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July 27, 2007
Michael Vick, Dogfighting and a Reputation in Crisis
PHOTO: Michael Vick Escorted Into Court By U.S. Marshals
"I respectfully ask all of you to hold your judgment until all of the facts are shown. Above all, I would like to say to my mom I’m sorry for what she has had to go through in this most trying of times. It has caused pain to my family and I apologize to my family."
Said Michael Vick in a written statement read by Billy Martin, one of Vick's attorneys.
According to the New York Times, Michael Vick continued his fight to save his National Football League career, pleading not guilty Thursday to federal charges in the dog fighting case against him. A trial date was set for November 26.
With animal rights protestors booing and holding various signs, Vick entered the federal courthouse in downtown Richmond, Va. Police blocked off several streets surrounding the courthouse and a police helicopter circled overhead. At least 25 television trucks were parked behind the building, as more than 100 reporters lined up hours before the afternoon hearing, waiting to be admitted into the courthouse.
Vick arrived shortly before 3 p.m. local time in a black sports utility vehicle, and boos were far louder than cheers as he showed no emotion and walked into the courthouse wearing a dark suit. When asked to enter his plea, Vick answered ”Not guilty”, as did three co-defendants - Purnell Peace, Quanis Phillips, and Tony Taylor.
Vick, who had been considered one of the N.F.L.’s most marketable stars, faces a battle to prove his innocence as well as clear up the uncertainty about his football future. On Tuesday, N. F. L. commissioner Roger Goodell ordered Vick to stay away from Atlanta Falcons training camp, which opened Thursday. Falcons owner Arthur Blank said that the team wanted to suspend Vick for four games, but the league asked the Falcons not to take disciplinary action against their quarterback until the league conducts its own investigation into the charges.
One of Vick’s lawyers, Billy Martin, spoke briefly with reporters after Thursday’s hearing and read a statement from Vick, in which he maintained his innocence, and apologized to the Falcons and to his family.
”I take these charges very seriously and look forward to clearing my good name,” the statement said in part. ”I respectfully ask all of you to hold your judgment until all of the facts are shown. Above all, I would like to say to my mom I’m sorry for what she has had to go through in this most trying of times. It has caused pain to my family and I apologize to my family.”
The 18-page indictment against Vick and his co-defendants accuses the men of animal cruelty in graphic detail. The indictment alleges that a dog fighting operation was run by ”Bad Newz Kennels” at a Surry, Va., property owned by Vick since at least 2002. During a search of the property in April, 54 pit bulls were recovered, along with a ”rape stand” used to hold dogs in place for mating, an electronic treadmill modified for dogs, and bloody carpeting. The property was searched again in June, and investigators uncovered the graves of seven pit bulls that were allegedly killed by members of the ”Bad Newz Kennels”, following sessions to test the dogs’ fighting ability.
The documents alleged that before fights, dogs would be weighed and bathed to remove any poison or substance that may have been placed on the dog. Sometimes dogs were starved to make them hungry for the opposing dog. Fights ended when one dog died, or when a dog surrendered. According to documents, losing dogs were sometimes put to death by shooting, drowning, strangulation, hanging, or electrocution.
PHOTO: One Of Many PETA Protestors
Animal rights activists were well represented on the streets outside the courthouse, including John Goodwin, the manager of animal fighting issues for The Humane Society.
”We wanted to be here to observe this arraignment,” said Goodwin outside the courthouse. ”But this is just one dog fighting ring. There are 40,000 other people in this country fighting dogs.” Goodwin said he hoped this case would bring awareness to the issue.
More than 100 members of the People for the Ethical Treatment of Animals lined up across the street from the courthouse.
”If there is a silver lining to the whole thing, it’s that people are learning a whole lot about the issue of dog fighting because Michael Vick’s name is attached to it. The federal authorities have turned this around very quickly, and something made that happen, maybe Michael Vick being a celebrity,” said Dan Shannon, assistant director of P. E. T. A. ”It doesn’t seem like he’s getting any hometown treatment.
”I read every word of the indictment, and it didn’t sound good to me. I’m not going to judge Michael Vick out of court, but the facts don’t look go him. We hope he sees the number of people who are outraged by this type of activity. At the very least, he was very negligent.”
Vick did have some supporters, like 33-year-old Shawn Dodson of Lynchburg, Va., who wore a No. 7 Vick jersey to the courtroom and was booed for it.
”I think he’s innocent until proven guilty,” said Dodson. ”I feel like a lot of people have him guilty already. If that’s the case, why have a trial? He’s already convicted in the public’s eye. That’s not right.’
While the status of Vick’s career remained in jeopardy, Martin, Vick’s lawyer, said Vick was looking forward to his day in court.
”He asserted in a loud and clear voice that he is not guilty of these charges,” said Martin outside the courthouse. ”This is going to be a hard fought trial.”
PHOTO: The Horror Of Dogfighting
A few comments from the Reputation Doctor regarding the Michael Vick dogfighting crisis:
The court of public opinion is more important than the court of law in this case.
I have been interviewed by CNN, ESPN, the New York Times,and others since Michael Vick was indicted. In each interview I stressed the fact that the court of public opinion is more important than the court of law in this case. The court of law reaches a verdict at the end of trial, which could last into 2008. The court of public opinion reaches a verdict every day, ruins lives and reputations even if you are found not guilty in the court of law (O.J. and his family) and must be managed as soon as bad news hits the public through the media. It is the reason why attorneys need to be counseled and not lead in the court of public opinion. As a result, only seasoned crisis PR and reputation management experts with excellent experience in litigation-support PR should can handle cases like this in the court of public opinion.
There are two huge affinities in this country: our children and our pets. Michael Vick will learn the hard way how America loves its pets, especially our dogs.
The NFL gets it, America gets it, NFL sponsors get it, but Michael Vick and his team don't get it! If they did, Vick's message at the courthouse would not have emphasized how much he loves his Mommy. If he is innocent, his message would have emphasized how much he loves dogs and how he would never harm a dog. This case already has a poor strategy from the outset in the court of public opinion.
I predicted on CNN about a week ago that Michael Vick would be suspended by the NFL. I still believe he will be suspended and not plan in the 2007-8 NFL season.
The NFL has too much to lose. One of the biggest rules in reputation management dictates that if a reputation which is not in crisis is asked to chose between its own reputation and a reputation in crisis, it will choose its own non-crisis reputation every time. Why? Because Your Reputation Is Everything!™ The NFL and its sponsors are more important than one player, even a marquee player like Michael Vick of the Atlanta Falcons.
Remember, do the right thing when your reputation is in crisis and seek the counsel of an experienced reputation management expert. It will be a major challenge, but ultimately the rewards of repairing your reputation will be great. Why? Because Your Reputation Is Everything!™
About Mike Paul
Mike Paul is editor of The Reputation Doctor blog. The Reputation Doctor is a nickname given to him by various clients. Mike's blog is located at www.ReputationDoctor.com. He appears regularly on Fox News Channel, CNN, MSNBC, Court TV, ABC News, ESPN, CBS News, BBC, and others as a weekly contributor and expert in the global news regarding corporations, CEOs, celebrities, athletes, politicians and other public organizations and public individuals with reputations in crisis. Mr. Paul is also president and senior counselor of MGP & Associates PR (www.mgppr.com), a leading strategic public relations and reputation management firm based in New York. For interview requests, speeches, senior counseling or other business opportunities with Mr. Paul, call 212-595-8500 or email info@mgppr.com.
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