Photograph of Snyder courtesy of the Washington Redskins.
Dan Snyder’s stated time frame for renaming his team is “never,” but insiders reckon he has five to ten years. We asked some leading communications strategists how the beleaguered owner should cry uncle.
Bruce Haynes President, Purple Strategies political consultants
The strategy: “Crafting the narrative will be the challenge. He’d advantage himself greatly by explaining from his heart why it was time. It’s an opportunity for people to see a side of him they don’t often get to see. Have a story to tell so people can be proud of you.”
The speech: “ ‘Hey, I’ve worn my heart on my sleeve on this issue. The reason we came around is the same reason we dug in: to honor the tradition of Native Americans and this franchise.’ ”
Tom Lindenfeld Founder, LSG Strategies
The strategy: “Admit and pivot. The longer Snyder looks like he’s being dragged to reality, the more animosity he will engender and the harder it’ll be to be viewed as genuine. And if there was ever a time to consider moving from the farmland they’re on to DC . . . .”
The speech: “ ‘This is far more important than nicknames. This team and its history and fans will grow and be that much better off for doing this.’ ”
The strategy: “The motto would be ‘Expect it when you least expect it.’ Make the announcement when the smallest number of people are talking about a name change and the team is doing well. Ideally, he does it with no leaks. He makes the announcement that in an hour and a half he’s going to be meeting with press in some centrally located area, and he limits the amount of speculation. It’s a clean shot.”
The speech: Let others do the talking.
Bob Bennett Partner, Hogan Lovells
The strategy: “I’d have the schoolkids in the District pick the name, put a human touch on it. Get a surrogate to write an op-ed headed ‘Dan Snyder Took the High Road.’ Give a press conference and articulate the decision as the high road.”
The speech: “ ‘I’m sorry there are those who are offended, and I don’t agree, but too much time and money has been wasted on this. So let’s just move on. The most important thing is not what we’re called; it’s what we do on the field.’ ”
Find Benjamin Freed on Twitter at @brfreed. This article appears in the September 2014 issue of Washingtonian.
Benjamin Freed joined Washingtonian in August 2013 and covers politics, business, and media. He was previously the editor of DCist and has also written for Washington City Paper, the New York Times, the New Republic, Slate, and BuzzFeed. He lives in Adams Morgan.
Here’s How Dan Snyder Should Change the Redskins’ Team Name
The team's owner hasn't caved yet, but here are four scripts for how he might.
Dan Snyder’s stated time frame for renaming his team is “never,” but insiders reckon he has five to ten years. We asked some leading communications strategists how the beleaguered owner should cry uncle.
Bruce Haynes
President, Purple Strategies political consultants
The strategy: “Crafting the narrative will be the challenge. He’d advantage himself greatly by explaining from his heart why it was time. It’s an opportunity for people to see a side of him they don’t often get to see. Have a story to tell so people can be proud of you.”
The speech: “ ‘Hey, I’ve worn my heart on my sleeve on this issue. The reason we came around is the same reason we dug in: to honor the tradition of Native Americans and this franchise.’ ”
Tom Lindenfeld
Founder, LSG Strategies
The strategy: “Admit and pivot. The longer Snyder looks like he’s being dragged to reality, the more animosity he will engender and the harder it’ll be to be viewed as genuine. And if there was ever a time to consider moving from the farmland they’re on to DC . . . .”
The speech: “ ‘This is far more important than nicknames. This team and its history and fans will grow and be that much better off for doing this.’ ”
Juleanna Glover
Managing director, Teneo Intelligence
The strategy: “The motto would be ‘Expect it when you least expect it.’ Make the announcement when the smallest number of people are talking about a name change and the team is doing well. Ideally, he does it with no leaks. He makes the announcement that in an hour and a half he’s going to be meeting with press in some centrally located area, and he limits the amount of speculation. It’s a clean shot.”
The speech: Let others do the talking.
Bob Bennett
Partner, Hogan Lovells
The strategy: “I’d have the schoolkids in the District pick the name, put a human touch on it. Get a surrogate to write an op-ed headed ‘Dan Snyder Took the High Road.’ Give a press conference and articulate the decision as the high road.”
The speech: “ ‘I’m sorry there are those who are offended, and I don’t agree, but too much time and money has been wasted on this. So let’s just move on. The most important thing is not what we’re called; it’s what we do on the field.’ ”
Find Benjamin Freed on Twitter at @brfreed. This article appears in the September 2014 issue of Washingtonian.
Benjamin Freed joined Washingtonian in August 2013 and covers politics, business, and media. He was previously the editor of DCist and has also written for Washington City Paper, the New York Times, the New Republic, Slate, and BuzzFeed. He lives in Adams Morgan.
Most Popular in News & Politics
A DNC Official Will Run for Eleanor Holmes Norton’s Seat
Want to Search Donald Trump’s Truth Social Posts? A New Site Is Here to Help.
Another Mysterious Anti-Trump Statue Has Appeared on the National Mall
FBI Building Now on Track to Leave DC After All, Whistleblower Leaks Texts Suggesting Justice Department Planned to Blow Off Federal Court Orders, and NPS Cuts Leave Assateague Island Without Lifeguards
The Washington Nationals Just Fired the Manager and GM Who Led Them to a Championship. Why Has the Team Been so Bad Since?
Washingtonian Magazine
July Issue: The "Best Of" Issue
View IssueSubscribe
Follow Us on Social
Follow Us on Social
Related
The Washington Nationals Just Fired the Manager and GM Who Led Them to a Championship. Why Has the Team Been so Bad Since?
Your Story About How Pickleball Changed Your Life Could Get You a Game on the National Mall
How Would a New DC Stadium Compare to the Last One?
The Culture of Lacrosse Is More Complex Than People Think
More from News & Politics
Senate to Big Bird: Drop Dead; Trump Orders Coca-Cola to Use Sugar; and We Found Great Taiwanese Lunch at a Gas Station
No, You’re Not the Only One Dealing With DCA Flight Anxiety
“Christ or Chaos”: A Conservative Church With Political Ties Comes to Washington
A Look Inside the Spy Museum’s Long-Awaited Vault Collection
Trayon White Wins Election to Replace Trayon White, Trump Claimed His Uncle Taught the Unabomber, and We Tried Some Canadian Snacks
A DNC Official Will Run for Eleanor Holmes Norton’s Seat
AC Problem Closes Four Smithsonian Museums on the National Mall
Epstein Files Fiasco Continues to Be Weird and Entertaining, GOP Congressman Sued Over Unpaid Rent, and Lotuses Hit Peak Bloom