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Alex Bregman

Astros offer an apology

We’ll see how it goes for them.

From a local newscast in LA

Astros players issued their first public apology after being involved in a cheating scandal that rocked baseball in the offseason.

“I am really sorry about the choices that were made by my team by the organization and by me,” Astros third baseman Alex Bregman said in a press conference at the team’s spring training facility in West Palm Beach, Fla. “I have learned from this and I hope to regain the trust of baseball fans. I would also like to thank the Astros fans for all of their support. We as a team are totally focused on moving forward to the 2020 season.”

Jose Altuve followed up with a similar apology and said the team had a meeting Wednesday to talk about how they should move forward.

“I want to say that the whole Astros organization and the team feels bad about what happened in 2017,” said Altuve in a 38-second statement. “We especially feel remorse for the impact on the fans and the game of baseball, and our team is determined to move forward, to play with intensity and to bring back a championship to Houston in 2020.”

[…]

“At that meeting last night, the players showed tremendous remorse, sorrow and embarrassment for their families, organization, city of Houston and baseball,” Astros manager Dusty Baker said. “I want to ask for the baseball world to forgive them for the mistakes they made.”

Astros owner Jim Crane, who fired manager A.J. Hinch and general manager Jeff Luhnow when baseball released its report on the Astros’ cheating scandal, also apologized.

“I want to say again how sorry our team is for what happened,” Crane said. “I want to repeat this will never happen again on my watch.”

I’ll get to Crane in a minute, but suffice it to say not everyone was convinced. I do think this will simmer down over time – if nothing else, the Red Sox punishment is coming, and that will provide a distraction and another target for fans to aim their displeasure – but it will be present for the season, if not longer. Every first meeting against another team, every time an Astros player gets hit by a pitch, any time someone pops off on Twitter, the whole saga will get rehashed. And if there are further revelations, well, as the man once said, hold onto your butts.

As for Astros owner Jim Crane, maybe he should have hired a better apology-writer.

The Astros, who now stand, in the words of one analyst, as “baseball’s unfaithful spouse,” tried to address the 2017-18 sign-stealing scandal Thursday with a hybrid communications strategy that observers say left questions unanswered and failed to mollify the team’s critics.

While observers were more generous toward comments by Astros players in the spring training clubhouse at West Palm Beach, Fla., they were less complimentary of the 30-minute news conference staged by owner Jim Crane, which included brief remarks by players Jose Altuve and Alex Bregman.

Gene Grabowski, a partner at the crisis communications firm kglobal in Washington, D.C., said the Astros were ill-served by advisers in planning the opening news conference that got the morning off to a rough start.

“The core of the problem is that the team’s owner and players tried to declare the crisis over before it’s really over,” Grabowski said. “They sounded arrogant when they said they are moving on. That’s for the fans and sports writers to say — not guilty players and owners.

“The team’s news conference was ill-conceived and poorly presented. It was a horrible performance that has actually made the situation worse for the Astros.”

Mike Androvett, who owns a public relations, marketing and advertising firm that works with attorneys in Dallas and Houston, said the news conference failed to put the past to rest and, instead, “reinforced that the 2017 World Series win will likely be forever tainted.”

[…]

Marjorie Ingall with the website sorrywatch.com, which tracks and rates messages of public contrition, said the Astros news conference “was spectacular in its horridness. It’s the way not to apologize. It’s every example of terrible corporate policy.”

Among Crane’s failures during his news conference, Ingall said, was refusing to acknowledge the damage the Astros inflicted on their opponents.

“You have to apologize to the people you’ve harmed,” she said. “If you’re not doing that, you’re not really apologizing.”

She did, however, have good words for Astros shortstop Carlos Correa, who began his remarks in the clubhouse with the phrase, “We were wrong for everything we did in 2017.”

“That’s the first sentence of a good apology: ‘We were wrong,’” Ingall said.

Well, maybe the worst is now over. Gotta think positive, right? Sports Illustrated has more.