PR News Report Cards: NASA Is Safe At Home While MLB Strikes Out

By Katie Paine

When my house burned down a few years ago, there was very little left in the wreckage. But what there was, we pulled out and cleaned up. Among these surviving
treasures was a silver bowl and a few silver forks.

I set to work on the bowl and eventually was able to restore it to its former luster. Sure, it had a few more dents, but I use it all the time. There were other pieces in
that collection of rubble on which I worked for a while, and after they would bend or break, I decided the best thing to do with them was to spray paint them silver and hang them
on my Christmas tree -- an apt comparison to the controversies surrounding the National Aeronautics and Space Administration (NASA) and Major League Baseball (MLB).

NASA has taken its lumps for the 2003 Columbia disaster along with a slew of real and perceived failures, but last week's clean Discovery landing restored the nation's
confidence in the space agency. On the other hand, MLB -- which for years has been taking hits regarding the steroid scandal -- on Aug. 2 suspended Baltimore Orioles slugger
Rafael Palmeiro for taking the supplements (after he'd testified before a congressional subcommittee that he had not).

NASA's communication efforts in the last few weeks -- through Columbia's liftoff problems and a historic in-orbit repair a few days later -- along with new management and a
new approach to admitting its mistakes was like that silver bowl. But MLB's pathetic communications efforts shows that there are some things you can paint and polish all you want,
but it won't change the dent-and-scratch reality.

Last week, MLB Commissioner Bud Selig renewed his call for tougher penalties for players caught using steroids and for the independent administration of the game's drug-
testing program. Hmmm, a day late and a dollar short?

Don't MLB execs and their union counterparts know that there are real costs involved when people lose faith and credibility in your organization? Fans go elsewhere, children
try other sports, the media dig into (contradictory) stories, and elected officials hesitate to publicly support any proposals aimed at containing the damage.

Contact: Katie Paine, CEO of KDPaine & Partners LLC (Durham, N.H.), can be reached at 603.868.1550, [email protected].

PR News Report Card: NASA
Criteria	Grade	Comments	Advice
Extent of coverage	A	From Chatham to China, the world watched and listened to the adventures of the Discovery. And most of the stories painted NASA in a neutral-to- favorable light. By changing their behaviors and actions, NASA officials earned some respect from the media. It was by no means universal, and plenty of journalists took their jabs, but most media outlets positioned NASA as "improved."	Take action, wait for the results to become evident and then address them, paying close attention to all of your stakeholders.
Effectiveness of spokesmen	A	NASA chief Michael Griffin's statements to the media were remarkably straightforward, and Mission Commander Eileen Collins was an effective spokeswoman for the agency.	In today's jargon-filled world, the straighter you talk, the better your messages will come across. If you sound like a "spokesman," the media (and the public) will tune out. Sound like a human being, and you'll be quoted.
Communication of key messages	A	After appearing careless for years, the cautious approach to both the repair of the damaged aircraft and the subsequent landing helped to communicate NASA's concern for the safety of the crew. The approach went a long way toward mitigating the agency's reputation for slipshod management and a lack of accountability.	It's a cliché because it's true (even though many companies tend to forget it): Actions speak louder than words.
Management of negative messages	D	There were numerous -- and probably unavoidable -- negative messages, mostly harking back to the 2003 Columbia disaster and stories of widespread mismanagement.	Sometimes you just have to accept the things you cannot change. The media doesn't forget past disasters, and they tend to embed them in the nation's collective consciousness.
Impact on voters	A	For the most part, Americans saw a renewed NASA with a big success under its belt. NASA played the entire mission well in the media, from its initial dedication of the mission to the crew of the Columbia to the comments after touchdown. It appeared tailored for maximum exposure.	When you have something good to say, say it loudly and often.
Impact on employees	C	The negative press probably will have an impact on the NASA staff because so much of it revolved around poor accountability.	Internal and external communications do not exist in separate universes. They need to be inextricably linked and, if negative messages appear in print, you need to counteract their impact with your internal communications.
OVERALL SCORE	A-	The best recovery job of a tarnished image we've seen in awhile. By the time the Discovery touched down in California on Aug. 9, most reporters seemed willing to overlook the problems of the past and to focus on the future.	America loves the reprobate who can turn misfortune around. And with the passage of enough time -- and sufficient change in behavior -- you even can convince the press that you sincerely have changed.

PR News Report Card: MLB
Criteria	Grade	Comments	Advice
Extent of coverage	F	First there was the congressional testimony, followed by the failed drug test, the suspension and then the excuse that, somehow, the drug accidentally got into his blood. Then there was the report that the drug for which Palmeiro tested positive was an "injectable" steroid not found in dietary supplements. The latest reports are that a perjury investigation may be underway. By continually obfuscating, Palmeiro has dragged out the scandal.	Come clean early and often. Encourage your star player, your CEO or your spokesman to do the same. The less you say, the more the press will investigate. Sooner or later, the truth will emerge. If you let the sunshine in from the beginning, dealing with the crisis is less painful and (probably a lot) shorter in length.
Effectiveness of spokesmen	F	None of the players involved in the scandal are doing anything to help MLB's image. Palmeiro now appears to have lied both to Congress and to the public. Bud Selig is trying to blame the whole thing on the players' union, and the union is trying to blame management - and the media is lapping up all the juicy quotes (none of which contains any key messages).	When there are multiple sides in a crisis, the most credible and available spokesman wins.
Communication of key messages	F	Commissioner Selig keeps trying to convince us that his anti-doping policies are strict, but a 10-day suspension isn't much of a deterrent to anyone. Because MLB was just comparing its current practices with former practices, it certainly looked like an improvement. However, compared to the Olympics, it was a futile attempt. The union also has prolonged the crisis by debating whether to file a grievance on Palmeiro's behalf.	One of the biggest mistakes you can make is to only look backward and to not benchmark your progress against perceived competition.
Management of negative messages	F	Most of the commentary has focused around the fact that the MLB isn't really serious about enforcing the steroid rules. What's more, the scandal has raised additional doubts about the (broken) records of the past and whether MLB can even survive without the use of steroids.	If you don't tell the truth, reporters will ask more questions and dig deeper. When all you can do is react to reporters' questions, there is little ability to manage the negatives or get the positives out there.
Impact on fans	F	From the gist of the chatter and commentary, Palmeiro's behavior has alienated his fans; most of them want him to go away altogether. Sooner or later, if MLB doesn't clean up its act, all fans will go away as well.	When virtually everyone in the country has the opportunity to see bad news about your brand for three weeks running, it will have an impact. If Palmeiro had come clean in the first place, it would have been forgotten by now.
Impact on employees	F	The entire episode has sent a message to the players that Congress is watching their behavior. What is not coming across is that anyone at MLB is concerned. Because of the blatant lies and excuses, the message to others is: It's okay to lie and, if you can come up with a marginally plausible explanation, you'll get off with a slap on the wrist.	When you are crafting your responses to an investigation and/or media inquiries, make sure you think carefully about the messages you are sending to other employees.
OVERALL SCORE	F	Because lies and flimsy excuses only lead to more stories and more investigations, this could win the pennant as the longest-running crisis in Image Patrol's seven-year history.	Didn't we learn anything from the Martha mess? Be upfront, be forthright and be truthful.