Crisis Management and Communication: Michael Vick’s Recovery From the Dog Fighting Ring

Photo Credit: https://www.lowcountrydog.com/top-stories/2019/12/8/michael-vick-the-nfl-and-the-hsus-are-more-forgiving-than-most

We are learning about the cycle of crisis management and communication. Some specific tools that an organization can use to address it are press conferences and media outlets. Even though this crisis happened before the popularity of social media, it does have a small presence on social media.

According to Report: Michael Vick Paid $111,000 for Crisis Management Team After Dogfighting Arrest, on August 27, 2007, Michael Vick, a star quarterback for the Atlanta Falcons, formally pled guilty to a federal felony charge related to running a dogfighting ring. Later that year in December, Vick, once the highest-paid player in the NFL, was sentenced to 23 months in federal prison.

Vick was released from prison in Leavenworth, Kansas in May 2009. A couple of months later, he was “conditionally reinstated by the NFL” and signed a two-year deal with the Philadelphia Eagles. While his public image remained tarnished, Vick’s career was successfully recovered until his retirement from the NFL in 2017. 

Steps the Crisis Management Team used to help Vick rehabilitate his image and career: 

1. Know who are your supporters: A friendly media sources list was created to lessen the blow of the public scrutiny about the brutal and fatal dog fighting. They sought out the media outlets they could manipulate or be sympathetic to communicate the crisis, for example the ‘Today’ show, ’60 Minutes,’ People Magazine, Newsweek and ‘Larry King Live.’ 

2. Knowing when to shut up: They put Vick through intense media training ‘aimed at regaining initiative in the PR war.’ This is very effective to ensure Vick doesn’t say or do anything that makes him look guilty and deflects attention away from his crimes. On July 31, 2007 Sitrick advised Vick’s legal team on ‘need to avoid further interviews ahead of planned PR offensive.’

3. Execute: Humility and Lessons Learned: Vick appeared on ’60 Minutes’ on August 16. He then faced the media in a news conference on August 27 … and hit it out of the park,  accepting blame, accepting punishment and vowing to learn from the experience.” He gracefully ate the bitter humble pie and came across as remorseful to convince everyone that he turned from his wicked ways and was a reformed man. 

Successful Image and Career Recovery

Though Vick was allowed to return to the NFL on a restructured contract for a one-year deal worth up to $10 million. Following that contract, it was reported that Vick signed a six-year deal worth up to $100 million in 2009, evidence of the successful recovery of his image and career, money well spent.

We are learning about the cycle of crisis management and communication. Some specific tools that an organization can use to address it are press conference and social media.

To read more about Michael Vick and the Dog Fighting Ring:

• Report: Michael Vick Paid $111,000 for Crisis Management Team After Dogfighting Arrest: https://nesn.com/2013/08/report-michael-vick-paid-111000-for-crisis-management-team-after-dogfighting-arrest/
  
• NFL star Michael Vick pleads guilty in dogfighting case:
  https://www.history.com/this-day-in-history/nfl-star-michael-vick-pleads-guilty-in-dogfighting-case