Tom Brady Faces Crisis Communications Situation | Media Training

A new NFL report has concluded that Tom Brady “probably” knew his footballs were illegally deflated, thus giving him an unfair advantage.

Here is how Brady responded to the media earlier this week:

“I don’t have really any reaction…Our owner commented on it yesterday. It’s only been 30 hours so I haven’t had much time to digest it fully but when I do I’ll be sure to let you know how I feel about it.”

That was horrible.

He might of well as said “Of course I am guilty of cheating, but now I want to cover up and hide behind an army of lawyers and PR flacks.”

If an independent and credible investigator accused you of cheating to get to the top of a multi-billion dollar industry (and this was after months of others accusing you of cheating), and you were innocent, would you claim that you didn’t have “any reaction?”

I don’t think so.

Would you really need more time to “digest” things?

No, you would know your innocence and you would proclaim it.


1. The NFL will have to punish Brady in some fashion; likely a several game suspension.

2. Patriot fans will angrily denounce anyone who wants to bring up this issue in the future.

3. Brady will continue to be super successful, incredibly rich, and extremely good-looking and be married to someone who is super successful, incredibly rich and incredibly good-looking. His future will not be filled with darkness and despair.

4. 20% of the American sports community will forever look upon Brady as a cheater who does not deserve to be in the pantheon of sporting greats because of this misdeed.

5. The other 80% of sports fans will either forget about this incident in a couple of years or look at it as the equivalent of Brady getting caught littering or going 61 in a 55 MPH zone and paying a small fine with no long term significance.

TJ Walker is the creator of the world’s largest online public speaking and media training school.

Become a media pro in 20 minutes

Free download for a limited time only [value of


Download E-Book

Get a Free personalized quote now