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LeBron’s “Decision”: A PR stunt gone bad? July 16, 2010

Posted by rmshepard in Uncategorized.

When LeBron James got closer to making a decision regarding where he’d play for at least the next four years, he announced a prime-time ESPN special billed as “The Decision.” Announcing that he would join the Miami Heat wasn’t enormously popular, though, and he was viciously criticized by the owner of his former team for being “cowardly.” NBA commissioner David Stern addressed the hard feelings of many Cavs fans in the days after the special, criticizing LeBron James for the way he announced his decision, but also fining Cleveland owner Dan Gilbert for his inflammatory comments. Still, “The Decision” has continued to produce major criticism of all those involved. ESPN, especially, has been targeted for catering to James when it should’ve been asking hard questions.

To see the television special yourself, watch the following video:

Discussion Questions:

1.  What aspect of LeBron James’ television special appeared to be a bad decision in regards to enhancing his image? What should he have done differently?

2.  Was Cleveland owner Dan Gilbert wrong in calling James a coward?

3.  Was ESPN’s journalism unethical in the LeBron James special? Why, or why not?



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