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Dallas Cowboys Coach Gives The Same Non-Answer 10 Times

News reports revealed last week that Dallas Cowboys wide receiver Lucky Whitehead had been arrested for shoplifting $25 from a Virginia convenience store. Wasting no time, the Cowboys cut Whitehead from the team later that day.

There was only one problem. He didn’t do it.

But the Cowboys didn’t apologize. Instead, head coach Jason Garrett defended the team’s decision to cut Whitehead during a very strange press conference by repeating the same evasive statement 10 times. Here’s the video and the fallout.

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Why Ryan Lochte’s Apology Was A Belly Flop

Last weekend, Ryan Lochte—the 12-time Olympic swimming medalist—claimed he was robbed at gunpoint.

Brazilian authorities quickly determined that Lochte had fabricated most of the story, embarrassing the host nation and taking attention away from the accomplishments of his fellow athletes.

He finally issued an apology. It was a belly flop that took only partial responsibility and rang of insincerity.

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A Soccer Star, A Drunk Driving Arrest, And A Perfect Apology

Abby Wambach, the U.S. soccer star who won two Olympic gold medals and helped her team win the 2015 FIFA World Cup, was arrested for driving under the influence on Saturday night after running a red light in Portland, Oregon.

Her apology stood out to me as a case study for exactly what to say when things go wrong. She acted swiftly, took an unequivocal claim of responsibility, and pledged to make sure this never happened again.

She deserves credit for at least not compounding her first bad decision with a second one.

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Tom Brady: Hero Worship Leads To Lame Crisis Response

On Wednesday, a 243-page report found it was “more probable than not” that New England Patriots Quarterback Tom Brady was “at least generally aware of the inappropriate actions” his team’s staff took to deflate footballs in January’s AFC Championship game against the Indianapolis Colts.

In other words, there’s a better chance than not that Brady is

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Bad Tweet Gets This Man Fired—But Look How He Handled It

Chad Shanks, the man tasked with running digital communications for the Houston Rockets, was fired on Wednesday after sending the following tweet just before his team defeated the Dallas Mavericks on Tuesday night:

As you can see from the number of times his message was retweeted, his tweet quickly became the source of Twitter conversation. Some

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How To Guarantee More Media Coverage For Your Topic

There’s no better way to guarantee more media coverage for an issue you don’t want the media to cover than to blow up at a reporter about that issue. Especially if your blowup is recorded.

Bryan Price, the manager of the Cincinnati Reds, serves as the latest case study. According to the Cincinnati Enquirer:

“Upset by the

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January 2015: The Worst Video Media Disaster

Seattle Seahawks running back Marshawn Lynch has a reputation for his erratic media interviews—and he has been fined thousands of dollars by the NFL for his occasional refusal to speak to the press.

In the week leading up to tonight’s Super Bowl, Lynch agreed to comply with the NFL’s requirement that he speak to the press,

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PR Fail: Look Behind You!

Late last week, New England Patriots Head Coach Bill Belichick and Quarterback Tom Brady (below) tried to take the air out of accusations that they had intentionally deflated game balls during their AFC Championship Game win.

Unfortunately, it looked as if the Patriots’ PR staff didn’t consider the background those two spokespersons would be standing in

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