Habs' choices are at odds with the zeitgeist
Drafting of Logan Mailloux and subsequent handling of the situation will become a case study in what not to do
Owning up to a mistake is honourable. But correcting it is where the real work lies. The Habs had better get busy, and team owner Geoff Molson's statement Wednesday suggests that they will.
By now, you know the story. You know that one of the Montreal Canadiens' recent draft picks had previously been convicted of a sexual crime. You probably also think it's surprising the team would make such an insensitive decision because, for starters, we're in 2021 and the #Metoo movement has sensitized us to violence against women. You remember how in one day in October 2017 everything changed and how the hashtag associated with the movement was used almost five million times in just 24 hours. You remember because #Metoo has been making headlines since then. It still does. And you know that what followed were multiple heads rolling: those of men, mostly, who had behaved badly and often criminally. And you wondered why the Montreal Canadiens, our Montreal Canadiens, would have chosen to reward a convicted offender with a contract to play for one of the most storied teams in sports.
We're in the midst of what will become a case study in public relations. There are basic principles the Habs had chosen to ignore, at least until Molson apologized to fans, but made no volte-face:
Know your audience: The Habs underestimated their audience, that is, their fans, and many remain disappointed and incredulous. The merchandising of players' names and images is part of a team's revenue stream. Did the Habs expect fans would rush to purchase Logan Mailloux's jersey, for example?
Read the room: Even from their ivory tower, the Habs should have had a better awareness of the zeitgeist and of the society that we have become. It's one that, more than it has in the past, stands with victims and won't tolerate violence against women. It is also one that, often, believes in second chances, but not prematurely, only once the work — the rehab — has been done.
Don't tell us, show us: When Marc Bergevin, the team's general manager, said the Habs were “making a commitment to accompany Logan on his journey by providing him with the tools to mature and the necessary support to guide him in his development,” he should have detailed how, specifically. Were the Montreal Canadiens working with a women's organization that deals with victims of sexual violence? Was Mailloux enrolled in one of their programs? What type of counselling will he be getting? When will it start? We still don't have the answers.
Follow the money: Recently, when the state of Georgia and some other Republican-led states adopted restrictive voting laws, CEOS of such powerhouses as Amazon, Netflix and Google denounced the move. Surveys show that consumers increasingly want brands to take a stand on societal and political issues. It's thus no surprise that iconic Quebec companies such as St-hubert BBQ, whose target clientele is family, and Desjardins expressed malaise over the controversial draft pick. The discomfort could lead to these brands putting their partnerships with the Habs on ice and to further economic repercussions.
People are watching: Sports often have been a vector for social change. We were reminded of it again last year when players from the NBA, the WNBA, MLS and MLB disrupted their respective leagues by boycotting games in protest against police brutality and systemic racism. The NHL was the last of the leagues to join, arriving a day late and a dollar short and at first, unable to even say the words “Black Lives Matter.”
The latest statement from the league's thirdmost-valuable team shows it gets catchphrases-du-jour. Is that enough to convince us the Habs will become the #Metoo ally they should have been from the beginning?
We'll continue watching.