Silencing the Storm: The PR Missteps and Media Bias Hurting the WNBA

Being the face of a major brand, like the WNBA comes with a shit ton of attention. People will speak on your behalf, spin narratives around your character, and hold you responsible for whatever it is they think or feel about you and the brand you represent going forward. That's why it is important to hire a publicist- to maintain as much possible control over your reputation as possible.

So, all my PR and media girlies tap in! 

It’s time we address the elephant in the sports newsroom: Caitlin Clark’s public relations team is failing her, and more importantly, it is failing the WNBA. The half-hearted statements and lack of decisive action to redirect the misogynistic, racist, and homophobic narratives being spun using Clark’s name are not only disappointing but indicative of a larger problem in how the sport is represented and managed.

Clark is an undeniable talent on the court. Her skills have drawn in fans and brought attention to the WNBA in ways few have before. But her PR team’s inability to effectively help her navigate the vitriol spewed in her name reflects poorly on her and diminishes the very league she represents. That's not how you handle the face of a league! Instead of seizing the opportunity to take a strong, unequivocal stand against hate, they have opted for tepid, non-committal statements that do little to quell the firestorm.

It is a sports publicist's responsibility to help these athletes navigate the scrutiny they will inevitably face, especially when their success intersects with deeply entrenched societal issues. Media training should not be an afterthought; it should be an essential part of an athlete’s preparation, especially when public perception can be shaped in an instant through social media.

To be clear, the mismanagement by Clark’s team isn’t just a public relations disaster; it’s sowing discord within the league itself. By failing to address the toxic commentary surrounding Clark, unintended tension has been created between her and other players. This tension is so thick it undermines the appearance of camaraderie and unity essential to the WNBA's growth. Instead, it pits players against each other in a battle for respect and recognition that should never have been necessary to begin with.

Then there’s the sports legacy media platforms. Sigh. Their penchant for shifting the narrative away from the actual game to prop up Clark at the expense of other players is exhausting. By implying that those who paved the way for her success should now bow down before her, they dismiss the contributions and struggles of countless WNBA players who have fought tirelessly for recognition and respect. This isn’t just about one player; it’s about the entire league and the broader implications of how we discuss and value women’s sports.

The WNBA has a genuine fan base, one that has grown not only because of Caitlin Clark’s skill but also because of players like Angel Reese, whose unapologetic confidence and “bad bitch energy” resonate with hip-hop artists and fans alike. The league’s reluctance to fully acknowledge and celebrate these diverse influences is adding fuel to the fire. By failing to champion all of the players who are driving interest and engagement, the WNBA is missing a crucial opportunity to grow and solidify its fan base.

Let’s not ignore the underlying issue here: the use of Black outrage as a marketing strategy. We won’t get into this now, but it’s clear that the controversy and conflict are being used to generate clicks and discussions, at the expense of genuine progress and understanding.

Caitlin Clark’s PR team must do better. Sports media must broaden their perspectives. And the WNBA must recognize and support all of its players. The league’s future depends on it.