In public relations, it often is the small things that make big differences. The U.S. Women’s National Team goalie, Hope Solo, learned that lesson the hard way when she was suspended from the team for six months this week.
What were the little things that went so wrong for Hope?
- She used colorful language. Many athletes engage in sour grapes after a tough loss by complaining that the better team actually lost. They will use expressions like, “They didn’t win; we gave it to them.” Hope expressed those thoughts, too, but she made her quote more colorful by calling the Swedes “a bunch of cowards.” In my non-scientific survey, the word “cowards” appeared in 100 percent of the media coverage. Journalists love colorful, which can work for you or against you.
- She had priors. No criminal appearing before a judge would expect to catch a break when he or she has been convicted before. And Hope should have known that she had little margin for error based on her previous actions this year alone that included a domestic violence arrest and allowing her inebriated husband to drive a U.S. Soccer vehicle.
- She set the stage. A lesson that every professional wrestler learns is that it is okay if they love you or hate you; it is indifference that will end your career quickly. Hope loves the spotlight, and she established herself as the anti-hero of the Rio Olympics before she even left the U.S. by tweeting photos of herself in heavy-duty, mosquito-proof outfits. She thumbed her nose at her Olympics hosts, and she was already the center of attention when she arrived.
- She violated the spirit of the Olympics – When athletes are paid mercenaries (i.e., performing in for-profit leagues while being paid millions of dollars), fans tend to be pretty forgiving for lapses in etiquette. But when you act like a jerk on arguably the biggest sports stage in the world that is also synonymous with sportsmanship, it becomes a problem.