Adam Silver Just Put on a Clinic in Crisis Management

In reacting to the leaked audio tape of NBA franchise owner Donald Sterling seemingly making inflammatory racist remarks, NBA commissioner Adam Silver put forth a textbook example of how to manage a crisis in general, and a public relations nightmare specifically.

Let us examine how well Mr. Silver did his job to lead, protect the image of the NBA, and address the situation.

1. Communicate Quickly, Clearly, and Conscientiously

The news broke Saturday April 26th. Wasting little time, on Sunday, Adam Silver spelled out how the NBA would address that news. He did so with an eye on fairness, and he was quite specific in saying that he would not act without learning more, but that learning process would come quickly.

In his own words (from an April 27 ESPN piece):

"All members of the NBA family should be afforded due process and a fair opportunity to present their side of any controversy. The core of the investigation is understanding whether the tape is authentic, interviewing Mr. Sterling and interviewing the woman as well and understanding the context in which it was recorded."

"We intend to get to the bottom of it as quickly as possible."

"There are broad powers in place under the NBA's constitution and bylaws that include a range of sanctions. All of those will be considered depending on the findings of our investigation."

Silver acted promptly, without assuming the truth or the situation, or denying its possibility. He delineated the next steps clearly, and left his options open for how to act. None of this was something he would have to back away from later. He did not paint himself in a corner, while at the same time showing immediate response.

2. Follow Through

The NBA then did just as stated, hiring a private investigator to do the fact finding. This further protected the image of the league by removing any implication of white washing, covering up, or keeping things in house. 

3. Act Decisively 

Once satisfied that the he knew what had happened, (the investigation concluded Monday night according to Silver's statement Tuesday) Adam Silver used those broad powers available to him as commissioner. He did not wait to act, but did so, and with a clear stance on multiple fronts. Not content with one action, Silver both banned Sterling from future NBA activities and also levied the maximum fine allowed by the NBA rules of operation.

That sent a very clear message of where the organization stood.

4. Do Not Promise What Can Not Be Delivered

Although Silver made more than one action, he did not promise what he could not deliver. 

Though there have been calls for Sterling to give up his franchise, that power is not available to Adam Silver as commissioner. Therefore he made it although he would seek such a  remedy, he indicated solidly that was 

not in his control.

No management crisis unfolds the same way, or involves the same set of circumstances. But the principal of sure swift action, guided by a sense of fairness, goes a long way to addressing any such crisis. As Adam Silver just so ably demonstrated.