Growing up in a public relations household, the importance of a positive media relationship was drilled into me from a young age. My dad, a PR veteran himself, even wrote the book on media relations — literally — it’s called “Working With the Press” and has been used as a college textbook on the topic. So, when I saw the news about Deion Sanders, aka Coach Prime, banning Denver Post columnist Sean Keeler from asking questions at football events, a part of me winced as a college football fan and another part sighed as a PR professional.
As a Georgia Bulldog myself (I was a defensive lineman for the Dawgs just a few years after Coach Prime’s time at Florida State), I’ve always admired his talent and charisma. But this move? It’s right out of the PR gone wrong playbook. Let’s break it down.
Why Building Bridges, Not Walls, Matters
Keeler’s often incendiary coverage wasn’t sunshine and rainbows, that much is clear. But open communication is the cornerstone of any healthy relationship, media or otherwise. Throwing up a wall just fuels negativity.
Here’s the thing: Critical voices like local columnists are part of the game. Ignoring them doesn’t make them disappear. Instead, fostering a respectful dialogue allows you to address concerns, provide context and ultimately shape the narrative in a more positive light.
Now, I understand Coach Prime’s frustration. Not every story was — nor should be — a glowing tribute. But remember, journalists have a job: to hold powerful figures accountable. Here’s where my dad’s PR voice chimes in: By making yourself readily available, providing thoughtful responses and even offering exclusive insights when appropriate, you can influence coverage and build trust.
A Media Relations Win-Win
Engaging with Keeler — even if it meant addressing his criticisms head-on — could have fostered a more balanced portrayal of the University of Colorado’s football program. Coach Prime could’ve used the opportunity to showcase his vision, his commitment to the players and his plan for success at Colorado.
Instead, the ban has backfired. Keeler’s coverage will likely become even more critical, and the back-and-forth has generated more negative headlines from media outlets nationwide. It’s a lose-lose for the program, the coach and, ultimately, Buffs fans.
Updating Coach Prime's PR Playbook
So, what can Coach Prime and the University of Colorado do now? If I were calling the plays — trying for a PR comeback — I’d open the lines of communication. I’d lift the ban on Keeler and tackle other critical voices as appropriate. I’d be transparent, outlining the program’s goals and the intended path to reach those goals. I’d focus on the positive, highlighting team achievements on and off the field: 1-0 record and student-athletes’ highest cumulative GPA in school history. By implementing these strategies, Coach Prime and the university can get back on track with the media and fans. Remember, Coach Prime, sometimes the best defense is a good offense — in the court of public opinion, that is.
This playbook works. I’ve seen it in action for three-plus decades, first with my dad and the firm where I learned the trade and now at Comprise with our award-winning team of PR pros. Give us a shout and share your media relations challenges with us. We can put the Comprise game plan to work for you!
P.S. Dad, if you’re reading this, we must update your book with a chapter on handling media criticism!
