 Black Sox Scandal) and this adds to the roster.
Will silence be seen by our stakeholders as indifference or as an affirmation of guilt? Yes.
The silence following the conclusion of MLB’s investigation caused many to view the organization as protecting the cheating team and players.
Are others talking about us now, thereby shaping the perception of us among those who matter to us; is there reason to believe they will soon? Yes.
LA Dodger fans were the most vocal with outrage, but the entire fanbase of the sport was active on social media, framing MLB as enabling cheating.
If we wait, do we lose the ability to determine the outcome? Yes.
MLB was quick to begin their investigation once allegations gained legitimacy, but their inaction following the investigation left the fanbase unsettled.
Keep it Realistic. Once you’ve identified the event as a crisis, ask yourself, “What would reasonable people appropriately expect a responsible organization or leader to do when facing this kind of situation?”
Baseball fans motioned for the 2017 World Series trophy to be revoked from the Houston Astros and a punishment to be placed on the players. Neither of those actions were taken, further damaging MLB’s credibility with fans.
Solve the Crisis Equation. Crisis Response = Effective Action + Effective Communication
The action of suspending the manager and general manager for one year fell short of the “grand slam” fans were looking for, including player suspensions and World Series trophy revocation. The gag order placed on all teams following the conclusion of the investigation created a lack of transparency impacting fan loyalty.
Don’t Strike Out. Clear communication and transparency throughout the investigation process and tangible next steps for rectifying the scandal could have gone a long way in rebuilding the public trust in MLB, especially if these actions were taken swiftly.