From the PR perspective, this has to be one of the most disastrous press conferences I’ve ever witnessed.
Following a last-second 22-21 loss to arch-rival BYU, University of Utah Athletic Director (AD) Mark Harlan took the spotlight — for all the wrong reasons. Instead of showing grace in defeat, he vented publicly, saying:
“This game was absolutely stolen from us. We were excited about being in the Big 12, but tonight I am not. We won this game. Someone else stole it from us. Very disappointed. I will talk to the commissioner. This was not fair to our team. I’m disgusted by the professionalism of the officiating crew tonight.”
You can watch his fiery statement here.
Utah’s PR problem was further complicated by the behavior of their head football coach and fans. If you can just HOLD ON FOR A SECOND (like Utah’s defensive cornerback Zemaiah Vaughn) (I couldn’t resist), I’ll get to that in a second.
DISCLAIMER: I’m a BYU graduate.
What Caused Emotions to Spiral Out of Control?
If you missed this late-night Nov. 9 late-night showdown (it ended about 2 a.m. ET), here’s the quick rundown:
First, some background: For those not familiar with it, BYU vs. Utah is one of college football’s most heated rivalries. It’s dubbed “The Holy War” — thanks in part to BYU being sponsored by The Church of Jesus Christ of Latter-day Saints, plus the University of Utah being located in Salt Lake City where the Church’s headquarters is located. The two sides can’t even agree upon how many times they’ve played because BYU doesn’t count the games they played when they were Brigham Young Academy.
In an attempt to remind fans on both sides to behave, the presidents at both universities released this “Rival Right” video.
BYU is based in Provo, Utah — about 52 miles away from their rival’s campus. BYU hadn’t won at Utah’s Rice-Eccles Stadium since 2016.
With 1:48 left in the game, BYU was on their own nine yard line and down 21-19. BYU’s QB Jake Retzlaff threw three incompletions. On the fourth down play, Retzlaff ran into the endzone and oddly tossed the ball off to the side. Utah fans went wild as they thought they won the game.
Nope. Put that euphoria back in the can.
BYU Head Coach Kalani Sitake had called a time out right before the snap. BYU still had life. So it was still fourth down and 10. At this point Utah had a 99.7% win probability. Then Retzlaff got sacked on the half yard line. Now there was only 1:29 left. For the second time, the Utah fans in the largest crowd in Rice-Eccles history (54,383) thought they won.
But wait.
There was a penalty flag. Vaughn (the Utah defensive cornerback previously mentioned) was called for holding a BYU receiver (get my earlier joke now?). That was an automatic first down and 10 for BYU. They were mercifully granted a new life. Now on the 19 yard line, BYU miraculously drove down the field some 50 yards and kicked the winning field goal with three seconds left.
Then get this… during the ensuing last-gasp, desperate kick-off return, while Utah was throwing numerous laterals trying to keep their hopes alive, Harlan walked part way onto the field and started yelling at the refs. Utah was flagged for unsportsmanlike conduct. But the penalty was dismissed because BYU eventually recovered a fumbled lateral and time had expired.
GAME OVER. (For reals.) Watch this crazy ending here.
This unbelievable comeback invoked memories of the famous quote by Miracle Max in “The Princess Bride” movie:
“Turns out your friend here is only mostly dead. There’s a big difference between mostly dead and all dead. Mostly dead is slightly alive.”
Public Statements in the Heat of the Moment: Bad Idea
During the post-game press conference, Harlan made an unexpected appearance and ripped the officials. This violated the Big 12 Conference’s sportsmanship policy. You never publicly reprimand refs.
On Sunday, the Big 12 fined the coach $40,000 and Commissioner Brett Yormark released this statement:
“Mark’s comments irresponsibly challenged the professionalism of our officials and the integrity of the Big 12 Conference. There is a right way and a wrong way to voice concerns. Unfortunately, Mark chose the wrong way. Accordingly, this violation warrants a public reprimand and financial penalty. The Big 12 Conference prioritizes professionalism, integrity, and fairness, and will continue to do so.”
The league also informed Harlan that a repeat of such behavior would result in a more serious penalty.
idk if Harlan personally has to pay this or if the university will pay it for him. Maybe they have inflammatory ref-bashing post-game comment insurance? That would be thinking ahead for sure.
It’s understandable that emotions were running very high. Imagine thinking you’ve already won the game… TWICE… and then suddenly you lost by one point. That’s certainly a very emotionally trying situation.
But you should never make a public statement like Harlan did when your head is exploding with anger, blame and frustration.
Non-apologies Don’t Fix PR Disasters
After being fined, Harlan issued the following statement:
“Last night following our game against BYU, I made clear my feelings related to the game officiating. However, I recognize that there are more appropriate times and avenues to express those concerns, and I accept the consequences of my decision. My comments came after having just left our team locker room where our student-athletes were hurting and upset.”
He continued:
“The University of Utah is proud to be a member of the Big 12 Conference, and we look forward to working with our peers to continue to enhance the league. BYU, Coach Sitake and their coaches and student-athletes are having a terrific season, and we wish them the very best.”
Wow. Okay… but what about actually apologizing for what you said? Where’s the word “sorry” in your statement? I assume his PR person advised him on what to say? Maybe Harlan was only willing to go so far.
Like savvy PR pros advise, “When you mess up, fess up.”
Utah’s PR Problem Gets Even Worse
After the game, Utah Head Coach Kyle Whittingham joined in Harlan’s ire and berated the officiating crew after the game, instead of participating in the customary shaking of the opposing coach’s hand at midfield. Then in his post-game press conference he said:
“Things out there were ridiculous. That’s how I’ll leave it.” He then reportedly kicked a chair on the way out.
Haven’t heard yet if the Commission for the Ethical Treatment of Chairs is going to fine Whittingham for that.
At least Whittingham, who ironically is a former BYU player, was wise enough to keep his comments brief and not directly criticize the refs.
Then while BYU football players were celebrating their win on the field, they were pelted with projectiles from the Utah fans in the stands. A BYU cheer coach was actually knocked out from getting hit in the head with a bottle of water. (The 18-year-old Utah fan guilty of this was later identified, arrested and is now facing an assault charge. He’s not a student at the university.)
Plus, BYU players and fans were verbally assaulted with vile language.
The AD, head coach, and fans all contributed to bad PR for the University of Utah.
I did see some BYU players taunting Utah fans, and for the record that’s not right either. Despite what they may have called them during the game, they should have taken the high road.
My Personal Experience at Rice-Eccles Stadium
I’ve been to many BYU away games over the years, including at Wyoming, Utah State, Texas, Arizona State, Arizona, Washington, San Diego State, University of Central Florida, University of South Florida, and Utah.
Laramie, Wyoming was a pretty hostile crowd. But I’ve never experienced a crowd as hostile as when I attended a game at the University of Utah. At times I was concerned for my personal safety. I remember one fan, after finishing a miniature glass bottle of alcohol, simply threw it straight up high into the air to let it fall where it may.
Now that’s not to say all BYU fans are always civil to an opposing team’s fans visiting Lavell Edwards Stadium in Provo. There are goofballs on both sides that take things too far. But it’s worth noting BYU does what it can at its home games to be hospitable, even delivering free ice cream, brownies and Cougar Tails (a long, maple-frosted donut) to the visiting team’s fans.
Giving ice cream and other treats to the other team’s fans? Now that’s a brilliant PR move.
I’ve heard Notre Dame is also very warm to those visiting their stadium. Every sports stadium should be like that. The competitiveness at a sporting event should never trump civility.
Was it Holding?
Former NFL referee and current NBC rules analyst Terry McAulay had this to say in a social media post about the holding call called against Utah:
“It’s a foul. It’s always been a foul, and it will always be a foul regardless of game, time, score, or situation. The embarrassing and shameless on-field actions and press conference rant of the Utah AD should result in severe consequences. His behavior was despicable.”
Added BYU Coach Sitake:
“Whatever decision the refs make, I don’t think they’re trying to get it wrong, so that’s just part of the game… I don’t know what else to say about it. That’s the game of football. You can’t hold people. So I didn’t see it because I’m not watching the whole field, but I’ll take a look at it, and I’m sure I’ll find some other holdings over there that weren’t called.”
And here’s what former BYU AD Val Hale had to say on the “Y’s Guys” podcast this week:
“You know that emoji with the big wide eyes? I think every athletic director in the country had that exact expression when they saw that because something like that just doesn’t happen. It goes against everything athletic directors stand for.”
He continued: “To actually go up, unannounced, and seat yourself in front of the press and make a statement like that, it surprised me for three reasons. First, it surprised me that he did it. Second, it surprised me since his president (Taylor Randall) had just come out with the ‘Rival Right’ campaign. And third, it surprised me that he attacked the Big 12.”
Since Harlan’s remarks were recorded, Hale feels they “will live in infamy.”
A Call for Accountability and Civility
In any fierce rivalry, emotions run high, and poor sportsmanship can rear its head on both sides. This time, the pendulum swung toward Utah, but it’s a reminder for both programs to reflect on the example they set for their communities and student-athletes.
The actions from Utah’s AD, Coach Whittingham, and some fans signal a need for greater accountability and a recalibration of the standards they uphold. Losing can sting, but civility in the face of defeat reflects true character.
Three Big Takeaways
- Before you attack others in a press conference, consider the ramifications.
- Losing can hurt (sporting events, elections, etc.), but he who doesn’t maintain civility and sportsmanship toward others is the ultimate loser.
- Utah’s reputation as sore losers will be hard to shake.
Thanks for letting me share my observations and opinions about this sporting event — and its implications to an organization’s public relations. May your favorite teams keep on winning, on and off the field.
Let me know who you’re rooting for today.
Jeffery E. Pizzino, APR is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s AuthenticityPR’s Chief Authentic Officer and also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University. He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
