Concussions Continue to Plague the NFL and It's PR Problem

By Ronn TorossianDecember 7, 20152 min read

Concussions Continue to Plague the NFL and It's PR Problem

Share

Football is dangerous. Brutal even. There’s no way you can base a game around massive people continually colliding and avoid consideration of injury. In recent years, brain injury has been a big issue … and an ongoing PR battle the NFL continues to lose. At this point, despite any actions taken to make the game safer, the general public tends to believe the NFL doesn’t really care much about whether or not its players suffer lingering problems after they hang up their helmets and pads. Sure, the powers that be are singing a concerned song, but, to date, the public just isn’t buying it. Sure, they will keep watching, but they have no love for the NFL owners and top brass. The most recent step taken by the NFL is an increased effort to spot and treat concussions. A medical spotter watching the game can call a halt to the action if he believes an injury has been missed by on-field staff. A good first step … but still not enough to win the PR battle. Fans are frustrated, both by the delays and more importantly, by the appearance of inconsistent applications of new guidelines. The most recent example? A concussion sustained by Rams QB Case Keenum. It was a key time in the game: St. Louis and opponent, Baltimore, were tied at 13 with about a minute remaining in regulation. Keenum was leading the Rams down the field when he was dropped by a vicious hit from a Baltimore defender. Keenum slammed to the ground, and his helmet did the telltale whiplash smack on the turf. The QB then grabbed his helmet with both hands. He tried to stand but fell. Woozy and unsteady, Keenum was helped to his feet by a teammate. Rams trainers ran onto the field to give the QB a quick concussion check. Keenum was cleared. Two plays later, Keenum was sacked. Baltimore recovered and kicked the winning field goal. It wasn’t until AFTER the game that the Rams checked Keenum for a concussion. Of course, he tested positive. The media and fans went nuts, outraged that he was allowed to play when in obvious risk. Number one on the complaint list: See, the NFL doesn’t care about its players. They only want the money. NFL spokesman Brian McCarthy was quick to issue a statement that the league has begun a review to determine why Keenum was “not removed from the game for the necessary evaluation by a team physician or unaffiliated neuro-trauma consultant…” Of course, anyone with an undamaged brain understands exactly why. Tie game. Less than a minute remaining. No way the starter gets yanked. Did they ask Keenum? Probably, but he could barely stand, let alone consider the ramifications of staying in the game. The league countered: “… we will reinforce with all involved the need to ensure that these injuries are properly identified and addressed in a manner consistent with our protocols…” You’re going to need to do better than that, NFL. We love your product, but when it comes to player safety, no one is buying what you’re selling.

Written by

Ronn Torossian

Ronn Torossian is Founder and Chairman of 5W, one of the largest independently owned public relations and digital marketing firms in the United States. Under his leadership, 5W is the AI Communications Firm — building the category around generative engine optimization (GEO), AI search visibility, and how brands earn presence inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.

Torossian founded 5W in 2003 and has scaled it across consumer, technology, financial services, healthcare, beauty, gaming, and crisis communications practices. 5W's research franchise — the AI Visibility Index Series, The GEO Reckoning, and The Missing Rung Report — has become the industry reference for measuring brand visibility inside AI-generated answers.

He is one of the country's foremost crisis communications experts and the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations.

5wpr.com | 5W Research | ronntorossian.com

Work with 5W

5W is the AI Communications Firm, building brand authority across the platforms where decisions now happen — ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews — alongside earned media, digital, GEO, and influencer channels. www.5wpr.com