Ravens' Tucker blunder, plus answers to your Belichick PR questions

ER – Error, Ravens

This week the Baltimore Ravens did more somersaults than an Olympic gymnast when they published a statement saying they released placekicker Justin Tucker.

The team’s heap of words stressed they released Tucker—who’s accused of inappropriate sexual behavior by 16 massage therapists—for “football reasons.” Maybe that’s true. Football, after all, is a business, and the Ravens might’ve stuck with him if his 2024 numbers were better. (Which would’ve been 🤮.)

Doubling down on “football reasons” while knowing about his legal issues? The Ravens flat-out messed up the message.

What could the Ravens have done differently?

Just say: “We’ve decided to move on from 13-year veteran Justin Tucker.” Post his stats. Offer a quick thanks. Move forward. No need to go into Tucker’s legal issues. Sports fans already know and will talk about them regardless. Did the Ravens learn nothing from Cleveland’s Deshaun Watson nightmare?

Piling on even implied excuses while an athlete faces gross off-field allegations, insults anyone who can read. That’s poor PRing.

If you feel differently, I’d love to hear from you.

Still hearing about Belichick? Me too. Here’s more.

I got a few questions about last week’s newsletter about Bill Belichick’s CBS interview, his girlfriend Jordon Hudson and the PR fallout. Those questions answered below:

Q – Is Bill Belichick cooked after his CBS interview when his girlfriend allegedly stormed out and made a scene?

A – No. If his North Carolina team wins football games this fall, most of what we’re still talking about will be forgotten—or at least seen more as comedy than reputation-damaging.

Q – Can Bill effectively promote his book and program with Jordon Hudson involved?

A – Yes. In fact, it’s reported that he’s shopping–or has already hired–an outside public relations agent to help right his reputation. That person would be smart to work with both of them as humans, not case studies. Share what helps, and flag what could do more damage. Also accept, expect and prep for future interviews that could include questions about the CBS piece and/or Hudson’s business role in Bill Inc.

Q – Belichick brought little to pressers as the New England Patriots coach. Why should we expect him to be better now?

A – Belichick worked with the media during his year on the sidelines. If he has one fault, it’s when he’s a coach, he’s only a coach, which can be off-putting for many. Maybe that’s why he asked Hudson to help him multitask. It didn’t work. But don’t underestimate him. With a little PR coaching, he can pull it off.

PR Prep > PR Panic

When in doubt, Belichick needs a crisis communications plan if things go sideways again. It’s better to prepare than publicly panic, which makes matters worse.

I’ve worked with people who prepare for crises and those who came to me for answers after they were already in trouble. Guess who fared better with less stress and fallout? Let’s get you prepared so you don’t fall into the second group.

© 2025 Gail Sideman, gpublicity

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