Pride, prejudice and a PR nightmare

After putting on a master-class about how to turn a one-day scandal into a two-week public relations’ nightmare, the Blue Jays finally went out and did what they should have done in the first place.

Eleven days removed from Anthony Bass posting a video that labelled support for the LGBTQ as “demonic” and “satanic,” the Jays removed Bass from the roster. The veteran reliever was designated for assignment prior to Friday night’s game against the Minnesota Twins, which coincided with the official start of the club’s Pride Weekend.

The Jays’ handling of this crisis likely will be taught in PR classes for years to come as a case study for what not to do during moments of transgression. A situation that could have been dealt with in 24 hours instead became an unnecessary distraction via the actions of a fringe reliever who made a minimal impact on the field.

“Like with any decision, we’re always focused on building the best possible team and there are a lot of variables that go into every decision, but the focus is making the best possible team we can make,” Jays general manager Ross Atkins said while awkwardly trying to explain the decision during a hastilythrown-together media scrum Friday at Rogers Centre.

Atkins’ latest comments came 24 hours after he defended Bass during a similar availability. At the time, Atkins said he felt there was “authenticity” to Bass’s apology and that the reliever felt genuine remorse about any hurt he may have caused the LGBTQ community.

Approximately 30 minutes later, Bass answered questions on-camera for the first time and contradicted much of what Atkins just said. The 35-year-old apologized for causing a distraction and conceded that he needed to step away from social media, but he also stood by his “personal beliefs.”

Bass’s comments only ended up causing further harm and pain for the LGBTQ community on the eve of what was supposed to be a joyous occasion. The situation became even more untenable when it was

revealed Bass accepted an invitation to catch the ceremonial first pitch during Friday’s pre-game ceremony.

“There are times when things gain momentum and become a distraction and that was a variable,” Atkins said, when asked about whether the club was severing ties with Bass because of the video he originally shared and his actions since.

Thursday’s events were just the latest in what had become a fullblown media circus, directly linked to a series of missteps in messaging. Bass’s actions aside, it took 10 days before

Atkins made himself available to answer questions in front of a camera and, by then, the story had taken on a life of its own.

The lack of public comments from the Jays’ front office stood in stark contrast to how the organization handled a different — yet similar enough — situation involving Kevin Pillar, who in 2017 uttered a homophobic slur in the direction of Braves reliever Jason Motte.

The following day, Pillar made himself available to answer every question while being accountable and apologetic for his actions. Atkins talked minutes later to outline how the situation didn’t align with the organization’s values and that he hoped the exposure would turn into a learning experience not only for the Jays, but for people around the world.

That messaging was entirely absent from the public discourse this time around. There is little doubt the Jays spent the last 11 days trying to work out a trade for their diminished asset but, throughout those backroom negotiations, very little was said by the club’s upper brass. Earlier this week, the Star spoke to a stadium employee who said they felt “abandoned” by the club’s leadership team.

“Well, I wish we could take that back, if that is the case,” Atkins said when asked about fans who felt betrayed by the club’s initial inaction. “We definitely don’t want anyone feeling hurt. We’re focused on the environment, we care about this community, we care about our fans, and I deeply regret if people don’t feel that way. It certainly was not our intention, and these are very difficult decisions that have a lot of variables that go into them.”

If the Jays had taken immediate action when this controversy first broke, the story might have died within 24 hours. Even if the club decided to keep Bass on the roster but had members of the leadership team distance themselves from his endorsement of hateful propaganda, a section of the public’s ire likely would have been directed almost entirely at the pitcher instead of the team.

But as the Jays privately worked through potential roster moves, externally they didn’t appear to be doing much of anything. Days went by without any comments from anyone beyond manager John Schneider. Perhaps they assumed the story would just go away. If so, it was a gross miscalculation, especially with the start of Pride rapidly approaching.

So, let’s recap. The Jays spent 11 days protecting a reliever who brought unnecessary attention to the organization because of his bigoted views. And it wasn’t just any pitcher, but the same guy who played a large role in last year’s collapse during Game 2 of the American League wild-card series and who has performed under replacement level with a 4.95 ERA across 22 appearances this season.

That doesn’t sound like the type of person or player who is worth the hassle.

The Jays eventually agreed with that assessment but not before they willingly allowed their reputation to be dragged through the mud alongside Bass.

The Jays have experienced their fair share of scandals over the years but it’s difficult to remember one that was handled as poorly as this. It took almost two weeks to reach a decision that could have been made within a few hours, all to protect an overpaid asset buried at the back of their bullpen.

While members of the LGBTQ community might learn to forgive the club’s initial delay in making a move, they are unlikely to soon forget the lack of support they received from the Jays throughout this entire mess. Bass’s departure was better late than never, yet still not nearly fast enough.