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Craig James Hates PR, Among Other Things
By: Shawn Paul Wood
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Former football player. Every-once-in-a-while broadcaster. Current hopeful politician for a U.S. Senate seat in Texas. And some argue, lifelong douchebag. 

This is Craig James. This guy has been surrounded in a lurch of ballyhoo ever since he cost Texas Tech football coach Mike Leach his gig because his baby boy sucked and didn't start on the football team. James, a former running back with SMU, knows about sucking on the job as SMU was given the fabled "death penalty" by the NCAA. And now he is throttling on our adored profession — public relations. 

It all started when James was once again hurled into a firestorm caused by his agape mouth by the aforementioned Mike Leach kerfuffle. At that point, he hired Dallas agency Spaeth Communications. Merrie Spaeth made a name for herself during the Reagan administration, and ever since, she has been regarded as a crisis communications pro. Makes sense that James would hire her. 

Then James developed that unfortunate disease "diarrhea fo the mouth" during his fledgling campaign. 

First, he offered to the media that he would "never ride in a gay parade." It's not like anyone was interested, but he thought he would cancel his Pride Day invitations anyway. Then, he got in an argument with a magazine editor about a rumor that he killed five hookers during his stay at SMU. No, really, you can't make this up. And even though James is swirling the bowl at two percent of the popular vote, he decided that he wasn't done throwing kerosene on his public career. 

According to the Dallas Morning News' Trailblazers blog, James told MSNBC's Chuck Todd: "We didn't hire a PR firm." But when Todd pressed the issue, noting that James had indeed hired Spaeth Communications, James acknowledged that he had. "There are PR firms for what I needed," he said. "We needed somebody who could represent us." 

I know politicans are known for flip-flopping and changing their minds relentlessly, but this, "Um, no, I don't recall...wait, what? Yeah, you're right, I did that...but I can't confirm nor deny your assumption" is ridiculous. He did it. He needed it, and a lot of good that did him. he will nevver be a politician unless he moves to Alaska or some such. He should not be a broadcaster any longer. And Texas is seriously considering rescinding his state citizenship.

Well, I made that part up. Wait...what? 

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About the Author
Shawn Paul Wood is a hack-turned-flack with more than 20 years of collective journalism, copywriting and marketing communications experience. Shawn Paul is founder of Woodworks Communications in Dallas, Texas. If you need him, ping him here or follow him on Twitter @ShawnPaulWood
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