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When former Minnesota Vikings star wide receiver Sidney Rice needed to have surgery prior to the start of the 2010 NFL season, he waited until close to the start of the regular season to have it done. The timing caused him to miss half of the season and he was questioned and judged harshly by fans and local media. Many thought that Sidney’s concern over a contract issue caused him to push back the date of the surgery and made him miss important games as the Vikings got off to a slow start. The debate was a passionate local and national sports topic for NFL fans.
Advican needed to assist its long-time client, Sidney Rice, with a proactive editorial and social media strategy to refute criticism. Fortunately, Sidney was a consistent blogger engaging his fan base. Working in conjunction with our editorial team, Sidney published a series of blogs to tell his side of the story. Then our social media team went into action to distribute that message to national and local sports media outlets.
