How to Handle a Scandal: A Padres Playbook
Scandals are an inevitable part of working in public relations and sports, but not everyone executes the playbook of crisis communications well.
For three effective ways to handle a scandal, look no further than how the San Diego Padres dealt with the suspension of superstar shortstop Fernando Tatis Jr. on August 12, 2022.
Step One: Address it immediately
A.J. Preller, the Padres' general manager and president of baseball operations, didn’t know about the suspension until three hours before MLB’S 4 p.m. PST announcement (The Athletic). That means the team had minimal time to prepare for the impending media storm. And prepare they did.
Not only did Preller and Padres Manager Bob Melvin speak to the team before the first pitch against the Washington Nationals at 4:08 p.m. PST, but Preller, with assumedly the support of the PR staff, was made available to the media during the game.
Veteran San Diego Union-Tribune reporter Kevin Acee published his story at 4:14 p.m. PST, and by 5:32 p.m. PST, Acee updated the story with quotes from Preller in the tunnel.
Step Two: Address it honestly
Preller's statements in the tunnel and the hours following were crucial because they were honest in the wake of the scandal.
As quoted by Acee in his news-breaking article: “It’s very disappointing,” Preller said. “He’s somebody that from the organization’s standpoint we’ve invested time and money into. When he’s on the field, he’s a difference maker. You have to learn from the situations. We were hoping that from the offseason to now that there would be some maturity, and obviously with the news today, it’s more of a pattern and it’s something that we’ve got to dig a bit more into. ... I’m sure he’s very disappointed. But at the end of the day, it’s one thing to say it. You’ve got to start showing by your actions.”(The San Diego Union-Tribune).
The Padres also didn’t shy away from allowing players to speak candidly, including star third baseman Manny Machado, pitcher Mike Clevinger, and newly acquired superstar Juan Soto.
“Very disappointed,” pitcher Mike Clevinger said. “The second time we’ve been disappointed with him. You hope he grows up and learns from this and learns it’s about more than just him” (The San Diego Union-Tribune).
Step Three: Provide a solution
On August 23, the Padres hosted a press conference with Tatis flanked by Melvin and Preller. He apologized as expected but also announced that he would address his lingering shoulder issue; Tatis had his shoulder pop out five times between spring training and the regular season last season, per the San Diego Union-Tribune.
Despite the injury, Tatis declined shoulder surgery before the 2022 season. With extra time to rehab due to an 80-game suspension, he will finally address an issue that kept him out of games in 2021. Not only does he address the suspension, but the Padres and Tatis provided a solution.
Through quick responses that were grounded in honesty, the Padres paved the way forward for the team and, in doing so, gave a perfect example of how to neatly tie up a scandal.