Heat Exec VP & CMO Michael McCullough apologized for team social media posts that claimed "'Big News' was coming" in advance of Friday's release of the '18-19 NBA schedule, including one post "teasing at 'Seriously Big News,'" according to Ira Winderman of the South Florida SUN SENTINEL. McCullough yesterday wrote on Twitter, "Hey HEAT Twitter, I need to apologize for our schedule release posts. We misread the moment and were more than a little tone deaf with those. Unlike us, but a mistake, nonetheless. That’s on me." The team "retweeted McCullough's post on the team's Twitter account." The Heat "wound up with a mundane schedule," with only three national appearances on TNT and two on ESPN, with "no major holiday national appearances." The Heat's offseason "largely has lacked anything close to 'big news,'" and McCullough said that the earlier social media posts were "offered in the spirit of entertainment." McCullough said, "We have a large and vocal and loyal following. And when we do something right, they let us know about it. And when we do something wrong, they let us know about it. And I felt that this needed to be acknowledged, that we recognize a misstep and just wanted to acknowledge it and take responsibility for it" (South Florida SUN SENTINEL, 8/13).
