The video posted by TMZ, appears to show Rice dragging his unconscious fiancée out of an elevator.
The National Football League announced last week that it would suspend Rice for the first two games of the season—a penalty that many football fans, women, and other humanoids who care about things like not abusing women—found infuriatingly unserious.
For context, the NFL has suspended dozens of players for four games or more for violating the League’s drug policy. Smoke a joint? Miss four games. Knock your soon-to-be-wife out cold? Just two.
Rice’s boss—Baltimore Ravens Head Coach John Harbaugh—responded to the controversy last week with a flip tone that only served to inflame the situation:
There are consequences when you make a mistake like that. I stand behind Ray, he’s a heck of a guy, he’s done everything right since, he makes a mistake, alright? He’s going to have to pay a consequence.Calling Rice’s conduct a “mistake” that was committed by a “heck of a guy” was tone-deaf—one wonders if Harbaugh would have given domestic abusers Ike Turner, Charlie Sheen, and Chris Brown the same benefit of the doubt (probably not, unless they could run for a touchdown). But his concluding comment was the reason I named him this month’s worst video media disaster: "I think it’s good for kids to understand that it works that way, and that’s how it works. That’s how it should be.”
Give us a break, Coach. Don’t try to wrap this incident within a virtue. The only lesson you and the league have taught kids is that you will be welcomed back to the game with open arms by your coaches and teammates—and receive millions of dollars in 2014—as long as you sit out for two weeks.
If there’s any lesson here for kids aspiring to become a member of the NFL, it’s that it would be less consequential to beat your wife than it would be to smoke a joint.
Here’s an exercise you can do that shows why his response failed: Press play on the two videos above simultaneously. Does Harbaugh’s response seem even remotely congruent with the video of Rice dragging his lover off the elevator? Or does it come across as blithely dismissive?
What should Harbaugh have said? How’s this:
Domestic abuse is a serious situation, and our team has absolutely no tolerance for it. Ray needs to pay a price for his actions—and he will not be welcome back onto this team until he does. People may debate the severity of his suspension, but what’s not up for debate is that fact that we agree wholeheartedly that he deserves to be punished.Brad Phillips is author of The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview. He is also the president of Phillips Media Relations, a media and presentation training firm, and blogs at Mr. Media Training, where a version of this story first