5. When you do finally decide to communicate, study the playbook. LeBron was obviously coached by some kind of professional on what his message track was and how best to communicate it, what affect to adopt, etc. For instance, to offset notions from disgruntled sentimentalists that he should remain in Cleveland, he invoked the wisdom of his mother. Nobody's going to attack a guy's mother. Tony Hayward should have talked more about his mother and less about getting his life back. Then people would have thought, "Hey, the guy has a mother. He can't be all bad, even if he IS screwing up the Gulf." 6. Apologize briefly, then move on to the positives. LeBron seemed genuinely sorry for the people of Cleveland, who will clearly be committing mass seppuku after this. He thanked the City, the Cavaliers, his teammates, sort of weirdly invoking all that HE had done for THEM, if I was hearing that correctly, but at any rate, he moved smoothly from that sad stuff into a mention that a man has to do right by his family, which is one big, positive for Americans, and then invoked perhaps the most important American value: the desire to Win. Family + Winning = Something We Understand. Hayward, from his post as a snotty Brit, used neither of these strong tools to convey his messages. Imagine if his pitch had been, "I'm moving my family down here to Pensacola until this is solved. We're going to beat this thing and win." Much better, right? 7. Get a warm-and-fuzzy sponsor. LeBron's event looked pretty much like a crass, over-commercialized and industrial-strength product of the sports/media hype machine. It was obviously timed and scripted by professionals who do this for a living, whether the event is an election, a beauty pageant, or a reality program. But behind LeBron was a big flag with the logo of the Boys & Girls Club, a very worthwhile organization that was in some way I don't really care about a beneficiary of this hoopla. You can't be critical of anything associated with the Boys & Girls Club! BP should immediately give a billion dollars to the World Wildlife Federation or some similar organization that helps birds, shrimp and other creatures who are the victims of its horrendous errors. The WWF logo should be on every BP communication. Commercials should be shot featuring Mr. Hayward fondling a pelican who has been cleansed by the power of his money. 8. When you've run out of things to say, disappear. I imagine LeBron will do that now and let his playing time speak for him from this time forth. I think a decision of that nature has been made for Mr. Hayward already.