ABSTRACT
This chapter is developed as a case study that reviews the strategies and tactics developed and implemented by the communications/media relations staff in 2017 to mitigate crisis risk and strengthen the long-term reputation of the Chicago White Sox organization. Strategically, the "sale" of a massive rebuilding effort required close interaction between the five units within White Sox Communications to ensure consistent messaging about the process across earned, owned, and paid media. While rebuilding efforts do not provide a perfect comparison—simply too much has changed with the media landscape, expansion of social media, growth in team-produced content, and information accessible to fans—there is enough in common to evaluate how one circumstance differs from the other. The challenges of implementing and selling a rebuilding process to fans and media will continue to face professional sports teams, and much can be learned from the White Sox's experience.
