By Steve Adubato, PhD
“I’m not talking to y’all about it…We’ll handle this our way.” That was what former New York Yankees pitcher Roger Clemens had to say earlier this week when confronted by reporters in Texas about his name being linked to the Mitchell Report, which cited more than 80 baseball players accused of using steroids or human growth hormones. The report cites Clemens having been injected 4 to 6 times in the buttocks with the human growth hormone. Yet, Clemens has refused to communicate directly regarding the accusations, even though his close friend and teammate Andy Pettitte admitted, although reluctantly, that he used human growth hormones to recover from an elbow injury in 2002.
Clemens has opted to speak largely through his attorney, but when he does speak for himself, he constantly tries to change the subject or divert attention. He says his fans have been “supportive” and he “feels great.”
What does all this baseball and steroids talk have to do with business and communication? Everything. It’s about a public figure or business leader’s credibility. It’s about the temptation to let your lawyer or official “spokesperson” communicate for you because you think it’s safer. It has to do with not being able to read the tea leaves, much less the tabloids, and a public opinion tidal wave against you and realize that you. Sometimes you have step up and speak up for yourself, particularly when the pressure is on and your back is against the wall.
Q: Doesn’t Clemens have every right to speak through his attorney to protect himself?
A: Legally, absolutely. Yet, from a communications perspective, when you speak through your attorney, it sends the message that you are afraid to stand on your own two feet. It communicates that you are afraid you might say something stupid to incriminate yourself. This approach may make sense in a legal or criminal battle, but it’s weak in the court of public opinion. Roger Clemens hasn’t been accused of a crime and it’s not like he is facing jail time. Rather, his reputation is on the line, but he doesn’t seem to understand that.
Q: Say for argument’s sake it’s true, and Clemens did in fact use performance enhancing drugs. If he were finally to admit it, wouldn’t THAT destroy his reputation?
A: For some, particularly those who don’t like him, they’d say, “See, I told you so.” But for high profile figures like Clemens, as well as business leaders, sometimes you have to communicate directly to those who are sitting on the fence. Those with an open mind. The longer it takes for you to acknowledge your mistake, the more likely the undecided folks will turn against you. Business leaders need to understand that if in the end it is going to be disclosed that you’ve screwed up, it’s better to own up as quickly as possible.
Q: Are you saying business leaders should spill their guts every time they make a mistake?
A: No, but some mistakes are bigger and more public than others. When the stakes are that high, hiding behind your lawyer or others who speak on your behalf communicates a negative message. It looks like you are hiding, whether it’s true or not. We’re talking about perception here. So, whether it is Roger Clemens, a CEO or a principal of a school, there are times you have to step up and communicate for yourself. Take the hit. The more you take control and acknowledge your mistakes and communicate genuine remorse (without any excuses) the sooner you can begin to put the situation behind you. That’s what real leaders do. But if you can’t or won’t, you can drag things out and make a bad situation worse.