Bryant has wonderful PR people. It was an aggressive strategy that stayed in front of the news and drama that was very effective. They identified the problem, proposed a solution, identified its effects, ad then took proper action. I think him working with the Gay and Lesbian Alliance Against Defamation was a good move to. He said it would, "bring awareness and turn this into a positive." Classic spinning of the situation.
I think Bryant got lucky. If the news had gotten wind and went out of control before he called his own press conference, his sponsors would have backed out and neglected him. However, he called it first and took responsibility. As his sponsor, I would have weighed the potential lash-back. In the end, I would have stayed with him if he agreed to remain active in the issues at hand.
If I was Bryant's advisor, I would have told him to take the fine like a man. If that was the only punishment he was getting, it's more like a slap on the wrist. In the end, everyone would be settled: NBA took action and acted equally unbiased, Kobe maintained fans and sponsors, and the public forgave him. The crisis, while it will never truly go away if the internet lives, it is pushed under the rug.
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