The NY Times' article on David Ortiz' press conference regarding steroid allegations was interesting from a public relations perspective.  Interestingly, the Ortiz case marks the first time that the player, the union, Major League Baseball, and the team are all on the same page as far as message.  This didn't happen with Barry Bonds, Sammy Sosa, A-Rod, or Manny Ramirez.  Perhaps, the sport couldn't take another scandal involving a very popular player who, until now, had a sterling public reputation as a good guy.  Whatever the reason, we can all learn a lesson from how this particular steroids case has been handled.  All parties involved had the same message: David Ortiz' name appears on the list because he may have been using a legal over-the-counter substance that produced a false positive.

What can we learn from this united front message? In a crisis, if at all possible, make sure all parties are speaking from the same playbook.  The message must be consistent and at least plausible.  It must also come from credible sources.  I think it's noteworthy that the only Red Sox official present at Ortiz' news conference was his manager Terry Francona.  He didn't speak a word but his presence spoke volumes.  He's a credible figure and is clearly in the Ortiz camp. 

What's the most important part of the messaging?  It has to be plausible.  If it's a lie, the truth will come out.  In any public relations crisis as in life, it's always better to be honest.  At the very least, A-Rod told the truth.  He admitted steroid use.  His reputation hasn't suffered the way Barry Bonds' reputation has.  Ortiz is a likeable player whom people want to believe and trust.  His explanation is at least plausible and the parties involved were able to send the same message.  Unless evidence to the contrary is revealed, this helps Ortiz and the game of baseball.