Public Relations is About Getting Ahead of the Headlines

Public relations is about foresight and planning ahead. On March 22, star NCAA basketball athlete JuJu Watkins led her USC Trojans to a 71-25 victory over UNC Greensboro in the first round of the NCAA tournament. After the game, Watkins sat next to Jayden Daniels – star quarterback for the NFL’s Washington Commanders – who was in attendance for the game. Seen talking, smiling and laughing on camera, the two stars’ pleasant post-game conversation immediately sparked relationship rumors.

 

Regina Jackson, Daniels’ mother and agent, arrived during their conversation and sat between the two athletes. Jackson has been vocal about her efforts to protect Daniels’ legacy as he ascends to greater fame and financial opportunity. As a mother, Jackson has been criticized for seemingly disrupting the conversation between her son and Watkins. However, as an agent, Jackson did exactly what was needed in the moment, and the internet has proven it. She knew that the two would face relationship rumors and may have sought to temper inuendo.

 

This was a brilliant public relations move. Afterall, public relations is about getting ahead of the headlines. While some may see Jackson’s actions as blocking her son from a potential partner, Jackson had the foresight to understand that speculation leads to rumors, gossip, and false narratives. There are many reasons why Daniels and Watkins would engage in conversation that are not tied to being romantically involved. Daniels and Watkins are both California natives and are both signed to Nike. Daniels has attended multiple collegiate and professional sporting events in California over the past year, including when Watkins led USC to a win over UCLA 60-71 on February 11. There are also unconfirmed rumors of Daniels and Watkins being first cousins through their mothers, and that Watkins is actually in a relationship with Arkansas guard DJ Wagner.

 

Regardless of the true nature of their conversation, the stardom of both Daniels and Watkins increases the amount of speculation about their relationship from the sports world. Jackson’s prior comments about protecting her son have created, for some, a negative perception of her intentions when sitting between the two young athletes. In the end, sports media could be reading too deeply into the post-game chat. But from a public relations standpoint, all the narratives that Daniels, Watkins, their teams and families must dispel about their relationship stem from a seemingly harmless conversation. Jackson’s attempt to separate Daniels and Watkins shows her knowledge of public relations when it comes to public figures: it’s not always about what you do, but about who’s watching.

 

 André White is a digital media specialist for Spotlight PR LLC.  Be sure to check out other blogs and subscribe for regular communications updates.