By Steve Adubato, PhD
Joe Torre has always been a classy, composed and under control communicator. His ability to handle difficult situations and project strong image was never more evident than in his one-hour press conference last week, in which he answered all questions about his rejection of a 1-year, $5 million offer from the New York Yankees to manage next season.
This column isn’t about baseball and I’m not passing judgment on whether Torre should or shouldn’t have accepted the deal. Rather, it is about a leader who communicates in an impressive fashion when in the spotlight.
In his press conference, Torre was engaging, conversational and candid. He also came across as completely human and vulnerable, but not weak. He was honest, but not to the point of recklessly speaking off-the-cuff and saying something stupid. Torre was emotional at times, but not an emotional wreck. You also saw Torre’s passion for the Yankees and how much he wanted to stay in the job. While he communicated his disappointment, you never saw him take any cheap shots at George Steinbrenner and company. He demonstrated a level of dignity and class that is rare in public life.
Q: Beyond style and presentation, what was particularly impressive about the content of Joe Torre’s press conference last week?
A: Unlike many leaders who face tough questions from the media, Torre didn’t flinch when he was asked if he had any regrets over his 12 years as Yankee manager. And unlike President George Bush, who often seems dumbfounded when asked to identify a single mistake he made in his tenure, Torre never hesitated to blast himself; “If I had something to do over again, it would probably be in Game 2 this year in the Division Series (against the Indians). I wish I had gone out to the damn mound and had the bugs all over me, where I could have maybe talked the umpires into stopping play for a little bit.” When great leaders are comfortable in their own skin, they are confident enough to admit where they screwed up—and get points in the process.
Q: How did Torre come off looking good while turning down $5 million (plus incentives) to manage for one year?
A: Again, by being totally candid. Torre communicated in a clear fashion that after managing for 12 years and getting the Yankees to the playoffs every year he “didn't think motivation was needed.” Torre also directly took on the $5 million question by saying; “I’m not going to sneeze at $5 million dollars.” But he also made it clear that with a one year deal, “after you lose two or three or four games, the question's (Is it time to fire Torre?) going to come up again.” For Torre, this was all about being shown respect, which he defined as getting a two-year deal and getting paid a specific salary regardless of where the Yankees wound up. You can disagree with this, but you’ve got to appreciate a leader who says what he means and means what he says.
Q: How has the Yankees management communicated in all this?
A: Badly. They are going to lose this PR battle against Torre, mostly because the Steinbrenners have never known how to communicate effectively in a media-dominated environment. The day after Torre’s press conference, Steinbrenner’s son, Hank, started taking shots at Torre asking where Torre was before George hired him or what he would have been if he never managed the Yankees. That’s not how strong leaders communicate in a high-profile situation like this. Joe Torre’s communication and that of the Steinbrenner and company couldn’t be more different. Torre, as always, was straightforward and self effacing. Yet, the Steinbrenners are still caught up in trying to figure out what to say to make themselves look good while finding a fall guy in the process. That’s a communication strategy that never works, whether in baseball or business.