Ryan Braun's Positive Steroid Test OVERVIEW Ryan Braun Is A
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Ryan Braun’s Positive Steroid Test OVERVIEW Ryan Braun is a professional baseball player for the Milwaukee Brewers. After making his Major League debut in 2007, Braun went on to become one of baseball’s premier players. In 2011, Braun ascended to the top of the baseball world, winning the National League’s Most Valuable Player award for the excellent play he provided in leading the Brewers to their first division title in nearly 30 years (Jackson, 2011). In 2012, Ryan Braun signed a five year, $105 million contract extension that will keep him in a Brewers jersey until 2020 (Pierce, 2012). This move established Braun as the face of the Brewers franchise and as an unofficial spokesman for the entire state of Wisconsin. On Dec. 11, 2011, Braun tested positive for an elevated synthetic testosterone level just a few months removed from winning the MVP award (Nightengale, 2011). Major League Baseball bans its players from using performance-enhancing drugs and was set to suspend Braun for the first 50 games of the 2012 season (Fainuru-Wada & Quinn, 2011). Braun stated the positive result of the urine sample he gave was “BS” and that he would appeal the result through Major League Baseball’s players union (Nightengale, 2011). Braun won the appeal of his suspension on Feb. 24, 2012 (Pierce, 2012). His convincing argument centered on details of improper collection of his urine. The urine collector did not send Braun’s sample to the testing lab within the time allotted to do so. Many believed Braun got lucky because he did in fact have an illegal level of synthetic testosterone in his system. Ultimately, Braun was able the get the 50-game suspension voided ("Ryan Braun's statement," 2013). The former MVP stayed out of the negative spotlight for over a year and had another productive year for the Brewers in 2012. However, Braun was thrust back into the spotlight on July 22, 2013, when reports surfaced saying Braun purchased a banned substance from a now-closed medical lab, Biogenesis (Lupica, 2013). Braun accepted a 65-game suspension as a result of this information, which ended his season (Lupica, 2013). The baseball community and Brewers fans were outraged. Braun had stated on multiple occasions in 2011 that he had never used steroids and that he would never do such a thing. Braun was very aggressive in denying his alleged steroid use. He had lied to his teammates on multiple occasions and signed a multi-million dollar contract after lying about his steroid use. He had also betrayed the trust of many other MLB players, as many of them had believed he wasn’t a cheater. Sponsors of Braun withdrew their sponsorship and Braun’s restaurant in Milwaukee cut ties with him (Rishe, 2013). Braun’s public image was destroyed and he became a hated figure overnight. OBJECTIVES First objective: Establish that Braun was willing to accept the consequences of his action after failing to do so the first time he was involved in a steroids scandal. What did Ryan Braun do to accomplish this? Braun accepted a suspension on July 22, 2013, the earliest date that he could (Kepner, 2013). Braun believed that accepting suspension immediately would establish that he was ready to accept responsibility for his actions. He missed the remaining 65 games of the Brewers’ season and lost $3 million in salary (Lupica, 2013). Could the Objective been Accomplished Differently? No. I believe Braun took the best route by accepting suspension immediately. Had he appealed the suspension, the situation would have felt like a repeat of what happened in 2012 when he appealed a suspension. Braun would have damaged his reputation even more and would have looked irresponsible. Alex Rodriguez, another MLB superstar accused of using steroids acquired from Biogenesis, is currently under investigation after he appealed his suspension (Rosenberg, 2013). Rodriguez’s season ended almost a month ago but he is still in the media every day because he appealed his suspension (Rosenberg, 2013). Braun has had a quiet offseason thus far and should remain out of the public eye until the next season starts. Second Objective: Keep the Brewers’ season ticket holders loyal to the team. What did Ryan Braun do to accomplish this? Braun called several dozen season ticket holders and personally apologized to them for his actions (Haudricourt, 2013). He spent several days contacting these individuals in an effort to show remorse and responsibility for his actions. Could the objective been accomplished differently? Yes. Braun should have reached out to the season ticket holders as a whole. He could have invited all of the season ticket holders to the stadium for an exclusive press conference. He could have apologized to all of them directly and let them know how sorry he was for betraying them. Third Objective: Win back the trust of the Milwaukee Brewers’ fan base What did Ryan Braun do to accomplish this? Initially, Braun stayed quiet about his suspension, saying that he “would talk when allowed to. (Perry, 2013)” When he finally issued a statement, he appeared evasive and insincere. His statement, in part, read “I wish to apologize to anyone I may have disappointed -- all of the baseball fans especially those in Milwaukee, the great Brewers organization, and my teammates. I am glad to have this matter behind me once and for all, and I cannot wait to get back to the game I love (Painter, 2013)” Could the Objective been Accomplished Differently? Yes. Braun should have been more aggressive in apologizing. Many people felt his initial silence made him look weak and unapologetic. Braun should have been completely transparent about his actions. Many fans in Milwaukee felt he should have talked to the media immediately after receiving the suspension. Ryan Braun was one of the most beloved players in Milwaukee history. Brewers’ fans were disappointed that Braun thought a weak apology would put the whole ordeal behind him (Rishe, 2013). Who needed to be reached? Season-ticket holders of the Milwaukee Brewers To reach the season ticket holders, Braun called dozens of season ticket holders at random (Goldberg, 2013). Milwaukee sports radio stations had fans that received calls from Braun call in and talk about the conversation they had with him. Most who called in said they appreciated that Braun called but that they weren’t any more favorable towards Braun because of the call. Who needed to be reached? The entire fan base of the Milwaukee Brewers Milwaukee fans were severely disappointed after the suspension. Braun didn’t do anything extraordinary for the fans of Milwaukee. The Brewers organization gave away over $3 million in vouchers for food and drinks at the ballpark as a way to apologize for Braun’s actions but Braun himself only apologized to the fans through general interviews and statements (Kepner, 2013). I believe that the majority of fans heard one form of an apology or another because of the widespread coverage of his statements, but Braun failed to apologize to the fans specifically and directly. Who needed to be reached? Ryan Braun’s teammates Braun wasn’t around his teammates for most of the 65-game suspension. However, most news outlets reported Braun did his teammates a major disservice by remaining silent immediately after the suspension. After Braun accepted his suspension and went silent, the media focused on Braun’s teammates. For the 25 players on the Brewers, each day was filled with questions about Braun’s steroid use and involvement with Biogenesis (Perry, 2013). While his teammates were positive and answered the questions, sports pundits believe his teammates were frustrated that he didn’t take more of the heat for his suspension. Not much is known as to what Braun did on an individual basis with his teammates, but the public perception is that Braun was unfair to his teammates by avoiding the media. How were the messages sent? The main channel of communication was the television. Braun and his representatives alerted the media that they would be holding press conferences. These conferences were then published on various news outlets throughout the world. ESPN.com and other sports websites ran several articles about the fallout of the suspension. The internet was saturated with Braun stories. Many newspapers, both local and national, picked up on Braun’s comments. Newspapers such as the Milwaukee Journal-Sentinel, The New York Times and USA Today ran a series of articles about Braun. Braun didn’t have to pitch his story to any of the outlets that covered his story. His suspension was big enough news that nearly every news publication ran a story about him. The channels Braun used were appropriate. Sports fans around the nation most likely saw at least some part of an apology by Braun. The local Milwaukee newspaper ran dozens of stories. Braun missed out on a channel that would have been helpful. He should have taken out a full page ad in the Milwaukee Journal-Sentinel and provided a detailed, handwritten apology. Had he done this, the public would have seen more responsibility from Braun for his steroid use. He could have also used social media to connect to tech-savvy baseball fans. References Fainaru-Wada, M., & Quinn, T. (2011, December 12). Ryan Braun of Milwaukee Brewers tests positive for performance-enhancing drug. ESPN. Retrieved October 15, 2013, from http://espn.go.com/espn/otl/story/_/id/7338271/ryan-braun-milwaukee-brewers-tests- positive-performance-enhancing-drug Goldberg, M. (2013, February 7). Ryan Braun Biogenesis Scandal: Trying to Make Reason out of Chaos. Bleacher Report. Retrieved October 20, 2013, from http://bleacherreport.com/articles/1519767-ryan-braun-biogenesis-scandal-trying-to-make- reason-out-of-chaos Haudricourt, T.