Can Michael Vick’s image make a comeback?
From a recent discussion posted on Pay-on-Performance’s site.
Discussion Topic: Can Vick reverse his fortunes w/the right attitude and PR strategy?
Is Michael Vick’s image repairable over time or, even if he is truly remorseful and committed, still doomed?
My Response:
Michael Vick’s image will improve because of two things:
1. Our culture of celebrity-obsession will follow & document his ‘transitional’ period (the rags-to-riches, prodigal son, same face-different place.) We will witness a change in how Vick is defined.
The images we currently see are Vick in a suit/tie coming out of a courtroom, escorted by US Marshals; the picture says “convicted felon.”
Once he lands with an NFL team, those images will be replaced with Vick in football apparel, with teammates, at practice; those pictures will say “NFL player.”
Listen to how he is described in the media – words like “return” & “comeback” will be prominent. Don’t these words portray Vick as a quarterback first, convict second?
2. His career resume’ is not complete. Once his career ends and he is out of the sports media spotlight, Vick will be judged/viewed on his ‘body of work’. As much as recent news is fresh in our minds, Vick’s entire career/public life will resonate with us 5, 10, 15 years from now.
Here are a few examples (taken from the sports/entertainment world):
Ray Lewis, NFL linebacker: viewed as one of the game’s all-time greats; a fierce competitor, leader of the 2001 Super Bowl champion Baltimore Ravens.
-Do you remember Ray Lewis in an Atlanta, GA jail for months in the Spring/Summer of 2000? Lewis was arrested and put on trial as an associate to murder – on the night of the 2000 Super Bowl!
Lewis agreed to a lesser guilty plea of Obstruction of Justice when no clear case could be made against him.
Lewis went back to the field, became a champion and continues to play as the Ravens open up training camp this week.
Michael Jackson‘s passing earned a week’s-worth of international media hype. The artist, entertainer, philanthropist was mourned by millions world-wide.
-In 2005, Jackson found himself in a courtroom, facing charges of: conspiracy to commit child abduction, false imprisonment and extortion, three counts of committing lewd acts upon a child, attempted lewd acts upon a child, and four counts of administering intoxicating agents to assist in the commission of a felony.
Jackson was found not guilty. Judging from the attention and retrospectives given immediately after his passing, this was not his lasting legacy.
These incidents with both men are not forgotten, but they are woven within their respective life stories.
The questions with Vick are:
1. How long before the ‘re-definition’ starts? He’s not on any NFL roster yet. His current story involves the attempt to get on a NFL roster. His “comeback” has not begun.
2. How long will the protests last? Vick will not win back the entire public. His actions were without excuse and despicable. PETA and other animal rights supporters may present a public backlash to Vick’s presence; this will only keep his felony charges fresh in our minds, hampering the ‘re-branding’ of Michael Vick.
3. When Vick reaches a roster (and he will), how well will he play? The more media attention Vick receives for his play, the more cheers he receives on Sunday afternoons…the percentage of his ‘body of work’ taken up by his football play will start to overshadow the felony conviction and prison time.
4. Will he be a nice guy? We give our celebrities the benefit of the doubt. Here’s another sports example: Steroids.
Here are four Major League Baseball players all named in the 2003 list of players who failed a test for “performance-enhancing drugs”, and their respective public perceptions.
- Barry Bonds: vilified in the press, the current all-time home run producer is viewed as surly and confrontational. He’s out of baseball; persona non grata.
- Roger Clemens: after loudly stating “innocent”, the hard-throwing pitcher continues to battle a federal investigation on perjury and defamation lawsuits.
- Manny Ramirez: “Manny being Manny”, the charismatic – at times quirky – slugger returned from a 50-game suspension to the reinstatement of “Mannywood” promotions and cheers from the Los Angeles Dodgers organization and fans.
- David Ortiz: “Big Papi”, the Boston Red Sox First Baseman is heavily involved in his community, very personable and held in high regard both by his peers and Red Sox fans. Ortiz’s name was recently revealed as one of the 103 who tested positive in 2003. That night, Ortiz was greeted with cheers from “Red Sox Nation” (see live game blog), and hugs from teammates – and members of the opposing Oakland A’s.
Nice guys get the benefit of the doubt; Vick needs to start kissing babies.
