In past years, institutions ranging from Wall Street to politics, and clergy to sports have seemingly become soiled. We see this as legends like Mickey Mantle and Joe Dimaggio, who were both seen as legends, give way to Tiger Woods, Mike Tyson, corrupt referees and the DWI or arrest of the weekend.  It has been a never-ending saga of poor conduct, greediness, sky-high ticket pricing and all around bad behavior.

One of the very few people who kept themselves above the terrible conduct was Derek Jeter, who sacrificed his body diving into the stands to win games, stands as a positive influence to fans and players, and – even off the field – upholds a great image, despite being considered a “playboy.” Now, however, both the Yankees and Jeter seem determined to ruin that story, with the Yankees urging their team captain who has played his entire career for the team to “test the market” and Jeter retorting with a $23-$24 million ask.  Neither action scores many points. Many of us in fairytale land were hoping that they’d make a deal; but, of course, that would be just too good to be true and before this is settled they will both do a tremendous amount of Public Relations damage to one another.

If you ask me, more people should follow the sports views portrayed in one of the greatest movies ever, A Bronx Tale, where the character Sonny explained to Cologero that his baseball hero, Mickey Mantle, didn’t care about him or anyone else. So, why should the boy care about him? Sonny explained, “Mickey Mantle would never pay your rent or do anything for you,”, and the boy went home and tried to throw away his baseball cards because Mickey Mantle would never pay his rent.

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My view on sports was never the same after seeing that movie, and I’d venture the longer this Jeter story continues the more likely it is to de-story one of the few positive images which exists still in professional sports today. And, I’ll bet many boys will throw away their baseball cards if this behavior continues.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.