There are good press conferences. There are bad ones.
And then there are the press conference mistakes so painful they should be taught in crisis comms classes.
The Dallas Mavericks traded away Luka Dončić. Yes, 𝘵𝘩𝘢𝘵 Luka. The fans are furious. The decision itself was brutal—but when GM Nico Harrison stepped up to the mic immediately after the trade? He somehow made it 𝘦𝘷𝘦𝘯 𝘸𝘰𝘳𝘴𝘦.
What Went Wrong? Let’s Break It Down.
🚨 1. Read the Room—or Risk the Worst Press Conference Mistakes
First words out of Nico’s mouth? A joke.
📢 “Wow, is it always this crowded for pre-game pressers?”
No. No, it’s not. Because you just traded away the most beloved player in franchise history.
✅ What should’ve happened?
Acknowledge the weight of the moment.
“This was a tough decision. We know it’s emotional for fans, for the team, and for the organization. I know because it’s been tough on me, too.”
You don’t crack a joke in this situation.
🎤 2. Press Conference Mistake #2: Ignoring the Elephant in the Room
Luka wasn’t just a player—he was 𝘵𝘩𝘦 player.
So how much of the 100-second opening statement did Nico spend talking about him?
➡️ 6 seconds. (Maxi Kleber, for reference, got 17.)
✅ What should’ve happened?
At the very least:
“Luka gave us everything, every night. He took us to the brink of a championship. He’s an all-time great, and we’ll miss him.”
Show respect.
📢 3. One of the Most Common Press Conference Mistakes? No Clear Message Track
Basic comms rule: Three key messages. Back them up. Stick to them.
Nico had one message:
📢 “Defense wins championships.”
Which… okay, makes sense. But then he:
🚫 Talked about Luka’s max contract.
🚫 Mentioned avoiding a “tumultuous summer.”
🚫 Suggested Luka might have left anyway.
✅ What should’ve happened?
If defense is the message, own it:
“Again, we believe this trade gives us the best shot at building a championship team.”
But funny enough, last I checked, Dirk wasn’t an All-NBA defender, and the Mavs still won.
🤝 4. “We’re Aligned”—Only Works If You Look Aligned
Nico: “JKidd and I are aligned.”
Jason Kidd: [stares into the void, doesn’t nod, looks like he just found out about the trade five minutes ago]
Body language doesn’t lie. If your head coach looks like he just found out about the trade, don’t put him up there.
✅ What should’ve happened?
Either prep your coach to show alignment or don’t put him on stage.
🤷 5. Body Language: The Silent Press Conference Killer
If someone only watched the presser on mute, they’d assume Kidd was on trial.
❌ Hand on face.
❌ Hand over mouth.
❌ Loosening collar.
❌ Classic signs of stress, discomfort, and disagreement.
✅ What should’ve happened?
🔹 Train and prep your spokespeople to manage body language.
🔹 If someone isn’t aligned, don’t fake it.
Bottom Line: When the Message Doesn’t Match the Moment
This trade was already a gut punch for Mavs fans. The press conference? It made it worse. It was a clinic in press conference mistakes—how to lose trust, fast.
This wasn’t just a bad moment.
And the worst part? Every Mavs fan felt it. Even without being a comms pro.
All it needed? A little bit of a hooman touch.
𝗟𝘂𝗸𝗮, 𝗴𝗼 𝗯𝗲 𝗹𝗲𝗴𝗲𝗻𝗱𝗮𝗿𝘆.
Facing a tricky situation? Whether it’s a tough internal message or a press conference gone wrong, Hooman Communications is here to help you avoid reputation risks with crisis comms.
Or just drop us a message. We’ll be kind, promise.
