Image Source: Tammy Ferrufino, Public Domain, via Wikimedia Commons
What Was the Accusation?
Philadelphia Eagles wide receiver Terrell Owens faced mounting criticism during the 2005 NFL season over a series of public disputes with the team, its coaches, and quarterback Donovan McNabb. The conflict followed Owens’ highly productive first season in Philadelphia, when he helped the Eagles reach Super Bowl XXXIX and returned from a serious ankle injury to catch nine passes for 122 yards in the loss to the New England Patriots. During the following offseason, Owens sought a new contract only one year into the seven-year agreement he had signed with Philadelphia. His relationship with the organization deteriorated further as he clashed with head coach Andy Reid and offensive coordinator Brad Childress and continued a public feud with McNabb. Owens had also suggested after the Super Bowl that McNabb became tired late in the game, a comment that contributed to the tension between the two players.
The immediate crisis developed in early November 2005. Owens criticized the Eagles for what he called a “lack of class” after the organization did not publicly recognize his 100th career touchdown reception. During the same ESPN interview, Owens agreed with a suggestion attributed to commentator Michael Irvin that the Eagles might be in a better situation if Green Bay Packers quarterback Brett Favre were playing quarterback instead of McNabb. Reports also disclosed that Owens had been involved in a confrontation with former Eagles defensive end Hugh Douglas, who remained associated with the organization. Owens initially issued a brief apology, but the Eagles suspended him for conduct detrimental to the team. Reid subsequently announced that the punishment would encompass four games and that Owens would be deactivated for the remainder of the season. Reid characterized the decision as the result of numerous incidents that had accumulated over time rather than a punishment for one isolated remark.
On November 8, 2005, Owens appeared outside his home in Moorestown, New Jersey, with agent Drew Rosenhaus and read a prepared public apology. He apologized to Eagles fans and teammates, directly addressed McNabb, apologized to Reid, and apologized to team president Joe Banner and owner Jeffrey Lurie. Owens acknowledged that his determination to fight for what he believed was right had alienated teammates and fans. At the same time, he emphasized his passion for football, his prior sacrifices for the Eagles, and his belief that he could still help Philadelphia win a Super Bowl as both a dominant player and a team player. Rosenhaus then argued that Owens deserved another opportunity and said the objective was to have him reinstated immediately. The Eagles declined to change their position.
The dispute continued through the NFL grievance process. The NFL Players Association challenged the punishment, but arbitrator Richard Bloch upheld the Eagles’ four-game suspension and ruled that the club could keep Owens inactive afterward. Bloch concluded that Owens’ conduct represented a continuing threat to the team. The apology therefore failed to accomplish its immediate practical objective of restoring Owens to the Eagles’ lineup. Communication scholar LeAnn M. Brazeal later analyzed the press conference as an image-repair effort, finding that Owens principally employed mortification and bolstering. Brazeal concluded that the effort was weakened by Owens’ limited acceptance of responsibility for the broader conflict and by Rosenhaus’ combative defense of his client.
Key Apologia Strategies:
Mortification, Bolstering
Video
N/A
Transcript
Terrell Owens Public Apology (November 8, 2005):
“As you know, I have been suspended and told that I cannot play football for the rest of the season. I am a football player and this is what I do. It really hurts me not to be part of the team anymore. I came here to help the Eagles get to the Super Bowl and win the big game.
“When I got hurt last year, and everyone said my season was over, I fought hard to prove the world was wrong and do everything possible, including risk my career, to help the Eagles win the Super Bowl.
“And I think the mentality that I have, my greatest strength can also be my greatest weakness. I’m a fighter. I’ve always been and I’ll always be. I fight for what I think is right. In doing so, I alienated a lot of my fans and my teammates.
“To those fans who supported me through these tough times, I thank you for your support. To every single Philadelphia Eagles fan out there that cheered for me, I want you to know that I am sorry this has happened. To you, I apologize.
“To my teammates, a lot of you have been a friend to me and I appreciate that. I can’t tell you how much I wanted to fight along your side to take this team to victory. It was very painful for me not to be there with you against the Redskins last weekend, and it was more painful for me now that I won’t be there with you Monday night.
“Also, I would like to reiterate my respect for Donovan McNabb as a quarterback and as a teammate. I apologize to him for any comments that may have been negative.
“To my head coach, Andy Reid, I owe you an apology. You and I were in a tough spot this year. I know you were just trying to coach this team and we did not see eye to eye sometimes. On the practice field and on game day, you knew you could count on me to give my very best. We had a lot of wins together, and I thank you for that. I respect you as a coach and as a person.
“To Joe Banner (team president) and Mr. (Jeffrey) Lurie (chairman/CEO), I understand that all along you were trying to do what you believed was in the best interest of the team, the Philadelphia Eagles. I apologize to the both of you.
“As I said before, this is very painful for me to be in this position. I know in my heart that I can help the team win the Super Bowl and not only be a dominant player, but also be a team player. I can bring that.
“In closing, I want everybody to know that football is my passion. I’ve always given it my all and I will continue to do so.”
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