Rosenhaus The One Calm Port In Antonio Brown/Raiders Storm

[Update: Antonio Brown was released by the Oakland Raiders just as this column was published and then signed with the New England Patriots hours later. The events of the day reinforce the premise of the column: Brown’s agent, Drew Rosenhaus, is a master at crisis communications.]

Despite the hot mess it appears to be on the surface, sports super-agent Drew Rosenhaus is conducting a public relations masterclass in his handling of the Antonio Brown/Oakland Raiders mega-meltdown. If you want to learn about crisis response, watch the man nicknamed “The Shark” for his ability to get what he and his clients want.

This is not saying what’s happening between Brown and the Raiders is pretty. It’s a train wreck. A shoo-in for worst daytime drama at the Emmys if there were such a category.

Sometimes, however, just surviving a bad situation is the best you can do. If Brown makes it into action for Oakland’s season-opener on Monday, count that as a minor miracle given the events of the last six weeks. Consider what happens if Brown plays:

·        The talented and mercurial wide receiver will be in line to collect at least some of the $30 million in guaranteed money under the contract negotiated for him by Rosenhaus. Days earlier, Brown had been threatened with a suspension or worse that could have put the entire payment in jeopardy.

·        The Raiders will get at least something – maybe a lot more – in return for the two draft picks they gave up last spring to get Brown. It also might dampen the embarrassing “I told you so” chorus Raiders execs must hear every time they encounter others who took a pass when Brown’s former team, the Pittsburgh Steelers, looked the trade him.

·        The National Football League may be the biggest winner. The NFL is guaranteed huge TV ratings for Monday’s game as millions tune in fearing/hoping for a Brown meltdown live on camera. Sort of like “The Truman Show.” You can pretty much count on a ratings bump for every game Brown does or does not play.

All of this because of Rosenhaus’ herculean efforts. Sounds like he is living up to the motto on his website: “Determination, Hard Work, Loyalty and Results!”

If Brown plays on Monday, Rosenhaus should find his office overflowing on Tuesday morning with bouquets from his client, the Raiders and the NFL – all having profuse “thank you” notes pinned to them.

A quick recap if you are not a football fan. (You can’t be a football fan and not know this.)

Brown may be the best at his position in a football generation. Four times first-team all-Pro, seven times elected to the Pro Bowl. More than 1,000 yards receiving seven of the last nine seasons.

Just as legendary have been his off-the-field activities. With the Steelers, Brown: violated team and league policy to live-stream a closed-door team meeting from the Steelers locker room; was charged with driving 100 mph in a 45-mph zone; was sued for trashing his Florida apartment and for tossing furniture from his apartment, nearly hitting a 22-month-old toddler; was late or missed multiple team meetings and practices; publicly called out and/or threatened coaches, teammates and the news media; and essentially quit on his team in advance of a crucial game last December.

Hence the Steelers desire to trade Brown.

Since arriving at the Raiders training camp via hot air balloon, Brown: has rarely practiced because of feet severely frostbitten by misuse of a cryogenic machine designed to reduce pain and because of a dispute over an outdated helmet he wanted to wear; was late for or missed more practices and team meetings; reportedly threatened to punch out Raiders’ general manager Mike Mayock; was on the verge of being suspended until he reportedly issued an emotional apology to his teammates; posted and removed a video that included a recording of a telephone call he had with coach Jon Gruden; and on Saturday ended an Instagram post with, “Release me @raiders.”

The drama continues.

Thus far, Rosenhaus has been the one who has kept it from completely and irreparably disintegrating. Yes, it has been a bumpy ride, but at least the train is still on the tracks. No small feat.

Rosenhaus has succeeded by following at least three essential rules of good crisis PR:

·        Remain calm. Rosenhaus may be the one calm voice in it all. Gruden has been emotional. Mayock has moved from positive to stern to angry. Brown has been . . . Brown. But Rosenhaus has been measured and always ready with his message. Positive when possible. Brown’s relationship with Gruden is “very good.” Admitting the obvious when necessary. Brown’s relationship with Mayock is, “Still in the works.” Attempt to provide context. On Brown’s statements on social media, “I don't think that's going to be the end of the world for us.” Always aiming for a positive conclusion. “I'm confident we can work past any issue that has developed with the team.”

·        Be prepared. As one of the game’s most-powerful agents, you can see Rosenhaus bringing to bear all of his 30 years of relationships as he tries to salvage the situation. Reporters know that sports agents are some of their best sources. Rosenhaus even touts his relationships with the news media on his website. He has been careful not only about what he says but where he says it. Despite the bizarreness of it all, the reporters asking him questions are always respectful and rarely – if ever – challenge Rosenhaus on his role in the drama.

·        Do your best work out of the spotlight. It almost certainly was Rosenhaus who negotiated – and maybe wrote – Brown’s apology that kept the Raiders from suspending him. When Rosenhaus  talks to Gruden and Mayock after each Brown flare-up, he likely is as much a counselor and letting them vent as he is representing “AB.” As Rosenhaus once said in representing another client, “People think all of our deals are loud and, obviously, they're not.”

There is no way to know where this will end up. Rosenhaus may yet fail. If so, it won’t be for a lack of trying.

When it is all over, maybe Hollywood will make it into a movie. You can’t make up this stuff.

Do you think Tom Cruise will up for playing a sports agent one more time? “Show me the money!”