Mark McGwire and PR 101

Lou Brock, the highly-esteemed hall of fame outfielder for the St. Louis Cardinals was once asked what he thought of Mark McGwire in my presence.  Brock smiled and replied: "I think he should kiss more babies."  McGwire, much like Ozzie Smith had love/hate relationships in St. Louis.  Both started careers in California and while both were popular on the field in the river city, they weren't touchy, feely types with the fans outside Busch Stadium. 

McGwire tearfully admitted to steroid use yesterday.  In a tearful, twenty minute interview, he admitted what many had suspected the past decade.  McGwire admitted he used steroids throughout the 1990's which included the year he broke Roger Maris' single-season home run record.  Remember that year?  It was a great time for professional baseball with both Mac and Sammy Sosa chasing the record dinger for dinger. 

When he appeared before a congressional committee regarding steriod use in baseball in March, 2005 McGwire never answered questions directly and went into exile without explaining the circumstances behind outsider accusations.  After all, he was a tall, skinny kid who took long swats in Oakland who turned into a glowering hulk who spanked balls out of Busch stadium with half-swings. 

In the tearful apology to all the right people, McGwire said  all the right things.  He even broke the news to Maris' wife.  Wow.  If Sarah Palin had public relations like this, she would be sitting in the white house.

While the timing of his admission is questionable, consider this: McGwire was named hitting coach for the St. Louis Cardinals by his two-time manager Tony LaRussa.  LaRussa gushed over his slugger being forthright and honest and spoke about his respect for Big Mac. 

My thoughts are fairly clear on the timing of this admission.  Before long, McGwire and LaRussa will be visiting baseball stadiums around the country with arguably the best hitter in baseball, Albert Pujols.  It would be a distraction for the Cardinals organization if McGwire was bombarded by the media about steroid usage day after day and night after night across the United States.  While McGwire went into self-exile after the Congressional meetings, he would be open game as a coach in a Cardinal uniform. 

I don't know whether Bud Selig, Tony LaRussa or a high-priced public relations professional got in his ear.  Perhaps McGwire wanted peace for himself and made the admission on his own.  I suspect the admission was about his return to the Cardinals and a desire to shoot down the media sorties that would be flown his way.  He manned up and knows his reputation is officially tarnished and the Hall of Fame will be a big debate for not only him but many other suspected users.  He also knows that America is a forgiving society and that for every player in denial (Barry Bonds?) the ones who admit use (A-Rod) have already moved on and are
receiving the cheers of the fans in the stands again.

Kissing babies works.  Ask the politicians.  Sarah, take notice.