Patriots wide receiver Antonio Brown has gotten plenty of attention lately. AB hasn’t been in the headlines because he had an outstanding performance in Week 1. He actually wasn’t on the field for any team as the NFL season began, including the Raiders as they beat the Broncos 24-16 on Monday night. AB has been the focal point of debates and discussions because he’s caused more drama than an episode of Bachelor in Paradise.
Brown filed two grievances and skipped two weeks of training camp practices last month as he fought for the right to wear his preferred helmet. AB ultimately wasn’t allowed to wear his outdated helmet due to safety issues. Brown was then fined $53,950 for unexcused absences and missing a mandatory walk-through. The drama went into overdrive when Brown posted a letter on Instagram from Raiders GM Mike Mayock, which explained his fines. Brown responded in part, “When your own team want to hate but there’s no stopping me now.”
Brown reportedly initiated a heated exchange with Mayock last Wednesday at practice. Two days later, AB was back in the building to deliver an emotional apology at a team meeting while surrounded by team captains. The Raiders actually planned to have AB play on Monday night, but later the same day Brown posted a YouTube video of a phone call between himself and Raiders head coach Jon Gruden. A day later on Saturday, September 7, the Raiders fined Brown $215,000 for conducted detrimental to the team and voided his $29.125 million in guaranteed money. Brown asked for his release on Instagram and the Raiders agreed to let him go. AB then agreed to sign with the Patriots. Whew, got all that?
One important lesson here is that we don’t get to choose what people think of us. When AB released the video of his conversation with Gruden, he wrote on his YouTube page, “It’s time for me to control my own narrative.” You don’t get to make that call. None of us do. We can’t tell people how to think of us and expect them to do so. They’ll make those decisions on their own.
This is an important concept when it comes to sports talk radio. Hosts can talk about how open-minded they are, how fair, unbiased, and patient they happened to be. But if they don’t showcase those qualities, the audience won’t believe those things to be true. You can’t Jedi mind trick your way to a positive reputation. You earn it by proving yourself repeatedly.
I was in L.A. two weeks ago doing a show with former NFL offensive lineman Ephraim Salaam. When a promo played during a commercial break, the big man shook his head and said he couldn’t respect a host who says things just to get a reaction. I understood and compared it to how some women dislike when other women wear revealing clothes. It doesn’t take talent or imagination to show off your cheeks (not the ones on your face). Anybody can do it. A shock jock can crack the mic and say something outlandish to create buzz. It doesn’t earn respect to resort to low hanging fruit. If you use those tactics, don’t be surprised if there is a shortage of praise headed your way.
Some people look at AB’s actions and say it worked. “I mean, come on, he’s no longer in Oakland. He’s with Brady and Belichick in New England.” Brown won the battle by getting to New England, but he’s losing the war of public appeal. There’s more to the equation. Consider that back in 2005, Eagles wide receiver Terrell Owens had a tremendous performance in a Super Bowl loss against the Patriots. Owens broke his leg and tore a ligament in his right ankle seven weeks prior to the game, but still had nine catches for 122 yards. The guy wasn’t even cleared by his doctor to play against New England. I thought it was an amazing showing. However, Owens didn’t receive the praise he thought he deserved. Why?
Well, because Owens wore people out. He threw a temper tantrum at former offensive coordinator Greg Knapp. He called out quarterbacks like Jeff Garcia and Donovan McNabb. He did a few unpopular end zone celebrations. He later created a spectacle in front of the media by doing sit-ups in his driveway after being suspended by coach Andy Reid. There was an entire backdrop that Owens was oblivious to.
It works the same way with Brown. He threw temper tantrums in Pittsburgh when he wasn’t getting the ball enough. AB has called out his former quarterback Ben Roethlisberger and his former coaches Mike Tomlin and Bruce Arians. He has skipped practices and a mandatory walk-through. He confronted a GM in a combative manner. He called out his employer on social media.
There is a reason Julio Jones and Larry Fitzgerald get the benefit of the doubt; they don’t do dumb stuff like this repeatedly. Brown suffers from Draymond Green-itis; he’d rather believe a critic simply has an agenda or has it out for him instead of being accountable for what he does wrong. He plays the victim instead of owning his errors.
In sports talk, hosts need to generate attention. How they do it matters. AB has generated buzz, but he’s headed straight toward TO territory with his sideshow stunts. The drama Brown causes is being focused on more than his great production and brilliant play-making ability.
Where do you want the focus to be on your own work? Do you want it to be on compelling angles and entertaining bits, or on shock jock tactics? If you want to be highly thought of, don’t cause headaches while being difficult to get along with. Don’t resort to cheap ways of gaining attention. Float like a butterfly, sting unlike AB.
Brian Noe is a columnist for BSM and an on-air host heard nationwide on FOX Sports Radio’s Countdown To Kickoff. Previous roles include stops in Portland, OR, Albany, NY and Fresno, CA. You can follow him on Twitter @TheNoeShow or email him at bnoe@premierenetworks.com.
