In an Aug. 11 pre-game press conference tirade, WNBA’s Indiana Fever Head Coach Stephanie White uttered three words that should never be heard in a press conference. Photo screen captured from an X post.
After pointing out the WNBA’s PR blunders last week, I thought we could move on to another topic this week.
But nope — the WNBA keeps on misbehaving.
Yes, its PR implosion continues.
A de-PRESS-ing Conference
Press conferences offer an opportunity to share your news with the press.
(In the PR world, they’re also referred to as “pressers.”)
Some of the main goals of a press conference are to get press coverage and put your organization in a good light.
In an Aug. 11 pre-game presser, WNBA’s Indiana Fever Head Coach Stephanie White did a brilliant job at the former, but a disastrous job at the latter.
When responding to critics who felt she didn’t properly support one of her players after a flagrant foul, she told them to “go to hell.”
Now, if there’s one piece of PR wisdom I can share with you, you should never tell anyone to go there during a press conference.
In fact, it’s not a nice thing to say anytime, anywhere.
Leading With Love?
Here’s the transcript of what Coach White said:
“…You know, this isn’t necessarily for those people that are in this room. This is more for an online community that’s trying to create narratives that simply don’t exist. Trying to create a fabrication or distortion of who I am, of what I’m about. Our players’ success, our players’ health and wellness, our players’ safety is always a top priority for me. One of the things I pride myself on is my relationships with players.
“For those who have anything to say about the play in the last game, I didn’t see the play in real time. I went straight to a press conference. I thought the play got called right. Thankfully, Sophie’s okay. Was it egregious? Absolutely. When you have a chance to watch that over and over and over on replay, you can see that. I didn’t have that in real time. I take personally any suggestions that I don’t 100% always have my players back. I ride with them 10 toes down all the time. All the time. They know that. It’s a shame that we can’t have an opportunity to talk about what great basketball they’re playing because they are [BLEEP] playing.
“The reality is, with me, I will always lead with love. I will always lead with grace. I will always lead with humility. And I will always lead with integrity. Doesn’t mean I’ll always get it right. I’m also human. The hate, the fearmongering, the divisiveness, the stuff that’s trying to hijack our league will not win. [POUNDS TABLE THREE TIMES] It won’t win. We are united. We are connected. We will not be divided. Every day, these women put their [BLEEP] on the line. Every day. When they go low, we go high. [RESUMES POUNDING TABLE] Love will win. Grace will win. Humility will win. And kindness will win. I stand by them. I will always stand by them. Everybody else can go to hell.”
Whew. OK…
It appears Coach White doesn’t take criticism well.
And if that prepared statement is a demonstration of love, grace and humility, then she needs to call Merriam-Webster and let them know she has new definitions for these words.
In a PR world with common-sense values, Coach White should have been fined by the WNBA for damaging the league’s reputation (which it doesn’t seem to care about, so never mind) and/or been at least reprimanded (and possibly fired) by the Indiana Fever ownership.
It was also reported how her players still supported her after what she said.
Well, yeah! No player playing for her wants to get on her bad side.
Otherwise, they might be told where to go.
Thank you, WNBA, for wonderful fodder once again for AuthenticityPR’s weekly message.
What will you have for me next week?
The 3 Big Takeaways
- Don’t use a presser to attack your critics. It’s classless and childish.
- Do use pressers to put your best foot forward, with a goal of preserving and enhancing your organization’s reputation.
- Love WILL win, unless you have a twisted interpretation of how to display love.
What’s your reaction to Coach White’s press conference? Do share!
Stay authentic in your love, grace and humility!
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) 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 the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for his clients.
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 (rise and shout!). He’s also accredited in public relations (APR) and an adjunct media and communication faculty at East Tennessee State University. This Milwaukee, Wisconsin native holds an Italian citizenship and plans to live and work there someday. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies Italiano, practices guitar, writes songs, gardens, works out, disc golfs, reads, listens to New Wave music, serves as an assistant communication director in his church, watches BYU football, enjoys watching the original Mission Impossible TV series, and plays board games (mostly Dominion and Seven Wonders). No, this guy’s never bored and looking for something to do. Email Jeff.
