Ravens RB Ray Rice on Friday made his "first public comments since his February arrest following a physical altercation" with his now wife Janay, and he "appeared emotional and uncomfortable as he apologized to fans, family members and the Ravens’ organization," according to Jeff Zrebiec of the Baltimore SUN. Rice said that he is "working every day to be a better father, husband and role model." He added, "I failed miserably. But I wouldn’t call myself a failure, because I’m working my way back up." Rice spoke for "about five minutes before his wife, whom he married days after his indictment, made a brief statement." Ravens Senior VP/Public & Community Relations Kevin Byrne said that Rice "didn’t take questions per advice of his legal team and the NFL Players’ Association." Ravens President Dick Cass "was there," but Owner Steve Bisciotti, GM Ozzie Newsome and coach John Harbaugh "were not present because of prior commitments." The news conference "had its share of awkward moments." Rice opted to "speak from 'off the top' of his head, though his voice cracked several times and he scrolled down on his cell phone multiple times for reminders of talking points." He also "didn’t offer a public apology" to Janay. Rice at one point said, "Failure is not getting knocked down; it’s not getting up." Meanwhile, Cass "praised Rice for his handling of the situation." Rice acknowledged that off the field "many of my supporters, sponsors … have acted as so to not want to be in partnership with me." Zrebiec noted Gillette, which has "worked with Rice in the past, has no current relationship with him though it’s unclear when that ended." Local used car dealership Carbiz Owner, VP & CEO Evan Berney on Friday said that Rice will "remain a spokesman for his company" (Baltimore SUN, 5/24).
FIGURING OUT THE NEXT STEPS: BALTIMORERAVENS.com's John Eisenberg wrote Rice without taking questions "sounded like someone who knew he had made a terrible mistake." It was "a safe start to Rice's attempt to reclaim his positive image, but there's no doubt a tough road lies ahead" (BALTIMORERAVENS.com, 5/23). In Baltimore, Aaron Wilson wrote the news conference was "widely criticized" and included "some awkward, off-the-cuff moments and no public apology to his wife." The Ravens are "bracing for a potential multiple-game suspension." No discipline "has been determined, and Rice is expected to meet soon" with NFL Commissioner Roger Goodell. Wilson: "Winning in the court of public opinion could prove even more difficult than on-field success for Rice, who was one of the Ravens' most popular and community-oriented players until his arrest." Cass said, "I think it will be up to our fans to decide if they will let him regain the trust that he had established" (Baltimore SUN, 5/25). ESPN.com's Coley Harvey wrote Rice "took the necessary step of taking responsibility and apologizing for failing 'miserably.'" It was an "emotional first step toward rehabbing an image that once had Rice firmly portrayed as one of the NFL's good guys." But Friday's event was a "somewhat awkward step" considering the Rices did not take "any questions on the advice of their legal counsel and the players' association." While some of Rice's "word choices Friday have been criticized on social media, he still made an important gesture by apologizing and seeking redemption" (ESPN.com, 5/23).
AN UNCOMFORTABLE SITUATION: In Baltimore, David Zurawik wrote Rice's news conference was "one of the worst media PR disasters" he has ever seen. It "violated almost every rule of how to use a news conference to try to redeem a badly damaged image." Rice's case "will be used in PR and strategic communications classes for years as a checklist on how not to do it" (BALTIMORESUN.com, 5/25). THE MMQB's Peter King wrote for Rice to "not apologize publicly to his wife, and for his wife to emotionally apologize for the incident ... It left as bad a taste as possible after what should have been a cleansing event." This was "a dumb event, not a cleansing one," and an opportunity "wasted." Rice likely faces a "short (maybe two games) suspension" from Goodell for "being a first-time offender in the personal-conduct policy" (MMQB.SI.com, 5/26). In DC, Deron Snyder wrote having Rice "speak for six minutes and take no questions made the entire process a farce." It "created a portrait of dysfunction instead." Rice "painted himself as a Grade-A jerk." Whoever "approved the travesty made matters worse for Rice" (WASHINGTON TIMES, 5/26). SPORTS ON EARTH's Tomas Rios wrote it was a "stomach-flipping press conference" (SPORTSONEARTH.com, 5/24). Rice's attorney, Michael Diamondstein when asked why Janay appeared alongside Rice at the news conference said, "I really can't answer that question. Not trying to be short with you. That press conference is something that was done with Ray and Janay and the Ravens. I wasn't a part of that" (Baltimore SUN, 5/25).
