The Bernstein Brief: Bears Can Get The Roll-Out Right
By Dan Bernstein-
CBSChicago.com senior columnist
(CBS) Optics and messaging have never been a strong suit of the Bears. In fact, quite the opposite recently, with too much confusion and rambling any time there's a guy in a suit at a lectern.
Today is an easy one, however. Here's the best way to idiot-proof the announcement of Ryan Pace as the new GM.
George McCaskey or Ted Phillips should introduce Pace in no more than three sentences and then get off the podium. No rehashing of the hiring process. They spoke before the search and now can let their hire speak for them and for himself. It's his day.
Pace should avoid pandering references to history and legacy, because most of it then associates him with awful, losing football. He should be talking about why better times are ahead and what he plans to do to win the Super Bowl.
One of the reasons Pace was hired is that he offers a clean break from any connection to the Bears, coming in with fresh eyes on a football operation that could use them. The fact that he's an outsider is purely positive today, and any attempt to wrap himself in ancient sentiment for will detract from that. No ham-fisted metaphors from Pace, no goofy cliches, no nostalgia.
The impression to make today is new and smart, different and better. The future, not the past.
Dan Bernstein is a co-host of 670 The Score's "Boers and Bernstein Show" in afternoon drive. Follow him on Twitter @dan_bernstein and read more of his columns here.
